American Investors Inject Millions into Mexican Soccer Ahead of the World Cup

SadaNews - A coalition of investors, including General Atlantic, is injecting hundreds of millions of dollars into soccer in Mexico ahead of the 2026 World Cup.

The companies announced in a joint statement that the group of investors has agreed to purchase a 49% stake in Ollamani Group, which owns Club America, one of the largest soccer clubs in Mexico, as well as the Estadio Azteca in Mexico City, which has a capacity of 88,000 spectators and will host the World Cup.

The new joint entity will be called Grupo Aguilas, with a valuation of $490 million, according to the companies. The stake of the group of investors is approximately $240 million.

Separation of Non-Media Assets of Ollamani

Televisa, the communications and media giant, established Ollamani in February 2024 to separate its non-media assets, such as Club America and the stadium, and focus exclusively on its core activities.

Ollamani will retain the remaining 51% of Grupo Aguilas, while Televisa's chairman, Emilio Azcárraga Jan, will serve as CEO.

Azcárraga Jan stated in a statement, "This strategic alliance strongly enhances our position in the next phase of our leadership journey, expanding our presence and delivering richer and more distinguished experiences for fans in Mexico and abroad."

General Atlantic and Ollamani are collaborating with Kraft Analytics, a subsidiary of the holding company owned by billionaire Robert Kraft, in the fields of data management and consulting.

Parent Company’s Experience in American Sports

The parent company has owned the New England Patriots since 1994, along with related assets, including Gillette Stadium in Massachusetts.

Club America, acquired by Televisa in 1959, is the top-performing team in Mexico, having won over 40 domestic and international titles, and benefits from a large fan base in both its home country and the United States.

The club is also listed on the Mexican stock exchange, making it one of the few soccer clubs publicly traded for investors, alongside European giants like Manchester United and Juventus.

The famous Estadio Azteca - now known as Estadio Banorte after the financial group purchased the naming rights - is currently undergoing renovations worth $106 million.

Other Activities of Ollamani

In addition, Ollamani operates a gaming division managing 18 casinos, while its publishing activities include releases such as the weekly entertainment magazine TVyNovelas.

The soccer market in Mexico is ready for investment, following the National League owners' board approval to prohibit any group from owning more than one team in Liga MX.

Currently, three business groups - including Grupo Salinas owned by billionaire Ricardo Salinas Pliego - own multiple teams, and will be required to sell some to avoid penalties.

Attractiveness of the Mexican League for American Investors

Mikel Arriola, president of the Mexican soccer league Liga MX, stated in an interview in November, "We can make tangible progress towards ending multiple ownership thanks to new foreign investments." He added, "Today, the Mexican league has become extremely attractive to American investors."

Investing in Mexican clubs is less expensive than buying a new franchise in the NFL, with the advantage of having an established fan base on both sides of the border.

The valuation of the Charlotte and San Diego FC, which are among the newest teams in the American league, has reached $325 million and $500 million respectively, according to league records. In contrast, the cost of purchasing a first-division team from one of the major European leagues exceeds $1 billion.

Arriola noted that interest in Mexican clubs would increase as the popularity of the game expands outside its core Latino audience in the U.S., and as the momentum for the 2026 World Cup continues long after the tournament ends.

He added at that time, "We have ten American investment funds looking for Mexican soccer clubs to invest in." He continued, "Seeing this large volume of deals in 2025 is unprecedented."

Mexican soccer has attracted millions of dollars from investors in recent years, who have dared to bet on the country’s great passion for the sport.

Previous Investment Deals in Mexican Soccer

In 2021, Hollywood star Eva Longoria and a group of American investors, including the Tails family and Sam Porter, purchased a 50% stake in Necaxa, one of the oldest clubs in the country.

The club is currently featured in a television series produced by FX.

Innovatio Capital, an Atlanta-based investment company, fully acquired Queretaro this year for $120 million.

Mark Spiegel, the CEO of the firm, became the first foreign owner of a team in Mexico's top division since its establishment 82 years ago.

Atlas FC, along with another club, is expected to be sold to American investors in the coming months.

Sam Porter, chief strategy officer at Apollo Sports Capital, said in an interview with Bloomberg's Business of Sports podcast in October, "When looking for investment opportunities, you ask, where is the place where an investor can benefit from a portion of the untapped returns, which have not yet been fully invested by those buying NFL and NBA teams?" He added, "I believe Liga MX has a lot of that appeal."