Caliente.mx, the flagship brand of Caliplay, has announced its biggest sponsorship commitment to date, becoming a ‘key commercial partner’ of Mexican football.

The sponsorship was announced yesterday via a press conference in the Toluca headquarters of the Mexican Football Federation (FMF), in which Caliente was announced as a new partner of Mexico’s National Team for the next four years.

Caliente joins the roster of Adidas, Coca-Cola, AT&T and insurance provider Banorte as a principal partner of Mexican football, supporting El Tricolor in its preparation for World Cup 2026 – set to be co-hosted by Mexico, USA and Canada.

Present at the event were Fernanda Sáinz, Commercial and Marketing Director of Caliente.mx, and José Romano, General Sales Director of the FMF.