On July 10th, HiteJinro announced that it has entered into an official sponsorship agreement with CF Monterrey, one of Mexico’s most prestigious football clubs. This partnership aims to significantly enhance the brand awareness of JINRO soju across Mexico and Latin America, while also intensifying sports marketing efforts.
CF Monterrey, a legendary team in the Mexican top-tier league Liga MX, boasts a seating capacity of 53,500 at its home stadium, Estadio BBVA. As the fourth-largest football stadium in Mexico, it attracts an average of over 40,000 spectators per match, with total season attendance reaching approximately 770,000. The club enjoys a vast and passionate fanbase, making it an ideal partner for brand expansion.
The club’s digital influence is also noteworthy, with over 5 million followers on its social media platforms. With the addition of global star Sergio Ramos and Mexico co-hosting the upcoming North and Central America World Cup next year, the team’s international exposure is expected to rise further. HiteJinro plans to leverage these factors to execute aggressive brand marketing.
As part of the sponsorship, HiteJinro will showcase the JINRO brand through various channels at the stadium, including fixed advertising boards, large screens, TV commercials, and massive electronic billboards. Additionally, experiential marketing efforts will be intensified, featuring JINRO tasting events, prize giveaways, and halftime entertainment with the mascot, ‘Toad,’ to engage with the local fans.
HiteJinro’s Overseas Business Division Executive Director Hwang Jung-ho stated, “Partnering with CF Monterrey provides an excellent opportunity to deepen connections with local consumers in Mexico. Moving forward, JINRO will continue to lead the global expansion of K-soju through tailored strategies for each country."
Remarkably, HiteJinro’s exports to Mexico in 2024 have grown approximately sevenfold compared to 2019, with an average annual growth rate (CAGR) of over 40%, demonstrating rapid market expansion.
