How big is the US audience for Liga MX and the Mexican national team?

Is Liga MX the most-watched soccer league in the United States?

It depends on who is counting. TelevisaUnivision, which holds most of the rights, says Liga MX is the most-watched club soccer league in the country regardless of language, and reported it up 19% year over year through November 10, 2025. Sports Business Journal put the start of the 2025-26 season at an average of 501,000 viewers per match on TelevisaUnivision networks. In April 2026 Liga MX on Univision took four of the top five primetime soccer matches across all networks, averaging 775,000 viewers, with America against Cruz Azul averaging 981,000.

An independent tally by World Soccer Talk reached a different ranking: it found that the Premier League passed Liga MX in 2023, a year in which Liga MX viewership fell 12%. The accurate statement is that Liga MX is the most-watched league on Spanish-language television and first or second overall, depending on the year and the method.

How big is the Mexican national team in the United States?

Mexico has played an annual US tour since 2003 through Soccer United Marketing, the commercial arm of MLS, which holds the exclusive commercial rights to the team in the United States through 2028. More than 4.4 million fans attended 98 of those matches across 15 states. Partners sold by SUM have included Adidas, AT&T, Anheuser-Busch, General Mills, Wells Fargo and Home Depot, with Ria Money Transfer, Castrol and DoorDash added in 2025.

On television, Mexico's round of 16 match against England in the 2026 World Cup drew 23 million viewers on Telemundo and Peacock. Its Nielsen-rated audience of 10.1 million is the largest in the history of Spanish-language television in the United States.

Which figures should a sponsor treat with care?

Two. The first is tour attendance. Official announcements in 2022 described an average of 60,000 fans per match over the previous decade. Announcements in 2025 describe nearly 50,000. The long-run average is falling, not rising.

The second is the claim that El Tri has 60 million fans in the United States, from a 2020 study by Equation Research. The 2020 census counted 62.1 million Hispanics in the entire country. The team's following is very large, but that figure is a marketing number.

Who sells this inventory, and what is left for a regional brand?

Almost everything at this level is a national buy: SUM sells the national team, the networks sell the media, and Liga MX clubs negotiate their own US deals. None of it is priced for a regional brand or a local business. The same fans, though, also fill the stands of semipro and lower-division clubs in their own cities every weekend. That local tier is where Hispanic Retail Media (HRM) works, listing the open inventory of clubs in Hispanic communities so a brand can buy it with category exclusivity.