In a landmark move for North American football, Caliente MX has been announced as the official sponsor of the Concacaf Champions Cup and the Concacaf W Champions Cup.
This alliance makes the Mexican betting giant the first operator to serve as an exclusive partner for Concacaf’s most prestigious club competitions.
The partnership arrives at a pivotal moment, with the 2026 Concacaf Champions Cup set to feature global superstars, including Lionel Messi and Inter Miami, between February and May. The deal underscores a growing trend of regulated sports betting operators collaborating with major sports organizations to enhance fan engagement.
A Strategic Alliance
Executives from both organizations formalized the agreement at a press conference featuring Fernanda Sainz, Chief Commercial Officer of Caliente MX, and Heidi Pellerano, Concacaf’s Commercial Director.
Pellerano noted the strategic value of the partnership for the confederation’s flagship tournaments:
“The Concacaf Champions Cup and the Concacaf W Champions Cup are the pinnacle of club football competitions in Concacaf. Having a partner such as Caliente MX, who shares a long-term vision with us and has a strong connection with football fans, will help us strengthen our tournaments’ identity while enabling us to continue elevating the experience for fans, clubs, and audiences across our region.”
Caliente MX’s Vision For Caliente MX, the sponsorship solidifies its dominance in the regional football market. Fernanda Sainz expressed the company’s enthusiasm for the multi-year deal:
“Becoming an official sponsor of the Concacaf Champions Cup and the Concacaf W Champions Cup is a major step within our long-term vision. This multi-year agreement is a testament to our leadership in the sport of football and enables us to connect with our fans through the most important club competitions in the region, always keeping the fan at the center of the experience.”
As the region prepares for the 2026 World Cup cycle, this partnership signals a deeper integration between top-tier football and the regulated betting industry.
