#35. Liga MX Femenil - Mariana Gutiérrez - Building a professional football female league from scratch
Description
Have you ever wondered what building a football league from scratch in a 130 million people country was like?
It is basically what Mariana Gutierrez did in Mexico with Liga MX Femenil. While Mexican people’s love for football is nothing new, its professional Female League only saw the light 6 years ago and enjoys success in the country.
A success that motivated Nike to become the league’s exclusive sports partner a month ago! In this context of promising growth for the league, we receive Mariana, who has been the Head of Liga MX Femenil since its creation.
In this new LeCorner episode, she depicts her exciting journey. Is it possible to change cultural attitudes towards women’s soccer? How to convince broadcasters and stakeholders in a male-dominant industry? How is the league’s business model built?
In this episode, you will learn many things, including:
- Mariana’s entrepreneurial and trailblazing journey
- The story behind Nike’s exclusive deal
- Product innovation and development programs
- A centralized business unit to collectively sell rights for sponsorship and broadcast?
- The U.S. model: an example?
- 2026 World Cup at home: how the league is preparing for it
Have a pleasant listening!
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LeCorner is a podcast dedicated to sports and digital. Every two weeks, we are pleased to receive a distinguished guest from the sports industry to talk to us about digital, innovation and strategic development.
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