Liga BBVA: Fud (food brand) becomes a regional partner of Real Madrid in Mexico until 2016-17

Fud, the meat, sausage, cheese and ready-meal brand belonging to the Mexican food company Sigma, has become a regional partner of Real Madrid CF (Liga BBVA) until 2016-17, the club announced on 03/02/2016. Fud is the second partner of Real Madrid in Mexico, after the beer brand Tecate (Heineken group, until 2019-20).

Fud has obtained the marketing rights of Real Madrid and its players for its advertising campaigns and packaging in Mexico. The brand will also organise events and activations related to the club. The Mexican marketing agency You First Sports oversaw the signing of this partnership. The amount of the contract is estimated at €1m per season, according to Mexican media. Real Madrid generated €208.08m in commercial revenue during the 2014-15 season.

The agreement will allow Real Madrid, who opened a club store in Mexico in 2015, to strengthen its presence in Mexico. The club has 5.69 million Facebook fans in this country, making it the second highest concentration of fans (after Indonesia, 8.58 million) with 6.6% of its total fan base as of 03/02/2016.