HiteJinro Signs Sponsorship Deal with Prestigious Mexican Football Club "CF Monterrey"

Accelerating the Popularization of 'JINRO' with Mexico's National Sport, Football

HiteJinro announced on the 10th that it has signed a sponsorship agreement with a prestigious Mexican football team and will launch a localized sports marketing campaign in the region. Through this initiative, the company aims to further raise the brand awareness of its flagship soju brand, 'JINRO,' in the Central and South American markets.

On the 1st, HiteJinro signed an official sponsorship agreement with the Mexican football club CF Monterrey, and the officials are taking a commemorative photo. (From left) Lizbeth Gonzalez Alcantara, CF Monterrey Marketing Manager; Sungjun Kwon, Asian Food Marketing CEO; Seho Oh, HiteJinro Americas Team Leader; Carlos Cayes, CF Monterrey Marketing Executive; Hangyeol Choi, HiteJinro Americas Team Manager.

HiteJinro revealed on the 10th that it officially signed a sponsorship agreement with the renowned Mexican football club CF Monterrey (Club de Futbol Monterrey) on the 1st. CF Monterrey is a powerhouse in Mexico's top-tier football league, Liga MX, and its home stadium, Estadio BBVA, boasts a capacity of approximately 53,500 seats. The club also ranks first in average home game attendance, drawing 41,598 spectators per match.

HiteJinro noted that the club has more than 5 million followers on its social media channels, which offers significant potential for digital exposure. The company plans to actively leverage the club's recent high-profile signings, such as Sergio Ramos, and the global spotlight from the upcoming 2026 North and Central America World Cup, to maximize marketing impact and global reach.

HiteJinro will implement a variety of on-site advertising initiatives, including permanent fixed billboards inside the stadium, large screen and TV ads, and brand exposure on giant electronic displays. In addition, the company will operate consumer experience booths that combine tastings and prize events so that spectators can directly experience the 'JINRO' brand at the stadium. Other planned activities include halftime events featuring the Dokkebi character, JINRO cocktail and product sales in the lounge, the production of collaborative promotional materials and merchandise using club assets, and invitation programs for local influencers and VIPs. Through these efforts, HiteJinro aims to foster deeper engagement with local football fans and further strengthen brand recognition.

Hwang Jungho, Executive Vice President of HiteJinro's Overseas Business Division, stated, "Mexico is a market where mass culture and consumer culture are combined around football, the nation's most popular sport. This sponsorship with CF Monterrey is a great opportunity to communicate more closely with local consumers," adding, "We will continue to strengthen our localization strategies by country and lead the globalization of K-soju through JINRO."

Meanwhile, as of 2024, HiteJinro's export volume to Mexico has grown approximately sevenfold compared to 2019, and the company has achieved an annual average growth rate of over 40%, rapidly expanding its presence in the market.