TelevisaUnivision Announces State Farm® as Official Sponsor of Liga MX in the U.S. 

Jan 25, 2024

State Farm is Exclusive Insurance Partner of Liga MX in the U.S., Presenting Sponsor of Halftime Coverage for Liga MX 

Continuing its Ongoing Investment in Women’s Sports, State Farm Will Also Serve as Presenting Sponsor of Liga MX Femenil’s Halftime Coverage in the U.S.

NEW YORK – Jan. 25, 2024 – TelevisaUnivision, the world’s leading Spanish-language media and content company, and Liga MX, the most-watched soccer league in the U.S., today announced State Farm® as the exclusive insurance partner of Liga MX in the U.S., the league’s first official domestic insurance partner. State Farm joins T-Mobile and Patria as foundational sponsors for Liga MX in the U.S., following TelevisaUnivision’s landmark partnership that brought the Mexican soccer league’s commercial rights to the U.S. in 2022. 

As part of the new partnership, State Farm will serve as the presenting sponsor for halftime coverage in both Liga MX and Liga MX Femenil matches, as well as on-site activations throughout the year in select markets during Liga MX viewing parties, also known as Fiestónes. TelevisaUnivision and State Farm will also collaborate on the production of new, contextually-relevant advertising creative, featuring Liga MX marks and logos, which will run across Liga MX programming – and beyond – beginning next month.  

“Sports bring friends and neighbors together. State Farm is proud to be the exclusive insurance partner of Liga MX, the most-watched soccer league in the U.S.,” said Kristyn Cook, Executive Vice President and Chief Agency, Sales & Marketing Officer at State Farm. “It also gives us an opportunity to continue our investment in women’s sports through a presenting sponsorship of Liga MX Femenil’s halftime coverage.” 


“We are so excited to welcome State Farm as the exclusive insurance partner for Liga MX and Liga MX Femenil,” said Dan Riess, Executive Vice President and Chief Growth Officer of U.S. Advertising at TelevisaUnivision. “Liga MX is a cultural powerhouse in the Hispanic community, and it’s our mission to help marketers like State Farm build real brand love through these types of long-term partnerships. Our Así Studios team is especially proud to partner with State Farm in building just the right content for Liga MX fanáticos.” 

Liga MX’s Torneo Clausura kicked off on Friday, Jan. 12, with coverage continuing on TUDN and across TelevisaUnivision networks and platform, leading up to the championship game, and the Campeón de Campeones in June. 

“State Farm’s reputation and experience in the sports marketing landscape speaks for itself, and we couldn’t be happier to welcome them as a partner of Liga MX,” said Mikel Arriola, President at Liga MX. “Strong partnerships such as this one allow us to build on the momentum and unique passion among our U.S. fanbase.” 

Media Contacts: 

Anna Negrón, Director of Corporate Communications  

State Farm
Dave Phillips, Media Relations  

Liga MX
Salvador Aguilera 

About TelevisaUnivision
TelevisaUnivision is the world’s leading Spanish-language media company. Powered by the largest library of owned Spanish-language content and a prolific production capability, TelevisaUnivision is the top producer of original content in Spanish across news, sports and entertainment verticals. This original content powers all of TelevisaUnivision’s platforms, which include market-leading broadcast networks Univision, Las Estrellas, Canal 5 and UniMás, and a portfolio of 38 cable networks, which include TUDN, Galavisión, Distrito Comedia and TL Novelas. The company also operates the leading Mexican movie studio, Videocine, and owns and operates the largest Spanish-language audio platform in the U.S. across 35 terrestrial stations and the Uforia digital platform. TelevisaUnivision is also the owner of ViX, the largest Spanish-language streaming platform in the world. For more information, please visit  

About State Farm
For over 100 years, the mission of State Farm has been to help people manage the risks of everyday life, recover from the unexpected and realize their dreams. State Farm and its affiliates are the largest providers of auto and home insurance in the United States. Its more than 19,400 agents and 67,000 employees serve over 91 million policies and accounts – including auto, fire, life, health, commercial policies and financial services accounts. Commercial auto insurance, along with coverage for renters, business owners, boats and motorcycles, is also available. State Farm Mutual Automobile Insurance Company is the parent of the State Farm family of companies. State Farm is ranked No. 44 on the 2023 Fortune 500 list of largest companies. For more information, please visit 

Liga MX is the first division of Mexican soccer, comprised of 18 clubs from across the country and headquartered at La Casa del Fútbol, a sports and office complex in Toluca, Mexico. Liga MX was founded in 2012 to give a new vision to the Primera División format and the structure of the other divisions. Mexico’s main competition ranks among the top 10 Leagues in the world in terms of attendance and squad value. Liga MX is also comprised of Liga MX Femenil, Liga Expansión MX, and the U-20, U-18, U-16, and U-14 tournaments. Visit for more information. 

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