By J.J. Pavlick | New York, NY | May 26, 2026
PASADENA, CA—The Mexican National Team’s World Cup send-off match is getting a commercial power boost, as Adidas, McCafé at Home, and Ria Money Transfer were named official partners for the May 30 showdown against Australia at the Rose Bowl. El Tri’s send-off draws big-name branding as the world prepares for the FIFA World Cup 2026. The announcement came Tuesday from the Federación Mexicana de Futbol and Soccer United Marketing.
Big‑Name Brands Line Up for El Tri’s Rose Bowl Showcase
The partnership rollout begins May 28, turning the Rose Bowl grounds into a multi-day fan carnival—part festival, part farewell tour—as El Tri gears up for its final match before heading to the world’s biggest stage. Brands are leaning in hard, each promising its own flavor of fan engagement, cultural storytelling, and high‑visibility stadium takeovers.
Adidas Pushes Mexico’s New Third Jersey and Artisan Storytelling
Adidas is using the moment to keep momentum behind Mexico’s new Third Jersey, launched earlier this month alongside a six‑piece collaboration with Mexican brand Someone Somewhere. The company plans to spotlight artisans from Naupan, Puebla, whose craftsmanship inspired the collection, and will sell the new kit onsite throughout the weekend.
McCafé at Home Fuels the Crowd With Coffee Activations
McCafé at Home aims to caffeinate the crowd, rolling out coffee activations across Media Day, VIP Fan Day, MexTour Live, and matchday. The brand is also building an “At Home” lounge for VIP Fan Day—a chill zone where supporters can recharge with Espresso Roast samples and influencer-driven content moments.
Ria Money Transfer Brings a Cross‑Border Touch With Youth Clinic
Ria Money Transfer is leaning into its cross‑border identity, hosting a youth soccer clinic near the Rose Bowl on May 29. Players and families will receive surprise tickets to the team’s open training session.
SUM Says Partnerships Aim to Bring Fans Closer to the Team
“As the momentum continues to build toward the start of the World Cup, the Mexican National Team remains a powerful cultural force that unites millions of fans,” said Carter Ladd, SUM’s chief revenue officer. He added that the partnerships are designed to bring supporters “closer to the team during this milestone moment for soccer across North America.”
MexTour Model Expands as World Cup Countdown Accelerates
The send-off platform builds on the long-running MexTour model, blending entertainment, hospitality, and behind-the-scenes access. With adidas, McCafé at Home, and Ria now in the mix, organizers are betting on a high‑energy farewell that taps into the pride and passion of one of the sport’s most devoted fan bases.
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