En route to winning the Gold Cup, Mexico's six games at different venues across the United States attracted an average attendance of 71,500 fans, including the 93,000 who turned out at the Rose Bowl in Pasadena on Saturday.
Mexico's games have produced television audiences that have pushed Spanish-language network Univision to the top of the U.S. ratings for prime time on Saturday night for the past two weeks, beating all the leading England-language channels.
The final, in which Mexico beat the USA, 4-2, attracted an average audience of 8 million throughout the broadcast -- in Spanish. Game 7 of the NHL’s Stanley Cup averaged 8.5 million in the USA on NBC and the final round of the U.S. Open golf drew 9 million on the same channel -- both in English.
“[The Mexican national team] is now one of the top sports brands in the [United] States and companies have stepped up and seen the value of that,” said Michael Hitchcock of Texas-based Playbook Management International, which specializes in soccer business in North America. “They are selling out stadiums, selling jerseys, selling sodas, selling beers -- anyway you look at it they are a money-making machine because the fans are so passionate."