By Alan Snel of LVSportsBiz.com
The Las Vegas Raiders have many sponsors and lucrative stadium founding partner deals, but the team’s latest business sponsorship agreement has an interesting international twist.
And if you think about it, the sponsorship makes perfect sense.
The Raiders said Wednesday that Viva Aerobus is the official “Mexican Airline” of the Silver and Black.
Sure, the Raiders already have Summerlin-based Allegiant Air as their stadium naming rights holder.
But the franchise that was once located in Southern California is now entrenched in Las Vegas, which, the Raiders point out, is among the top U.S. cities as a preferred destination for visitors from Mexico who that travel for leisure and entertainment.
Throw in the fact that fans travel to Las Vegas for Raiders games in Las Vegas. And you have a deal that can move visitors to Las Vegas for NFL games while also chipping in for the hotel room tax revenues to help pay off Southern Nevada’s debt for its $750 million contribution to help build Allegiant Stadium.
The Raiders also have a history in Mexico.
The team has played three games in Mexico—regular season games versus New England in 2017 and Houston in 2016 and a 2001 preseason contest versus Dallas.
The average attendance in those three games played in Mexico City’s Azteca Stadium: more than 80,000.
The Raiders maintain marketing rights in Mexico as part of the NFL’s International Home Marketing Areas (IHMA) across 10 different countries.
In January, the Raiders began to mine Mexico for marketing opportunities. The team began looked at opportunities like in-person and digital marketing, corporate sponsorship, fan activations, youth football activities, merchandise sales and co-marketing relationships with other sports and entertainment properties.
Additionally, Viva Aerobus has teamed up with Allegiant Air to expand services between the U.S. and Mexico. Subject to regulatory approval, the alliance is planned to launch in 2023.