Mexico changed its shield, but the controversy and criticism continue as it failed to identify Mexicans with the new design

The new shield, whose main element is the eagle perched on a ball with outstretched wings , highlights the green color of the Mexican flag, and below appears the legend of Mexico.

The FMF decided to revolutionize the logo in a key moment for the est marketing strategies since each World Cup year the Mexican team registers its highest sales of shirts , at the exceed one million purchases according to data from different publications.

“ We are one year away from the World Cup and this is a new way of not only hitting the media but also commercially . The FMF always makes more money in the fourth year of the World Cup cycle, gets more than 50 percent of their income , “Iván Pérez, a journalist from Forbes specialized in the Mexican sports industry.

For Pérez, the FMF not only thinks about the sales of the shirt that it will present for Qatar 2022 but his sights are also set on the World Cup 2026 that will be organized by Mexico, Canada and the United States.

The market of the Mexican national team is not only found in Mexico but also in the United States , where it is estimated that there are more than 35 million people of Mexican origin.

The FMF is aware of its US market, which they visit with friendly matches on a recurring basis throughout the year, and this change in the shield was also thought of them.

“It will be the first concept that unites the two markets, the Mexican and the American . The FMF did not work like that, it monetizes a lot with second or third generation Mexicans, but there was nothing that united them, “added Pérez, founder of El Míster, a content platform that conducts research on sports businesses.

Mexican managers will now advance to the process consolidation of the new shield by persuading fans reluctant to change , who have demonstrated his displeasure.

Javier Salinas, marketing director of the FMF of 2010 to 2012, acknowledged that whenever any brand logo there is an initial rejection .

Salinas, president of the Mexican Baseball League between 2017 and 2019, was part of the previous change to the shield of the Mexican team in 2010 with the modification of the position of the eagle that went from looking down to looking at the horizon.

“If we want to see something good at least they try to do something different, change, but they did not ask to the fan if he needed a new logo. Now they will have to row against the current because the other shield helped them to achieve a basic identification with fans and non-fans. This one is more similar to that of Germany or Nigeria, it will be difficult for them to position it “, he told Efe.

The former director of marketing and marketing of the Mexican Soccer League considered that the Mexican team loses identity and that to “hard” fans, mostly above 30 years will take the longest to get used to the new image.

Javier Salinas expressed that the ideal time to do a renovation like this was after the World Cup in 2022 to have four years to work on positioning.

In addition, the professor said that it does not favor the FMF that the Mexican team does not go through a good sporting moment, since it is in the third position of the qualifying classification World Cup players and lost the Gold Cup and Nations League finals to the United States.

“I know the market studies and I don’t think any fan has said that the previous logo did not represent it . Adidas had a lot to do with the exchange for the new jersey for the World Cup. It was not the time to change, but to improve the other, to modernize it. You cannot give in to commercial pressure “, he lamented.

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