Wendy’s Collaborates with the NBA in Mexico
Wendy’s has announced a strategic collaboration with the National Basketball Association (NBA) in Mexico, positioning the brand as the Official Burger of the NBA in the country.
Key Partnership Details
The three-year collaboration connects Wendy’s with 33 million NBA fans across Mexico through marquee events, digital campaigns, and in-arena activations at occasions like the NBA Mexico City Game and NBA House Mexico.
Why This Partnership Matters
Basketball ranks as the second most practiced sport in Mexico, with fans consuming over four hours of NBA content weekly. 47% of Mexican NBA fans watch highlights on social media each week, creating multiple engagement opportunities for Wendy’s to reach new audiences.
Brand Activation Strategy
Wendy’s will maintain visibility through:
- In-arena activations and product sampling at major basketball events
- Digital campaigns across game broadcasts and NBA Mexico’s social channels
- Email outreach to hundreds of thousands of fans
- Special experiences for influencers and brand partners
Executive Perspective
“This partnership gives Wendy’s a unique opportunity to connect with millions of passionate fans through unforgettable experiences,” said Carlos Ribas, Wendy’s SVP and Managing Director, LAC. “By aligning with the world’s premier professional basketball league, we’re creating new ways for our franchisees and restaurant teams to engage with communities across Mexico.”
Market Impact
The collaboration positions Wendy’s to strengthen its presence in Mexico’s quick-service restaurant market by connecting with brand-loyal, culturally engaged consumers who watch games at home with friends and family—prime occasions for Wendy’s products.
