Wendy’s Collaborates with the NBA in Mexico to Further Connect with Local Fans
At Wendy’s®, we’re always looking for bold ways to connect with new fans and fuel growth. That’s why we’re thrilled to announce our strategic collaboration with the National Basketball Association (NBA) in Mexico: a move that puts Wendy’s at the heart of one of the country’s fastest growing and most passionate communities.
Why the NBA? Why Now?
There are 33 million NBA fans in Mexico, and basketball is the second most practiced sport in the country. NBA fans in Mexico also spend more than four hours a week consuming NBA content. The main way NBA fans enjoy games is at home with friends or family, which represents a significant opportunity to reach new audiences. NBA fans are also heavy social media users, with 47% of fans watching NBA highlights on social media every week, opening the door for Wendy’s to be present in the best moments of the NBA.
Together, we’ll build authentic connections with a new generation of consumers and restaurant team members who are shaping the future of food, sports, and culture in Mexico.
What This Collaboration Means
As the Official Burger of the NBA in Mexico, Wendy’s will be front and center at some of the country’s most exciting basketball moments. You will find us at marquee events like the NBA Mexico City Game and NBA House Mexico, where we’ll connect directly with consumers through in-arena activations, product sampling, and special experiences for influencers and partners. We’re also teaming up with the NBA on digital campaigns, including game broadcasts, NBA Mexico’s social channels, and email outreach to hundreds of thousands of fans.
This collaboration is a strategic investment in our brand’s long-term growth in Mexico. The NBA’s audience is brand-loyal, culturally connected, and loves food, making them the perfect match for Wendy’s. By joining forces with the NBA, we’re not just increasing our visibility; we’re becoming part of a movement that brings people together and shapes culture in Mexico.
“We’re excited to team up with the NBA in Mexico, and 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 restaurants teams to engage with communities across Mexico. Together with the NBA, we’re bringing the energy, excitement, and quality that define Wendy’s to an even bigger audience.”
Looking Ahead
Over the next three years, we’ll work with the NBA to create unforgettable experiences and solidify Wendy’s as a leader in the Mexican quick-service restaurant market.
Whether you’re a basketball fanatic, a future franchisee, or a member of our Wendy’s team, get ready! Together with the NBA, we’re bringing something fresh, bold, and exciting to Mexico — and we’re just getting started.