American investors have rapidly increased their presence in Liga MX, with several high-profile purchases and partnerships announced since 2024. That year saw Wrexham’s Rob Mac and Ryan Reynolds partner with Eva Longoria and others to acquire a 50% stake in Necaxa. Innovatio Capital’s Marc Spiegel led the acquisition of Querétaro, described as the league’s first majority-U.S. ownership group, and equity firm General Atlantic purchased a 49% stake in Club América.
Investment activity continued with Apollo Sports Capital’s late-2025 purchase of a majority stake in Atlético Madrid, giving it ownership ties to Atlético San Luis. FC Juárez has been co-owned by El Paso-based MountainStar Sports Group since 2015. Taken together, those connections account for more than a quarter of Liga MX clubs having American links, according to reporting in the source text.
Investors cite perceived undervaluation and growth potential as key drivers. “Many investors right now are seeing Liga MX clubs in general as a very undervalued asset,” said Walter Franco, a director at Victus Advisors who has consulted for Mexican and American teams. Marc Spiegel told ESPN that the league presents “huge fan base and infrastructure and following across borders.” Sara Toussaint, a U.S.-based investor in Querétaro, noted the size and ratings strength of Liga MX audiences in the U.S.
Liga MX’s U.S. footprint is substantial. A 2023 friendly between Chivas and América drew 86,134 fans at the Rose Bowl, a figure that has not been surpassed by any MLS match, according to the source material. TelevisaUnivision says the Mexican league is “the most-watched club soccer league in the country, regardless of language,” though clubs negotiate their own broadcast deals and there is no league-wide partner.
Audience data underline the league’s U.S. reach. An Interticket study cited an average TV audience of 687,000 viewers per Liga MX game in the 2026 Clausura regular season, with other estimates placing averages in the 500,000s. For context, NBC reported average Premier League ratings of 510,000, and MLS commissioner Don Garber said MLS games averaged about 120,000 unique viewers per match. Consulting firm McKinsey & Company also noted that Latino viewers accounted for “98%” of the hours showcased by the league, while the Pew Research Center highlighted the youth of that demographic and its role in U.S. population growth from 2000 to 2024.
Financial firms have pursued league-level opportunities as well. In 2024, Apollo Global Management offered a reported $1.25 billion injection that, according to the Sports Business Journal, would provide a stake in the league’s collective media rights beginning in 2028, as noted in the source text.
