Unified Events

Driving Engagement for
El Clásico de México:
Multicultural Campaign & Fan Experience

As agency of record, The Colibri Collective developed the full brand identity and executed a comprehensive, multichannel marketing campaign for El Clásico de México: Club América vs. Chivas de Guadalajara.

The campaign was designed to build mass awareness, drive ticket sales, and celebrate the cultural significance of one of the most iconic rivalries in soccer.

The Strategy

Our approach combined data-driven digital marketing with high-impact traditional media, targeting a multigenerational Mexican and Mexican-American audience across both English and Spanish-language platforms.

Key elements included:

Bilingual campaign development and messaging
Paid digital strategy (social, programmatic, video)
Traditional media placements for broad reach
Culturally relevant storytelling rooted in fútbol passion and identity for earned media
Fan Fest event planning and production
Influencer campaign management

By meeting audiences where they consume content, the campaign delivered strong engagement and consistent visibility across paid and earned channels.

Event Experience:
Fan Fest Production

In partnership with United Events, Colibrí produced the official El Clásico Fan Fest—a four-hour pre-game celebration of Mexican soccer culture and music.

Our team led:

Full event planning and production
Talent booking and entertainment programming
Sponsor and vendor coordination
On-site logistics and execution, including a seamless rain contingency plan

The result was a high-energy, culturally immersive experience that drew over 8,000 fans, building momentum and excitement ahead of kickoff.

Creative Direction & Event Branding

The campaign’s visual identity was rooted in cultural storytelling and regional inspiration.

We developed a custom pattern system inspired by desert landscapes, Indigenous art, and architectural textures from both Arizona and Mexico. This design language created a visual bridge between local community identity and the international significance of El Clásico.

Reinforced cultural connection and authenticity
Created a cohesive visual system across all assets
Applied across digital, environmental graphics, and merchandise

The result was a bold, modern aesthetic that elevated the event beyond a match—positioning it as a celebration of culture, community, and fútbol.

The Results

Campaign Impact

45,627 attendees at El Clásico de México match
8,000+ fans at Fan Fest experience
10.8+ Million Impressions for DOOH Billboards
60+ Earned Media Placements
Negotiated $143,000 Promotional Added Value
5,598,000+ Digital Impressions
1,024 Radio Spots
338 Broadcast TV Spots

Why It Matters

This campaign demonstrates the power of multicultural marketing, bilingual strategy, and experiential design to drive both attendance and emotional connection.

By blending cultural authenticity with strategic media execution, Colibri transformed El Clásico de México into more than a game. It became a shared cultural moment that resonated deeply with the community.