Mexico’s “Made in Mexico Always Wins” Campaign Launched Ahead of 2026 World Cup

Mexico City – The Mexican Secretary of Economy, Marcelo Ebrard, unveiled the “Lo Hecho en México siempre gana” (Made in Mexico always wins) campaign on Tuesday, an initiative designed to bolster domestic consumption and highlight the nation’s industrial capacity ahead of co-hosting the 2026 FIFA World Cup.

During the launch event, Ebrard emphasized the campaign’s goal of showcasing Mexico’s productive capabilities and its standing in the global economy. More than 30 companies, representing approximately 5,000 production units nationwide, are participating in the program, with support from the Business Coordinating Council (CCE), according to officials.

“This is about projecting what Mexico is,” Ebrard stated, noting the country’s position as a major exporter and key trading partner of the United States. He highlighted the complexity of the Mexican economy, pointing to its strength in advanced manufacturing sectors. The campaign aims to capitalize on the global attention expected during the World Cup, which will see Mexico become the first country to host three FIFA World Cups and the Azteca Stadium host a record three opening matches.

Ebrard as well drew a connection between the campaign and Mexico’s historical and cultural legacy, referencing the innovations of ancient civilizations like the Olmecs, who developed early forms of elastic ball games. He anticipates that Mexico will be under intense scrutiny from billions of viewers during the tournament’s inauguration.

The initiative reflects a broader governmental strategy to strengthen national economic identity and promote the recognition of domestic production, with participation from both private companies and entities like the Pascual cooperative and Mexicana de Aviación.

José Medina Mora, president of the CCE, stated that the campaign would contribute to strengthening internal value chains. “Consuming what is made in Mexico supports employment,” he said, recalling the participation of 30 companies from the business organization in a previous phase of the strategy.

Mikel Arriola, president of the Mexican Football Federation, also attended the event, asserting that the 2026 World Cup will serve as a platform to project Mexico’s identity internationally. He stated that the national team has been involved in the initiative for four months and believes that “when the world looks at us, they won’t just see full stadiums, but what we are made of.” Arriola noted the tournament will be the largest sporting event in history, featuring 48 teams and 104 matches and emphasized Mexico’s passionate football fanbase.

According to web search results, Ebrard previously expressed confidence in the Mexican national team, stating they have the full support of his office as they prepare for the tournament ([1]). Mexico is scheduled to open the World Cup against South Africa on June 11, 2026 ([1]). The government also hopes the event will provide an opportunity to present a “positive image” of Mexico, countering negative perceptions related to organized crime ([2]). Officials anticipate over 6 million tourists will visit Mexico during the World Cup, representing a potential increase of more than 40% in tourism revenue ([3]).