By Juan Carlos Londoño Roldán*
The Azteca stadium is much more than a sports venue. The so -called “Coloso de Santa Úrsula” has witnessed historical moments of world football, such as the World Cups of 1970 and 1986, and even goals from the God’s hand. Now, with the 2026 World Cup on the horizon, its next remodeling not only represents a structural update, but a strategic opportunity to project Mexico City as an innovative, culturally rich and globally connected metropolis.
In the era of city branding and the city marketingCity of Mexico seeks to position itself on the global map through symbols that encapsulate its essence and attractiveness. The Azteca stadium, with its history and mystical, has the potential to be one of the strongest letters for the Mexican capital, where, according to ESPN, more than five million football-factors are expected. A non -negligible figure for a country like Mexico, which received more than 40 million tourists in 2024, growing at an annual rate of 7% according to INEGI. It is not just about modernizing a stadium, but of integrating it into an urban strategy that combines sport, culture, sustainability and innovation. Fortunately, as indicated by Forbes, with more than 710 hotels and 63,000 rooms, hoteliers say they are ready to welcome ball fans. However, before an avalanche of five million, the city must begin to devise a contingency plan and enable other options that complement its supply on lodging.
According to the president of the Mexican Football Federation, Yon de Luisa, revenues related to the World Cup could amount to 500 million dollars. These millionaire profits, even if they sound astronomical, could be higher, if we compare them with the 3.8 billion the FIFA estimates could benefit Canada. In the case of Azteca, his renewal could attract not only fans, but also tourists interested in unique cultural and technological experiences that make them live fantastic experiences.
Thus, the World Cup becomes an opportunity to strengthen the CDMX brand, an intangible resource that could be the subject of political interests according to the reportTelobby.com portal. This cannot happen, the values of our city-city cannot change to the swing of political interests, and the CDMX brand should be able to integrate into the efforts to make the Aztec the World Cup epicenter. So things, chilangos They would continue to have one of the best 10 cities in the world, as the ranking 2025 of the magazine Timeout from London. This is also an opportunity to strengthen the Azteca Stadium brand, designing brand strategies, an attractive website, content on social networks, reminders and memorabilia that put the stadium in the hearts of visitors.
The remodeling of Azteca opens the door to create a vibrant district in its surroundings, which combines history, gastronomy and modernity. Imagine pedestrian streets full of restaurants that celebrate Mexican cuisine, design crafts and interactive spaces that narrate the rich football history of the stadium. In this sense, as Kotler proposes in his book Marketing 6.0the inhabitants of Mexico City and the residents of Santa Úrsula will play a preponderant role to co-create and be participants in the developments that are generated in their area of influence.
Cities like Munich, with the Allianz Arena, or Santiago Bernabéu in Madrid, have shown that stadiums can be centers of social and cultural cohesion. According to the portal 20 minutes, beyond being simply stages, these architectural structures become city icons. In the case of Azteca, Mexico City could integrate mixed spaces that promote tourism and benefit local communities.
In addition, the stadium can become a sustainable urban innovation laboratory. Incorporating cutting -edge technology, such as solar panels, rainwater collection systems and efficient public transport, not only would comply with FIFA standards, but would consolidate Mexico City as a city committed to sustainability, a point in favor in the consolidation of a sustainable city image.
One of the most exciting aspects of the renewal of the Azteca Stadium is its projection as a space of immersive experiences. According to a report from Insight Partnersthe immersive entertainment industry will grow by 24.9% annually between 2023 and 2031. In this sense, the Aztec could offer virtual tours that allow to revive the iconic moments of its World Cups, interact with holograms of legends such as Maradona or Pelé, or explore its architectural evolution through augmented reality.
Students of the Monterrey Campus Ciudad de Mexico Technological have already designed proposals that include the implementation of a private 5G network to guarantee connectivity throughout the stadium, IoT sensors that optimize mobility in parking and payment systems without contact to expedite transactions. In addition, interactive applications with real -time statistics and experiences based on augmented reality for attendees are planned. Security will also be key: it has been thought to incorporate a 5G connected camera system that will monitor every corner of the enclosure, while a software Intelligent management will optimize the maintenance of the grass and other areas.
Beyond football, the Azteca stadium has the potential to consolidate as a space for social and cultural cohesion. According to an analysis of the Barcoinnovation Hub, it is useless to have the most beautiful stadium in the world if it fails to diversify its income. Therefore, it is planned to turn Azteca into a cultural epicenter that wraps concerts, exhibitions, conferences and fairs. Initiatives that include educational and sports programs for local young people, as well as free activities that strengthen the sense of community are also glimpsed. Even parking could be transformed into an outdoor cinema or a space for cultural events.
Additionally, to position the Azteca stadium as a global symbol of Mexico City, a strategy of a strategy will be crucial marketing digital and integral. This could include collaborations with influencers International, campaigns with players from Club América and even alliances with global football figures.
In addition, digital platforms such as Netflix or Amazon Prime could be strategic allies to narrate the history of Aztec in documentaries that highlight their legacy and transformation towards the future. According to Kantar, 31% of Internet users are subscribed at least to one of these new platforms, which makes them a powerful tool to bring the Aztec message to the world.
As Pelé once said: “Soccer is the art of joining people.” Today, Azteca has the opportunity to go beyond football, to unite the world around the cultural, historical and technological wealth of Mexico City.
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About the author:
*Juan Carlos Londoño Roldán is a professor at the Business School of Technological of Monterrey, Mexico City Campus.
The opinions expressed are only the responsibility of their authors and are completely independent of the position and the editorial line of Forbes Mexico.
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