Overview

• The campaign was formalized through a July 25 agreement signed by FMF commissioner Mikel Arriola, SEP head Mario Delgado and INEA director Armando Contreras and officially kicked off on August 15.
• A decálogo of ten actions will roll out during Apertura 2025, featuring 100 protocol ceremonies, stadium audio messages, special blue BBVA balls and prominent signage at venues.
• Players and child ambassadors will carry the slogan “Somos un equipo por la educación de México” to raise awareness and encourage adults over 15 to enroll in INEA’s programs.
• INEA learners will receive complimentary match tickets and share their literacy journeys on Liga BBVA MX digital platforms to motivate wider participation.
• Organizers estimate a potential audience of over 230 million viewers in Mexico and the United States and plan special activations for International Literacy Day on September 8 and the September FIFA-window national team matches.