Gana Media Group (LSE:MOS) said its Mexican sports media platform, Estadio Deportes, has signed a content and broadcasting partnership with Máximo Avance, which holds broadcast rights to matches from ONEFA, Mexico's leading university American football competition.
The AIM-listed group builds its offering around media, live sport, fan engagement and gaming across Mexican sports audiences.
Estadio Deportes will produce and broadcast matches involving UNAM, UVM and UDLA across YouTube, Instagram and Facebook, covering 15 regular season fixtures between September and November, with postseason coverage if the teams reach the playoffs.
The company will also launch a dedicated American football section on estadiodeportes.mx for news and ongoing coverage of ONEFA.
"American football has a passionate audience in Mexico and this partnership allows us to expand into that community while continuing to grow the reach and relevance of Estadio Deportes", said Gerardo Velazquez De Leon, head of Estadio Deportes.
Lorenzo Caci, chief operating officer of Gana Media Group, said adding sports rights and original content strengthens the group's integrated ecosystem and "creates additional opportunities for us to engage and ultimately monetise sports fans across the Group."
The broadcast schedule opens on 5 September with UVM against IPN's Burros Blancos.
News Intelligence what this means for the company
Gana Media's Estadio Deportes has secured broadcast rights to 15 ONEFA (Mexican university American football) regular-season fixtures from September through November, with postseason coverage possible, across YouTube, Instagram and Facebook. The deal extends the platform's sports content into a new audience segment within Mexico, complementing its existing football and betting operations.
The ONEFA partnership adds a niche but established sports property to Estadio Deportes' content mix, supporting the company's stated strategy of expanding fan engagement and monetisation opportunities. However, 15 fixtures across three months represents a limited content commitment relative to the platform's broader portfolio, and the announcement contains no financial terms or subscriber/engagement targets against which to measure impact.
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