Sports leagues target Mexico for new fans
\n![\"Juanjolote,](\"https:\/\/www.rawchili.com\/nba\/wp-content\/uploads\/2026\/01\/10-813x1024-1.jpg\")
Juanjolote, the mascot of the Mexico City Capitanes, pumps up the crowd during a game. (Capitanes CDMX)<\/p>\n
The team\u2019s inclusion in the NBA signaled a major shift regarding Mexico\u2019s viability as a business opportunity for the world\u2019s most iconic sports brands. It highlighted new possibilities for the ways in which both U.S.-based and international sports leagues understood Mexico\u2019s market appeal. In the past decade alone, the NFL<\/a>, MLB<\/a>, and F1<\/a> have all significantly expanded their efforts and made inroads in Mexico, where each league has hosted events with increasing regularity to create an ongoing presence with Mexican fans. <\/p>\n To date, however, only the NBA has truly doubled down on its Mexican investment<\/a> by adding a fully-equipped Mexico City team. And to their credit, they have allowed the team to retain much of its Latin American spirit and identity, with the majority of its players coming from all over Latin America and within Mexico \u2014 an uncommon sight for a league that has only ever seen six players of Mexican nationality in its 79 years of existence.<\/p>\n Capitanes break G League attendance records<\/p>\n Despite navigating previously uncharted territory \u2014 which the managing director for NBA Mexico, Raul Zarraga<\/a>, admitted to ESPN was \u201ca long, difficult process\u201d \u2014 the team has stuck around. So, with the end of their trial period approaching quicker than a mid-court fastbreak, how exactly has the team performed?<\/p>\n The Capitanes were contractually allotted a minimum of five years in the NBA\u2019s ranks, originally slated to begin in 2020, but having been delayed due to COVID. Unfortunately, the setback forced the team to postpone their debut for one year, in which they would eventually relocate to Fort Worth, Texas, as their temporary home once the league resumed play in 2021. The following year, they would finally return to host their inaugural game in Mexico City in 2022, which broke G League attendance records. <\/p>\n Since then, Chilango fans have continued to shatter the NBA\u2019s minor league attendance numbers, with 35,043 fans showing up for a two-game series against the South Bay Lakers<\/a> (the minor league representative of the ever-popular Los Angeles Lakers) in 2024. As of this writing, the Capitanes have led the G League<\/a> in quantifiable metrics like merchandise, ticket sales and fan attendance. They\u2019re also recognized as having avid fans in the G League, often showcasing Mexico\u2019s zealous passion (the team formerly played inside Gimnasio Ol\u00edmpico Juan de la Barrera, an Olympic-era relic from 1968, before relocating to the state-of-the-art Arena CDMX on the other side of the beastly megalopolis).<\/p>\n Fan experience in Mexico City<\/p>\n Though the team\u2019s official logo is the Monumento a la Revoluci\u00f3n, their mascot is a giant axolotl named Juanjolote. Their jerseys are colorful and snazzy, often highlighted with traditional Mexican touches and patterns (one of their more popular kits is a limited-edition pi\u00f1ata-themed colorway). Combined with the modern amenities of most NBA arenas \u2014 to go along with Mexicanized in-game entertainment like mini luchadores, mariachis, Mexican celebrities sitting courtside, and more \u2014 the overall fan experience is unlike anything else in the NBA stratosphere. And that alone is of value to the league at large, which aspires to maintain a direct connection with its Spanish-speaking audience across the border.<\/p>\n On the court, the team hasn\u2019t won any championships, nor have they outright dominated the competition. Even at their best, they\u2019ve mostly been a middle-of-the-road team in a league that constantly fluctuates due to the nature of being a farm system for the NBA (that is, players often get called up to play for the NBA\u2019s flagship teams at various points in the year, making the G League a fluid, shifting league).<\/p>\n Highlighting Mexican heritage<\/p>\n The areas in which the team has outright succeeded is in highlighting its Mexican-heritage players: most famously, Juan Toscano-Anderson, a former NBA Champion with the Golden State Warriors<\/a> who played two seasons with the Capitanes after his contract expired in the NBA\u2019s big leagues. JTA, as he is known by fans, brought massive fanfare to the franchise during his time, helping to provide a veteran legitimacy and winning acumen to the squad for a few years and elevating their status with his gameplay and fan popularity. Outside of Mexican-blooded hoopers, there have also been recognizable NBA names like Shabazz Napier and Kenneth Faried, as well as young, talented prospects from around the world like Brazil\u2019s Bruno Caboclo and American high schooler Dink Pate, who has openly spoken about his love for Mexico and its basketball fanatics<\/a>.<\/p>\n Most recently, the team signed Mexican national team forward Gael Bonilla and Texcoco-born point guard Luis Andriassi to contracts, bolstering their Latino ranks. Their current General Manager, Orlando Mendez-Valdez, is a former Capitanes player himself and a Mexican American star who cut his teeth in Mexico\u2019s pro league as a three-time champion and All-Star in the LNBP. For his part, Mendez-Valdez has assembled perhaps the most competitive Capitanes team to date.<\/p>\n As of this writing, the Mexico City team is on an eight game win streak with a 10-2 record, and will hope to make a dash into the postseason and reach their first NBA G League finals.<\/p>\n Will the Capitanes remain an NBA affiliate?<\/p>\n Regardless of this season\u2019s outcome, it\u2019s overwhelmingly clear that the Capitanes are Mexico\u2019s favorite basketball team and are shouldering the nation\u2019s NBA aspirations. They\u2019ve come a long way from their amateur-like days in the LNBP<\/a>, but have they done enough \u2014 both on- and off-the-court \u2014 to convince the NBA of their value? Culturally, they\u2019ve added a priceless dimension to Mexico City\u2019s sporting offerings. It\u2019s yet to be seen, though, if they\u2019ll continue to be around for future tip-offs as an NBA affiliate in the coming years. With league expansion looming, Mexico City has positioned itself as close to the rim as possible \u2014 and anything can happen.<\/p>\n![\"Mexico](\"https:\/\/www.rawchili.com\/nba\/wp-content\/uploads\/2026\/01\/JX2_8512-min-773x380-1.jpg\")
Mexico City Capitanes games offer a fan experience unlike anything else in the G League. (Capitanes CDMX)<\/p>\n