How Sports Diplomacy Can Strengthen U.S.–Mexico Relations

Standing in Houston’s NRG Stadium while more than 70,000 fans chanted, sang, and lived every moment of the 2025 CONCACAF Gold Cup final between the United States and Mexico earlier this month was a reminder of just how deeply sport unifies us at a human level. In that stadium, national pride and regional rivalry mixed with joy, heartbreak, and shared cultural expression. Mexico closed out the tournament with a 2-1 win in something that was more than a futbol match. It reflected the intertwined identities, economies, and futures of two nations.

From NBA, MLB, and NFL games in Mexico to Liga MX teams regularly battling it out with MLS teams, sport is one of the most powerful tools for diplomacy and connection between the United States and Mexico. As tensions regarding migration, trade disputes, and political divides dominate headlines, it can be easy to overlook the deep bonds our countries share. But sport remains a common language – competitive but cooperative, commercial yet cultural – that can help us navigate challenges and unlock opportunities.

A Shared Field of Play

With 48 teams participating and three countries hosting, the FIFA World Cup 2026, co-hosted by the United States, Mexico, and Canada, will be the largest World Cup in history and an embodiment of the opportunities for cross-border cooperation. Mexico will host ten matches between Mexico City, Guadalajara, and Monterrey, cities with storied sports traditions and an unmistakable cultural imprint on U.S. athletics. The tournament will also mark Estadio Azteca becoming the first stadium in the world to host matches in three different World Cups: 1970, 1986, and 2026.

The United States will host the majority of games, including the final, and will welcome millions of fans, players, and delegations from across the globe. Every game across will depend on athletes, coaches, medical teams, media personnel, and fans moving seamlessly into and between all three countries. Because these visitors do not just fill stadiums, they build bridges and dismantle stereotypes. They remind us that diplomacy is not confined to embassies and summits; it also happens in the stands and in locker rooms. The question now is whether we are willing to invest in sports in the way we do other tools of influence.

Beyond the Scoreboard: Policy Implications

Sport alone will not solve every challenge in the relationship between Mexico and the United States, but it can unlock new forms of engagement and goodwill. To do that, we must treat sports diplomacy with the same strategic aims that we apply to trade, security, or energy cooperation. Potential paths of collaboration include:

• Modernize Sports Visa Pathways - The current visa system fails to meet the demands of today’s global sport ecosystem. Athletes, coaches, referees, trainers, media personnel, and support staff face unnecessary delays, inconsistent guidance, and limited flexibility. We need tailored, streamlined processes for sports professionals, especially in the lead-up to high-profile events like the FIFA World Cup 2026 and the 2028 Summer Olympics in Los Angeles. Potential solutions could include a dedicated sports track or a binational task force that coordinates expedited approvals across DHS, the State Department, and their Mexican counterparts.
  
  At Jetr Global, we see these immigration challenges up close every day. Our teams often must find workarounds in a system that should be working for international sports, not against it.

• Enhance Commercial Sports Diplomacy - Major events like the FIFA World Cup present rare moments to tie sport to economic innovation. We should seize this opportunity to host joint showcases in host cities focused on sports technology and innovation. U.S. and Mexican companies can display cutting-edge advancements in infrastructure, fan engagement, and performance science.
  
  Additionally, we should pursue the creation of North American SportTech Clusters; ecosystems of startups, federations, academic institutions, and investors that would help turn short-term visibility into long-term partnerships. Cross-border trade missions and innovation delegations would connect Mexican entrepreneurs directly with U.S.-based sports leagues and franchises, driving investment and job creation in both countries.
  

• Launch Bilateral Sports Agreements for Youth Development and Exchange - One of the most powerful legacies of any sporting partnership is what it leaves behind for the next generation. The United States and Mexico should formalize agreements that fund youth tournaments, joint coaching clinics, and binational scholarships, especially for underserved communities.
  
  Beyond players, we should also be investing in future sport executives by creating exchange opportunities for students in sports management, communications, and athletic training programs. These young leaders will carry the lessons of cooperation forward long after the final whistle blows.
  

• Invest in Shared Infrastructure - Sports infrastructure is more than bricks and mortar, it is a platform for economic revitalization and national pride. Joint investments in stadiums, training centers, and community venues, with a focus on border communities, can serve both elite performance and grassroots access.
  
  The FIFA World Cup 2026 should serve as a springboard for sustainable infrastructure projects that outlast the tournament and benefit both nations’ youth, tourism, and public health sectors.

• Amplify Cross-Border Storytelling - We must leverage the power of media to tell the most compelling stories. Cross-border marketing campaigns and U.S.–Mexico media partnerships can help audiences better appreciate the rich and varied sports cultures of both nations.
  
  Encouraging American broadcasters to highlight Mexican leagues and athletes fosters mutual respect and broadens the fanbase for everyone. After all, the sports relationship between our nations is mainstream, but it is not always visible.

At Jetr Global, we are proud to work at the intersection of these pursuits every day. Whether it is clearing a path for international athletes, advising leagues and governments on growth strategy, or bridging cultural divides through policy, we see how much untapped potential still exists, and how urgent the moment is to act.

Building a Diplomatic Playbook

Our countries have weathered tough times before. What endures is the connection between our people, connections that are strengthened through sports. Sports diplomacy is not a soft concept; it creates jobs, boosts tourism, drives innovation, and fosters shared pride. But perhaps most importantly, it offers a reset, a chance to shift the tone of our bilateral relationship in a way that is visible, inclusive, and inspiring.

That night in Houston, 70,000 fans on their feet, voices rising in unison, divided by jerseys but united in passion, was a reminder of what we stand to gain. Not just a trophy or a title, but something far more lasting: connection, cooperation, and the recognition that our futures are, in so many ways, shared.

Let’s build on that. Let’s invest in it. Because while borders may divide, the game unites.