The 2026 FIFA World Cup kicked off on June 11, with Mexico as one of the three host countries. The world’s biggest sporting event comes just as our supply chain faces its most demanding test in years: the renegotiation of the United States-Mexico-Canada Agreement (USMCA) . 

Behind every match lies a massive logistical operation across the three host cities in our country, driven by the peak demand, concentrated consumption, and population movement that each game represents. The stadiums and various fan festivals , as well as a large number of restaurants, bars, and hotels, will require constant, simultaneous, and error-free supplies, which, multiplied by the number of events, will have a considerable cumulative effect. 

Mexico City, Guadalajara, and Monterrey announced their mobility plans, which include multiple road closures with exclusive corridors, security perimeters, and last-mile zones designed to prioritize mass transportation for soccer fans. This will force dozens of producers and distributors in Mexico to reconfigure their usual routes , adding extra pressure to businesses for several weeks. 

The problem is that the infrastructure was already at its limit.

The World Cup arrives when our supply chain was already operating under maximum pressure . That same infrastructure must now simultaneously absorb the highest export volume in its history (we remained the top U.S. trading partner, with international manufacturing sales at record levels) and the pressure of an event that will bring more than five million international visitors. 

In addition to increased urban mobility, the surge in consumption, distribution, and transportation of goods during the World Cup will likely raise the risks of theft and losses for retailers , carriers, and supply chains. Furthermore, highway congestion, downtime, and unsafe stops could become critical issues just as Mexico seeks to solidify its position as a regional logistics hub.

An additional challenge that few companies are considering 

Exporting companies operating in the three markets must navigate three different customs regulatory systems (CBP in the United States, CBSA in Canada and ANAM in Mexico) with their own documentary requirements, tariff classifications and clearance times. 

This means that a misclassification, an incomplete invoice, or an inconsistency in documentation can not only cause delays but also halt a shipment at the worst possible time. Therefore, companies with real-time visibility of their supply chain, planned alternative routes, and suppliers available to respond to peak demand will have an advantage that extends far beyond the World Cup. Because the ability to operate under extraordinary pressure is precisely what the USMCA will demand of Mexican supply chains going forward. 

Undoubtedly, these next couple of months will be a real demonstration of how prepared companies in Mexico and their supply chains are to manage modern complexity.

On the field and in the supply chain, the difference is made by whoever arrives best prepared . 

We invite you to read Paulina’s latest contribution:  Mexico produces for North America; it needs to move at the pace it demands .

*Paulina Aguilar is currently co-founder and CRO of  Mundi .

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With Mexico set to host another World Cup in just a few days, companies are already adjusting their business strategies, logistics operations, and customer service plans to take advantage of the economic impact the tournament will generate.

According to the 2026 World Football Survey conducted by KPMG among more than 300 executives in Mexico and Central America, 66% of respondents in Mexico expect the event to have a positive or very positive impact on their industry , while 56% of participants from Central America share that expectation.

During the presentation of the results, Rogelio Berlanga, Lead Partner of the Consumer Markets and Retail Industry at KPMG Mexico, highlighted that sectors such as hospitality, consumer goods and retail are among those that anticipate the greatest benefits, particularly in the host cities: Mexico City, Guadalajara and Monterrey.

“There are definitely some industries that will be more impacted by this World Cup, particularly in the host cities. Hospitality, consumer goods, and the retail sector are industries that particularly expect a mostly positive impact,” he said.

The main benefit expected by companies is an increase in sales. 48% of Mexican executives believe the World Cup will boost their revenue , while 35% expect it to strengthen their reputation and brand presence.

Likewise, 32% anticipate that the event will accelerate digital transformation processes through the incorporation of new technologies.

Berlanga explained that many organizations have already begun developing promotions, commercial alliances, and campaigns aimed at the markets of origin of the visitors who will arrive at the World Cup venues.

“Many clients are running promotions in other countries, visiting certain cities, hiring former soccer players to promote their brands, or creating product bundles that include a gift related to the World Cup,” he commented.

Beyond marketing, companies are also preparing to meet an increase in demand.

When asked about potential logistical challenges, Berlanga stated that several companies have begun to strengthen operational capabilities and make temporary hires to respond to the expected increase in consumption.

“Many businesses are also hiring temporary staff, precisely to ensure they have the necessary human resources to meet the expected demand in terms of consumption,” he explained.

The executive added that supermarket chains, stores, and consumer goods companies are already working on planning inventories, promotions, and product availability related to the tournament , from electronics to collectibles and mass-market consumer goods.

The study also reveals that Mexican companies are allocating significant resources to capitalize on the current situation. 37% of respondents reported investments of between one and 15 million pesos in marketing strategies related to the World Cup.

Furthermore, artificial intelligence is beginning to gain ground as a business tool. Seventeen percent of organizations in Mexico indicated that they are incorporating AI solutions into their strategies to capitalize on the event, while others are focusing on digital platforms, loyalty programs, and tools to improve the customer experience.

“Everyone is also betting on these types of strategies, seeking to develop generative artificial intelligence that allows them to somehow predict what consumer expectations are so that they can be prepared and meet these needs,” Berlanga noted.

42% of companies in Mexico plan to install screens in their facilities so that employees can follow the games; 37% will enable specific spaces to watch the matches and 26% will avoid scheduling meetings during the games of the Mexican national team.

For Rolando Williams, Audit Partner at KPMG Panama, the tournament represents an opportunity to strengthen employee commitment and enhance the company’s positioning.

“It’s an event that takes place every four years, and many companies try to use it to boost their brand,” he said.

When executives were asked what the top priorities should be for Mexico as a host country, reputation management and visitor experience ranked first with 35% of the responses.

This was followed by the quality of the tourism offer (20%) and sustainability initiatives (13%), reflecting the importance that service infrastructure, mobility and the overall experience of the millions of visitors expected during the tournament will have.

For KPMG specialists, the 2026 World Cup represents not only a sporting celebration, but also a test for supply chains, business operations, and the ability of companies to turn a global event into economic growth and brand positioning.

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The uncertainty of 2025, driven by a slowing economy and US tariffs , could represent an opportunity for Mexico in 2026, with events such as the World Cup and the review of the United States-Mexico-Canada Agreement (USMCA) impacting the country’s economic performance.

The discussion “Opportunities for the Mexican Economy and Foreign Trade in 2026 ,” organized by Mundi , included Gabriela Gutiérrez Mora, national president of the Mexican Institute of Finance Executives (IMEF) ; Guillermo Bernal, director of Public Affairs at the American Chamber of Commerce of Mexico (AmCham Mexico) ; Diego López Tamayo, senior economist at BBVA Research ; and Sonny Tabares, VP of Risk and Credit at Mundi.

In the dialogue, the specialists agreed that the review of the USMCA, which will take place next July, will be a turning point for the Mexican economy .

In that sense, Guillermo Bernal considered that free trade will no longer be as it is currently conceived, but local content offers the opportunity to keep Mexico attractive with good industrial policy management .

He clarified that the trilateral trade agreement is under review, not being renegotiated, “and will continue to be key to providing certainty within a co-production system where, just as we are the main seller to the United States, we are also its main buyer.”

The event highlighted that among the possible scenarios being considered are the renewal of the USMCA for an additional 16 years or, if no consensus is reached, annual reviews for a decade ; in addition, discussions on stricter rules of origin are anticipated, particularly in the automotive and manufacturing sectors , as well as greater pressure to limit Chinese inputs in regional value chains.

It is worth remembering that Mexico registered a positive performance in its trade balance, going from a deficit of 18 billion 541 million dollars (USD) in 2024 to a surplus of 771 million USD in 2025, reaching historical highs in total exports with 664 billion 837 million USD, and in total imports with 664 billion 066 million USD.

Moderate economic growth

The IMEF’s economic outlook warns of a scenario of insufficient growth, persistent inflation and weak investment , with a moderate forecast of 1.3% for 2026.

This figure is similar to that presented by the Bank of Mexico (Banxico) in its survey on expectations (1.30%), as well as that predicted (1.2%) by the Organization for Economic Cooperation and Development (OECD) , but below that projected (1.5%) by the International Monetary Fund (IMF) .

The IMEF survey respondents estimate that inflation will close the year at 3.95%; the same figure as the Survey on Expectations of Private Sector Economic Specialists by Banxico, while BBVA Research anticipated a general and core inflation of 3.8 percent.

“ Economic growth requires coordinated efforts between the public and private sectors to launch strategic projects and strengthen our industrial potential. Although exports remain dynamic, we are already seeing some nuances due to the impact of tariffs , particularly on auto parts. Energy will be a central focus in the USMCA discussions and in industrial policy,” emphasized Diego López.

World Cup, an economic showcase

Experts agreed that the impact of the 2026 FIFA  World Cup will extend beyond the immediate economic benefits and temporary employment in the service sector. The event is anticipated as a strategic catalyst that will strengthen Mexico’s international profile , solidifying its position as a priority destination for new investments.

“The 2026 FIFA World Cup puts us on the radar for foreign investment; the challenge is to turn that visibility into resilient, long-term growth,” Sonny Tabares emphasized.

Investment and employment, with challenges

According to the Ministry of Economy (SE) , at the close of the third quarter of 2025 (3Q25), Mexico reached a historic record of 40,906 million USD of Foreign Direct Investment (FDI), however, the challenge is that this flow depends, to a large extent, on the reinvestment of profits and not on new capital.

The above highlights a critical opportunity cost: as long as legal uncertainty and the lack of energy infrastructure persist , the country will continue to attract capital by inertia instead of attracting fresh investments that are currently moving towards other competitive markets.

Regarding jobs, BBVA Research identified that formal employment grew 1.3% in 2025, but fell to only 0.3% when excluding workers from digital platforms.

According to the Mexican Social Security Institute (IMSS) , 2025 saw a record high of 23.9 million jobs; however, the creation of 278,697 jobs represented the second weakest performance in more than two decades.

The Mexican labor market remains far from solid dynamism, as the slowdown in investment and the lack of business confidence not only limit the figures, but also represent a direct social cost: the inability to generate high-quality jobs that will drive true prosperity for Mexican families in 2026.

In a 2026 where uncertainty persists, Mexico has competitive advantages that it must take advantage of to boost its economic growth, such as its strategic location and the skilled workforce it has.

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Given the current economic uncertainty and regulatory changes, logistics companies must implement plans to remain resilient this year , experts agreed.

Adriana Muñoz, general director of Matson Logistics in Mexico, said that although a crisis year is not predicted, 2026 will be like a roller coaster due to the review of the United States-Mexico-Canada Agreement (USMCA); however, supply chains have to be agile because of the changes that could be reflected in the negotiation.

Given the changes in customs regulations—such as additional requirements and stricter penalties for strategic bonded warehouses—that came into effect on January 1, he recommended having customs agents from both Mexico and the United States as allies “because the regulations are changing at a pace we haven’t seen before, and that will be key to keeping the supply chain agile.”

In the webinar Economic, industrial and logistics panorama 2026, opportunities, resilience and key trends , he added that the exchange rate (of approximately 17.25 pesos per dollar) is impacting some carriers.

Carlos Missirian, Vice President of Business Development at Mundi , agreed that 2026 will not be a year of crisis, but companies will need very efficient operations , better logistics, talent, certifications, capabilities and, eventually, financial management.

In this regard, Adriana Muñoz stressed that to remain resilient, logistics companies must be objective , determine the factors that have an impact, “not panic and assess whether regulations are changing or the USMCA is being reviewed.”

“Last year, with the tariffs, one day they wanted to send products and the next day they didn’t, because it was a traffic light system. We need to have clear information so as not to add unnecessary costs to the supply chain,” he emphasized.

Similarly, he suggested investing in personnel, as this represents a competitive advantage, making it necessary to invest in training and education.

Furthermore, he indicated that modes of transport should be diversified, and therefore invited the use of intermodal transport , saying, “Companies that are succeeding do not depend on a single mode of transport, and when they diversify they have different options, which provides agility and security so that when things happen, they have alternatives to implement.”

Carlos Missirian added that companies need to monitor risks, “develop the strength and capacity to deal with them. It’s a time to plan logistics and strategic alliances.”

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The airport groups of the Central North (OMA) and the Pacific (GAP) reported growth of 6% and 1.2%, respectively , in passenger traffic during January 2026 compared to the same month of 2025.

According to its bulletin sent to the Mexican Stock Exchange (BMV) , OMA reported that it transported 2,309,784 passengers in the first month of 2026 compared to the 2,178,507 passengers it transported in the same period of 2025.

Grupo Financiero Monex highlighted that this increase is due to a greater appetite for leisure, family and business travel worldwide, specifically due to nearshoring (relocation of production lines) in Mexico, particularly in the northern region of the country.

OMA specified that domestic passenger traffic increased by 7%, rising from 1,797,002 in January 2025 to 1,922,834 in January 2026. International passenger traffic grew by 1.4%, increasing from 381,505 passengers in January 2025 to 386,950 passengers in January 2026.

“We believe that OMA’s traffic performance during the first month of the year was positive, as it maintains a favorable performance in the domestic segment, driven by Monterrey, as well as a resilient performance in the international sector,” noted Grupo Financiero Monex.

In this regard, Monex emphasized that during 2026 the focus will be on performance at the operating cash flow level , the attractiveness of nearshoring in the business segment, local and international economic performance, as well as the synergies generated during the World Cup.

Meanwhile, the 12 Mexican airports managed by GAP registered an increase of 1.2% in January 2026 , driven by a good performance of domestic traffic, which mitigated the negative performance in international traffic.

The airports of Guadalajara and Puerto Vallarta saw increases of 3.6% and 2.6%, respectively, while the airfields of Tijuana and Los Cabos decreased by 4.2% and 0.3%, respectively.

“It is important to note that, during 2025, the Guadalajara airport showed strong progress, positioning itself as the second most important airport for domestic operations nationwide. Meanwhile, Tijuana’s performance was more modest; however, it remains among the top five airports for domestic traffic in Mexico,” explained VALMEX Casa de Bolsa .

By 2026, it estimated greater dynamism in domestic operations , due to better operation by airlines as they progress with the Pratt & Whitney engine overhaul process , in addition to the strong connectivity that exists between the airports of Guadalajara and Tijuana with the Mexico City International Airport (AICM) , which remains the main airport in Mexico.

“Regarding international operations, we believe that one factor that affected operations was Winter Storm Fern, which caused the cancellation of more than 13,000 flights in the United States. We also believe that travelers from the United States may remain cautious due to the more restrictive immigration policies implemented by the Trump administration,” he explained.

However, in the medium term, it projected improved dynamics in international operations as migration concerns between the United States and Mexico dissipate.

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During 2023, Mexico exported approximately 2.4 billion kilograms of coffee , according to the Agri-Food and Fisheries Information Service (SIAP) . This volume placed the country as the tenth largest producer and exporter in the world.

According to data from the Ministry of Economy (SE) , during the year in question, the entities that led international sales of unroasted and undecaffeinated coffee were Mexico City with 133 billion dollars (mdd), Veracruz with 116 million dollars, Chiapas with 70 million dollars, Oaxaca with just over nine million dollars and Nayarit with 695 thousand dollars.

In Mexico there is an average of half a million producers operating in more than 10 states, and this year one in particular stood out for its effort, quality and innovation by winning the National Export Award in the category of Exporting Companies that Develop National Suppliers : Operadora Agleco de Chiapas .

Although the company from Chiapas has a long history of production and export, just over two years ago it approached Mundi , a fintech company that helps Mexican companies scale their export businesses with financing services and digital solutions, which contributed to its financial leverage and strengthening of its exports.

“We offered Operadora Agleco de Chiapas the option of non-recourse factoring, meaning that Mundi buys the accounts receivable so that the company does not have to wait for the payment terms that its clients abroad request. During the time we have been working with them, the company has accessed working capital financing facilities and we have seen growth in its operations,” explained Paulina Aguilar, co-founder and Chief Revenue Officer of Mundi, in an interview.

According to Aguilar, Mexican companies have good areas of opportunity to enter international trade , however, there are limitations, for example, the availability of working capital and financial tools that support growth and allow for expansion opportunities.

“We recommend that companies looking to export seek out fintech companies that are looking to support the growth and expansion of operations. Another important point is to adhere to the regulations of the free trade agreements of the countries of interest, and in the specific case of the United States and Canada, to comply with the requirements of the T-MEC. Also, to be well constituted and to comply with their tax obligations,” Aguilar said.

For Aguilar, there are good opportunities for national companies in Mexico, derived from nearshoring, reshoring and offshoring . Every day, companies with a Mexican seal are better prepared to participate in global trade, not only in sectors such as coffee, but in a wide variety of areas.

“The use of the platform has allowed small producers to access markets that previously seemed unattainable. Our commitment is to continue providing technological tools that not only improve trading conditions, but also guarantee a fair and sustainable trade model for coffee-growing communities,” said Dietter Aggeler Meza, CEO of Operadora Agleco.

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