About Us
We are a leading Mexican agency in sports marketing and event production, with over 31 years of experience creating high-impact experiences. From grassroots programs to large-scale international activations, we design, plan, and execute events that inspire movement, connection, and performance.
Our services →
WE DON'T JUST CREATE EVENTS — WE CREATE EXPERIENCES THAT INSPIRE COMMUNITIES.
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What we do
From strategy to execution, we create sports experiences that connect brands, communities, and fans. Our multidisciplinary approach allows us to design, produce, and amplify every project with creativity, precision, and measurable impact.
From concept to execution, we deliver world-class sports events of every scale.
Content, digital campaigns and strategies that amplify every event.
We create memorable brand experiences that connect with fans and consumers.
Sports initiatives that inspire participation, healthy lifestyle and social impact.
Interactive activities that bring audiences closer to their favorite teams, athletes and brands.
We connect brands, rights holders and organizations to create strategic partnerships that maximize visibility and value.
How we build your community
New ideas, platforms, creative content, and messages on social media.
Always available to be in contact with the fans for any questions.
A web page where the public can access News, Events, and follow the team's trajectory.
An empathetic and creative image with fans and new fans.
A robust database expanding to the target. Contact via social networks, mailing, virtual and face-to-face events, institutions, leagues, governments and future sponsors.
Always review trends and changes to choose the right channels for reaching the target market.
Marco Antonio Liceaga Echevarría
Founder & CEO, Sport Promotion
Mexican entrepreneur with over 31 years of leadership in the sports industry and sports marketing. Founder and General Manager of Sport Promotion, and CEO & President of Run Mexico.
He has led high-impact sports marketing initiatives including mass participation races, tournaments, fan experiences, brand activations, and large-scale events.
His career spans collaborations with leading national and international brands, delivering innovative and results-driven experiences in the sports ecosystem.
Our Values
Our Awards
Fan Fest
NFL Fan Fest turned Mexico City into the heart of football with a multi-day celebration that welcomed more than 270,000 attendees across the Zócalo and Azteca Stadium. The event featured interactive experiences, player appearances, autograph sessions, live entertainment, and the live broadcast of the NFL Draft from New York, creating an immersive fan experience while strengthening the NFL's connection with its growing community in Mexico.
Fest
Event Highlights
NFL Fan Race
Created to celebrate the excitement of the Super Bowl, the NFL Fan Race brings together running and football in a unique fan experience. Held across 11 editions in Mexico City and four in Monterrey, the event combines immersive NFL-themed activations, entertainment, and a dynamic race, attracting 6,500 runners in Mexico City and 2,500 in Monterrey while strengthening the NFL's connection with its fan community.
Fan Race
Event Highlights
G15K
For more than a decade, G15K Race has been one of Mexico's premier running events. Featuring a unique 15-kilometer course, the race takes runners through some of the most iconic landmarks in Mexico City, Monterrey, and Guadalajara. With world-class organization, premium production, and engaging brand activations, G15K brings together more than 16,000 participants each year, including competitive runners, running clubs, and teams. Driven by Gatorade's commitment to sports performance, G15K celebrates endurance, preparation, and the determination to push beyond the finish line.
Race Day Gallery
Bonafont
Race
Since its launch in 2005, the Bonafont Race has become Mexico's largest women's running event, bringing together over 50,000 participants annually in a free 5K race across five cities. More than a sporting event, it promotes healthy lifestyles, empowerment, community, and social impact by inspiring women to embrace movement, hydration, and positive habits.
"50,000+ Women. One Movement. Every Step Matters."
Race Day Gallery
NBA
Jam Festival
2014
NBA Jam Festival is one of the most impactful basketball activation events in the country. It brings together children and young people through interactive activities such as shooting, dunking, and skill-based games across multiple courts. Spanning 6,500 m², the event combines sports, brand activations, and logistics management to create an engaging environment that promotes participation and connects new generations with the energy and excitement of basketball.
Event Gallery
Scorpion
Knockout
Nike
2002
One of Mexico's most important soccer events was Nike Scorpion K.O., held at Nike Park, a specially built facility at the former Toreo de Cuatro Caminos. The complex featured warm-up areas, eight fields, and a main cage where young players competed in a format inspired by Nike's famous campaign before the 2002 Korea-Japan World Cup.
The event brought together 300,000 children and young people, with thousands competing daily in a new soccer concept: three-player teams facing off on a smaller field for three minutes, where the first team to score won.
A success story
Event Gallery
Corporate Fitness · Mexico
Challenge your limits. A high-impact corporate fitness experience designed to drive engagement, teamwork, and performance through sport.
Nike · Global Event · 2010
The Human Race
Nike 2010
Human Race is a Nike transcontinental 10-kilometer event held in cities around the world, including Los Angeles, New York, Madrid, Paris, Istanbul, and three Mexican cities: Guadalajara, Mexico City, and Monterrey. Sports Promotion managed the large-scale logistics of the race, which attracted over one million participants worldwide, including independent runners using Nike+ Sport Technology kit.
Government · Mexico City
Federal Police
Race 2018
We organized the commemorative race for the 90th Anniversary of the Federal Police, a free family-oriented event held at the institution's facilities. The race welcomed more than 5,000 participants across 3K, 5K, and 10K routes, offering runners shirts, chips, sports kits, route activations, gifts, and activities for families, including spaces for parents with babies and children's entertainment.
Federal Police
90 Years of Mexico's Trust
Kinder · Family Event · Mexico
Kinder Run
Play. Move. Share. A family experience where children and parents come together, creating meaningful moments while promoting active, healthy lifestyles. An event designed to inspire the next generation of athletes through joy, movement, and the power of sport.
Road Race · Querétaro · Mexico
Querétaro Marathon
Where discipline meets greatness.
A benchmark race in Mexico, delivering seamless execution, strong city integration and a world-class runner experience that continues to elevate long-distance running standards.
Road Race · Ciudad de Mexico · Mexico
CDMX Marathon
An iconic race at the heart of one of the world's most dynamic cities. A large-scale operation combining logistics, endurance and emotion — delivering a powerful and memorable marathon experience.
Charity Race · Mexico
Avon Run
Run with purpose.
A powerful platform that unites sport and awareness, inspiring communities while supporting a meaningful global cause.
Corporate Fitness · Mexico
Gepp Challenge
Challenge your limits.
A high-impact corporate fitness experience designed to drive engagement, teamwork and performance through sport.
Youth Football · Nationwide
Zucaritas Bowl
Built across a nation.
A large-scale youth initiative connecting talent from every region, fostering discipline, teamwork and the future of the sport.
Military · National Pride
Sedena Run
Honor. Discipline. Strength.
A large-scale race that embodies resilience and national pride, delivering a powerful and highly organized running experience.
