The heartbeat of football in Monterrey: a region united by passion and opportunity

Mexican-born sports marketing strategist in Berlin. 25+ years connecting fans, brands, and football via digital innovation & strategy. Led “Mi Selección MX” digital growth (2014/2018 World Cups). At [current company in Germany] & Spiel Consulting, helping clubs/leagues engage fans, activate sponsors, and grow with data & creativity. Collaborated with Adidas, Coca-Cola, Movistar, Visa, FC Bayern. Leaders Under 40 nominee (Digital & Tech).

Mikel Arriola, born in Mexico City, holds a Law Degree from Universidad Anahuac del Norte, a master’s in Public Policy from LSE, and a master’s in Law from the University of Chicago, which awarded him the Professional Merit Award in 2017. His public sector career began in 2002 as Litigation Coordinator for Banrural. He served in various roles, including Compliance Officer at Rural Financial, and held several positions in the Finance Ministry (SHCP).

With more than 20 years of leadership experience in the sports and entertainment industry, Mauricio Culebro is the President of CLUB TIGRES DE LA UANL. Before joining Tigres he was the Chief Operating Officer for the MEXICAN FOOTBALL FEDERATION and Mexico´s leader for the organization of the 2026 FIFA World Cup to take place in the United States, Canada and México. He was the President of CLUB DE FÚTBOL AMÉRICA from 2017 till 2019 where he also held different managerial positions for several years.

Experienced professional specialized in sports spectacles industry.

Olek Loewenstein is President of Global Sports Business at TelevisaUnivision, overseeing all sports content operations in the U.S. and Mexico. He leads TUDN’s bi-national production hub, delivering over 4,000 hours of studio shows, 6,000 hours of live TV events, and 4,500+ streaming hours on ViX annually. Under his leadership, TelevisaUnivision holds the largest live soccer portfolio, featuring Liga MX, the Mexican national team, FIFA World Cup, UEFA Champions League, and more.

Jurgen currently serves as the Chief Tournament Officer, Mexico, FIFA World Cup 2026™, where he leads the tournament’s strategy and planning for the Host Country and its three Host Cities of Guadalajara, Monterrey, and Mexico City. Jurgen is part of FIFA’s Executive Team across Canada, Mexico and the United States that is charged with delivering the biggest FIFA World Cup™ ever in 2026.