GGTech Entertainment and Concacaf, the governing body for football across North and Central America, have renewed their partnership around Concacaf Kick-Off, confirming a three-year extension after the project’s debut in 2024.
The initiative is a digital platform merging football with interactive gaming experiences, aimed at strengthening Concacaf’s connection with younger audiences combining esports, digital content, and live or online activations. Data shared in the announcement highlighted that 90% of Generation Z and 94% of Generation Alpha identify as gaming enthusiasts, while 86% of Gen Z report watching esports.
Philippe Moggio, General Secretary of Concacaf, said the project aligns with the organisation’s strategy to adapt football to new consumption habits:
“With Concacaf Kick-Off, we seek to connect with young people, bringing them closer to digital experiences that reflect their interests and ways of consumption. It is essential that football evolves and adapts, creating opportunities for everyone to get involved.”
Spain-based GGTech operates a portfolio of esports properties, including Amazon UNIVERSITY Esports, present across Europe, Latin America and the Middle East, and esports and gaming festival GAMERGY. The company has also worked with traditional sports organisations such as LaLiga to integrate digital experiences into sport.
Juan Diego García, CEO Américas of GGTech Entertainment, pointed to shifting audience behaviour:
“The new audiences consume entertainment differently. One of those places is GAMERGY, the festival of esports, gaming, music, sports and immersive entertainment. Together with Concacaf Kick-Off, we want to position one of the most important football organisations in the world with new audiences, thinking about the new culture of entertainment.”
Further details on events and activations under the Concacaf Kick-Off brand are expected in the coming months, covering Mexico and the wider region.
