Fuse, the global sport and entertainment marketing agency, part of Omnicom Media, today announces the launch of its Mexico City office, marking a significant expansion of its Latin American footprint. The move reinforces Fuse’s commitment to helping brands unlock the full potential of sport, music and culture in one of the world’s most dynamic and passionate markets.
Led by Luis Rico, Fuse Mexico will deliver a full-service proposition spanning strategy and consultancy, partnership negotiation and management, activation, creative, PR, events and industry-leading measurement. The new office will be embedded within Omnicom Media (OM) Mexico, enabling seamless collaboration across media, data, content and analytics for both OM clients and brands beyond the network. Rico is a seasoned sports and entertainment marketing professional, with a unique blend of consultancy, media and intelligence expertise. Rico previously worked in LATAM roles across Wasserman, Havas/Havas Play, Carat and Mindshare and most recently an established boutique consultancy in Mexico.
Mexico represents a major growth opportunity as investment in sport, music and entertainment continues to accelerate, and is due to co-host this year’s FIFA World Cup in June. Other key sporting events in the region include F1, NBA and international wrestling. Fuse Mexico will combine Fuse’s global expertise and best practice with deep local cultural and fan insight, delivering effectiveness-driven strategies rooted in real consumer behavior. A key differentiator is Fuse’s industry-leading approach to measurement and effectiveness, providing brands with clear visibility of the commercial impact of partnerships across their full lifecycle. It will also leverage connected capabilities of the wider Omnicom Media network, providing its clients with a competitive edge.
The launch builds on Fuse’s established presence in Latin America, following the successful opening of its Brazil office in 2024 and ongoing operations in Chile, alongside a global hub in North America. Fuse’s International client roster includes PepsiCo, Amstel, Philips and Just Eat Takeaway.com, delivering award-winning partnership work across sport, entertainment and culture.
Luis Rico, Head of Fuse Mexico, said: “Launching Fuse in Mexico is a major opportunity for brands to connect deeply with the passions that truly move Mexican consumers. By combining Fuse’s global expertise with strong local insight, we will help brands build meaningful partnerships in sport, music and culture – and turn fan engagement into real business impact.”
Carlos Rojas, CEO of Omnicom Media Mexico, commented: “The arrival of Fuse in Mexico is much more than the launch of a new business unit — it’s a bold commitment to the transformative power of sport, music, and entertainment as catalysts for meaningful brand connections. By embedding Fuse within our media ecosystem, we unlock new levels of integration across content, partnerships, data, and creativity — delivering smarter, faster, and more impactful solutions for our clients. In a market as vibrant and passionate as ours, having a specialized offer with Fuse’s global vision allows us to create tangible, sustainable value for brands that want to lead the cultural conversation.”
Louise Johnson, Global CEO of Fuse, commented: “As Fuse continues to expand across Latin America, the Mexico City office launch signals a clear ambition: to establish Fuse as the leading sport and entertainment agency in the region. Fuse is answering the call for strategic partners with expertise across sports and entertainment. The launch reflects growing demand in the market for data-driven, insight-led partnership consultancy – precisely the value Fuse brings to our clients.”
About Omnicom Media:
Omnicom Media, an Omnicom (NYSE: OMC) Connected Capability, is the world’s largest global media management network. Powered by the Omni Intelligence Platform, Omnicom Media agencies leverage $73.5 billion in billings, 40,000+ specialists across 70+ markets, and the industry’s most powerful portfolio of Identity (Acxiom RealID™), Commerce (Flywheel), and Intelligence (Q™) assets to design dynamic Growth Ecosystems that enable the world’s most ambitious businesses to grow faster and smarter. The Omnicom Media portfolio includes leading global media agency brands OMD, Initiative, PHD, UM, Hearts & Science, and Mediahub; Data, Identity & Analytics powerhouses Acxiom and Annalect; and a broad spectrum of specialized services. For more information visit omnicommedia.com
About Fuse:
Fuse is a global sport and entertainment agency offering marketing and commercial services for brands and rights holders. It has offices in the UK, Europe, the Americas and Asia with over 400 employees internationally, recently opening hubs in Spain, India and Brazil. Its global CEO is Louise Johnson – one of Sports Leaders Under 40 and last year’s Jury President of the Entertainment Lions for Sport at Cannes Lions. Current international clients include PepsiCo, Vodafone, Nissan and Philips. Fuse’s work has been recognised across industry leading awards including Cannes, The Sports Industry Awards and the UK Sponsorship Awards.
