Coffee and Baseball: Starbucks and Naranjeros de Hermosillo Join Forces for the 2024-2025 Season

Mexico City - Starbucks Mexico, operated by Alsea, the leading restaurant operator in Latin America and Europe, and the Naranjeros de Hermosillo, one of Mexico’s most celebrated baseball teams, today announced a strategic partnership for the 2024-2025 season. The partnership will bring fans exclusive perks, including an enriched experience at the Fernando Valenzuela Stadium, discounts on Starbucks products at stores before the games, interactions with the Naranjeros players, and unique in-stadium experiences.

Through this collaboration, both brands aim to celebrate a love for baseball,  strengthen ties with the community, and create a memorable experience for  fans. Together, Starbucks and Naranjeros de Hermosillo are committed to delivering an unforgettable season for baseball enthusiasts in the state of Sonora and across Mexico.

To mark this new partnership, Bárbara, a Starbucks Mexico barista, had the honor of throwing the ceremonial first pitch for the Naranjeros’ season opener on November 13 – a moment that united Starbucks commitment to the local community with Mexico’s baseball tradition.

Barbara has a 12-year career at Starbucks, where she has built a solid trajectory from her beginnings as a barista to her current position as store manager. Her story not only reflects a remarkable growth within the brand, but also a commitment and dedication that have been essential in her professional growth, making her a true ambassador of Starbucks values and of women in northeast Mexico. The passion for the Naranjeros de Hermosillo runs in her family, all fans of the baseball team, which reinforces her strong bond with the community and her roots in the local culture.

This event underscored Starbucks passion for creating memorable experiences and strengthened the brand’s ties with the fans, all while celebrating the spirit of baseball in Hermosillo.

Francisco Tosso, General Manager of Starbucks Mexico, highlighted the significance of this partnership: “Supporting professional sports in Mexico is part of our promise to contribute positively to the communities we serve every day. Partnering with the Naranjeros de Hermosillo allows us to connect in a meaningful way with our partners (employees), customers and the larger community, as we come together to celebrate a shared love for baseball and teamwork.”

Pablo de la Peña, General Manager of the Naranjeros de Hermosillo, emphasized the impact of this collaboration: “Partnerships with leading companies like Starbucks enable us to offer a unique experience to our fans, promoting sports and creating a positive impact in the community. We are excited about all the activities we will carry out together this season.”

For Starbucks, this alliance is a step forward in deepening its connection with the Sonoran community while supporting the growth of professional sports in Mexico.