MiPyME, the 12th Player of the World Cup
By Guadalupe Ramirez
The 2026 FIFA World Cup, which will begin on June 11 at Estadio Azteca in Mexico City and, for the first time, feature 48 competing teams, will represent a major opportunity to promote a fairer and more sustainable economy for micro, small, and medium-sized enterprises (MSMEs), which make up around 90% of businesses in the country.
The event is expected to attract one million domestic and international tourists, generating an economic impact of $600 million in the capital and creating 300,000 new jobs, mainly in hospitality and services. These figures increase when considering the 13 matches that will take place not only in the capital but also in the states of Nuevo León and Jalisco.
With this vision in mind,and for the past three years, Mario Romero (GCL 2007, Mexico), CEO of Impact HUB Mexico—a global platform he founded two decades ago that supports entrepreneurs and innovators seeking to positively impact the world—developed Ola México, a project focused on driving formal economic growth in 2026 through a socially responsible and environmentally conscious approach, using a strategy that connects businesses to the market.
Currently, Ola México supports 400 local businesses in Mexico City, Monterrey, and Guadalajara, focused on hospitality, helping them better prepare to meet consumer demand during the event. An example is the recent launch of the Impact Kit for soccer fans, a collection of products developed by 11 Mexican social enterprises.
This approach addresses an economic challenge in which 60% of businesses operate in the informal economy, with a high presence of goods sold outside legal frameworks, including counterfeit products.
Ola México aims to lay the foundation for a fair and sustainable formal economy, enabling high-profile events to generate broader economic benefits, reduce inequality, and strengthen local educational, economic, and social development.
Ola México, a Model of Economic Opportunity
Ola México focuses on preparing local businesses around areas near Estadio Azteca—such as Santa Úrsula Coapa and others within the boroughs of Coyoacán and Tlalpan—to meet the consumer demand generated by large events, ensuring that not only major brands benefit.
“With Ola México, we promote impact-driven consumption for local entrepreneurs, providing them with mechanisms that accelerate sustainable growth. We foster a fairer and more sustainable economy that creates opportunities and distributes economic benefits more widely.” – Mario Romero (GCL 2007, Mexico)
Early preparation of these local businesses is essential, and through Ola México’s support, they gain access to resources across several stages, including:
From Romero’s perspective, this approach ensures that income remains within the community and stimulates local economies. For example, event attendees can gain prior awareness of hospitality services in the area through marketing campaigns, digital tools such as Google Maps highlighting local businesses, restaurant catalogs, nearby retail offerings, and establishments bearing the professional certification promoted by Ola México.
This, in turn, creates a precedent, awareness, and a trend for future high-profile events.
An Alumni Legacy with a Multiplier Effect
Mario is part of the first cohort of the Global Competitiveness Leadership (GCL) program of the Latin America Leadership Program (LALP),, designed for social entrepreneurs. From the beginning, he applied what he learned to strengthen Impact Hub Mexico, focusing on connecting innovation, business strategy, and social impact to transform realities.
Over nearly 20 years, he has been one of the most active, committed, and inspiring members of the LALP regional alumni network, which now exceeds 1,000 members. His contributions include both personal engagement and leadership roles, such as serving as president of the GCL Alumni Network (2016–2018), and more recently, being a finalist for the GCL Impact Award 2026.
His legacy is clear, tangible, and authentic. The alumni network recognizes that he leads with a firm conviction: when talent connects, impact multiplies.