PROMOFUT
Liga MX Kingmakers
Mexico €51mm
Key Facts
Also known as: PROMOFUT Players Agency
Founded: 2001
Headquarters: Bosque de Radiatas 10, oficina 101, 05120 Ciudad de México, Mexico
Players: 135 (44 in 1st tiers) • Total market value: €51mm
FIFA/FA registration: Licensed agent on staff
Languages: Spanish; English
Regions covered: Mexico (Liga MX), MLS, select European corridors
Email: eduardo@promofut.com.mx • Additional contact: diego.lopez@promofut.com.mx
Instagram: https://www.instagram.com/promofutoficial
Facebook: https://www.facebook.com/pages/Promofut
X: https://x.com/promofutoficial
About
PROMOFUT is one of Mexico’s most influential football agencies, long associated with a deep portfolio across Liga MX and Mexico’s national teams. Operating from Mexico City with a large domestic footprint, the firm manages a broad mix of senior internationals and prospects while executing transfers and renewals across Mexico, MLS, and Europe. Media profiles consistently identify the company as a market leader within Liga MX representation.
Key People
CEO/Founder: Eduardo Hernández
Managing Director / Head of Football: Not publicly listed
Licensed agents: Eduardo Hernández; additional staff not publicly enumerated by FIFA ID
Client Roster
Top players (current):
Roberto Alvarado (Chivas)
Sebastián Córdova (Tigres UANL)
Kevin Álvarez (Club América)
Jorge Sánchez (Cruz Azul)
Esteban Lozano (Puebla)
Rising talents / U23:
Mateo Levy (Cruz Azul U21)
Pablo Lara (Pumas)
Jorge Berlanga (Pachuca)
Salvador Mariscal (Santos Laguna)
Notable former/other clients (selection):
Edson Álvarez (Ajax/West Ham trajectory) — historic association
Carlos Vela (LAFC) — historic association
Coaches/Staff represented (if any):
Ignacio Ambriz; Gonzalo Pineda
Notable Deals
2024 — Jorge Sánchez: Ajax → Cruz Azul; ~€3m; contract to 2027
2023 — Edson Álvarez: Ajax → West Ham United; €38m rising to €41m
2023 — Kevin Álvarez: Pachuca → Club América; ~€10m
2022 — Sebastián Córdova: Club América → Tigres UANL; ~€5m
2022 — Roberto Alvarado: Cruz Azul → Chivas; long-term deal
Services
Contract negotiation, transfers/loans
Career management and step-planning
Image rights, sponsorships & media/PR coordination
Legal/tax liaison and relocation support
Partner Network
Chivas; Tigres UANL; Club América; Cruz Azul; Santos Laguna; Atlas; Atlético de San Luis; Pumas
Track Record (last 3 seasons)
Total transfers completed: 20+ senior moves/renewals across Liga MX and abroad
Deals ≥ €10m: Multiple (e.g., Álvarez 2023; Álvarez 2023)
Clients in top-5 leagues: Active historically (e.g., West Ham)
National team clients: Regular representation within Mexico’s senior squad
Renewal/extension deals: Numerous domestically; not centrally listed
Approach & Philosophy
High-volume, relationship-driven representation within Mexico’s top flight, prioritizing contract stability for core domestic talents and targeted international exits for select players.
Fees & Transparency
Operates under FFAR and FMF rules; no public fee schedule or dual-representation policy.
Compliance & Reputation
Disciplinary actions / sanctions: None publicly recorded
Litigation / disputes: None located
Media sentiment: Mixed-to-neutral given market leadership and periodic debate around influence at certain clubs
