FMF Appoints Francisco Iturbide Cera as New Executive President of Liga MX

Francisco Iturbide Cera Appointed Executive President of Liga MX

Iturbide, who previously served as the Director General of Competitions, Operations, and Development at the FMF, assumes the role after an 11-year tenure within the organization. Having joined as an intern in 2015, he rose through the ranks to his current leadership position. His professional background also includes time as a player in the youth divisions of Club América and a stint with Alebrijes de Oaxaca in the Liga de Expansión.

Implementation of New Corporate Governance

The transition coincides with the rollout of a new corporate governance model for Liga MX, which is designed to provide the league with greater independence from the FMF. As part of this restructuring, Iturbide has been tasked by Arriola with implementing and executing the league’s reform, which centers on the creation of four specialized committees:

• Deportivo (Sports)
• Comercial (Commercial)
• Ética y Buen Gobierno (Ethics and Good Governance)
• Inversión y Certificación (Investment and Certification)

According to Récord, each of these committees will consist of six league clubs, the league president, and a vice president from the respective area. While the committees are established in the statutes, the specific club memberships remain to be defined. Iturbide’s immediate mandate involves “giving life” to these bodies by selecting their members and convening initial work sessions.

Strategic Goals and Operational Shifts

The new administrative model aims to involve clubs directly in strategic decision-making. Arriola noted that the appointment of Iturbide had received prior validation from the league’s Committee of Ethics and Good Governance.

Iturbide’s primary responsibilities include:

• Coordinating competition calendars to enhance sports development and competition quality.
• Improving the fan experience and generating commercial value for league partners.
• Supervising tournament operations and maintaining the integrity of competitions.
• Managing the regulatory agenda of the clubs.

My goal is very clear: to continue consolidating our league, taking advantage of the good path left by the Commissioner to continue economic and commercial growth, Iturbide stated during the presentation. He described the shift as a historic moment for Mexican football, noting that the adoption of international best practices will allow the league to take firm steps toward the future.

The Future of FMF and Liga MX Leadership

This restructuring is a result of decisions reached by the Assembly of Owners prior to the 2026 World Cup, where it was agreed that Liga MX would operate under a new corporate identity to facilitate increased autonomy. With this shift, Mikel Arriola will transition away from his former dual-role duties, focusing exclusively on his position as the Commissioner of the FMF.

Arriola expressed confidence in the new president, stating that Iturbide’s history within the institution provides him with a unique understanding of the league’s operations. As Iturbide prepares to lead this new era, the stated objective remains to transform Liga MX into a global entity, characterized by sustainable revenue growth and professionalized decision-making processes.