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Grupo Caliente traces its roots back to the early twentieth century, when in 1916 the Hipódromo de Agua Caliente was opened in Tijuana. This horse racing track evolved into a vibrant entertainment hub where visitors could not only watch horse races but also enjoy casinos and live shows.
In the decades that followed, the company built a reputation as a pioneer in the Mexican gambling industry. Through smart investments, expansions and a sharp sense of market trends, Grupo Caliente grew into the country’s most recognizable gambling and entertainment company.
Today, Grupo Caliente is made up of several divisions operating in different segments:
• Casinos and betting shops: dozens of physical locations spread across Mexico.
• Online betting: through Caliente.mx, the company is the market leader in digital sports betting and iGaming, offering bets on football, baseball, basketball, boxing and niche sports like Jai Alai.
• Sports infrastructure: owner and operator of facilities such as Estadio Caliente and the historic Hipódromo de Agua Caliente.
• Media production and sponsorship: Caliente is actively investing in marketing, sponsorship and sports media deals through channels like Caliente TV, a platform that strengthens their visibility and integration with sports broadcasts.
Caliente uses sports not just as an advertising channel but as the core of its marketing strategy. They focus on high audience sports to create maximum brand awareness. By placing the Caliente name and logo on shirts, in stadiums and across media campaigns, the brand becomes embedded in the daily conversations of millions of fans.
The Mexican gambling market in 2024 is estimated at around 11.4 billion US dollars. Forecasts indicate the market could grow to over 40 billion dollars by 2033, with an annual growth rate (CAGR) of around 9 to 12 percent, depending on the segment. Caliente holds a dominant position with an estimated market share of about 40 percent in sports betting, an exceptionally high figure for a market of this size, meaning that nearly one out of every two bets in Mexico is placed via Caliente and its platforms.
With over 200 physical locations across Mexico (casinos, betting shops, sports bars), Caliente boasts a nationwide presence that many competitors envy. These locations operate thousands of terminals and more than 100 live table games daily. This network serves not only as a revenue source but also as another marketing channel and customer service point for their online platform, Caliente.mx.
Grupo Caliente was among the first companies in Mexico to invest heavily in online and live sports betting, building a strong market position through Caliente.mx. Their apps, promotions and digital marketing campaigns make the brand attractive to a younger, tech savvy audience. That online division, Caliente.mx, is valued by analysts at around 1 billion US dollars. More than 60 percent of Mexican online bettors use a mobile device, and Caliente.mx meets that demand with apps and in play betting.
• Club Tijuana Xoloitzcuintles de Caliente (Football): Founded in 2007, they quickly rose to prominence in Liga MX, winning their first championship in 2012.
• Dorados de Sinaloa (Football): A club with a storied history, gaining international attention when Diego Maradona became coach in 2018.
• Galgos de Tijuana (American football): A relatively new franchise in the LFA, showing Caliente’s ambition in emerging sports.
• Caliente de Durango (Baseball): Competing in the Mexican Baseball League (LMB), broadening Caliente’s reach to baseball fans.
By combining ownership of clubs in different sports with its betting operations, Grupo Caliente has built its own ecosystem where sports, entertainment and betting come together. This allows them to promote their brand through exclusive content, enter new markets and strengthen their position in the sports industry.
Caliente is without doubt the largest and most visible betting sponsor in Mexico. In Liga MX alone, they sponsor 12 of the 18 clubs, including Club América, Chivas, Atlas, León and Monterrey. They are also the official betting partner of Liga MX, Liga MX Femenil, the Leagues Cup, and the Mexican national team.
They support clubs in Liga de Expansión MX (Leones Negros, Atlante, Dorados) and in the LMB (Acereros, Saraperos, Sultanes, Diablos Rojos). Even in niche markets such as Lucha Libre AAA they play a role, sponsoring events and partnering with the organization. The brand is also present in Jai Alai through betting options and promotions.
Compared to other betting companies, Caliente holds a clear market leadership position. While competitors such as Codere, Playdoit, Luckia and Novibet have only a few clubs or regional partnerships, Caliente dominates with a broad portfolio of sponsorships across multiple sports. Their scale and visibility give them a huge competitive advantage and unmatched brand recognition.
Estadio Caliente, opened in 2007, is one of their most notable properties. It is Mexico’s first stadium with an artificial turf field and is praised for its modern facilities and lively atmosphere. There is also the historic Hipódromo de Agua Caliente, which is not only a horse racing track but also a symbol of the gambling and entertainment culture of Baja California.
The success of Grupo Caliente is largely attributed to Jorge Hank Rhon, an entrepreneur, former mayor of Tijuana and known for his outspoken personality. Under his leadership, Grupo Caliente grew from a regional entertainment company into a national player with international appeal.
Although Caliente dominates today, the Mexican market is far from saturated and there are enough available opportunities for ambitious new operators to make an impact. With a carefully designed Go To Market strategy plan, it is realistic to acquire market share by achieving small wins in the short term, while working towards larger, long term goals.
The market’s size and growth potential mean that even capturing just 5% of Caliente’s current 40% market share would represent a significant business. There are several opportunities, both small and large, from partnering with local clubs and niche sports like Jai Alai, to creating fresh digital activations and unique fan focused offerings.
Mexico’s fragmented media rights and diverse sports culture make it possible for a new brand to get a foothold in the market, stand out with targeted sponsorships, and position itself as an innovative alternative. With the right approach, a new entrant can tap into this thriving ecosystem and quickly establish relevance.
At Invixos, we currently have access to valid Mexican iGaming licenses through reliable partnerships with licensed land based operators.
If you're ready to explore your entry into Mexico, get in touch and let’s build your LATAM presence, together.
