Some sports media executives might not admit it, but when playoff time comes around, they’re secretly rooting for the teams they believe will deliver the most ratings points. The inclusion of big markets, high-profile franchises and the right superstars has the potential to boost viewership and, in the long run, the bottom line.

But for Liga MX rights holders, who have deals with individual clubs to carry their home matches, the stakes are even higher. Since each team in Mexico’s top professional soccer league negotiates its own media rights agreements, it’s how those clubs perform during the “Liguilla,” or postseason, that determines which networks air the biggest games.

With the rights to 14 of the 19 teams, Univision Communications Inc. can usually count on carrying the most important matches each season on its networks, including both legs of the “Gran Final” that determines the ultimate champion. This week, however, Univision will have to share.

With C.F. Monterrey making its first appearance in the Gran Final since 2017, relative newcomer Fox Sports has its first opportunity Thursday to air the first leg of the contest against Club América. It’s sure to be among the most-watched club soccer matches of the year in the United States and likely offers Fox a fortuitous advertising bonus for the holidays.

“There’s about 10 to 12 people from my staff who are leaving family and everyone behind to work on this final,” said Orlando Silver, Fox Deportes’ vice president of production. “We’re going to be spending Christmas together just because we see the huge opportunity we have here of producing a Liga MX Final against powerhouse América. You can’t ask for a better story.”