As a 6-year-old franchise seeking its first winning season, Houston faces obstacles in building popularity in Mexico despite its proximity. Longtime success, more than geography, has dictated which franchises have the most fans there.
Of the two top teams in Mexico, one would be expected based on location, but the other wouldn't. The Cowboys and the Pittsburgh Steelers enjoy the largest followings, said Geraldina Gonzalez-Soberanes, NFL Mexico's senior manager for sponsorships and public relations. The passion for the clubs is often passed from one generation to the next.
On one hand, this anecdote about which NFL teams command the Mexican market share makes plain that Steelers Nation is bigger than the Burgh Diaspora. However, the other lesson is that proximity is not always the most important variable for predicting which team a fan follows. The Steelers are a global brand, while the City of Pittsburgh is more or less a local brand. One entity transcends geography, while the other is its prisoner.
Reconciling that disparity would be a good project for regional stakeholders.