C&M Bets on the Fairways: Tech Giant Sponsors Topgolf Monterrey for Mexican Market Debut

The tech tent at Topgolf Monterrey looked different this year. Instead of banks or regional conglomerates claiming the main sponsorship, Brazil-based communications firm C&M has stepped up as the headline backer. It’s an unusual sight at Mexico’s business networking scene – a foreign tech company choosing golf clubs and charity auctions over the standard digital launch playbook.

Why Skip the Digital Route?

Most international tech firms entering Mexico stick to safe territory: regional sales teams, online campaigns and virtual product demos. Major tech conferences like M360 LATAM draw the usual suspects, but sponsoring a charity golf tournament signals something different. C&M’s choice reflects Mexico’s business culture, where relationships built over shared experiences often matter more than slick presentations.

CEO Emerson Carrijo frames the move as practical: ‘El patrocinio del Topgolf Monterrey representa un hito para C&M, ya que simboliza nuestra expansión al mercado mexicano, con presencia física y una oferta sólida de soluciones integradas para empresas que buscan excelencia en atención y comunicación.’ The emphasis on physical presence tells the story – in Mexico’s corporate world, showing up matters.

The Monterrey Golf Circuit

Topgolf Monterrey has carved out a niche as more than entertainment. The venue regularly hosts business networking events that combine competition with deal-making. EGADE Business School used the space for charity events during COVID-19, pulling together students and alumni for health research funding. The format works because it strips away formal boardroom dynamics.

This year’s event continues mixing business with philanthropy events. Funds raised will support Nuevo León’s firefighters – a calculated move that ties corporate sponsorship to local community support. For a foreign company entering the market, that kind of goodwill matters when courting Mexican business leaders.

Cloud Communications Meets Corporate Culture

C&M’s core offering – unified communications through GoTo solutions – targets exactly the kind of companies that show up at Topgolf events. The firm’s cloud telephony and multichannel communication tools serve corporate clients looking to streamline operations. ‘Estaremos presentes demostrando cómo las soluciones de GoTo, comercializadas por C&M, impulsan la productividad y la conexión entre equipos y clientes,’ Carrijo explains.

The timing aligns with Mexico’s growing unified communications market, which is expanding at around 8.2% annually through 2031. Cloud-based solutions are gaining traction as Mexican businesses modernise their communication infrastructure, creating opportunities for companies like C&M to capture market share.

The Charity Angle

Supporting Nuevo León’s firefighters isn’t accidental. The venue has history with community engagement, converting facilities into collection centres during Hurricane Otis relief efforts. By aligning with local emergency services, C&M positions itself as invested in community welfare rather than just profit extraction.

Mexican business culture values companies that contribute beyond their core operations. The firefighter sponsorship creates talking points and shows commitment to local interests – important factors when building relationships with potential corporate clients who expect their vendors to understand regional priorities.

Product Positioning Through Experience

Founded in 2012, C&M specialises in cloud telephony solutions that help companies optimise communication and reduce operational costs. The company’s multichannel approach allows businesses to manage customer interactions across different platforms from centralised systems. At Topgolf, executives can see these solutions in action during relaxed settings rather than formal sales presentations.

The venue’s tech-enabled environment – with digital scoring systems and interactive displays – provides natural opportunities to showcase how unified communications work with modern business operations. C&M plans to invite executives and interested companies to visit their event space and experience their corporate communication technologies firsthand.

Testing the Waters

C&M’s approach raises questions about market entry networking approaches in Mexico. While companies like Alibaba Cloud chose digital-first launches with local infrastructure investments, C&M is betting on face-to-face relationship building. Mexico City hosts 11 unicorns and over 353 startups, while Monterrey ranks second with more than 320 companies and 100 parks.

The success of C&M’s event-centred approach could influence how other international tech firms view Mexican market entry. If relationship-building through shared experiences proves more effective than digital campaigns, expect more foreign companies to sponsor local events rather than stick to virtual launches. The 19 June tournament will test whether golf clubs and charity auctions can generate more business leads than LinkedIn campaigns and online demos.