Janelly Farías: Rompiendo Barreras en el Fútbol Femenino
At the tender age of four, Janelly Farías made a bold decision to pursue football, despite the discouragement she faced from those around her who believed that the sport was not meant for girls. “Nevertheless, I dared to step outside societal norms,” recalled the former Mexican footballer, who continued to play, ultimately forging a career that established her as a prominent figure in Mexican women’s football. Today, she acknowledges that younger generations enjoy opportunities that once seemed unimaginable.
Farías’ inspiring journey was highlighted during an event held on 20th October at the High-Performance Centre of the Mexican Football Federation. At this gathering, Uber and Uber Eats announced their partnership with the Women’s National Team. This collaboration positions the technology platforms as the official mobility and food delivery applications for the team, part of an agreement aimed at increasing visibility and support for women’s football.
This partnership also marks a significant expansion of Uber’s involvement in Mexican football, where it already sponsors both the Liga BBVA MX and the men’s national team. “We aim to help level the playing field in terms of visibility, resources, and commercial backing. Mexico boasts tremendous football talent, and we want to play an active role in its elite development,” stated Grace Schiodtz, General Director of Uber Eats in Mexico.
Schiodtz elaborated on the company’s interest in sports, highlighting its community-building aspect. “People behave differently in the city on days when significant sports events and championships take place; they order in various ways and celebrate in unique manners,” she commented.
Progress and Challenges in Women’s Football
During the event, both Farías and national team player Kenti Robles discussed the transformations within women’s football in Mexico, as well as the challenges faced by women aspiring to pursue professional careers in the sport. Farías reflected on the lack of opportunities that existed when she began her journey, noting that achieving her current level has required a continual commitment: “It has been a constant decision… choosing myself every day, deciding to fight for those clear objectives,” she expressed. She also acknowledged the efforts of other female footballers who paved the way for the new generation.
The growth of women’s football in Mexico is also evident in audience engagement. Since its inception in 2017, the Liga MX Femenil has attracted an increasing number of followers, both in stadiums and on screens. According to the league, in 2025, it garnered an impressive 67.8 million accumulated viewers across television and digital platforms, surpassing the figures of top women’s leagues in the United States, England, and Germany.
Robles emphasised that female footballers bear the responsibility of inspiring young girls who wish to pursue sports. “I have a voice as a woman, and it is a voice that grows stronger every day,” she added, recognising her role as a role model both on and off the pitch in every decision she makes.
Enrique Nieto Junco, Vice President of National Teams, concurred that women’s football has advanced, though he pointed out the need for more programmes and resources to prepare players adequately. “Having talent is not enough; that talent must be nurtured, developed, and accompanied by growth programmes and platforms that enable them to compete at the highest level,” he asserted.
Upcoming Challenges and Aspirations for the National Team
This announcement comes at a crucial time for the Mexican Women’s National Team, as they prepare to face Haiti in the quarter-finals of the Concacaf W Championship on 28th November, a match that could secure their place in the 2027 World Cup in Brazil. Additionally, the tournament will provide tickets for the Los Angeles 2028 Olympic Games. Mexico has also submitted a joint bid with the United States, Costa Rica, and Jamaica to host the Women’s World Cup in 2031. Regarding this potential opportunity, Nieto expressed hopes of “bringing more matches to Mexico and continuing to invest in women’s football.”
Technological Innovations Supporting Women’s Opportunities
During the event, Uber also showcased advancements in its technology services aimed at women, including mobility features and work-related programmes. One such initiative is Uber Mujeres, a feature that allows female users to request rides from female drivers. This tool was introduced in May 2026 across five Mexican cities and has since expanded to twenty locations.
The company reported that this option has surpassed one million rides in Mexico, a result born from feedback from users and drivers who sought more choices when using the app. Schiodtz highlighted that providing these options also acknowledges that women may have different needs when utilising technology. “The challenges women face are not necessarily the same as those encountered by the rest of society,” she explained.
The executive further discussed the potential of digital platforms as viable job opportunities for female drivers, delivery personnel, and business owners. “Financial independence is paramount for women to choose dignified paths in sports and other fields,” she added, stressing the importance of economic opportunities for women.
With their support for the Women’s National Team, Uber and Uber Eats are solidifying their presence in Mexican football. This partnership emerges at a time when women’s football is gaining increasing attention from both audiences and brands, as Mexico faces one of its most significant challenges: returning to a World Cup after missing the 2019 and 2023 editions. The 2027 tournament in Brazil will serve as their next opportunity.