World Cup campaign puts Valley on global stage as crews pump over $250K into the local economy

Bank of America sent a crew to the Rio Grande Valley last week to film a local semi-professional soccer team as part of its World Cup campaign.

Jamal Fayyad, the founder and president of the Harlingen-based Rio Grande Valley Red Crowns, told the Rio Grande Valley Business Journal that a national bank approached the organization after learning about its story. The team, which is scheduled to kick off its second season May 16, helped three players sign professional contracts in its first year.

“We’re a semi-professional soccer team focused on being community based and providing a platform for local athletes, students and entrepreneurs,” Fayyad said.

Fayyad, who previously worked with the now-defunct Rio Grande Valley FC Toros, declined to reveal details about the production, noting he is bound by a non-disclosure agreement until the commercial airs.

However, Brownsville Mayor John Cowen said Bank of America was in town last week to feature the team with support from the Brownsville Border Film Commission.

Crews shot scenes in downtown Brownsville and Harlingen and featured several businesses, including Rutledge Burgers and JZD, as well as Market Square.

Fayyad said he convinced the bank to send a crew to the Valley to capture the region’s spirit.

“They agreed. And in just this weekend, over a quarter million was pumped into the local economy,” Fayyad said.

Harlingen Mayor Norma Sepulveda said the crew booked nearly 200 hotel rooms, while restaurants, coffee shops, and other small businesses saw an influx of customers tied to the production.

“I loved watching the crew walk around with their 956 coffee cups,” Sepulveda wrote in a social media post. “This is what it looks like when Harlingen gets its moment to shine.”

Mercedes joins statewide network

At the same time, Mercedes has formally joined the state’s film recruitment pipeline.

The city was designated a Film Friendly Texas Certified Community by the Texas Film Commission on March 26 after completing the state’s training and certification process.

The designation signals that the city has the infrastructure, coordination, and local support needed to accommodate film and media productions.

“Through ongoing Film Friendly Texas training, communities are prepared to support media production, spurring on-site spending at local businesses and creating good-paying jobs for Texans,” Gov. Greg Abbott said in a news release announcing the designation.

Mercedes Mayor Oscar D. Montoya Sr. said the certification positions Mercedes to attract new projects.

“This designation opens the door for filmmakers to discover the unique character and locations our city has to offer,” Montoya said.

Read more: How Rio Grande Valley cities are rolling out the red carpet for the film industry

Editor’s note: This story has been corrected to reflect that the filming in Brownsville and Harlingen was part of the same Bank of America World Cup campaign production.