What is ESTO?
ESTO is a Mexican daily sports newspaper published by Organización Editorial Mexicana. Its own about page states that it "lleva 84 años en circulación" and that it was "el primer diario rotográfico deportivo y de espectáculos editado en el mundo" — the first rotogravure sports and entertainment daily published in the world. Both are the paper's claims about itself.[1]
Background reference credits Organización Editorial Mexicana with 70 daily newspapers and records ESTO among the group's titles.[2]
The paper publishes at a path of the group site and its own address, esto.com.mx, resolves there, so the registrable domain recorded here is the parent, oem.com.mx.[3]
What does ESTO cover?
The football desk is the largest. Published sections run the Mexican national team, Liga MX, Liga MX Femenil, the second-tier Liga de Expansión, the Concacaf Champions Cup, and the Champions League, LaLiga and Premier League.[3]
Under "Otros Deportes" the paper keeps standing desks in boxing, lucha libre, the Olympic Games, American football, motor racing, tennis, baseball and basketball, with separate running and Formula 1 verticals and an opinion and cartoon section.[3]
Background reference records that the paper was printed in sepia ink until it moved to full colour in January 2018, and that the masthead line it carried was «El diario de los Deportistas».[4]
What are ESTO's reach and standing?
Distribution is national. Background reference records nationwide circulation from a Mexico City base.[4]
External recognition is thin but not absent. The Americas section of AIPS, the International Sports Press Association, reported in September 2016 that ESTO, "diario deportivo de la Organización Editorial Mexicana", had completed 75 years on 2 September of that year, and set the paper within the publishing group built up under Mario Vázquez Raña.[5]
No independently audited circulation figure for the paper could be retrieved. The paper's own about page states that it has been 84 years in circulation, a span that corresponds to the anniversary of 2 September 2025 rather than to 2026; it is the paper's own statement.[1] [5] The frequently repeated description of ESTO as the oldest sports daily in the Americas could not be traced to a primary or independent source.
Since when has ESTO published?
The founding date follows from the anniversary. AIPS Americas reported in September 2016 that the paper had just completed 75 years on 2 September, which places the first issue on 2 September 1941.[5]
Founding, ownership and format changes are three separate matters. The paper dates from 1941; the publishing group later passed to Mario Vázquez Raña, whom AIPS names as the figure under whom it grew;[5] and the printing change from sepia to full colour dates only to January 2018.[4]
The paper's own about page states 84 years in circulation, which is the outlet's own framing of the same span.[1]
Why does ESTO matter in Mexico's sport?
ESTO is the older of Mexico's two national sports mastheads, published by Organización Editorial Mexicana and dating from 2 September 1941.[5] That matters less as a circulation question than as a coverage one: the paper carries desks that a football-first title does not, including boxing and lucha libre.[3]
The boxing desk sits in a market with an unusual record. The World Boxing Association stated in September 2023 that Mexico had produced about 170 world champions, more than any other country in Latin America and second worldwide behind the United States, and that eight Mexican fighters held world belts at the time; the association noted the count moves constantly.[6]
The paper also connects the national sports press to the wider group that owns it: Organización Editorial Mexicana runs the local and regional titles through which much Mexican sport outside the capital is reported, and ESTO is the group's national sports masthead.[1]
References
- ESTO en línea — Quiénes somos (the outlet's own about page, published by Organización Editorial Mexicana). Accessed September 2026.
- Wikipedia (background) — Organización Editorial Mexicana: titles published, including ESTO. Accessed September 2026.
- ESTO en línea — official site, published by Organización Editorial Mexicana: sections and verticals. Accessed September 2026.
- Wikipedia (background) — Esto (diario): founding date, founder, sepia printing and national circulation. Accessed September 2026.
- AIPS America — El diario deportivo Esto, de México, festejó 75° aniversario de fundación, 5 September 2016. Accessed September 2026.
- World Boxing Association — Mexico, land of braves in the ring, 13 September 2023. Accessed September 2026.