In June 2014, one of the most important projects of my professional career began: the digital evolution of torosdetijuana.com.
That same year, the club returned to the Mexican Baseball League with a very clear vision led by Alberto Uribe Maytorena and the Uribe family: to turn Toros de Tijuana into a benchmark organization both on and off the field. As part of that vision, I was invited to present a redesign proposal for the team’s official website.
At the time, the existing site covered the organization’s basic communication needs, but the goal was much more ambitious: to build a digital experience inspired by the visual, technical, and editorial standards that Major League Baseball teams were beginning to establish.
For me, the project represented the biggest challenge I had faced as a web developer up to that point.
What started as a website redesign eventually became an 11-year collaboration focused on the digital evolution of one of the most recognized sports organizations in Mexico.
From the very first concept to launch day, the entire project was completed in just three weeks.
During this first stage, I fully developed the custom content management system for torosdetijuana.com from scratch, a platform that remained in use until 2018. The goal was to build a flexible system capable of automating key processes for the club’s daily operations.
This included roster management, player profiles, news publishing, standings, and editorial content from contributors and columnists.
At the time, many sports websites in Mexico still relied on manual workflows and limited structures. The vision for Toros was different: to create a modern, fast, and scalable platform built to grow alongside the organization.
At the beginning of 2015, one of the project’s most important evolutions began with the first collaboration with MLB Advanced Media to integrate the official Major League Baseball API.
This integration allowed the website to automate key team information such as rosters, statistics, schedules, transactions, and real-time performance data.
The implementation led to the development of a new version of the website ahead of the 2015 season launch in April.
That same year also marked an important personal milestone. After working remotely during my final year of college, I moved from Ciudad Obregón to Tijuana in June 2015, just weeks after graduating with a degree in Multimedia Production Engineering.
I had been hired by Toros de Tijuana in 2014, one year before graduating from college, an opportunity that completely changed my professional perspective and allowed me to fully immerse myself in the organization’s digital growth.
Between 2015 and 2017, every new season brought new iterations, improvements, and evolutions to torosdetijuana.com.
The priority was never simply redesigning the site. The real focus was continuously improving the fan experience through daily coverage, statistics, schedules, broadcast information, roster pages, stadium information, mobile optimization, and fast navigation during both the regular season and playoffs.
In 2016, Toros de Tijuana’s website reached the #1 Alexa traffic ranking among sports organizations in the Mexican Baseball League, Liga MX, the Mexican Pacific League, Mexico’s National Professional Basketball League, and CIBACOPA.
Beyond the metric itself, the result reflected something much more important: the organization was beginning to establish itself as a true digital reference within Mexican sports.
In 2018, a new chapter began both for me and for the digital evolution of Toros de Tijuana after being named the club’s Digital Media Coordinator.
In addition to the trust and support of the Uribe family, this new stage was made possible thanks to the support of Antonio Cano, Club Director; Juan Manuel Vega, Media Manager; Samantha Moreno, Marketing Manager; and Alfonso Vera, Commercial Manager, all of whom shared the vision of continuing to push an innovative and unique digital presence within Mexican sports.
During that same year, I worked alongside David Magaña, who at the time served as Toros de Tijuana’s Webmaster and became an important part of the technical development behind the new website iteration launched in 2018.
The version released that year ultimately became the organization’s digital foundation for more than six seasons.
Why keep the same core iteration for so many years?
Because it worked.
The combination of readability, speed, editorial clarity, content architecture, stability, and mobile experience allowed the platform to remain relevant even as digital consumption evolved rapidly.
Throughout this period, the website continued evolving through visual improvements, technical optimizations, and new features focused on news coverage, statistics, schedules, roster management, live broadcasts, mobile experience, and direct communication with fans.
Rather than chasing constant redesigns, the priority was building a solid and scalable experience capable of supporting the daily communication demands of a professional sports organization.
In 2023, the project reached its most ambitious and disruptive iteration.
Built around the #TorosImponentes and #TorosJuntos identity, and with the goal of continuing to stand apart from other sports organizations, the new website broke several traditional design conventions commonly used across sports media platforms.
One of the most noticeable changes was the implementation of a bottom navigation menu, a highly unusual decision for a platform handling such a large volume of daily content and real-time information.
The goal was clear: make the club’s information easier to consume, more visual, and more accessible for the modern sports fan.
The new experience prioritized faster reading, intuitive navigation, and a visual architecture inspired by modern web development trends, with a strong focus on mobile experience and immediate access to real-time sports information.
This became the final website version I directly participated in developing before transitioning fully into the club’s social media department, which I led from 2015 to 2025 as part of the organization’s overall digital evolution and communication strategy.
What began in 2014 as a redesign eventually became more than a decade of continuous digital evolution.
Throughout that time, torosdetijuana.com not only evolved alongside the organization itself, but also alongside changing design trends, mobile consumption habits, editorial needs, and the growing digital expectations of sports fans.
On a personal level, the project also marked my own professional growth: from a college student working remotely to leading an important part of the digital evolution behind one of the most recognized sports organizations in Mexico.
Beyond design or development, this project represented the continuous construction of a digital experience built for a franchise that always aimed to stand out both on and off the field.
Because in the end, for Toros de Tijuana, it was never just about baseball.
And for me, it was never just about building a website