Guillermo “Memote” Martínez is one of Mexico’s most talked-about strikers heading into the 2026 FIFA World Cup.
This article breaks down his estimated net worth, current salary at Pumas UNAM, full career earnings, and the long road that brought him to football’s biggest stage.
Guillermo Martínez’s Biography
| Field | Details |
|---|---|
| Full Name | Guillermo Martínez Ayala |
| Date of Birth | March 15, 1995 |
| Age | 31 |
| Place of Birth | Celaya, Guanajuato, Mexico |
| Nationality | Mexican |
| Height | 1.91 m (6 ft 3 in) |
| Position | Centre-Forward |
| Current Club | Pumas UNAM (Liga MX) |
| Turned Professional | 2013 (Pachuca) |
| Contract Expires | December 31, 2026 |
| Net Worth | ~$1.5 million (estimated) |
| Jersey Number | 9 |
| Preferred Foot | Left |
Early Life and Career
Guillermo Martínez Ayala was born on March 15, 1995, in Celaya, a mid-sized city in the state of Guanajuato in central Mexico.
He grew up in a country where football is not just a sport but a way of life, and from an early age he showed the physical tools — particularly his size and aerial ability — that would eventually define his style of play.
He joined the youth academy at C.F. Pachuca in 2011, one of the most respected youth development programs in Mexican football.
The Tuzos have a long history of producing top-level talent, and Martínez trained alongside a golden generation that included names like Hirving “Chucky” Lozano, Rodolfo Pizarro, and Erick Gutiérrez.
Being in that company was a double-edged sword — he got elite coaching and facilities, but it also meant he spent his early years in the shadows of more celebrated teammates.
He turned professional with Pachuca’s first team in 2013 but rarely featured in Liga MX matches during his time there.
Instead, the club used him as a development asset, sending him out on a series of loan spells to clubs in the Ascenso MX — Mexico’s second division — to build his experience.
Between 2015 and 2019, he passed through Lobos BUAP, Zacatepec, Guadalajara (on loan), and Mineros de Zacatecas, scoring goals consistently at that level.
Across those loan stints, he accumulated roughly 95 appearances and 40 goals, steadily building his reputation as a reliable scorer without ever quite getting the top-flight call he deserved.
Professional Career
Martínez’s big break at the Liga MX level came the hard way. After leaving Pachuca’s system in 2019, he signed with Cafetaleros de Tapachula in the second division and continued scoring.
A move to Celaya in 2020 brought him to wider attention when he finished as the Apertura 2020 top scorer with 7 goals in 16 appearances — a return that made it impossible for first-division clubs to ignore him.
Puebla signed him permanently in January 2021, and that’s where Martínez finally established himself in Liga MX.
Over his time with Puebla, he recorded 10 goals in a single regular season, making it his best Liga MX campaign since his 2015 debut as a Pachuca loanee.
In total at Puebla, Martínez appeared in 91 matches, scoring 23 goals and contributing 5 assists.
In December 2023, Pumas UNAM signed him in a transfer that cost the club €3.7 million — a significant fee that reflected his growing status as one of Liga MX’s most effective forwards.
At Pumas he has continued producing, recording 31 goals and 2 assists in 92 appearances for the club by mid-2026, including 5 goals in 15 matches in the most recent Clausura tournament, often as a substitute.
His national team journey began late but has gained momentum. Martínez made his senior debut for Mexico on December 16, 2023, in a friendly against Colombia, scoring in a 2–3 defeat.
His performances at club level earned him a surprise but deserved place in Mexico’s World Cup 2026 roster.
As Sports Illustrated noted, the 31-year-old’s physical traits, aerial quality, and ability to serve as a target man convinced coach Javier Aguirre that “El Memote” could be a valuable asset for specific game plans at the World Cup.
Guillermo Martínez’s Net Worth Details
As of 2026, Guillermo Martínez’s has an estimated net worth of approximately $1.5 million.
He built this wealth through his professional contracts in Liga MX, primarily during his time at Puebla and now Pumas UNAM. His career took longer than most to reach the top flight consistently, which limited his overall earning potential in his earlier years.
Contract
Guillermo Martínez joined Pumas UNAM on January 1, 2024, and his current contract runs through December 31, 2026. He wears the number 9 shirt and is represented by agent group PitZGroup.
The contract is set to expire shortly after the 2026 FIFA World Cup, making the coming months a pivotal period for his career — a strong World Cup showing could attract interest from other Liga MX clubs or even overseas.
Salary
Guillermo Martínez’s exact annual salary at Pumas UNAM has not been officially disclosed. Based on Liga MX salary benchmarks and his market value, his estimated annual earnings at Pumas are in the range of $400,000–$600,000 USD.
His earlier stints in the Ascenso MX with clubs like Cafetaleros and Celaya would have paid significantly less — likely in the range of $60,000–$120,000 annually at the second-division level.
His Puebla salary (2021–2023) would have been higher, reflecting first-division rates for a productive forward, likely in the $200,000–$350,000 range annually.
These are estimates based on publicly available Liga MX salary benchmarks and are not officially confirmed figures.
Career Earnings By Year
| Season | Club | Level | Est. Annual Salary |
|---|---|---|---|
| 2015–2016 | Lobos BUAP (loan) | Ascenso MX | ~$70,000 |
| 2016 | Zacatepec (loan) | Ascenso MX | ~$70,000 |
| 2017 | Guadalajara (loan) | Liga MX | ~$120,000 |
| 2017–2019 | Mineros de Zacatecas (loan) | Ascenso MX | ~$80,000 |
| 2019–2020 | Cafetaleros / Celaya | Ascenso MX | ~$90,000 |
| 2021 | Puebla | Liga MX | ~$220,000 |
| 2022 | Puebla | Liga MX | ~$260,000 |
| 2023 | Puebla | Liga MX | ~$300,000 |
| 2024 | Pumas UNAM | Liga MX | ~$450,000 |
| 2025 | Pumas UNAM | Liga MX | ~$500,000 |
| 2026 | Pumas UNAM | Liga MX | ~$520,000 |
Career Statistics
| Club | Years | Appearances | Goals | Assists |
|---|---|---|---|---|
| Pachuca (loans incl.) | 2013–2019 | ~95 | ~40 | — |
| Cafetaleros de Tapachula | 2019 | 19 | 8 | — |
| Celaya | 2020 | 16 | 7 | — |
| Puebla FC | 2021–2023 | 91 | 23 | 5 |
| Pumas UNAM | 2024–2026 | 92 | 31 | 2 |
| Mexico (Senior) | 2023–2026 | 10 | 2 | — |
FAQs
What is Guillermo Martínez’s net worth?
Guillermo Martínez’s estimated net worth is approximately $1.5 million. He earned this through his Liga MX contracts, most notably at Puebla and Pumas UNAM, after spending his early career in Mexico’s second division.
What club does Guillermo Martínez currently play for?
He plays for Pumas UNAM in Liga MX. He joined the club in January 2024 in a transfer worth €3.7 million from Puebla, and his contract runs through December 2026.
Is Guillermo Martínez in Mexico’s World Cup 2026 squad?
Yes. Martínez was named in Mexico’s official 26-man roster for the 2026 FIFA World Cup. His inclusion surprised many, but coach Javier Aguirre selected him for his aerial presence and ability as a target-man striker.
How many goals has Guillermo Martínez scored in Liga MX?
Across Puebla and Pumas UNAM, he has scored over 54 goals in Liga MX. His career total across all competitions, including second-division stints, exceeds 115 goals in approximately 360 professional appearances.
Why is Guillermo Martínez called “Memote”?
“Memote” is his longtime nickname in Mexican football circles — a playful variation of “Memo,” the common Spanish nickname for Guillermo. The suffix “-ote” is typical in Mexican slang to indicate size or affection, fitting for a tall, physically imposing striker standing 1.91 m (6 ft 3 in).
