In the early 1990s, CIE began operations through its subsidiary Operadora de Centros de Espectáculos, S.A. from C.V. (OCESA), promoter of live entertainment events and operator of real estate such as the Palacio de los Deportes in Mexico City. The operation of selling food, drinks and souvenirs begins in its entertainment centers. It began marketing the sponsorships of its events with other renowned companies.