Who Was Alberto Prieto?
Alberto Prieto Valencia built a reputation as a successful entrepreneur in Jalisco, operating in sectors that drew regulatory attention. Known locally as 'El Prieto,' he was recognized for his flashy lifestyle, including luxury vehicles like the Lamborghini targeted in the attack.
Recent reports highlight his involvement in 'rifas colombianas,' a form of illegal raffle where high-value prizes such as cars and properties are offered through social media sales. This practice, banned in Mexico, has proliferated amid weak enforcement.
Prieto's operations reportedly generated significant revenue but attracted scrutiny from authorities, positioning him amid Mexico's underground economy intertwined with cartel influences.
Details of the Zapopan Attack
On December 29, 2025, assailants ambushed Prieto's Lamborghini in Zapopan, a suburb of Guadalajara. The coordinated strike left Prieto, his daughter, and an escort dead at the scene.
Witnesses described a professional hit, with gunmen using high-caliber weapons in broad daylight. The brutality mirrors tactics employed by Jalisco New Generation Cartel (CJNG) factions vying for territorial control.
As of today, no arrests have been made, but local media speculate motives linked to unpaid extortions or rivalry over gambling rackets.
Illegal Raffles and Cartel Ties
Prieto's signature business was 'rifas colombianas,' where participants buy tickets for chances at luxury prizes. This illegal lottery has exploded in Mexico, often serving as a front for money laundering.
Following his death, authorities placed these operations under a microscope, with Prieto's case exemplifying how such schemes fuel violence. Cartels frequently demand cuts or eliminate non-compliant operators.
The killing reverberates globally, drawing attention to Mexico's narco-economy and the perils faced by entrepreneurs navigating gray areas of the law.