Tulum two years ago. Along with every NFL team and most P5.
When the guy in the shop saw me looking at the BYU mask, he brought me a Tree of Life Stela and tried to upsell me. Point is, the guy had previous experience with BYU fans.
Also, Limhi, an LDS tour guide at Tulum, always wears a BYU hat to attract LDS tourists to him.