Unilever expands Mexican National Soccer Team Sponsorship until 2015

Unilever is expanding its deal with the Mexican National Soccer team for three more years until 2015. The announcement was made by Maria Teresa Rosell, Brand Marketing Director at Unilever, during a party to watch the Mexico - USA Fifa World Cup Qualifier last night in New York City.

FutbolSince 2009 the Mexican National Soccer Team has been sponsored exclusively by Unilever deodorant brand Degree Men. Perhaps because of budget reasons,  several food brands have been now added to the roster:  Hellmann's®, Best Foods®, Ragú®, Knorr®, Country Crock®, Bertolli®, Breyers® and Popsicle®.
The marketing concept has been  expanded to include food and embrace the idea of celebrating football match parties at home and enjoying food products. Tu Selección, refers to the Mexican National Soccer Team but also to Food selection (choice). Russel Lilly, the director of multicultural marketing at Unilever, said: "Unilever is thrilled to tap into its brands to bring forth new experiences in Hispanic homes, especially during soccer game viewing parties. Our partnership with the Mexican National Team and creation of Tu Selección brings these moments to new heights through exclusive insider access, even bringing legendary players closer to their fans."

The concept has been  expanded to include food and embrace the idea of celebrating football match parties at home.

The campaign will include sweepstakes at TuSeleccion.com, events, retail activations and digital advertising to drive traffic to TuSeleccion.com. TuSeleccion.com is hosted within Unilever's Hispanic Content Marketing platform ViveMejor.   The deal also includes hospitality and player appearances as well as pitchside LED branding for all Mexico games broadcast on Univision and ESPN in the US.

The Deal

Soccer United Marketing (SUM) sold the rights to Unilever. According to SportsBusinessDaily, the deal is likely to be worth a mid seven-figure sum. Gilt Edge Soccer Marketing is the agency in charge of the soccer insights and sponsorship strategy and management.Charlotte based agency ACM Group worked on the creative, Retail agency Integrated handles retail activations, while PR agency Edelman handles Public Relations. Online Marketing Agency Captura Group developed the TuSeleccion.com site. GroupM's Mindshare handles media buying and planning.


Editorial Staff (@portada_online)

Portada is the leading source of news and analysis on the Latin Marketing and Media space. Credibility is our biggest asset: The Portada team is very passionate about producing high-quality independent content that helps drive forward the Latin Marketing and Media space.
El equipo editorial de Portada se apasiona por elaborar contenidos de alta calidad. La credibilidad es nuestro mayor activo. La misión de Portada es ayudar a profesionales de negocios y medios a comprender y alcanzar a consumidores latinoamericanos, del mercado hispano de EE UU y España.

MORE FROM PORTADA

Miami Tech Investors Provide LatAm Entrepreneurs with Path to Growth

Miami Tech Investors Provide LatAm Entrepreneurs with Path to Growth

We sit down with Raul Moas, the managing director of Accelerated Growth Partners (APG), a Miami-based angel investor network that provides capital to entrepreneurs in Miami, to discuss the city’s exciting startup scene, and how it has fostered the growth of Latin American businesses.


Ad-Tech Play The Trade Desk IPO’s at Higher than Expected Price

Ad-Tech Play The Trade Desk IPO’s at Higher than Expected Price

California-based ad tech company The Trade Desk, Inc. has officially gone public on The Nasdaq Stock Market.The Trade Desk debuted on the Nasdaq at US$28.75 as opposed to the company’s US$16-to-US$18-per-share projection.


How Brands Can Use Fan-Generated Video Content in Sports Marketing Campaigns

How Brands Can Use Fan-Generated Video Content in Sports Marketing Campaigns

Sports marketing experts talk about what self created fans’ video content represents to them, at Portada’s Hispanic Sports Marketing Forum, held in New York on September 14.