SPORTS MARKETING BITS: NASCAR Partners with Derbez, Fiore and Dish, Sports as Bastion of Brand Safe Content?

A recap of news and trends in the Sports Marketing world as compiled by Portada's Editorial team. Nascar Partners with Derbez, Fernando Fiore works with DishLatino, Are Sports a Bastion of Brand Safe Content, particularly for online video?, Univision and Periscope ...

NASCAR Partners with Eugenio Derbez for Comedy Movie

NASCAR® announced that it has teamed up with Eugenio Derbez, one of NascarMexico’s most-recognizable stars, to collaborate on an original, full-length comedy movie. Long heralded as one of Mexico’s most popular actors, writers, directors and producers, Derbez broke-through on a global level with the 2013 hit film Instructions Not Included. Derbez raced competitively in Mexico and has a deep passion for the sport. According to NASCAR, its popularity among Latinos has increased in recent years, as drivers such as Cuban-American Aric Almirola and Mexican Daniel Suarez have seen increasing success in both the NASCAR Sprint Cup Series™ and NASCAR XFINITY Series™. Based in Los Angeles, NASCAR’s Entertainment Marketing and Content Development division develops and produces quality television, film and digital projects on behalf of the sport. The Entertainment Marketing and Content Development division seeks to access a younger and more diverse audience through the development of original content, the integration of NASCAR drivers into existing programming, and talent acquisition for races and industry events.


REGISTER TO PORTADA'S HISPANIC SPORTS MARKETING FORUM.
Sports Marketing Forum (check out the agenda!) on September 16 only US $299 Register here!. Combo Ticket (Hispanic Sports Marketing Forum and 9th Annual Hispanic Advertising and Media Conference (Sept. 17) for only US$ 599! Register here!

ZONA FÚTBOL launches, Fiore to work with DishLatino

Fernando Fiore

Fernando Fiore,

Fernando Fiore, one of the major attractions at our upcoming #Portada15 Conference in New York City on Sept. 16 and 17 has been secured by DishLatino to help educate customers about the company's offerings for soccer fans. Existing customers will see a new ad in which Fiore discusses soccer content in a sports news show style format. Separately, DishLatino launched “ZONA FÚTBOL,” a platform that combines features and programming to enhance the soccer viewing experience, making it easy for fans to find their team, check scores, watch up to six games at once, enjoy the action on the go and connect with other fans via social media from their TV screen. The experience is available to all DishLATINO customers with the Hopper DVR and comes at no additional cost.

DOWNLOAD : Portada's 2015 Soccer Marketing Guide!

 

Sports as Bastion of Brand Safe Content?

We are witnessing a trend of marketing agencies creating sports specialty departments. Global media agency OMD has its Optimum Sports while media investment group GroupM recently launched ESP Properties. Eearlier this year, GroupM also invested US$ 250 million in sports marketing firm Bruin Sports Capital. Greg Bobolo CEO of SendtoNews, a syndicator of sports video highlights, argues in Business2Community that "media buyers are getting clever about advertising against premium digital video content, as opposed to questionable user-generated content." He adds that "Online video media buyers are facing a problem: in the world of online video, there’s quantity, but not much quality." In this context, Bobolo says "sports represent a strong marketing opportunity and a bastion of “brand safe” content for advertisers. Online sports video has long been a uniquely powerful tool for marketers. The viewership numbers are fantastic. The social media engagement is great. And the core demographic reached is key: males age 25-49, who consume everything from beer to fast food to automobiles to electronics. " The smart money is now backing professionally-produced, exclusive, rights-protected sports highlights, news and athlete interviews," he concludes. Self-serving? sure, but Bobolo also makes a good point.

Sports represent a strong marketing opportunity and a bastion of “brand safe” content for advertisers.

Univision leverages Periscope during Copa de Oro

UnivisionTwitter's Periscope is becoming a major live-streaming platform. Univision Deportes, the sports division of Univision Communications Inc., used Periscope as a Live Customer Service channel to provide hands-on support for viewers logging in to gain access to Copa de Oro matches. Popular UDN personality Aly Villegas helped viewers with the TV Everywhere sign-in process in real-time.

 

REGISTER TO PORTADA'S HISPANIC SPORTS MARKETING FORUM. Sports Marketing Forum (check out the agenda!) on September 16 only US $299 Register here!. Combo Ticket (Hispanic Sports Marketing Forum and 9th Annual Hispanic Advertising and Media Conference (Sept. 17) for only US$ 599! Register here!


Editorial Staff @portada_online

Portada Staff

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