Spanish Sport Site As Launches in the U.S

Get ready for #Portada17 on Sept. 14 in New York City! The Hispanic Sports Marketing Forum on September 13, and the 11th Annual Hispanic Advertising and Media Conference on September 14 will provide you with the best content and unparalleled networking opportunities to succeed in Multicultural America.

A new arrival to the 2016 U.S. Hispanic sports media scene. Spanish-sports site As, owned and operated by Grupo Prisa, is launching As USA, a U.S. Hispanic edition of the site at http://us.as.com/us/.

Sports, with the passions it arises and its strong global Latin soccer celebrity element, is content that can travel extremely well in the Spanish-speaking world. That seems to be one of the main reasons why Spain's Grupo Prisa is launching a U.S. edition of its sports website As.com. The move reflects how Grupo Prisa, the largest media company in Spain and one of the largest ones in the Spanish-speaking world, continues to bet on the Americas.

The site has been active (soft launch) since November 15, Gonzalo Ochoa, ‎Managing Director at PRISA Brand Solutions Americas tells Portada.

3709172817_681fd828c6_oAlejandro Gomez, a former director of Mexican sports daily Record,  based in Mexico City, is in charge of both the U.S. Hispanic and the Mexican Edition of As. The newsdesk for the U.S. Hispanic edition is located in Miami. It has 7 reporters, including sports journalist Daniel Hidalgo, who recently relocated from Spain.
In addition to the Miami and Mexico City newsrooms, As has editorial presence in Chile and Colombia. The main newsroom is based in Madrid, where As houses more than 100 journalists for its Spanish online and print editions.

We have an editorial team of 7 people based in Miami led by Chief Editor Daniel Hidalgo.

Miami based Prisa Brand Solutions will sell into the U.S. Hispanic edition of As. The unit, led by Ochoa, also sells into other Grupo Prisa digital properties (e.g. El Pais.com), to advertisers targeting U.S. Hispanics and Latin America (pan regionally). In addition to the U.S. Hispanic edition, As, which in English means "star player", also has local editions in Colombia, where it was introduced through Grupo Latino de Publicidad (a Prisa owned Bogota, Colombia, based multimedia ad sales company). The Mexican As edition also benefits from cross promotion with Televisa Radio (Grupo Prisa owns 50% of Televisa Radio and the remaining 50% is owned by Televisa.).

The Latin American combined audience of As is of approximately 4.5 million unique users. (The site is in the top 3 position in the sports category in many countries including Chile, Colombia and Mexico). In the U.S. Hispanic market the site attracts approximately 650,000 unique users and the goal is to double that amount within the next year.

In the U.S. Hispanic market As reaches approximately 650,000 unique users and the goal is to double that amount within the next year.

Video and Branded Content Opps

AsVideo will be a key attraction to advertisers in the U.S. Hispanic edition of As, says Ochoa. High impact units on the home page (e.g. Wall paper video) are very coveted by advertisers. Branded content campaigns are also in high demand. According to Ochoa, the strongest ad-categories include telecommunications and automotive. Companies in both categories aggressively market to the Hispanic consumer.

Editorial Emphasis

The new site's base content will be soccer, a substantial amount from Spain led by the Real Madrid and Barcelona teams ("La Liga"). Substantial editorial focus will also be placed on Latin American players playing in Europe's Champion's League (e.g. Argentinean Lionel Messi, Uruguay's Luis Suarez and Mexican forward Javier "Chicharrito" Hernandez. Other soccer coverage will include MLS and the NASL (other major soccer league) and the Mexican League. Other sports are NFL, NBA and MLB.
The upcoming Copa Centenario to be played in the U.S. as well as the Olympic Games and Latin American Soccer leagues will also be part of the content program.

As USA will be officially launched at an event in Miami at the Spanish Consulate on January 21.

 

DOWNLOAD PORTADA'S 2015 SOCCER MARKETING GUIDE!.

WATCH HIGHLIGHTS FROM PORTADA'S 2015 SPORTS MARKETING FORUM:
(2016 Edition: September 21, 2016!)
Nascar Driver Daniel Suarez (VIDEO)
Total Market or Hispanic Market? Who cares, only Gooolaaazos matter (VIDEO)
Gustavo Aguirre Associate Brand Manager Coors Light at MillerCoors (VIDEO)
Fernando Fiore - Interview (VIDEO)


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


Wall Street Firms Invest in Two Hispanic Supermarket Chains

Wall Street Firms Invest in Two Hispanic Supermarket Chains

Private-equity firms KKR and Victory Park Capital will be investing in California-based Hispanic grocery chains Mi Pueblo Food Centers and Cardenas Markets, a KKR spokeswoman announced. According to a statement both companies will continue to work independently.


Healthcare Marketing under Trump:  Karen Ignagni, President and CEO at EmblemHealth Evaluates the Situation

Healthcare Marketing under Trump: Karen Ignagni, President and CEO at EmblemHealth Evaluates the Situation

Health plan providers are among the organizations that will be most impacted by president-elect Trump's new administration. In addition, healthcare marketing under the ACA (Affordable Care Act), is to a large extent Multicultural and Hispanic marketing. Portada interviewed Karen Ignagni, President and CEO at EmblemHealth, to understand how one of the U.S. largest nonprofit health plan providers evaluates the new situation.