Golazo Awards: Pepsi Wins Latin America, Inter, Audi, AT&T are U.S. Finalists!

Ten shortlisted nominees for the Golazo Awards pitched their campaigns to the Golazo Award Jury at PortadaLat. Three 3 U.S. contenders were selected. They will be at the final contest  at Portada's Sports Marketing Forum in New York, on September 13th. The jury also determined the winner of  the Golazo Latin America Award.

During PortadaLat's first day in Miami, finalists, and semifinalists pitched their campaign to a highly specialized jury, integrated by Felix Palau, VP at Tecate, Heineken, Ed Carias, Sr. Brand Manager at El Jimador Tequila, North American Region, Brown-Forman, Vicente Navarro, Business Development Director, ACM Connect, and Andres Polo, VP Digital Marketing, Visa. The Golazo Awards were sponsored by Soccer.com.

After asking questions and deliberating how to cast their votes, the jury announced the winners.

The 3 U.S.  finalists are:

  • "My Inter Jersey” / Gravity
    Represented by: Evgenia Novikova,
    Managing Director of Gravity Europe and an account lead for Inter.
    Description: Fans of Inter love to wear their team colors loudly and proudly. Digital natives enjoy generating their own content, especially if they can put their name on it. Our goal was to drive awareness and sales of the new Inter Milan jersey by Nike.
  • Audi Summer Tour/FC Bayern Munich LLC
    Presented by: Benno Ruwe,
    Head of Partnerships, Bayern Munich
    Description: The 2016 U.S. Audi Summer Tour campaign gave fans that haven’t been to Munich the chance to see their team on home soil. Fixtures in Charlotte, Chicago, and New York, appealed to general sports and soccer fans, including the large Hispanic Bayern fanbase and population there.
  • AT&T/MNT/The Marketing Arm
    Presented by: Roberto Saucedo,
    VP Integration, and Andres Reyes, President Multicultural.
    Description: In efforts to connect with Hispanic Millennials, The Marketing Arm (TMA) launched the Expresa Tu Pasión soccer campaign, a collaboration between AT&T and the Mexican National Soccer Team (MNT). This campaign engaged Hispanic Millennials, both socially and in the real world through exclusive experiences and activations.

The Golazo Award Latin America winner:

  • Pepsi “Momentos”/UEFA Champions League/BBDO
    Represented by: Carlo Espinoza, Sr. Marketing Manager,
    In 2017, in its second year as a sponsor of the Union of European Football Associations (UEFA), Pepsi launched its first global campaign based on a “Moments” creative platform. The campaign is active in nearly 75 countries including most of Latin America and the U.S. The #PepsiMoment campaign, which features football/soccer stars Sergio Agüero, Alexis Sánchez and Vincent Kompany, looks to build on and associate the Pepsi brand with fans’ excitement in the lead-up to the UEFA Champions League Final on June 3 in Cardiff, Wales.
Feature Image: Carlo Espinoza, from Pepsi, and Fernando Fiore

Join us at the 2017 Sports Marketing Forum.. The first day of #Portada17 (Sept. 13, 2017 in NYC) will be all about Sports Marketing and insights and best practices on how best to use sports content to connect with the exploding multicultural demographic!

Ximena Cassab @xcassab

Ximena is a Swiss-Mexican journalist based in Mexico City where she specialized in business, and travel topics. Graduated from the National Autonomous University of Mexico (UNAM), she has worked as an editor at the magazines Expansión , Aire and Accent, from Expansion Group. Currently she is working with different media in Spanish and English independently. She is a passionate traveler who does not miss the opportunity to see a new place in the world.


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