Starting February 15, the CNN en Español audiences will be able to enjoy a special 10-episode series of unique interviews in the style of this Hispanic television icon.
Mario Kreutzberger, better known as “Don Francisco,” will present “Don Francisco Reflexiones 2021” on CNN en Español and CNNEspanol.com.
In this special show, the popular entertainer will reflect, with his guests, on some of the issues that could concern and affect anybody. The common denominator of the program will be the sensitivity of the conversations, which will be developed through the personal stories of the interviewees, combined with the unique style of the famous host.
With almost 60 years of career, which began in 1962 in his native Chile, “Don Francisco” is considered an icon of Spanish-language television. He is the creator and host, among other productions, of “Sábado Gigante,” recognized by the Guinness World Records as the longest-running variety show in television history.
In “Don Francisco Reflexiones 2021”, we will see him in his new digital studio without interacting with an audience something totally new to him and specially built for this project and adapted to the circumstances imposed by the pandemic.
This show will also be a new experience for “Don Francisco”, because it is the first time that he will face an international audience with a 100% virtual production, whom will be able to participate by sending their questions, videos and their own reflections through the social networks of Don Francisco @DonFranciscoTV on his digital platforms, and at @CNNEE and the CNN en Español’s webpage, www.CNNE.com/donfrancisco and its social media network @CNNEE
About this new experience, Don Francisco has said: “I am a communicator in my 59th year in this profession that I am passionate about, and I cannot be silent when I feel that the world has so much to say. I am grateful for this opportunity given to me by CNN en Español to share my reflections with the public and my guests”.
“Don Francisco Reflexiones 2021” will include conversations with more than 30 guests, including prominent artists, personalities from the scientific and cultural worlds, and special interviewees who have had experiences that will make us all reflect.
It’s a multi-platform project that I hope will be the beginning of a new partnership between Don Francisco and CNN.
“Mario is a great interviewer and in this new stage he will unveil a novel format, at a time when humanity and the Hispanic world needs to share in a closer way, interacting in social and digital media and on the television screen of CNN en Español. It’s a multi-platform project that I hope will be the beginning of a new partnership between Don Francisco and CNN,” said Cynthia Hudson, senior vice president and managing director of CNN en Español and Hispanic strategy for CNN/U.S.
We talked to Daniela Zamudio, Marketing and Communications Manager at TIFFANY & Co., about the most relevant strategies for luxury marketing. In this conversation, Zamudio shares strategies to migrate to digital, knowing when’s the right timing for joining social networks and the relevance of personal customer interactions for the brand.
The Right Way to Do Luxury Marketing
During your presentation in AdWeek Mexico, you highlighted many brands make the mistake of working their online and offline marketing strategies separately. How does Tiffany & Co. address this issue, and why do you think they should work together and not as separate divisions?
First thing you have to do is take a look at the media mix so you can define which percentage of the investment to assign each channel. We’re now looking at 60% online and 40% offline. However, our team calls that 40% “integrated partnership”. It would be difficult and wrong to conceive an offline mix that doesn’t impact your digital efforts. I really believe the key is looking at it as 100%, and then plan how to distribute it throughout the different channels.
It would be difficult and wrong to conceive an offline mix that doesn’t impact your digital efforts.
Tiffany & Co is a retail brand, and fashion brands tend to do more PR and ads in print and editorial, etc. These have a definite impact on digital. We see that a lot in my team. I try to communicate a lot with my agencies and have a million meetings so that both teams (offline and offline)understand what each other and doing, and determine how to connect both platforms.
Current Luxury Marketing Campaign
What key brand message is your current strategy based on?
The goal today is selling diamonds. You’ll start seeing communication featuring diamonds everywhere, both offline and online. Digital gives us wider access to audiences, while offline helps us strengthen our branding.
Digital gives us wider access to audiences, while offline helps us strengthen our branding.
You also mentioned that many of the brand’s most loyal customers belong to the older generations. Since they’re less digitally connected, they often feel left out. How do you include the older consumer segment?
It’s honestly been a challenge. A niche of our target is still very traditional. So we have kept our ads in printed media such as Hola and Quién. Another part is offering a great in-store experience. In general, luxury brands are still oriented to clients and providing personal assistance. If a customer was here a month and a half, we call them for a follow-up because it’s the most traditional way to do it and it works with certain audiences.
How do you handle loyalty without offering a benefits program?
Our team calls it “personal touches”. This means that if you came into the store and liked something, we’ll call you on the phone. We know when’s your birthday or your anniversary. If you had an important milestone at work, we’ll send you flowers or chocolates. This personalized attention is why the sales person is the key player for luxury brands, even more than the marketing area. I may design a great strategy, but if the salesperson does not connect with the consumer, everything’s lost.
The salesperson is the key player for luxury brands, even more than the marketing area.
Social Media Selection
How does Tiffany & Co. choose which social media to work with?
You need the perfect timing to be in a platform. We haven’t been on Instagram in a while because its average users don’t have enough purchasing power. TikTok might work for us as a branding strategy, but I’d have to ask myself: What do I want from this strategy? Do I want a 16-year-old to know we exist? That will take a long time to yield results; it’ll take a long time for that kid to start working so he can give his girlfriend a Tiffany ring. So, even if it’s emerging as the strongest platform today with a very interesting audience, we need strategic timing.
Even if it’s emerging as the strongest platform today with a very interesting audience, we need strategic timing.
We may not use TikTok right now because it makes no sense. We’ll see how it evolves, same as we saw Instagram evolve, same as we went into Spotify, same as we saw the audience evolve and adapt to us.
We’ve used a very interesting mix of social media. We’ve been on Spotify, Waze, Instragram, and we recently tried out LinkedIn. It takes a lot of testing. But we did well because LinkedIn was the perfect match for advertising diamonds. I wouldn’t use the same platform for any other collection. I think this is key for strategy, seeing what you can communicate and where.
Do you have plans to do e-commerce in Mexico?
Would you buy a diamond online? We have no plans for e-commerce in Mexico. We’ve been doing it for a least 5 years in the U.S., but nothing in sight for Mexico yet.
YouTube is the leading platform for esports videos on demand (VOD), according to 2019 data provided by Stream Hatchet. Meanwhile, Facebook is the number one go-to platform for users consuming mobile streaming.This monthly esports data column provides a quick update of the most important esports consumption behavior, particularly as is relates to streaming.
The most relevant findings of Stream Hatchet‘s 2019 Game Streaming Report
In terms of VOD, YouTube has shown to be the most relevant platform. “As the ‘streaming wars’ heat up, they have the opportunity to be the one-stop-shop for all video gaming content,” the study states.
Facebook seems to also have found a strong footing in the esports streaming market. The social media platform has taken over the mobile streaming audience while leaving the fight over the same viewers on PC to Twitch, YouTube and Mixer.
Still, Twitch continues to be the platform that gets the highest amount of hours watched. The Amazon owned streaming platform has a share of more than 70% of the total Western streaming market.
For a long time now, Fortnite has been the most dominant game for streamers in the market. This game seems to have created a very loyal following audience similar to popular titles like CS:GO and League of Legends.
Not to far from there, League of Legends has managed to maintain a consistent viewership throughout the year in terms of casual, league and tournament viewership. This continues to show that this title has incredible longevity and tailwinds behind it. “2019 was a very successful year for the game with record-setting World Championship in terms of viewership. And with interest in the game increasing with Riot Games’ announcement of the release of new games related to the League of Legends universe on the game’s tenth anniversary,” stated Yoshio Osaki, President / CEO at IDGConsulting.
Both games have found their strengths and manage to keep exploiting them. League of Legends consistently puts on high-quality tournaments and competitions that keep the game popular in the community while Fortnite has created a game that allows streamers to be content creators which adds a viral element to the game.
We talked to Yocelin Delgadillo, Media Manager Victoria and Premium Brands at AB InBev during her participation at AdWeek Latam. We discussed new digital strategies for Mexican brands, particularly how marketing for Modelo and other beers has swiatched to digital. In addition, she told us all about partnerships with fairs and festivals, e-commerce, and the company’s plans for streaming entertainment platforms.
E-Commerce and New Digital Strategies
What’s your on and offline media mix?
This year, we’re becoming a digital-first company for the first time ever. This doesn’t mean 100% of our budget goes to digital, but rather that we’re growing in the digital space. For some brands, a digital-first media mix means 60% of their budget goes to digital. This varies throughout our portfolio, but we have many new digital strategies.
For some brands, a digital-first media mix means 60% of their budget goes to digital.
Strategies for Stella and Michelob Ultra, brands in our premium portfolio, are very digital and e-commerce-focused. Actually, Stella has a very strong e-commerce perspective. It’s one of the best-selling brands in our e-commerce platform Beer House.
How did you launch and reinforce e-commerce?
The key to enter e-commerce was communication with retailers such as Rappi, Amazon and Mercado Libre. We have entire teams devoted to our relationship with them, designing promotions and creating brand awareness in those platforms. We know we must take awareness as a starting point in order to speed up the funnel. It’s even more efficient in Mercado Libre and Amazon, for instance, because the purchase takes place right there.
Every single piece of digital content of ours contains a call to action. Not all of them are necessarily related to sales, but we redirect users to websites that are mainly devoted to sales. We rarely send any traffic from a branding site to see more content. “If you’ve seen Vicky Chamoy and you’re already interested, you can buy it here.” You click on the CTA and it’ll take you to Beer House or Modelorama to get the product. That’s one of the pros of having our own e-commerce platform in house. We can estimate, optimize, and actually measure sales.
That’s one of the pros of having our own e-commerce platform in house. We can estimate, optimize, and actually measure sales.
Sponsorships of Fairs and Festivals
Tell us a bit about brand presence in festivals like Corona Capital and Flow Fest.
I’m in charge of four brands: Michelob Ultra, Modelo, Stella Artois and Victoria. Therefore, I need to be very aware of the perspective and muse of each brand. Each brand has a very different target. However, we have them well defined, and that helps us understand what works and what doesn’t, as well as to design new digital strategies for them.
Each brand has a very different target. However, we have them well defined.
Yocelin Delgadillo, Director of Integrated Marketing Communications, AB InBev.
On the other hand, experience marketing has become a platform to showcase all the Modelo brands. Before, you wanted to buy beer at the Corona Capital festival and they only had Corona. Now, Corona is the headliner, but Stella has a VIP bar, or BudLight headlines EDM festivals in the North of the country, but Corona is always there. Now we have full portfolio presence instead of just activating one brand. We’ve been there since 2019. All these experiences have also become perfect sampling occasions (for new products). Fairs are very important sampling points for our new Chamoy line. Victoria is the main brand, but we want to launch the Chamoy variety and that’s where consumers can try it.
How do you manage to get your message across at festivals, which involve so many different sponsors and brands?
We have an advantage: our experiences team is part of our media area. The name of that whole department is “Connections”, and it’s in charge of all connections with consumers ranging from advertising to events. Because we’re in the same area, we speak the same language and are aware of the same strategies. Actually, at the Experiences team, when we work with OCESA and other organizers of art festivals we try to close deals that are not simply about being another sponsor looking for naming. We want to get involved with the experience, we want to sponsor a stage that receives music that resonates with the brand.
We want to get involved with the experience.
They know we’re more than just a company that wants its logo on the poster. We want to be a part of the experience. Our advantage is our long relationship with them, they know our message by now.
A Slice of the Streaming Cake
What is the marketing team focusing on most intensely at the moment?
Everything related to data. We have a new data expert entering the team who’ll put together campaigns based on first-party data. I think personalization at scale is crucial, it’s one of the area’s KPIs, and a great percentage of our digital impressions are segmented according to affinity instead of just ethnographic information. Also, our business intelligence team sends us daily reports. Together with the agency, we’re constantly monitoring asset performance per audience. We prepare a specific briefing per audience for each campaign.
We have a new data expert entering the team who’ll put together campaigns based on first-party data.
Another new thing is that we have someone dedicated to entertainment, looking at how we take part of series and movies. It’s going beyond product placemant. The question is, are we truly participating in entertainment in an active way? We already have an important relationship with Netflix and Amazon Prime, where our products play an important role in the story.
What changed in the consumer to make you enter those platforms?
People decide what they want to watch. It’s no longer a matter of choosing between open broadcast and cable TV. Many people watch content on Youtube, Hulu, Netflix. If we want our message to reach them, we have to migrate to where they are. Streaming platforms don’t want us there, so it’s interesting how we create a relationship with content creators so that they make us a part of their stories.
If we want our message to reach them, we have to migrate to where they are.
In the interview with Delgadillo, we didn’t specifically address the branding difficulties that have resulted from the Coronavirus pandemic. However, other media have discussed the confusion and consequences for the Corona brand.
Even though it could seem obvious that the virus isn’t in any way related to beer, AdWeek reports that between January 26 and February 1, Google Trends registered an important increase in searches such as “beer virus” and “corona beer virus”.
So far, the company behind the Corona brand hasn’t said anything about the subject. On the other hand, social media has created a series of memes to make fun of the confusion. AB InBev has not withdrawn from partnerships with important events such as Corona Capital, scheduled to take place in Guadalajara in May and later on in Mexico City.
GDQ was January’s most-watched e-sports tournament. A look at the streaming figures also reveals that longer airtime does not always mean fans will spend more hours watching. We are introducing this monthly esports data column to provide a quick update of the most important esports consumption behavior, particularly as is relates to streaming.
Ranking: Last Month’s Most Popular Esports Tournaments
In January, Orlando was home to the global Awesome Games Done Quick (GDQ) 2020 tournament, a semiannual video game speed run charity marathon held in the United States. Held since 2010, this year’s tournament raised US $3.16 million, according to data provided by StreamHatchet. This represents a new donation record for a GDQ event.
But GDQ is not only popular for raising big amounts of money, it also was January’s most-watched e-sports tournament. The event reached 38.4 million views through streaming platforms. This is more than double the views Method – Race to World First: Ny’alotha Event reached, which came in second place in this month’s ranking in terms of views. The next GDQ tournament will be played at the end of June, in Bloomington, Minnesota.
Also relevant in this month’s data is the fact that time played does not necessarily translate into hours watched. Method – Race to World First: Ny’alotha Event was the longest tournament, by far, with 5,498 minutes. GDQ went on for only 989 minutes. Race to World First: Ny’alotha Event reached 12.375 thousand hours watched, while GDQ almost doubled it with 22.095 thousand hours watched.
Jan 4th 20 Jan 4th 20
Awesome Games Done Quick 2020
Jan 18th 20 Jan 26th 20
DreamLeague Season 13: The Leipzig Major
Jan 28th 20 Feb 8th 20
Method – Race to World First: Ny’alotha Event
Jan 24th 20 Mar 21st 20
LEC 2020 Spring Season
Jan 25th 20 May 25th 20
LCS 2020 Spring Season
*LIVE HOURS WATCHED: The Total live hours watched for a specific event across all major NA streaming platforms
**PEAK CCV: The Time-dependent maximum concurrent sessions that watching the top moment of the broadcast across multiple streams
***AVG CCV: The Time-dependent average concurrent sessions that watched a broadcast across multiple streams
YouTube Gaming was the clear leader in the esports mobile streaming space in 2019. Although gamers tend to use highly sophisticated hardware for their training and tournaments, mobile gaming has grown more than any other platform. In fact, mobile games made up 60% of revenue for the global video game market in 2019 and are expected to grow annually by 2.9% until 2024. This monthly esports column provides a quick update of the most important esports consumption behavior, particularly as it relates to streaming.
Data provided by StreamHatchet shows that the top 10 mobile esports events of 2019 accumulated over 75 million hours watched. YouTube Gaming got an overwhelming majority of that viewership. The numbers make sense when comparing them with App Annie’s findings. The mobile market data provider shared in a study that “mobile gaming is on track to surpass $100B across all mobile app stores in 2020.”
There are many pocket consoles in the market. Still, mobiles are much more accessible to the grand majority of the global population. In gaming, mobiles have sort of democratized gaming. No wonder Call of Duty: Mobile and Mario Kart Tour launched their mobile version in 2019.
Here are the top ten mobile esports events of 2019:
In terms of the games themselves, PUBG Mobile is ahead of the game owning 2 of the top 5 events and 3 out of the top 10 in total. Combined, PUBG Mobile generated about 30% of the total hours watched across the top mobile events of 2019.
Since its launch in 2011, Twitch has become the leader in esports streaming. In December 2019, the Amazon subsidiary held a 78.1% market share. The share represents almost four times as much as competitors like YouTube Gaming and Facebook Gaming. We are introducing this monthly esports data column to provide a quick update of the most important esports consumption behavior, particularly as they relate to streaming.
Ranking: Last Month’s Most Popular Tournaments
On December 6 and until December 8, the world switched on their screens to stream the ESL ProLeague S10 Finals, live from Odense Denmark. The Counter-Strike: Global Offensive (CS:GO) professional esports league reached a total of 9,2 million live hours watched, according to data provided by StreamHatchet.
This was ESL ProLeague’s 10th edition. With a total of 48 professional teams distributed over Europe, the Americas, Asia, and Oceania, it is no wonder that the tournament reached over 9 million fans around the globe.
EPICENTER 2019, the main Russian Counter-Strike: Global Offensive esports tournament, came in second place, well below ProLeague, with 3,6 million live hours watched. The tournament took place in Moscow on December 17-22. DreamLeague S3 Qualifiers came in third, with 3.5 million live hours watched. The numbers show that the new league created by DreamHack, ASUS ROG as well as Roccat, TheGDStudio and Swedish TV channel TV6 is not too far from the Russian competition.
DreamLeague‘s goal is to become the world’s most prestigious Dota 2 league with a focus on Europe and North America.
TOP ESPORTS EVENTS OF DECEMBER
LIVE HOURS WATCHED*
ESL ProLeague S10 Finals
EPICENTER 2019 – CS:GO
DreamLeague S3 Qualifiers
*LIVE HOURS WATCHED: The Total live hours watched for a specific event across all major NA streaming platforms
**AVG CCV: The Time-dependent average concurrent sessions that watched a broadcast across multiple streams
***LIVE AMA: The live average minute audience associated with the total premium minutes watched (H. Watched/defined airtime)
****PEAK CCV: The Time-dependent maximum concurrent sessions that watching the top moment of the broadcast across multiple streams
In terms of streaming platforms, Twitch remains king, with a total of 35.9 million hours watched during December 2019. According to StreamHatchet, Amazon’s subsidiary gained 78.1% of the total market share.
YouTube Gaming came in second, but way below Twitch, with only 19.4% of market share. This translates into 8.9 million hours watched during December. Launched in 2018, Facebook Gaming managed to get a 2.2% market share, which is not too bad, considering how new the platform is. In comparison, Twitch was launched in 2011 and YouTube Gaming back in 2015.
For brands who want to connect with Caribbean Hispanics in the U.S., baseball could represent the right platform to start a long-term consumer-brand relationship. Nearly one-third of all major league players are Latinos, including those born in Latin America and within the 50 U.S. states. The Dominican Republic has the highest number of players in the big leagues.
Once upon a time, on May 9, 1871, Estevan Enrique “Steve” Bellán debuted as the first Latin American born individual to play professional baseball in the U.S.A. He played as a third baseman for the Troy Haymakers in New York. About 200 years later, nearly one-third of all major league players are first or second-generation Latinos.
According to the Major League Baseball (MLB), the Dominican Republic has the highest number of international players in the big leagues, with 102 players during Opening Day in 2019.Second in the ranking is Venezuela, with 68 players, and Cuba comes in third with 19 players. “Baseball receives the most attention in Caribbean countries, even more than soccer,” Augusto Romano, CEO at Digo Hispanic Media, tells Portada.
Catering for A Segment’s Needs
First, Digo noticed Caribbean Hispanics are a niche market with particular needs, separate from the general Hispanic market. Then, the U.S Hispanic audience network figured how to reach about five million Puerto Ricans, Cubans, and Dominicans who are concentrated on the east coast of the U.S. However, Romano has a new strategy in mind: “Get to them through baseball!”
Get to them through baseball!
Born from the union of the two largest media groups in the Caribbean, GFR Media from Puerto Rico and Grupo Corripio from the Dominican Republic, Digo’s audience has shown a special interest in how Caribbean-born baseball players are developing within MLB. “We write stories about the playersin a culturally relevant manner, starting with their origins, something the mainstream media doesn’t do. This allows U.S. Hispanic fans to follow players from their country of origin on our premium sites,” says Romano. Nevertheless, it seems brands are still missing out on the opportunity.
According to Josh Rawitch, Sr. Vice President, Content & Communications for the Arizona Diamondbacks, since last year, the MLB has been working on promoting individual players.This is an important shift in the league’s marketing strategy where traditionally entire teams were promoted.
“The league is smart enough to let these players be who they are,” Rawitch tells Portada. “Therefore we are letting their personalities show a little bit more.”
Most of Arizona Diamondbacks’ fans come from Mexico and Venezuela. However, the team also recognizes the importance of its Caribbean followers. The star, pitcher Yoan Lopez, for example, is from Cuba.
Concerning Puerto Rican players, Esteban Pagán, sports editor at GFR Media, believes that even though Puerto Rico has produced four island born hall of famers, and they have always been very active and noticeable with players in the league, right now there’s a new group of very talented players that are starting to arise. It is a matter of time for us to see more profesional global Puerto Rican players, he explains. “Brands are missing out on opportunities to connect with the U.S.H. audience because these big players are just starting to emerge and are recently being noticed and followed by MLB fans.”
“We are in the exact time in which we can see the potential [of the Caribbean players] in the long run,” Jorge Cabezas, GFR Media, General Manager, adds.
Connecting With Caribbean Hispanics
“The way we try to connect with the Caribbean fan base is first through our social media accounts. They’re being followed by Latinos all over the world, thus we specifically try to highlight our Hispanic players. We have some Cuban players and tons of Venezuelans and Dominicans,” adds Rawitch. “We know when we are sending out messages on social media, we are interacting heavily with fans from the Dominican Republic and Puerto Rico.”
The second way the D-Backs are connecting with Caribbean Hispanics is through their local baseball academy in the Dominican Republic. In fact, all 30 major league clubs have baseball academies there, according to Anthony Salazar, chair of the Latino baseball committee.
The way we try to connect with the Caribbean fan base is first through our social media accounts.
“We go down there for graduation every January or February. Moreover, we do a second trip when we do a clinic in the Dominican Republic or we’ll do public appearances,” explains Rawitch.
Their first docuseries named “Las Academias,” explores the beautiful island of the Dominican Republic along with the small towns scouting for talented hopefuls. These athletes each and every day train at one of the 30 major league youth training camps across the island.
“Brands will have access to sponsor these content series via our sales team and we will insert them in the story to ensure their brand and products are showcased in a relevant and engaging manner,” said Aisha Burgos, SVP of Sales & Marketing for Digo Hispanic Media.
It seems that the league and its teams are already reaching out to their Hispanic and Caribbean Hispanic fans. So, what’s happening with brands?
Most brands recognize that outside of soccer, baseball is probably the second most followed sport in Latin America. However, in some countries like Cuba or DR, it is even bigger, believes Rawitch. “Simply, look at the sheer volume of people who are following baseball from the Caribbean. If you’re a company looking to communicate with them, it makes sense to find your way there through a major league team, for instance.”
According to Google Trends, in the past 12 months the words baseball, beisbol and pelota were the most searched the most in countries like the Dominican Republic, Puerto Rico, Cuba, Panamá & Venezuela. “Baseball runs in our blood. This represents a huge opportunity that brands need to take advantage of,” said Romano.
Visa’s sponsorship reached it’s first big win after the U.S. Women’s National Team won the World Cup back in June. Now, the financial company is going for more. The American audience on English-language television for the Women’s World Cup final was 20% higher than the 2018 men’s final.
At least 50% of Visa’s sponsorship budget would be designated for the women’s side, the company shared. It seems that Visa made a smart move. According to Fox Sports, the American audience on English-language television for the Women’s World Cup final was 20% higher than the 2018 men’s final.
That final was the one that made the USWNT four-time world champion. This represents more than any other women’s soccer team in the world.
This is only the beginning of a new growth era for the USWNT, and for Visa as its supporter. The company’s sponsorship also includes the SheBelieves Cup, a four-team women’s international team tournament played in the United States each year.
We talked to Chris Curtin, Chief Brand, and Innovation Marketing Officer at Visa, about the ongoing five-year sponsorship, and how the company is planning to leverage this new relationship.
Portada:Why was now the right moment to lock a partnership with the U.S. Women’s National Team through 2023?
“Visa is partnering with the U.S. Women’s National Team because both the sport and the team are on the rise. We believe they represent the best values in Visa and we believe the sport is at a tipping point in popularity. Over the course of this summer, not just the performance of the team, but also the character will help advance the popularity of the sport in the United States and beyond.”
Portada: What does the sponsorship specifically include?
“Visa recently announced a five-year partnership with the U.S. Soccer Federation in support of the U.S. Women’s National Team through 2023. As the Official Payment Technology Partner of the US Soccer Federation, Visa will also be the presenting sponsor of the SheBelieves Cup, an annual four-team international invitational. The tournament is based around U.S. Soccer’s SheBelieves initiative to inspire girls and young women to achieve greatness, an integral theme throughout Visa’s FIFA Women’s World Cup France 2019™ campaign.”
Portada:Why did you choose to become the main sponsor of the SheBelieves Cup?
“Beyond the title and its mission – the main reason Visa sponsored the SheBelieves Cup is because it will be hosted in the United States and we think it is a nice precursor to the FIFA World Cup coming to the Americas. Also, the ability for younger female players in the United States to be able to attend the games and interact with the teams that will compete—at Visa, we believe those are really meaningful opportunities to be affiliated with.”
…we think it is a nice precursor to the FIFA World Cup coming to the Americas.
“Visa is best in class in terms of activating and supporting global sports properties and sponsorships. We use these moments in time to showcase the best of our brand and the future of payments to fans, media, and our partners.”
Portada:Which platforms will be key?
“At Visa, we try to focus on the right choreography with traditional and emerging platforms to live up to our tagline of ‘everywhere you want to be.'”
Portada:Who is your main target?
“We believe that this is the moment when women’s soccer is going to attract a broader audience and population. At Visa, we look forward to being a contributor to that outcome.”
This is the moment when women’s soccer is going to attract a broader audience and population.
Portada:How will you measure your return on investment?
“We look at all metrics, both for the impact of the brand but also the impact on the business. We are looking at the near term, midterm, and longer-term outcomes as a result of this particular effort.”
Portada:You have been described as the most progressive brand supporting women’s soccer. Do you agree with this term? Why?
“Personally, I do. It seems to be validated by those who are close to the sport and affiliated with the property. To be honest, our efforts are a source of great pride for the 16,000 employees that wake up every day and go work at Visa. We think it will serve as a beacon we stand for on our best days.”
Portada:Where in the market is women’s soccer now?
“The sport is only growing in popularity and I have consistently said that the tournament this summer will be a tipping point for the sport and this is one of the reasons we are so excited to be a part of this journey, particularly at this stage.”
“The quality of the play, as well as the character of the female footballers, are key for the growth of women’s football. Both have created a bond and connection with the audience, within the stadiums and beyond, which is contagious and growing.”
The quality of the play as well as the character of the female footballers are key for the growth of women’s football.
Portada:What makes it attractive for sponsors?
“Women’s soccer is attractive for sponsors as it provides an opportunity for your brand to make a statement about who you are and what you stand for. If at the end of the day, you only stand for mature well-established categories, then you are missing a lot of opportunities to stand for growth, development, and equality. Growth, development and equality are hallmarks of the Visa brand, both internally and externally.”
We talked to Terry Sell, national truck manager at Toyota Motor North America, about Toyota’s recent soccer campaign featuring Jorge Campos. Toyota is one of the top 10 spenders in broadcast TV advertising, with $157 million spent in 2017. Through the campaign “Choose the Toughest Field”, the car company has managed to reach out to three audiences: Hispanics, soccer fans, and car lovers. Here’s what Sell had to say.
Portada: Tell us what the “Choose the Toughest Field” soccer campaign is about.
Terry Sell: “The ‘Choose the Toughest Field’ soccer campaign is the 2019 soccer platform for Toyota. It builds powerful connections between the sport of soccer, players, fans, and trucks. The campaign was inspired by some of the more traditional playing conditions in Latin America. We considered that soccer is often played in dirt fields rather than nicely groomed grass. Those tough fields are where players exhibit their true potential, just like our trucks. The campaign’s commercials capture the toughness of the Tacoma and Tundra trucks as they take on tough terrains in a rough, non-traditional environment, thus their connection to the sport.”
TS: “Toyota has long recognized Hispanic guests as a linchpin of its success. Hispanic vehicle registrations account for over 20% of overall registrations, making the Hispanic market a significant portion of Toyota’s overall success. In fact, Toyota has been the number one automotive brand among Hispanics for14 consecutive years.”
Hispanic vehicle registrations account for over 20% of overall registrations.
P: On which platforms will it appear?
TS: “The campaign broadcast elements were timed for the 2019 Concacaf Gold Cup. But it will continue through March 2020 on other soccer media properties that we sponsor such as the UEFA Champions League, the U.S., and Mexican National Teams and Liga MX.”
P: Why did you choose retired Mexican goalkeeper Jorge Campos as your spokesperson?
TS: “We are delighted to partner with Mr. Campos. He is the embodiment of someone who has taken on the toughest terrains throughout his life and career as a legendary soccer player. His personal story, very much in sync with the attributes of the vehicles, resonates incredibly well with fans.”
Mr. Campos is the embodiment of someone who has taken on the toughest terrains throughout his life and career as a legendary soccer player.
P: How will you measure the success of the campaign?
TS: “Our goal is to drive consideration for Toyota trucks by increasing model association within their competitive set, and elevate ad awareness, vibrancy, opinion, consideration, and imagery. On the ground, through our interactive footprint at events, we are looking at engagement levels that funnel into sales leads.”
P: What other activities will you do around the campaign, off-screen?
TS: “The campaign has a diverse and robust digital and social component, including videos and rich mobile display ads and banners. For our social channels, we teamed up with Jorge Campos to develop a series of soccer technique videos. These showcase his great foot skills to engage guests in the sport.
Off-screen, we’re bringing the campaign to life through an interactive soccer footprint. It was present throughout the Gold Cup games and will be present during our sponsorship of Tour Aguila with our Club America partners in July. Also, it will appear at the Toyota Copita Alianza youth tournaments that continue through September.”
Off-screen, we’re bringing the campaign to life through an interactive soccer footprint.
P: Does this campaign appeal to any other market apart from Hispanics?
TS: “Soccer is part of the Hispanic culture. It is part of their life and brings generations together to enjoy the game. In fact, we know that Hispanics over-index when it comes to viewership in the U.S. With that in mind, our campaign fully focuses on this important target market for our brand.”
P: What challenges do you face with this campaign and how will you overcome them?
TS: “As soccer continues to gain popularity in the U.S., we have seen more brands getting into this space. Toyota has supported the sport and engaged with its fans for more than a decade so we’re appreciative of the brand loyalty we’ve received from fans and owners over the years. We’ll continue to engage with fans by developing creative campaigns that leverage partners, properties and celebrity talent that truly speak to the fans and to the essence of the game.”
As soccer continues to gain popularity in the U.S., we have seen more brands getting into this space.
P: What else are you working on?
TS: “As I mentioned, our campaign ambassador, Jorge Campos, engaged with us on a series of videos showcasing soccer techniques. In August, Jorge Campos hosted a soccer clinic at one of the Toyota Copita Alianza youth tournaments. We’ll also recognize a stellar student-athlete with a scholarship for their outstanding accomplishments in the classroom and on the field as part of our partnership with Alianza de Futbol.”
Barcelona will debut as the first sports club to use Facebook’s new fan subscription platform. Here you’ll find a weekly summary of the most exciting news in soccer marketing. If you’re trying to keep up, consider this your one-stop-shop.
FC Barcelona has become the first soccer club to use Facebook’s new fan subscriptions product. Subscribers will have access to special rewards, exclusive content and interactive experiences. Also, the social media platform will provide users with exclusive groups and virtual badges highlighting their status as a Barcelona supporter.
Barcelona’s site subscribers will have access to exclusive content in different formats, including on their news feed and in the supporter-only Facebook group. Barcelona’s official Facebook page will also have a ‘For Supporters’ tab, which will only be available to subscribers.
Liverpool and Turner Sports have expanded their partnership. The US broadcaster will now share exclusive content from the club’s in-house channel LFCTV via streaming platform B/R Live.
Subscribers to the OTT service will have access to 40 live Liverpool matches each season. This number includes pre-season, women’s, academy and legends games. Also, users will be able to watch replays from all men’s first-team matches.
Turner will also distribute behind-the-scenes content. It will feature the European champions, including access to players and manager Jürgen Klopp.
Louis Vuitton to sponsor 2019 League of Legends World Championship. Here you’ll find a weekly summary of the most exciting news in multicultural sports marketing. If you’re trying to keep up, consider this your one-stop-shop.
The Video Game Entertainment and New Network (VENN) has added US$17 million in seed round funding to the launch of its own new network dedicated to esports and gaming entertainment. The platform is planned to go live in 2020 with two studios based in New York and Los Angeles. Content will also be available on-demand across social media.
The Golden State Warriors locked a deal with Biofreeze. The partnership makes the pain relief brand secure naming rights to the franchise’s new training facility: the Biofreeze Performance Center. The facility is located in the Warriors’ new US$1.4 billion Chase Center home.
Singapore Airlines will continue to serve as Formula One’s title sponsor of the Singapore Grand Prix until 2021. “We are very pleased that Singapore Airlines will continue to be the title sponsor for the Singapore Grand Prix until 2021,” F1 chief executive Chase Carey said.
San Francisco-based Social Finance (SoFi) has acquired the naming rights to the NFL Los Angeles Rams and Los Angeles Chargers’ home stadium. According to Bloomberg, the 20-year agreement could be worth more than US$30 million per year. If so, the amount could represent the record for a naming rights deal for a sports venue.
For the ninth time, the NFL, Hispanic Heritage Foundation and Nationwide partneredfor the annual NFL Hispanic Heritage Leadership Awards. The awards recognize the contributions of Hispanic leaders in each NFL market. Nationwide will help each recipient to select an organization of their choice that serves the local Hispanic community to receive a $2,000 donation.
Coca-Cola and the Oakland Raiders locked a multi-year stadium and team partnership. Hence, Reyes Coca-Cola Bottling will become the official soft drink partner of the Raiders and Allegiant Stadium.
USL is now officially open to receiving betting sponsorships. Here you’ll find a weekly summary of the most exciting news in soccer marketing. If you’re trying to keep up, consider this your one-stop-shop.
Any USL team is now officially allowed to sign shirt sponsorships with sports betting companies. The change of the league’s policies puts the North American soccer’s secondary league body in line with the MLS, which opened its shirt sponsorship category to betting brands in July.
MLS has opened its sponsorship inventory for the match breaks created by video assistant referee (VAR) technology. League executive Carter Ladd, told the Sports Business Journal (SBJ) that MLS is in a “couple of ongoing conversations” with companies interested in sponsoring VAR, which was introduced to the league in 2017.
BODYARMOR has become MLS’ official sports drink partner in the US. As part of the agreement, BODYARMOR’s logo and branding will appear on coolers, cups, squirt bottles and towels on MLS sidelines within the US starting in 2020. Also, BODYARMOR and MLS will collaborate on exclusive custom content featuring top MLS players and BODYARMOR athlete partners.
Andrew Hauptman, chairman, and owner of the Chicago Fire, is selling his share to US billionaire Joseph Mansueto. Hence, Mansueto will take over control of the Fire with immediate effect. He will also assume the position of chairman. According to Forbes, Mansueto could have paid US$204 million to acquire the remaining 5% of the team.
A recent Wall Street Journal publication stated thatadvertisers investedclose to $100 million on US spots in and around the 2019 FIFA Women’s World Cup. This number is significantly higher than the company’s earlier estimate of $43 million. The report notes that the initial projection didn’t account for ad revenue generated by Spanish-language networks, such as Telemundo, which made up 11% of the total.
Secret deodorant brandwill reportedly snatch up 9,000 seats to National Women’s Soccer League games this season. In July, Secret donated $529,000 to members of the U.S. Women’s National Soccer team, to highlight the gaping pay difference between women and men.
thereforeNFL extends Facebook partnership until 2020. Here you’ll find a weekly summary of the most exciting news in multicultural sports marketing. If you’re trying to keep up, consider this your one-stop-shop.
The Philadelphia Eagles launched a redesigned mobile app. The platform includes a new content interface featuring live TV and radio streaming access from Eagles’ games for the first time. The app is available on iOS and Android devices.
TheNFLextended its partnership withFacebook for two more years. Under the extension, the Facebook Watch video service will continue as a platform for three-minute game recaps of all regular-season contests. Similarly, video highlights will also be accessible from the NFL Draft, Pro Bowl, and scouting combine.
MLBsigned a multiyear partnership withEquiLottery Games. The deal makes this the first North American pro league to tie in with lottery draw game. Looking to boost fan engagements, MLB has thrown out the first pitch on Baseball Bucks. “We are always aiming to work with partners who share our goal of providing innovative ways for fans to engage with live games,” said Kenny Gersh, MLB’s executive vice president for gaming and new business ventures.
UFC and Toyo Tiresexpanded their long-time partnership to launch a new annual end-of-year awards program that honors UFC’s top fighters, performances and moments. The winners of the ‘UFC Performance of the Year’ and ‘UFC Fight of the Year’ awards will be personally chosen by UFC President Dana White. Meanwhile winners in the ‘UFC Honors Fan Choice’ group will be determined through social and online voting.
Univision’s TUDN Radio network strengthened its affiliate base, signing 10 new deals. Therefore, with 38 stations TUDN Radio reaches more than 60% of all Hispanic adults in the U.S., thanks to its presence in top Latino markets including Los Angeles, New York, Miami, Houston, Dallas-Ft. Worth, Chicago, San Antonio, and Phoenix.
FuboTV is officially debuting its own free-to-view TV channel. Hence, the platform will expand its reach via third-party connected-TV platforms Xumo, which also powers LG Channels; Samsung TV Plus; and the Roku Channel. Therefore, Fubo Sports Network features a mix of original programming, licensed content from partners as well as some live college football and basketball games, soccer matches, horse racing, and cycling action.
Coca-Cola extends Euro sponsorship for the 2020 season. Here you’ll find a weekly summary of the most exciting news in soccer marketing. If you’re trying to keep up, consider this your one-stop-shop.
Coca-Cola extended its deal with Uefa which makes the drinks company the Euro 2020’s official non-alcoholic beverage sponsor. Thus, Coca-Cola will showcase several of its brands across various city venues, using physical and digital branding. Next year’s competition will be hosted in 12 cities across the continent to celebrate the 60th anniversary of the UEFA EURO.
Sports AI and data expert Stats Perform announced a five-year deal with the Argentine Football Association (AFA). As a result, they get the rights to global betting video and data across competitions including Superliga Argentina, Copa Superliga Argentina, Argentina Cup, and Recopa Argentina.
German subscription streaming platform Sportdigital has added MLS competitions rights to its programming line-up. The company has acquired the rights as part of sub-licensing deals with DAZN, which holds MLS rights in the country.
La Liga locked a deal with Premier Sports to show Spanish soccer in the UK and Ireland. Hence, LaLigaTV, the league’s own 24/7 English-language content channel, becomes part of the broadcaster’s linear and over-the-top (OTT) channels.
NFL Joins TikTok. Here you’ll find a weekly summary of the most exciting news in multicultural sports marketing. If you’re trying to keep up, consider this your one-stop-shop.
The NFL is working on an alliance with TikTok, to lock a new multi-year partnership. Through the new deal, the football league is looking to reach TikTok’s global community. Thus, the NFL is launching its official TikTok account. Content will include uniquely packaged highlights, sideline moments, and behind-the-scenes footage.
NFL star Antonio Brown and helmet company Xenith Shadow have locked a partnership. Previous to this deal Brown used to carry a Schutt helmet. Due to the previous model was banned by the league after it was deemed not to meet required safety standards, Brown decided to change the brand.
NFL has added Reddit to its roster of digital marketing channels. As a result, Reddit will host a monthly series of ‘Ask Me Anything’ (AMA) discussions on its platform.
Pepsiunveiled its “Always be Celebrating” NFL campaign. The season-long campaign “spotlights and honors the amazing celebrations that NFL fans and players have taken part in over the years.” Included in the campaign will be a new spot, a new charitable program with United Way and the NFL, and more.
The Denver Broncos signed a 21-year naming rights deal for their Mile High Stadium with retirement plan provider Empower Retirement. The stadium’s new name will be Empower Field at Mile High until 2039.
Buffalo Wild Wingsannounced a multiyear deal withMGM Resorts Internationaland its sports betting venture Roar Digital. For this reason, odds and point spreads will appear on screens at select Buffalo Wild Wings. Together, the companies will launch Picks and Props, a free-to-play, mobile-only football game that mimics sports betting. Prizes include trips to Las Vegas and Atlantic City.
Lino Garcia, founding General Manager of ESPN Deportes TV, Radio and Digital, will oversee a new sports radio network. Titled Radio Unanimo Deportes the network will retain most of the ESPN Deportes talent from its airwaves, who will be hosting shows in their normal timeslots.
G2 Esports and Red Bull signed a 360-degree global, multi-year partnership. Hence, the pair will collaborate across all teams, players, and content creators to “enhance individual player and team performance, produce high-end entertainment formats and create dynamic and unique event activations.” G2 teams will wear Red Bull-branded jerseys.
The WSL Comes to Mexico after securing its first overseas broadcast rights deal. Here you’ll find a weekly summary of the most exciting news in soccer marketing. If you’re trying to keep up, consider this your one-stop-shop.
England’s top female soccer league, the Women’s Super League (WSL), secured its first overseas broadcast rights deals. As a result, Sky Mexico and Scandinavian broadcast group NENT have both signed three-year deals with the Football Association (FA). Most importantly, Sky Mexico’s deal covers Mexican rights, including those in Central American territories and the Dominican Republic.
English soccer’s governing body locked a partnership with Deliveroo. The food delivery platform will become an official partner of the England national teams and the FA Cup. Also, Deliveroo becomes the national team’s first sleeve sponsor, with branding on the training kit.
FC Barcelona named Cupra official automotive and mobility partner for the next five seasons. Hence Barca will work with Cupra developing new projects aimed at improving urban mobility. Also, the team will collaborate on different marketing and sponsorship activations.
Atlanta United is looking to secure an expansion franchise in the National Women’s Soccer League (NWSL), US media reported. In this context, Merritt Paulson, owner of NWSL’s Portland Thorns and part of the league’s expansion committee, told an open forum with supporters that as many as three new teams could join the nine-team division by 2021.
Movie star Matthew McConaughey has joined as one of four new minority owners of expansion franchise Austin FC. Therefore he’ll join Austin FC’s majority owner and CEO Anthony Precourt, who will continue to represent the club as governor on the MLS board.
The USL and ESPN locked a new three-year rights agreement to showcase the USL Championship and League One matches through the 2022 season. The new deal includes a higher number of games televised annually on ESPN’s networks. Also, the deal includes the addition of Spanish-language telecasts on ESPN Deportes.
Premier Partnerships has become the USL commercial-rights and sponsorship-deals handler for the USL Championship and USL League One men’s professional soccer leagues. The agreement puts the US-based consultancy firm in charge of negotiations and rights management for North American soccer’s second and third tiers.
Mediapro has secured Canadian broadcast rights to Concacaf’s inaugural Nations League competition. The Spanish agency will cover every match played by the confederation’s 41 member associations across North and Central America and the Caribbean.
F1 Stays in Spain. Here you’ll find a weekly summary of the most exciting news in multicultural sports marketing. If you’re trying to keep up, consider this your one-stop shop.
F1 Stays in Spain. The F1 confirmed the Spanish Grand Prix in Barcelona for the 2020 season. In the past, the Circuit de Barcelona-Catalunya has relied on public money to cover the costs of the race and has struggled for profitability since 2008, according to the regional news outlet Ara.
The Green Bay Packers expanded their partnership with Oneida Nation Casino. The extension deal comes after the NFL approved casino sponsorships.
The Chicago Bears, New York Giants and Los Angeles Rams have all partnered with US wine brand Woodbridge by Robert Mondavi for the 2019 season. The new deals are effective starting the season, in September. Through the deal, Woodbridge becomes the official wine partner of the three franchises.
The NFL and partner Pizza Hut presented the first-ever virtual stadium deal in esports. Through the deal, they presented the Pizza Hut Stadium as part of the EA SPORTS’ Madden NFL 20 Championship Series. The Madden NFL 20 Classic was on August 30-September 1.
The NFL andAmerican eyewear manufacturer Oakley have signed a new four-year partnership. The deal, which begins with the upcoming season, sees Oakley become an official on-field partner and licensee of the North American football league.
The Oakland Raiders and Credit One Bank locked a partnership. The US financial services company will become the soon-to-be Las Vegas Raiders official credit card partner. As part of the deal, Credit One Bank will host a branded sideline club at the new 65,000-capacity venue.
Adidas has signedTyler ‘Ninja’ Blevins in a sponsorship. Details of the new relationship with the gamer have not been shared. “I can’t say specifically what is in the works with Adidas but use your imagination,” Ninja said.
MLB teams could generate US$11 million from jersey patch deals. Here you’ll find a weekly summary of the most exciting news in multicultural sports marketing. If you’re trying to keep up, consider this your one-stop-shop.
According to Nielsen,MLB teams could make more money from jersey patch deals than NBA franchises. If the league allows them to start selling the sponsorship inventory, an MLB sleeve sponsor would appear on camera almost three times as often. As a result, Nielsen estimates that these jersey deals could generate US$11 million in brand value per team each season.
MLB and the Chinese Baseball Association signed an agreement to help relaunch the China National Baseball League (CNBL). China’s top domestic baseball competition has been going through a challenging time since its inception in 2002. In 2012 and 2017 the league was suspended due to a lack of funding and exposure.
Former Jacksonville Jaguars and Oakland Raiders head coach,Jack Del Rio, will join ESPNas an NFL analyst. He will appear on NFL Live, SportsCenter, ESPN Radio and more throughout the year. “I’m really looking forward to the upcoming football season and my new role with ESPN!” said Del Rio.
Oakley became an official on-field partner and licensee of the NFL. The four-year partnership is the biggest sports deal in the brand’s history. Apart from becoming the official shields and eyewear Powered by Prizm Lens Technology, Oakley will provide Officially Licensed NFL Eyewear available for fans.
League of Legends reached the highest viewership in professional gaming, according to Newzoo. 23% of people who watch esports online prefer League of Legends. In comparison, Counter-Strike: Global Offensive (20 percent) and Overwatch (16 percent) have the next highest viewership of all esports titles.
The Boston Celtics could be ending their jersey patch sponsorship deal with General Electric (GE) a year early. Although, the NBA team signed signing a three-year deal worth US$7 million a season.
It’s official: St Louis is joining the MLS. Here you’ll find a weekly summary of the most exciting news in soccer marketing. If you’re trying to keep up, consider this your one-stop-shop.
On Tuesday, the MLS announced that St Louis had been awarded as the league’s expansion team. With Betz and six other female members of the Taylor family part of the ownership group, St Louis becomes the first female majority-owned club in MLS history and one of few in professional sports.
The club will begin MLS play in 2022, in a brand new stadium located in the Downtown West district of St Louis.
“Our ownership group has come a long way since we first announced our bid last October at Mathews-Dickey Boys and Girls Club, and it’s an incredible feeling to now be able to say, St Louis is home to the first official majority female-led ownership group in MLS,” said Carolyn Kindle Betz. “Our MLS team and stadium will only add to St Louis’ renaissance currently underway and will provide us with a great opportunity to bring together many different segments of the community, uniting people in their love for the game.”
MLS expansion club Austin FC adopted VR technology. The technology will drive season ticket sales at their new US$200 million stadium ahead of their inaugural season in 2021. The strategy is part of a new multi-year partnership with US mobile ticketing platform SeatGeek.
David Beckham’s Inter Miami announced Heineken as its first founding partner. The long-term deal will see Heineken serve as the official beer partner of Inter Miami. The deal also secures signage, intellectual property rights, and retail activations.
ESPN signed an exclusive agreement with theNational Women’s Soccer League locking worldwide rights (excluding U.S.) to the league’s regular-season and playoff matches. ESPN already held the rights to NWSL broadcasts in the US. “This is an important step for NWSL to strengthen the league’s reach through ESPN’s international network,” said NWSL President Amanda Duffy.
LaLiga extended its partnership with beIN Media Group, that will see beIN SPORTS USA and Canada exclusively broadcast LaLiga until 2024. The new agreement comes just days before the start of a 2019-20 season.
US Soccer president Carlos Cordeiro said the country is planning a bid to host the 2027 Women’s World Cup. Cordeiro’s comments came during a conference call with reporters. During the call he announced Kate Markgraf as the new general manager of the US Women’s National Team (USWNT).
ESPN got the exclusive broadcasting rights in South America for the next three seasons of Premier League. The deal covers Argentina, Bolivia, Chile, Colombia, Ecuador, Paraguay, Peru, Uruguay, and Venezuela.
Adidas locked a deal with DAZN to advertise across the platform’s live Premier League soccer rights in Canada. This marks the first brand to run adverts DAZN. Also it’s the first time that Adidas has advertised on a streaming provider in North America.