What: The Confederation of North, Central American and Caribbean Association of Football (Concacaf) announced that supplier of branded lubricants and automotive services Valvoline will be a key sponsor of the 2019 Concacaf Gold Cup. We talked to Tim Ferrell, Valvoline Vice President, Brand Equity & Consumer Marketing, about why the brand decided to sponsor this specific soccer tournament.
Why it matters: This year’s Concacaf Gold Cup has grown significantly since the last edition, in 2017. This time we’ll see with more nations, more host countries, and more stadiums.
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The Confederation of North, Central American and Caribbean Association of Football (Concacaf) is changing the rules for the 2019 Concacaf Gold Cup. With more participating nations (16 up from 12 in 2017), more host countries (three, including first-ever matches in Costa Rica and Jamaica), and more stadiums (17 up from 14 in 2017, eight of which are in contention to become a 2026 FIFA World Cup venue), the Gold Cup is aiming higher than ever.
More than 20 brands from across categories have signed on to be part of the international competition, which will feature the U.S. and Mexican men’s national teams and will be broadcast in Spanish exclusively on Univision Deportes. Valvoline, an American branded lubricants and automotive services supplier, is one of the brands that have signed a partnership to sponsor this edition of the confederation’s championship.
Within the U.S., 15 venues will host matches across 13 cities including Denver, Kansas City, Los Angeles, Minneapolis-St. Paul and New York. The knockout rounds will be played in Houston, Nashville, Philadelphia, and Phoenix, and the final will take place at the Soldier Field stadium in Chicago on July 7.
“We wanted to be a part of it”, Tim Ferrell, Valvoline Vice President, Brand Equity & Consumer Marketing, told Portada during an exclusive interview.
Portada: Why was Concacaf the right fit for the sponsorship?
Tim Ferrell: “Soccer is the most watched sport in the world. The Gold Cup has more than 44 million viewers in the U.S. across the tournament and more than 75 million worldwide. This is a very passionate fan base and there’s a crossover between this audience and the Valvoline consumer. So we wanted to be a part of it – the excitement, the energy and have the opportunity to share our message with fans.”
The Gold Cup has more than 44 million viewers in the U.S. across the tournament.
Portada: Who is the key market you are looking to reach through the Concacaf Gold Cup?
TM: We want to reach both the general market and Hispanic consumers who are automotive DIYers.
Portada: How relevant is the Hispanic and multicultural market to Valvoline?
TM: “The Hispanic consumer is and always has been very important to Valvoline. We have a long history together embracing the DIY lifestyle”
Portada: What actions will the sponsorship include?
TM: “We’re going to be a part of it all— stadium signage and announcements, digital display advertising, social media, on-site activation. We’re also amplifying our presence with broadcast television on national broadcasters Univision Deportes and Fox Sports.”
We’re going to be a part of it all.
Portada: Why did you specifically decide to present your sponsorship through the “High Mileage Stats of the Game” digital platform?
TM: “Valvoline created the first High Mileage motor oil. We created the category. We want consumers to know that. This was a fun way to make that message part of the matches themselves. Those guys cover a lot of ground. The vehicles with engines protected by Valvoline High Mileage oil do as well.
This was a fun way to make that message part of the matches themselves.
Portada: How will you measure the success of this partnership?
TM: “We look at a lot of things: how many DIYers we can reach, the fit between our brand and soccer fans, how well our presence is received by fans, increase in consideration and lift in sales.”
Portada: In more general terms, how do you see soccer’s growth in the U.S.? Do you believe the sport will keep attracting more brands and sponsorships in the coming year? Why?
TM: The popularity of and interest in soccer is certainly on the rise in the U.S. We assume results in the continuing interest in brands considering a presence in soccer. For us, it’s more about finding the right fit with the right consumer. Many passionate soccer fans are also passionate DIYers.