Global engagement is more critical than ever for teams, brands, and leagues. Here are eight ways for entities to cultivate a wider, more diverse audience.
– Sports Feature
We talked to Jim Zabel, Marketing VP at Volkswagen, about the brand’s integrated partnership with U.S. Soccer, which makes it the presenting automotive partner to the Federation through 2022.
Jed Mettee, San Jose Earthquakes’ EVP: “San Jose is a Very Diverse Community; We’d Like Our Team to Reflect That Diversity”
We spoke to Jed Mettee, Executive Vice President for the San Jose Earthquakes, on how having Hispanic players helps the team getting closer to a multicultural fan base.
After examining last year’s happenings throughout the vast realm of sports. Portada has identified the top Latino stars, poised to hit it big on the marketing side in 2019.
The early commitment to Mendizabal helps CFC in its efforts to build community in the city which is projected to have increased its Hispanic population by 500% to 15% of the population by the end of the decade.
As the brand continues to exert its marketing force more and more into sport, the Latino audience will become that much more valuable.
Brands, not just those most associated with fight sports, are more invested in boxing than ever, evidenced by mainstream marketers’ connection with network bouts and boxing-based TV shows and films.
Univision’s expanded coverage of UEFA Champions League is drawing record viewership, including non-Spanish language soccer fans.
The move gives brands a new opportunity to capture the growing Latina market, one which has likely been underserved to date.
Allstate continues its support of Latino sports and culture with title sponsorship of Alianza de Futbol’s “Sueño Alianza” program.
With World Cup over, it can be deemed an overall global success not just in soccer, but in sports
business. Brands were able to use social media to deliver messages more than ever, via nontraditional outlets like Twitch, a trend that will only increase.
Thuuz Sports created an excitement metric for 2018 FIFA World Cup games and teams, with Croatia vs. Russia ranking as the top match and Spain as the No. 1 side. Measuring excitement can help marketers identify sports, teams and players who elicit strong passions in fans and can therefore be strong partners for their brands.
Roberto Rodriguez of Guaynabo became the first Puerto Rican player to win an AVP Pro Beach Volleyball Tour event on Sunday at the San Francisco Open. Rodriguez’s title can be the spark to reinvigorate beach volleyball in Puerto Rico, where the indoor game has reigned supreme for years, as it would be an ideal location for players and partners.
A new study by the Sports & Fitness Industry Association, as reported by the New York Times, notes that youth soccer participation is down 14%. It’s an alarming number, one of which soccer industry leaders are aware and are looking at ways to turn around; playing rather than just watching is a key element to long-term fandom.
FIFA has reviewed (markedly different) bids from Morocco and North America for the 2026 World Cup. Initial signs point towards the United 2026 bid, and as that gains traction, marketers can plan for increased interest here.
David Villa’s production company Designated Player and Telemundo Deportes will create content during FIFA World Cup. In what can develop into a Spanish “Players’ Tribune,” leveraging World Cup content can be a big boost for DP.
Telemundo may have benefited from the U.S. not qualifying for FIFA World Cup, reportedly selling 90% of its inventory to date. At least some of those sales are from companies that might have gone with Fox Sports’ English-language broadcasts.
Dallas is a thriving soccer market, with a strong base of Spanish-speaking and bilingual fans. FC Dallas VP Gina Miller discussed some of the club’s strategies. As a team that plays in Dallas/Fort Worth, engaging the Latino and Spanish-speaking fan base is a daily focus for Miller and her team.
Soccer star Neymar Jr. has begun his two-year term as Global Sports Ambassador for TV and small appliance manufacturer TCL. TCL is increasing its presence in the U.S. and Latin America, in particular in 4K/HDR television sets, and connecting with Neymar Jr. is helping introduce the brand to a younger audience there.
Players with Latin American ties are an increasing segment of the international growth of the NBA. With tens of millions of fans in the region, these and other player connections to their nations of origin will make marketing there even more desirable for brands.