Past Events


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  • #PORTADA17 will take place on Sept. 13-14, 2017

    To learn more about sponsorship opportunities please contact
    Kelley Eberhardt, Director of Sales and Marketing at kelley@portada-online.com

    Check out the full #Portada16 Event Recap here

     


    DOWNLOAD the #Portada16 20-page program!

    MediaPost and Portada are combining forces on September 14, Yotel, NYC to create a bigger and stronger Hispanic Sports Marketing Forum.

    Sponsors will benefit from MediaPost’s unique reach among U.S. brand, agency and media execs as well as of  Portada’s strong multicultural market penetration.

    Check out coverage and highlights from last year’s 2015 Sports Marketing Forum:  


    WHO WILL YOU MEET?
    Everyone who matters in the multicultural and overall U.S. Sports Marketing scene.

    Including:
    – Key Brand Marketers
    – Major sports media buyers at agencies
    – Top-notch content developers
    – Senior Sports Media and Marketing Researchers

    Key Themes

    • In-depth: Tecate’s Soccer and Boxing Millennial Strategy
    • Marketing Entertainment and Sports Properties to Multicultural Audiences
    • Live Sports: Where Tech Meets Marketing
    • How a Top Sports Marketer Leverages Soccer Content
    • Case Studies: Efficient Sponsorship Activations

    Expect the best content and unparalleled networking opportunities with key U.S and U.S. Hispanic Sports Marketing executives from the brand, agency and media side and much more…


  • Past Events & Speakers









    • Alice Ovadia

      VP Brand Media & Strategy

      TruMC

      Alice Ovadia

      VP Brand Media & Strategy
      TruMC

      Alice Ovadia

      Alice has 15 years of experience in the US multicultural space in both Hispanic and African American media, strategy and planning. During her time at TruMC, she has led Hispanic media planning efforts and insights development for MetroPCS, helped launch Saludmovil.com and drive new business acquisition.
      Prior to joining Tru, Alice was a Planning Director at Dieste handling consumer planning and strategy for Hershey’s, TXU and REI. Before that she was an Associate Director at SMG and Mediavest in New York, two of the leading media agencies working on accounts such as P&G, Kraft, Walmart and Mars.
      Alice brings to the table a wealth of knowledge and an integrated approach to developing business strategies, communication platforms, consumer segmentations and receptivity targeting. She has experience in media planning and analytics as well as digital, social and content creation.
      Alice graduated from Boston University with a dual degree in Communication and Advertising and later completed a Marketing Certificate at the New York University.

    • Andrew Benfer

      Director, Brand Partnerships

      Whistle Sports

      Andrew Benfer

      Director, Brand Partnerships
      Whistle Sports

      Andrew Benfer

      Andrew Benfer is the Director of Brand Partnerships at Whistle Sports, which is the first pro sports-entertainment network specifically designed for the next generation of fans and athletes. With over 250 million global subscribers, Whistle Sports is bridging the gap to a new generation of sports fans. Prior to joining Whistle Sports, Andrew has held posts at mitú, BBDO and Global Team Blue and delivered campaigns for Visa’s 2014 Olympics, the Bud Light’s sponsorship of the World Cup and the NFL. Andrew graduated from Washington University in St. Louis as a dual degree student with a BSBA in Marketing and BA in Film & Media Studies.

    • Andy Wasef

      Managing Director, Digital & Consulting Strategy

      ESP Properties

      Andy Wasef

      Managing Director, Digital & Consulting Strategy
      ESP Properties

      Andy Wasef

      Managing Director, Digital & Consulting Strategy, ESP Properties
      Andy is a commercial and communications expert with a specialty in digital media, marketing technology platforms and innovation. He runs the consulting division of ESP Properties (a GroupM & WPP company) in North America, where he helps bring together a deep understanding of digital platforms, media and brand partnerships to drive commercial strategies for sports and entertainment rightsholders.

      He also is responsible for ESP Properties product development and has extensive experience helping build out and commercialize digital (including OTT) platforms.

      Prior to his role with ESP Properties, Andy was Head of Innovation, Technology and Global Product Development for MEC, where he spent 11 years working in the U.K. and U.S. across domestic and global assignments for clients such as Paramount Pictures, AT&T, Chanel, Orange, Colgate Palmolive and Marriott International.

      Andy has worked on many sports marketing and sponsorship projects throughout his career, most notably with Visa and FIFA, AT&T and NCAA, Lloyds TSB and the London 2012 Olympics, and Sony Ericsson and the WTA.

    • Camilo Durana

      Vice President of Property & Commercial Development

      Soccer United Marketing (SUM)

      Camilo Durana

      Vice President of Property & Commercial Development
      Soccer United Marketing (SUM)

      Camilo Durana

      Camilo Durana is Vice President of Property & Commercial Development at Soccer United Marketing (SUM), the properties division of Major League Soccer (MLS), leading the creation of marketing solutions for a portfolio of sponsors comprised of 40+ top global and domestic brands. He also spearheads the commercial development of SUM properties, which include MLS, U.S. Soccer, Mexican National Team, CONCACAF competitions and Copa America Centenario 2016. In his previous role at Anheuser-Busch InBev, he oversaw the Budweiser brand’s global sports and entertainment portfolio. Prior to that, he helped build the Multicultural Marketing practice at Octagon Worldwide, supporting a U.S. and Latin America-based client roster focused on the U.S. Hispanic market. Camilo resides in New York City and works out of the MLS League Office in Manhattan.

    • Darren Marshall

      Executive Vice President

      Consulting and Research

      Darren Marshall

      Executive Vice President
      Consulting and Research

      Darren Marshall

      At rEvolution, Darren brings groundbreaking research and real-working insights to the forefront of the sports marketing industry. An Oxford graduate, who became an American in Connecticut, Darren relies on more than 25 years of sponsorship and brand research expertise to deliver the industry’s most effective, business building sponsorship research models and advice for companies and brands. Clients from Seoul and London to New York City, seek his recommendations on everything from global sponsorships to local team deals. When he is not advising brands, such as Chipotle, Samsung and YouTube, he can be found cheering on Arsenal and the Patriots.

    • Dominic Curran

      CEO

      Synergy USA

      Dominic Curran

      CEO
      Synergy USA

      Dominic Curran

      Dominic Curran is CEO of Synergy USA, having rejoined the business as a former MD of Synergy UK. In between, he was Bacardi’s first ever Global Sports Director, responsible for the strategy and activation of sports partnerships across the brand portfolio from F1 to soccer. Dominic is a passionate believer in sport’s power to connect brands with consumers—especially millennials—and is a regular panelist and international media contributor on the subject.

    • Edgardo “Ed” Carias

      Sr. Brand Manager

      El Jimador Tequila – NAR (North American Region)

      Edgardo “Ed” Carias

      Sr. Brand Manager
      El Jimador Tequila – NAR (North American Region)

      Edgardo “Ed” Carias

      Edgardo Carias is a marketing professional with over 17 years of experience in the alcohol beverage industry. He has worked at all levels of the industry from local promotions to national brand management. He has extensive experience working with multicultural consumers as well as total market. Mr. Carias has also led the sports marketing efforts for Jack Daniel’s Tennessee Whiskey, el Jimador Tequila and several other nationally distributed brands. He is experienced in sports partnerships from a local level to national league agreements, having worked with soccer, hockey, baseball and basketball teams and leagues.

    • Eduardo Pérez

      Partner

      PM3

      Eduardo Pérez

      Partner
      PM3

      Eduardo Pérez

      Eduardo Pérez is a founding Partner of PM3. Eduardo, along with a business partner launched PM Publicidad (now PM3) in 2003 and has led the Hispanic marketing and advertising agency’s growth from scratch to being one of the top 20 Hispanic advertising agencies in the U.S.

      Eduardo’s professional background prior to starting PM Publicidad was primarily on the client side, mostly with Astral Group (now Fluidra), a Barcelona-based multinational. He has served on the Board of Directors of several non-profits, as well as on the Board of Atlanta Advertising Club and the Orange County Ad Federation. Currently Eduardo is on the Advisory Board of the Florida State University College of Communications and Information as well as the Advisory Board of the FSU Center for Hispanic Marketing.

      Eduardo is a frequent speaker at conferences and events on the subject of the U.S. Hispanic segment and marketing to them, and was a regional and finals judge for the 2013 and 2014 Effie Awards.

      Eduardo’s parents settled from Spain to Jacksonville, Florida where he grew up. He was educated at The Florida State University where he earned degrees in International Affairs and Political Science. A former professional road cyclist, Eduardo remains active in sports as a competitive polo player and captain of PM3’s championship winning 7 v. 7 soccer team.

    • Edwin Hincapie

      Multicultural Marketing Manager

      Heineken USA

      Edwin Hincapie

      Multicultural Marketing Manager
      Heineken USA

      Edwin Hincapie

      Edwin Hincapie is the Multicultural Marketing Manager at Heineken USA. He oversees multicultural shopper marketing initiatives across the Heineken portfolio of brands which include Heineken, Dos XX, Tecate and Red Stripe. He provides strategic direction and develops go to market plans focusing on Hispanic, Asian, African American and millennial shoppers.

      He joined Heineken USA from Geometry Global where he served as SVP, Multicultural Marketing. In that role, he was responsible for leading the multicultural marketing initiatives and program development across Heineken & Tecate brands in the US. As well as working on client efforts in the Latin America and Caribbean region.

      Edwin has also held key leadership positions at Dieste, Adrenalina, The Vidal Partnership and Momentum. And has worked with a variety of brands and clients including: Sprint, Verizon, AT&T, Diageo, Cuervo, Coors Light, Johnson and Johnson and Home Depot.

      Edwin holds an International Marketing & Finance degree from Fordham University and has completed the 4A’s Institute of Advance Advertising Studies and Omnicom University’s Advanced Management professional programs.

    • Javier Delgado-Granados

      Group Director, Multicultural Marketing

      The Coca-Cola Company

      Javier Delgado-Granados

      Group Director, Multicultural Marketing
      The Coca-Cola Company

      Javier Delgado-Granados

      Javier Delgado-Granados has 20 years of experience in marketing retail and packaged goods targeted at multicultural audiences. He has a track record of successfully developing marketing, advertising and promotional strategies that not only connect with the consumer in a culturally relevant manner, but also deliver quantifiable business results.

      Prior to joining The Coca-Cola Company in January 2016, Javier held the role of Director of Marketing and Advertising at Walmart, driving consumer programs focused on Multicultural consumers for the Walmart US operations. Javier was the Marketing Manager at Dr Pepper Snapple Group where he was responsible for brands such as Dr Pepper, 7UP, Clamato and Squirt, among others. He is a veteran of the Hispanic advertising and communications industry having held various key roles at agencies including DRAFTFCB, The Vidal Partnership, Casanova Pendrill and Dieste, Harmel, & Partners.

      Javier moved to the United States after graduating from the Pontificia Universidad Javeriana in Bogota, Colombia with a B.A. in Communications and Advertising in 1996. He later attended the University of Chicago and the SMU Cox School Business. In 2012 Javier was selected as a HACR Young Hispanic orporate Achiever. Javier’s hallmarks are strong leadership, sound judgment, and always showing respect for others, especially the customer he is entrusted to connect with and represent.

    • Jonathan Patton

      Vice President of Sales & Partnerships

      H Code Media

      Jonathan Patton

      Vice President of Sales & Partnerships
      H Code Media

      Jonathan Patton

      Jonathan is the Vice President of Sales & Partnerships at H Code Media, the leading US Hispanic digital marketing platform formed to better connect agencies and brand advertisers such as Honda, State Farm, Anheuser-Busch, the UFC, and Facebook with US Hispanics. Previously, Jonathan was a founding team member of SABEResPODER™, where he worked as their VP of Business Development & National Partnerships.

      Amidst his busy schedule, Jonathan has co-founded a social fitness venture, Electric Flight Crew, with multiple members and locations across Los Angeles & New York. He sits on the board of a non-profit organization, The JAM School Foundation, where he has worked directly with the NFL & NBA to provide free health & wellness resources to over 15 million school-aged kids across the U.S. Jonathan has also guest lectured at Pepperdine University’s Graduate School of Business & Management for some of their social entrepreneurship and marketing courses, and holds a BA from UCLA.

      He loves to travel, lives an active lifestyle, is a sports fanatic, volunteers his time coaching high school wrestling in Santa Monica & Brentwood, and calls Los Angeles home with his fiancé.

    • Joshua Spiegelman

      Managing Director

      Mindshare

      Joshua Spiegelman

      Managing Director
      Mindshare

      Joshua Spiegelman

      As Managing Director of Mindshare Spotlight, Josh drives sports and entertainment partnerships for clients across Mindshare’s New York region. He works directly with brands, leagues, media properties, and more to negotiate everything from sponsorship deals to athlete endorsements to product placement, experiential platforms, and nonprofit partnerships.

      Prior to this role, Josh served as Group Category Director for Mindshare’s work with Unilever, overseeing strategic planning for their portfolio of deodorant brands (including Axe, Degree Men, Degree Women, and Dove Women). Before that, he oversaw planning for Unilever’s skincare brands (including Axe, Vaseline, Caress, Suave, Lever 2000, and Ponds). Prior to joining Mindshare, Josh also held roles at PHD and MediaVest.

      A respected industry thought leader, Josh’s marketing and media insights have been featured in CNBC, MediaPost, Media Life Magazine, and more. He holds a BA in Business Administration and Marketing from Boston University.

    • Kyle Harris

      EVP

      Mundial Sports Network

      Kyle Harris

      EVP
      Mundial Sports Network

      Kyle Harris

      Kyle Harris has an eclectic mix of operational experience in early stage technology investing, global marketing, analytics and media. He is currently the Executive Vice President of the Mundial Group. He began his career in sports marketing having founded Sports Directions, which created custom print products for surfing and College Football Bowl games. Kyle has sold F-18s for the US Navy, and run global marketing for the NYMEX crude oil contract. In the technology sector, he was COO of a retail analytics company serving 25,000 locations like Nike Retail and Supervalu, and in media most recently was President of a company creating patented psychographic profiling software for the ecommerce and media industry which was ultimately acquired by an foreign advertising company . He is responsible for strategic partnerships and business development while also leading Mundial Ventures, a Hispanic focused ad tech and media investment vehicle.

    • Maria Teresa Garcia-Rosell

      Senior Director for Bud Light

      Anheuser-Busch-InBev

      Maria Teresa Garcia-Rosell

      Senior Director for Bud Light
      Anheuser-Busch-InBev

      Maria Teresa Garcia-Rosell

      “Maria-Teresa Garcia-Rosell is a strategic brand marketing professional with deep consumer understanding and brand expertise built through her tenure in multinational consumer product goods companies in the U.S. and Latin America, such as Unilever, Diageo and Anheuser Busch – Inbev. She has an MBA from The University of Chicago and since graduating has managed consumer brands across different industries such as personal care, foods & beverages and luxury spirits. Throughout her career, Maria-Teresa has developed an expertise in consumer brand management, lifestyle and sports marketing and in the U.S. Hispanic consumer. She is currently Senior Director for Bud Light at Anheuser Busch – Inbev.

    • Michael Tribolet

      Co-Founder & CEO

      YipTV

      Michael Tribolet

      Co-Founder & CEO
      YipTV

      Michael Tribolet

      Michael Tribolet is a result driven entrepreneur with extensive experience in building & selling fast growth high-tech small business, enterprise networks and consumer based businesses. His competency includes administration, business development, customer care, marketing, operations, sales, strategy and overall management of companies. With over 20+ years’ experience building privately and publicly owned companies with cross border operations, Michael has been instrumental in developing strategy and achieving the tactical milestones necessary to manage company growth. Most recently, Michael served as CEO/Managing Director of ACN Europe, where he was responsible for $500M+ Annual Revenues in direct marketing sales of telecommunications, broadband and energy products. Prior to ACN, he was brought on to serve as President at VONAGE growing the company to 2.6 million paying customers increasing revenues from $2M – $900M in less than 5 years. Michael participated in the raising of $1Billion dollars during his tenure at Vonage and responsibilities included overseeing sales, marketing, customer care and a variety of operational functions such as system operations & applications management, carrier relations, network operations, logistics and quality assurance. Prior to joining Vonage, Mr. Tribolet served as Vice President of Operations at Dialpad Communications, which sold to Yahoo. Prior to Dialpad, Mr. Tribolet served as President of Data Products International where he oversaw the global build-out of Internet telephony services.

    • Neha Misra

      Vice President, Strategy and Analytics

      MBuy

      Neha Misra

      Vice President, Strategy and Analytics
      MBuy

      Neha Misra

      Neha’s expertise lies in building and supporting marketing processes with measurement frameworks and KPIs to evaluate returns across paid, owned, and earned media, and also working as a key leader for usage/enhancement of technology and data platforms. Her previous role at Starcom MediaVest Group as Associate Director (Planning & Analytics) required an acute understanding of media mix modeling, advanced customer analytics, programmatic media, and attribution platforms. Her experience spans across various verticals including Financial Services, Technology, CPG, FMCG, Tourism, and Education, working with clients like American Express, Starbucks, Verizon, UCLA, Honda, and Nike. With more than ten years of experience in customer analytics and testing complex marketing campaigns, she also identifies new and emerging technologies to continuously keep clients at the forefront of media/industry trends.
      Prior to SMG, Neha spent time as an Internet Marketing Manager at one of the largest for-profit educational companies in the United States. Her role there was to work closely with planning and analytics to deliver on data-driven marketing investment decisions, forecasts, and cost benefit analyses. She also worked at Motorola Mobility in Product Marketing (new product development and portfolio management), to analyze competitive trends to identify opportunities and drive marketing program recommendations.

      Neha holds a Bachelor’s degree in Mass Media and Mass Communication from the University of Delhi, a six sigma certification, and an MBA in Marketing and Strategy from the University of Wisconsin.

    • Stephanie Borges

      VP, North America Strategic Marketing & Partnerships

      Six Flags

      Stephanie Borges

      VP, North America Strategic Marketing & Partnerships
      Six Flags

      Stephanie Borges

      Stephanie E. Borges became the Vice President, North America Strategic Marketing & Partnership in January 2016 where she oversees the company’s National and international sponsorship and marketing partnership team which includes responsibility of revenue generation relating to Six Flags TV & Digital OOH networks, national retail promotions, special event sponsorship and consumer product licensing. Stephanie became part of the the Six Flags team in 2009.

      Prior to joining Six Flags, Ms. Borges was a Director at IMG, now IMG-WME, the global leader in sports, entertainment, fashion, and events and with the USTA – United States Tennis Assoication.

      Stephanie serves as member of NEW – National Executive Women Events committee.

      She received her Bachlor of Arts degree from St. Lawrence University.



  • DAY ONE



    1:00 PM

    REGISTRATION OPENS

    1:25 PM

    SETTING THE STAGE

    WELCOME & INTRODUCTION

    • Ximena Cassab, Editor and Writer, Portada
    • Ross Fadner, Director, Event Programming, MediaPost

    Description: 

    Sports content and marketing are crucial to engage Hispanic audiences.As importantly Hispanic sports marketing trends crossover to the overall market. Get the latest intelligence at the Hispanic Sports Marketing Forum.

    1:30 PM

    LIVE – SPORTS: WHERE TECH MEETS MARKETING

    Moderator:

    • Kyle Harris, EVP, The Mundial Group

    Panelists:

    • Neha Misra, Vice President, Strategy and Analytics, MBuy
    • Karina Dobarro, VP Managing Director of Multicultural Brand Strategy, Horizon Media
    • Andy Wasef, Managing Director, Digital & Consulting Strategy at ESP Properties
    • Michael Tribolet, Co-Founder & CEO, YipTV

     

    Description:

    • Broadcast vs. Streaming or Broadcast and Streaming? Two divergent trends have emerged for major sports events
    • How OTT inventory can amplify TV spots
    • Why sports still is appointment viewing regardless of cord-cutters
    • Social Video

    2:15 PM

    MULTICULTURAL IS THE NEW MAINSTREAM: HOW A MAJOR MARKETER USES SOCCER AND OTHER SPORTS TO REACH MILLENNIALS

    Presenter:

    • Javier Delgado Granados, Group Director Multicultural, Coca Cola

    Description:

    • Learn and be inspired by Coca Cola’s Sports Marketing Strategy
    3:00 PM

    LEVERAGING SOCCER CONTENT: To reach multicultural audiences.

    Moderator:

    • Jonathan Patton, VP of Sales & Partnerships, H Code Media

    Panelists:

    • Ed Carias, Senior Brand Manager, El Jimador Tequila
    • Darren Marshall, rEvolution,Executive VP, Consulting & Research 
    • Mariel Llenza, Director Diversity Advertising at AT&T Entertainment Group
    • Camilo Durana, VP Property and Commercial, MLS
    • Edwin Hincapie, Multicultural Marketing Manager, Heineken

    Description: The U.S. ranks among the top countries worldwide in soccer youth participation. From local soccer leagues to the Fifa World Cup soccer has grown tremendously as a marketing tool.. How top brands are utilizing the opportunity.

    3:45 PM

    COFFEE BREAK

    4:20 PM

    TOP SPORTS CAMPAIGN AWARD

    Find out which client and agency won the Award for the Top Sports Campaign.

    Description: 

    Portada’s audience and editorial board have voted. Now, let’s celebrate the winner.

    4:30 PM

    E-SPORTS: THE NEW FRONTIER FOR BRANDS AND SPORTS PROPERTIES

    Intro:

    E-SPORTS 101 by Stuart Lipson Executive Director, E-Sports Advertising Bureau

    Followed By An On-Stage Conversation Between:

    • Josh Spiegelman, Managing Director, Mindshare Spotlight, Mindshare NA
    • Andrew Benfer, Director Brand Partnerships, Whistle Sports

    Description:

    • E-Sports have enormous multicultural fan bases
    • How brands are tapping into the opportunity
    • The crucial role of Influencers

    5:15 PM

    MARKETING ENTERTAINMENT AND SPORTS PROPERTIES TO MULTICULTURAL AUDIENCES

    Moderator:

    • Eduardo Perez, Partner, PM3

    Panelists:

    • Stephanie Borges, VP North America Strategic Marketing and Partnerships, Six Flags
    • Maria Teresa Garcia Rosell,Senior Marketing Director, Anheuser-Busch
    • Dominic Curran, CEO, Synergy US
    • Alice Ovadia, VP Brand Media, TruMC

    Description:

    Entertainment and sports properties like Six Flags, NFL, MLB, MLS and NHL know that their continued success depends on how well they engage multicultural audiences. Find out what they are doing and how major brands use them.

    6:00 PM

    ADJOURNMENT

  • DAY TWO



    31455

Portada’s 2017 Sports Marketing Advisory Board:

  • John Alvarado, VP, Brand Marketing, Crown Imports
  • Ed Carias, Sr. Brand Manager, el Jimador Tequila – North American Region, Brown-Forman
  • Ramiro Crespo, Multicultural Web and Digital Strategy, Sprint
  • Dan Donnelly, EVP, Managing Director, Publicis Media Sports
  • Daniel Keats, Director, Sports and Sponsorships, Consumer Marketing, Allstate Insurance
  • Ivonne Kinser, ‎Director, Digital Strategy & Innovation, Avocados From Mexico
  • Jorge Inda Meza, Marketing Director, Region West, Anheuser-Busch
  • Michael Neuman, EVP, Managing Partner, Scout Sports and Entertainment
  • Felix Palau, SVP, Marketing, Heineken
  • Mike Tasevski, Vice President, North America Sponsorships, MasterCard
  • Kymber Umana, ‎Hispanic Marketing Manager, Sprint

Check out coverage and highlights from previous editions of the Sports Marketing Forum:


PARTNERS




VENUE

Yotel_Hotel

Reserve your room at the Portada Group Rate!
LIMITED TIME EXTENSION! Must book by Monday September 5!
Take advantage of the special rate, US $299 +tax for Premium Queen Cabin.
Book Online Now!

 

YOTEL New York offers a comfortable, lively and tech friendly atmosphere at an affordable price. Premium Queen Cabins come with the signature ‘SMARTBED’ featuring Serta mattresses as well as free Wi-Fi  everywhere and free coffee, tea, and muffins each morning. Guests can take advantage of the onsite restaurant ‘Green Fig’ and Terrace space for personal or client entertainment.

You can also make reservations by calling the Pre-Arrival Team directly (877) 909-6835 and identify yourself as being with the Portada 2016 Block or Block Code ‘PORTADA2016’.


Venue Details:
YOTEL New York
570 10th Avenue, New York, NY 10036
View Map