PORTADA Los Angeles

Passion-Point Marketing: Sports, Music and Entertainment - #PortadaLA

Portada Los Angeles will provide a unique setting for brand marketers to explore the enormous opportunities sports, music and entertainment content offer to engage consumers in Multicultural America.

Portada Los Angeles will also be the meeting point for Portada’s Council System with the Brand Star Committee, the Agency Star Committee and the Sports Marketing Board holding their first 2019 in-person meetings during the event.

Portada Los Angeles offers media and marketing service vendors, including sports teams and leagues, the opportunity to interact with brand marketers through Portada’s one-on-one meet-up offering.

Topics Thought Leaders will be exploring:

Passion-Point Marketing: Sports, Music and Entertainment

◆ Best practices from brand marketers who activate against Latino music and sports fans

◆ How passion points ignite multicultural consumer action. What brand marketers need to know to cash in on multicultural growth opportunities.

◆ How best to use emerging technologies to get more value out of media rights

◆ With the growth of soccer in the U.S and the 2026 World Cup taking place in the U.S., Mexico and Canada, brand marketers have the urgent need to understand the role of soccer marketing in engaging the U.S. consumer. Can soccer marketing ultimately be an effective vehicle to target the U.S. mass market consumer?

◆ Influencer Marketing how effective is it? Does it drive purchase intent or just consideration?

◆ How to evaluate property and media rights based on their ultimate business impact.

NOW COMING TO THE WEST COAST!
Check out the recap video of our recent Portada New York Edition!

SPEAKERS

Ariela Nerubay

CMO

Curacao

@curacao

Ariela Nerubay

CMO
Curacao
@curacao

Award winning marketing executive with a 15+ year career founded in start-ups and entrepreneurial entertainment ventures. A well-rounded marketing professional with advertising agency background and client side know-how. A Hispanic market expert.

Felix Palau

VP, Marketing

Heineken

@heineken_us

Felix Palau

VP, Marketing
Heineken
@heineken_us

Felix Palau serves as Vice President for Tecate and Tecate Light, part of the Heineken USA portfolio of Mexican brands. Palau is credited for leading efforts that resulted in a turnaround for the brand, and is currently focused on expanding the Tecate franchise nationally – overseesing all marketing activity for Tecate which has seen record growth, while achieving cultural relevance through its successful “Born Bold” campaign.

Prior to his current role, Felix was the Heineken® brand manager in the Americas Regional Marketing team for two years. He joined HEINEKEN in 2009 from Cuauhtemoc Moctezuma, Mexico, with the acquisition of FEMSA’s beer business. Felix held various positions in Brand Management and Planning during his 14 years with CM.

Tiago Pinto

Global Marketing Director

Gatorade

@Gatorade

Tiago Pinto

Global Marketing Director
Gatorade
@Gatorade

Tiago oversees business for the Gatorade Brand in Latin America. Working closely with Gatorade HQ in Chicago to define the global brand and business strategy, he manages the product portfolio and innovation pipeline in markets across the region. Prior to Gatorade, Tiago ran business for Pepsico's four Brazilian hydration brands. He joined Pepsico from Nike, where he ran marketing for Latin America from 2005-2011. He has headed up World-Cup campaigns and the Nike 600K Challenge SP-Rio relay road race.

AGENDA

10:00 am

REGISTRATION OPENS

10:10 am

WELCOME AND OVERVIEW

10:20 am

THE EXPERIENTIAL MARKETING CONUNDRUM: How to measure ROI and transfer best practices between marketing platforms.

Experiential marketing has many investment items including entertainment/sports property sponsorship, media, point of sales, events etc. Major experiential marketers like Heineken constantly measure effectiveness of their sponsorships ROI and set best practices to be transferred among all platforms. Hear how the executive at the helm of Heineken’s U.S. deals with these challenges.

Felix Palau

VP, Marketing

Heineken

@heineken_us

10:45 am

LEVERAGING DATA TO CASH-IN ON MULTICULTURAL CONSUMER GROWTH

Ariela Nerubay

CMO

Curacao

@curacao

In conversation with

tbd

11:10 am

#PortadaLA offers media, marketing service vendors and sports and entertainment property executives the opportunity to interact with brand marketers through Portada's three-eight minute one-on-one meetup offering.

12:25 pm

SHOULD CORPORATE AMERICA JUMP ON THE SOCCER OPPORTUNITY?

There is no true global sports brand that is dominant without having a significant presence in soccer. U.S. soccer audiences are growing at a rapid pace and soccer is currently the fourth or fifth sport ranked by audience size. With the 2026 Soccer World Cup on the horizon the ascent of soccer as one of the top three U.S. sports seems almost inevitable. Do brands need to jump on the wagon at this relatively early stage and if so how? What ways are there to align with soccer content: Domestic U.S teams, European or Latin American teams or leagues or via national teams? What a major global marketer with a vast soccer marketing experience recommends to U.S. brand marketers.

Tiago Pinto

Global Marketing Director

Gatorade

@gatorade

12:50 pm

INFLUENCERS

How and why using Latin sports and music influencers can drive ROI. The do’s and don’ts for brands to obtain awareness and purchase intent.

1:15 pm

TBA

tba

1:40 pm

CONCLUDING REMARKS