Our Sales Leads column discusses the latest brand and media agency initiatives. View past columns in the archives here.
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Ab-InBev Becomes Fifa Club World Cup 2025 Sponsor
Ab-InBev, is expanding its Fifa partnership becoming an Official Beer Partner for the FIFA Club World Cup 2025™. Having been an official sponsor of the FIFA World Cup™ since 1986, AB InBev and its portfolio of brands will now bring their commitment to fan entertainment to the groundbreaking tournament, which will take place from 15 June to 13 July 2025. AB InBev’s sponsorship will include several critical assets to enhance the fan experience throughout the tournament, notably the prestigious Player of the Match Award. Budweiser and Michelob ULTRA will lead the partnership, complemented by local brands in select markets. “Our brands are at the heart of meaningful cultural moments and iconic sporting events,” said AB InBev CEO, Michel Doukeris. “This partnership with the FIFA Club World Cup continues our legacy of bringing beer and sports together for fans worldwide, creating more moments of celebration and cheers. We look forward to activating this first-of-its-kind tournament next summer in partnership with FIFA.” Insiders tell Portada that while brands traditionally have invested high amounts of money in Fifa National Teams World Cup sponsorships, like the 2026 World Cup to be played in the U.S., Canada, and Mexico, sponsorship interest in next summer Club World Cup has been somewhat subdued.
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Jaguar
Jaguar unveiled a new brand strategy ahead of its all-electric launch, which is expected sometime in 2026. The luxury car manufacturer debuted a modernized typeface for its logo, a new leaping-jaguar mark, and a video ad that showed models doing things like painting a wall, holding a sledgehammer, and gathering in a pink desert without any cars in sight. The video generated a rash of criticism on social media, with some right-leaning personalities accusing the company of abandoning its history and pushing into “woke” politics. “When Jaguar unveiled its new logo as part of a sweeping rebranding effort, it likely anticipated a mix of reactions—but the backlash it’s facing reveals a deeper truth about modern branding: consumer feedback can make or break even the best-laid plans,” marketing and crisis management expert, Amanda Lucey, tells Portada. Separately, On December 2, 2024, at Miami Art Week, Jaguar will present “Copy Nothing”, the first global public installation for its new brand that will include the physical manifestation of its Exuberant Modernism creative philosophy in a Design Vision Concept. According to the luxury carmaker, Jaguar’s presence in Miami will establish its advocacy for artistic expression in all its forms. Through a series of meticulously curated gallery spaces over two locations, Jaguar will share its platform with new and ground‑breaking emerging artists who share its ethos of Copy Nothing. -
DELEÓN Tequila
DELEÓN Tequila is launching its new campaign “Bold Spirits, Rise” celebrating those who embrace their creative drive (or spirit) and inspire others to do the same. Through the “Bold Spirits, Rise” platform, DELEÓN will open doors – giving rising talent a space to connect, collaborate, and showcase their creativity on the main stage through music and dance. With dedicated resources, DELEÓN will offer the tools and room needed for emerging artists to rise and continue to impact and inspire culture. The campaign, created by New York-based Creative Solutions Company, Translation, features a lively collection of video spots and striking visuals that will be displayed across digital and social media channels as well as out-of-home (OOH) platforms. The campaign launches with a visual showcase of work brought together by a curated lineup of creative visionaries, each a symbol of the “Bold Spirits, Rise” ethos. A true collaboration, choreographer Shay Latukolan, recognized for his distinctive approach to movement, joins forces with unconventional filmmaker Ben Strebel, celebrated for his bold visual storytelling, to create a film and sequence that brings the power of flow and movement to life. With a background in dance and music, photographer Kanya Iwana, captures the emotions of movement in striking, dreamlike visuals that truly reflect DELEÓN’s spirit. Together, these artists craft a powerful narrative that embodies the essence of boldness and creativity. “‘Bold Spirits, Rise’ is all about celebrating the magic moments that happen when you live with authenticity and confidence,” says Ari Anderman, DELEÓN Tequila Brand Director at Diageo North America. “At DELEÓN, we believe in creating the space to transform the ordinary into the extraordinary, just as our tequila elevates everyday moments. This campaign was created with, and in tribute to, those who aren’t afraid to stand out, who lead with inspiring boldness, and encourage others to do the same.”reviewing most global advertising except creative (mostly at Omnicom).
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Amerant
Amerant Bank is balancing its role as a regional bank with aspirations to deepen community ties and grow strategically. Amerant’s focus on soccer is growing, with the sport’s rising
prominence in the U.S., especially within Hispanic communities, a key demographic for the bank. CEO Jerry Plush’s involvement on the FIFA World Cup 2026 Miami Host Committee reflects this strategic priority,Sam Francois, Head of Marketing at Amerant Bank, shares insights on the bank’s community engagement, sports partnerships, and plans for growth in Florida in a Portada interview. -
Jersey Mike’s
Private equity group Blackstone says it reached a deal to acquire a majority stake in sandwich chain Jersey Mike’s Subs. Terms were not disclosed, but the deal would reportedly value the privately-owned chain at $8 billion, including debt, per The Wall Street Journal. One of the country’s fastest-growing dining chains, Jersey Mike’s has around 3,000 locations. The acquisition follows several recent private equity restaurant plays, including the sale of Jersey Mike’s leading sandwich competitor Subway to Roark Capital for $9.6 billion last year. Jersey Mike’s Founder and CEO Peter Cancro will maintain a significant equity stake and continue to lead the business. Peter Wallace, a Senior Managing Director at Blackstone, said: “Jersey Mike’s has grown for more than half a century by maintaining an unrelenting focus on quality (and delicious sandwiches) – consistently building on its loyal customer base as it has scaled nationwide. Blackstone has deep experience helping accelerate the expansion of high-growth franchise businesses and this area is one of our highest-conviction investment themes. We are excited to partner with an entrepreneur of Peter’s caliber and the talented Jersey Mike’s team. Our capital and resources will help support key investments in growth and technology to benefit Jersey Mike’s customers and exceptional franchisees. I highly recommend the #13 Original Italian, Mike’s Way.”
Find out about Portada Live events planned for 2025. Portada Live events are highly curated events;. the agenda is designed to maximize knowledge-sharing and networking between top brand marketing, media agency, and media executives. To find out about thought leadership and networking solutions at Portada Live and Portada digital media offerings, don’t hesitate to contact Sales Director Irma Gutierrez at [email protected].-
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TreeTop
Tree Top®, a farmer-grown, farmer-owned cooperative and leading producer of high-quality fruit-based products (including apple sauces and juices) announced the launch of its online retail store. The new direct-to-consumer platform continues to expand Tree Top’s consumer reach and builds upon the brand’s growing in-store distribution at retailers nationwide. From apple sauces to juices, the site allows consumers in the lower 48 states to easily browse, select and purchase Tree Top products securely online. “Our online store is designed to provide a user-friendly online shopping experience, providing another way for consumers to buy their favorite Tree Top products and maybe even find new flavors they haven’t seen in stores yet,” said Brad Olsen, vice president of marketing, Tree Top. -
Fisher & Paykel
Salesforce announced that luxury appliance manufacturer Fisher & Paykel, will deploy Agentforce to scale its customer support team with autonomous agents — taking actions like answering frequently asked questions, scheduling service appointments, and more, freeing up human agents’ time for higher value tasks. Agentforce, a new layer on the Salesforce Platform that enables companies to easily build and deploy AI agents that can autonomously take action across any business function, will help Fisher & Paykel deliver around-the-clock, high-quality support, giving customers experiences that are in keeping with its premium appliances. And, by handing off simpler and more routine tasks to agents, Fisher & Paykel’s human reps will have more time to spend building customer relationships that increase sales.
“Our customers expect efficient and personalized experiences when they engage with our brand — experiences that mirror the luxury of our products,” said Rudi Khoury, Chief Digital Officer, Fisher & Paykel. “With Agentforce, we will enhance our partnership with Salesforce, deploying autonomous agents that will deliver for our customers when they need us most, while simultaneously driving sales.” -
Pilot
Pilot is making every mile merrier with various offerings to fuel holiday journeys. In celebration of the season, Pilot’s holiday campaign features a week-long “Hauliday Giveaway,” a curated gift guide for on-the-go shoppers and savings on seasonal coffee. “Holiday travel is about more than just reaching the destination; it’s about creating cheerful moments along the way. Whether it’s singing holiday classics, savoring the warmth of a perfect cup of coffee on a frosty morning drive, or sharing stories with a car full of loved ones, these moments are what define the journey,” shared Adrienne Ingoldt, Pilot’s chief marketing officer. “Wherever your holiday travels take you, Pilot is out here with road trip essentials and last-minute gifts to bring joy to every mile.” Pilot is a wholly owned subsidiary of Berkshire Hathaway and employs approximately 30,000 team members. As the largest network of travel centers, Pilot has nearly 900 locations in 44 states and six Canadian provinces, serving an average of 1.2 million guests per day. -
Airalo
Airalo, the eSIM store for global travelers, has teamed up with Conan O’Brien to save Christmas in their latest holiday advertising campaign, How Roaming Almost Stole Christmas. In a playful twist on the classic holiday tale, O’Brien stars as Santa Claus in a campaign to highlight Airalo’s role in helping travelers—and even Santa—stay connected worldwide without paying exorbitant roaming fees. The ad opens on a traditional scene: Santa emerging from a chimney on Christmas Eve, ready to deliver presents. But as he’s getting to work, a notification rings from his phone, alerting that he’s racked up over $1,000,000 in roaming fees for his around-the-world journey.
As Santa prepares to leave, a precocious, foul-mouthed little girl appears. She tells him about Airalo, a global eSIM provider that keeps travelers connected worldwide without breaking the bank. With his spirits lifted and an eSIM plan from Airalo in tow, Santa is free to continue along his holiday delivery route, no longer at risk of roaming fees. Christmas is saved! How Roaming Almost Stole Christmas will run across social media and digital platforms beginning November 15, 2024. The campaign serves as a reminder that Airalo has everyone’s back this holiday season—even Santa’s.
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