We are thrilled to announce that Federico Grinberg, CEO of FutbolSites, is joining the Portada Sports Marketing Board, one of the six units of Portada’s Council System. The Council System’s next in-person meeting will be at Portada Los Angeles on March 14 in Los Angeles’ Loews Hotel.
Federico Grinberg is Co-Founder and CEO at Futbol Sites, a top digital sports media group in Latin America & Hispanic America, with one of the largest audience in its category, reaching more than 25 million unique users every month. Federico began his career in Buenos Aires, Argentina and led the opening of new markets for Futbol Sites, such as Brazil, Chile, Colombia, Mexico, and the U.S. Since 2014 he oversees the global strategy of the company from their offices in Miami, Florida.
Portada: What are your objectives at Futbol Sites?
Federico Grinberg: In terms of ad sales, our goal is to keep a two digits growth YOY and to continue growing our monthly reach in Latam & US focused mainly on organic sources (SEO, recommendations and direct visitors). Innovation is crucial for us: not only in our editorial products but also in our advertising offer. In the editorial side, we continue investing in our newsrooms, we do believe in teamwork and collaboration. In the ad sales side, our goal is to provide to our clients a brand safety inventory, with high viewability, offered both direct and programmatic. We are also testing in some countries other business models and building our own e-commerce, but ad sales and branded content still representing +95% of our revenues.
It’s an honor to be part of such an experienced committee. Being in touch with this high-level professionals is always good for networking and for learning more about the sports marketing industry in US.
Portada: How do you expect to accomplish those goals in 2019?
F.G.: We have been experiencing an important growth in sales in the US Hispanics Market, and an increasing demand in terms of branded content campaigns. We also have two big regional events for the Americas: Copa America Brazil 2019 and Gold Cup USA 2019. Programmatic is becoming much more mature in the region, and we expect to have a big lift in terms of Programmatic Guaranteed deals for quality video inventory (instream and outstream). Apart from all these regional events, such as the expanded editorial offer we launched in the past few months a Gaming & E-sports newsroom, we added a specific team dedicated to US sports (MLS, NBA, NFL, MLB, UFC, etc), and increased marketing investments in new sources of visitors like push notifications, chatbots and live streamings are going to push our audience numbers up.