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Total Wireless
UFC®, the world’s premier mixed martial arts organization, and Total Wireless, a fast-growing, no-contract wireless provider covered by the Verizon 5G network, announced a new marketing partnership that will showcase Total Wireless within a selection of UFC’s biggest events in 2025. Under the new agreement, Total Wireless will become the Official Wireless Provider of UFC in the United States and will strategically activate its brand within all UFC Pay Per Views and Fight Nights hosted in the U.S. while leveraging UFC’s massively popular promotional assets that surround each event to amplify its message. “We’re thrilled to step into the Octagon® with UFC and connect with one of the most passionate fanbases in sports,” said Doug Collman, AVP, Marketing at Verizon Value. “This partnership provides an incredible opportunity for Total Wireless to reach a broader audience and engage with UFC fans in new and fun ways, while amplifying the energy and excitement surrounding these legendary events. Just like UFC fighters and fans, Total Wireless customers share a spirit of resilience and determination, making this partnership a natural fit.” As the Official Wireless Provider of UFC, Total Wireless will receive prominent brand placement inside the world-famous Octagon® at all Pay-Per-Views and Fight Nights in the U.S. In addition, Total Wireless will be integrated into a variety of main card Pay Per View broadcast features, including the must-see “Fighter Walkouts” before the night’s biggest fights. Beyond the Octagon, UFC and Total Wireless will collaborate on original content to be distributed through UFC’s popular digital and social channels that reach more than 290 million users worldwide. The new partnership also provides for an annual Brand Ambassador program that will bring the partnership to life through appearances, content, and creative campaigns with notable UFC athletes.
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Bank of America
Rene Ramos, Senior Vice President of Brand Activation at Constellation Brands, tells Portada in an interview that over the last “6 years,Constellation Brands has integrated sponsorships as part of the mix, resulting in partnerships with the CONCACAF Gold Cup and various MLS teams. We continued to work with national team stars on Modelo Especial. These allow us to activate soccer at retail, create programs that drive feature and display activity in grocery/convenience store channels, and program in bars and restaurants that feature matches,” Ramos explains. Ramos adds that while he can’t share specifics about soccer strategy and investments, “you will continue to see us participate in key tournaments and local team sponsorships. We have a strong presence from a media standpoint,” Ramos says. “We know the next 2 years are pivotal for the sport as the eyes of the soccer world will turn to North America in the Summer of 2026. Modelo and Corona will continue to be an endemic part of the soccer fan experience wherever they choose to watch and celebrate.” On the media side, Initiative is Constellation Brands’ U.S. Media agency of record.
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Bank of America
The U.S. Soccer Federation and Bank of America, one of the world’s leading financial institutions, announced a transformative, long-term partnership that makes Bank of America the first Official Bank Partner of all 27 U.S. National Teams, including the U.S. Women’s and Men’s Senior National Teams, as well as a Founding Level Partner of the Arthur M. Blank U.S. Soccer National Training Center – the Federation’s new home in Atlanta. “This landmark partnership marks one of the largest long-term investments in U.S. Soccer history and Bank of America’s global leadership will help catapult our sport,” said U.S. Soccer Chief Commercial Officer David Wright. “Bank of America shares our commitment to growing the game, investing in female leaders, and significantly bolstering our efforts in service to soccer on all fronts.” “Together, with U.S. Soccer and its 27 National Teams, we’re eager to further fuel the growth of soccer, and help passionate fans, families and businesses around the world to reach their goals,” said David Tyrie, Chief Digital Officer and Chief Marketing Officer, Bank of America. “Our investments in the U.S. Soccer Federation and in soccer overall provide unique and ongoing opportunities to build client relationships, engage our teammates, and drive positive economic impact, locally and globally, as the most popular sport in the world takes center stage over the next two years and beyond.” Bank of America joins as a U.S. Soccer strategic partner and is uniquely positioned as a leader during what will be the most transformative time for the sport as several of the world’s most iconic events will take place in the USA. The bank is a leading partner for the upcoming 2025 FIFA Club World Cup and the 2026 FIFA Men’s World Cup, which will be hosted in 21 U.S. cities with billions watching around the world. In 2028, soccer will once again be in the global spotlight during the Olympic Games in Los Angeles. As part of the partnership, U.S. Soccer and Bank of America will also introduce SheInvests. The number and percentage of women investing are at all-time highs and growing, and this new program will help investors interested in learning additional financial planning and investment strategies.
Find out about Portada Live events planned for 2025. Portada Live events are highly curated, and the agenda is designed to maximize knowledge-sharing and networking between top brand marketing, media agencies, and media executives. To learn 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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Panera Bread
Panera Bread has selected 72nd and Sunny as its creative AOR.
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Jarritos
Jarritos the beloved Mexican soda brand known for its bold flavors and rich cultural roots, announced the newest addition to its sweet suite of delicious beverages rooted in culture and connection— JARRIBOBA. Made in Taiwan, JARRIBOBA’s green tea, bursting boba, and fruity flavors blend two beloved global drink traditions into one unforgettable sipping experience.Originating in Taiwan, boba tea, or bubble tea, has undoubtedly taken the world by storm in recent years, capturing the hearts and taste buds of millions of consumers. As consumption increases and the bubble tea market expands, Jarritos now provides its take on the tea for fruity beverage fanatics to enjoy on the go. “Jarritos is dedicated to creating high-quality, authentic beverages that honor our traditions while continuing to explore innovative ways to connect with consumers,” says Eric Delamare, Marketing Director at Jarritos. “JARRIBOBA offers a unique new way for people to experience cultural flavors from a fresh perspective.” JARRIBOBA is now available for purchase in 16.4 oz. individual cans at City Farmers Market locations in Atlanta, Georgia, and soon at selected retailers in Phoenix and Tucson, Arizona. Learn more and stay tuned for additional market locations and flavor updates at www.jarriboba.com.
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Coors Light – Canada
Mondays suck, but the Monday after the Big Game can be many people’s least favorite of the year. In fact, according to a recent survey conducted by Talker Research on behalf of Coors Light*, 60% of Canadians agree they are likely to have their own Case of the Mondays after the Big Game. With football season coming to an end, it’s easy to get a Case of the Mondays. Coors Light is turning a Case of the Mondays into a literal case of beer with Mondays Light, limited-edition packaging launching just in time for possibly the worst Monday of the year—the day after the Big Game. Starting this January, Mondays Light 24-packs will roll out at select/participating retailers nationwide for purchase, featuring a bold, Mondays Light-branded design that’s just as mountain-cold refreshing as the Coors Light inside. Coors Light is also celebrating the Big Game by giving eligible 21+ fans across Canada the chance to win an epic trip for two to the 2026 Big Game event** in California. Canadians can visit coorslight.ca/caseofthemondays for more information and how to enter for a chance to win. On Monday, Coors Light experienced its own Case of the Mondays when the brand released a series of ads across Canada that spelled “refreshment” as “refershment,” giving a playful nod to the kind of mishaps Mondays are notorious for. “We all know that many Canadians don’t generally love Mondays, but the Monday after the Big Game can feel like a particularly slow start to the week,” said Leslie Malcolm, Vice President Marketing, Canada, Molson Coors Beverage Company. “So, we’re giving new meaning to the phrase ‘Case of the Mondays’ with our limited-edition case of Coors Light. Mondays Light is our way of having a bit of fun with Canadian fans leading up to the Big Game where they can catch our exciting new spot.”