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Verizon
Verizon, the official telecommunication services sponsor for FIFA World Cup 26™, is teaming up with David Beckham and an all-star roster of talent, including Tim Howard, Alyssa and Gisele Thompson, Hirving “Chucky” Lozano, Sergio “Kun” Agüero, and more to roll out Verizon Ultimate Access to the FIFA World Cup 26TM. Verizon will offer customers thousands of free tickets to the games, as well as the chance for hundreds of customers to win on-field pitchside viewing access during the tournament – bringing fans closer to the FIFA World CupTM than anyone else. On the road to the FIFA World Cup 26TM, Verizon will be joined by soccer all-stars to bring customers a series of surprises, special events, merch collabs, and more. “For me, there are few things as exciting as experiencing football live, whether that’s on or off the pitch, and so I am proud to partner with Verizon to celebrate their plans to give fans unprecedented access to the tournament,” said David Beckham, who is featured in Verizon’s 360 marketing campaign released today. “The World Cup is the biggest sports event in the world and the fandom is unlike any other. We knew we wanted to deliver access and experiences to our customers that are once in a lifetime,” said Leslie Berland, Chief Marketing Officer at Verizon. “Our customers will get access throughout the World Cup – Beckham-style, with surprises, events and giveaways along the way.” Verizon will drop free tickets starting Thursday, October 2 at 9:00AM EST that will be available for U.S. customers to claim on a first-come, first-served basis in the My Verizon app via Verizon Access, the company’s premium access program that rewards customers with unparalleled experiences, free giveaways and tickets to highly sought-after events including sports games, concerts, movie premieres and more – no strings attached, just for being a Verizon customer. Additional ticket drops will take place throughout the road to the FIFA World CupTM and will be announced on Verizon’s social handles.
Related Content:
Verizon’s Nick Kelly on the FIFA World Cup Opportunity and the Steps Ahead
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Separately, Verizon is partnering with Latin GRAMMY winner Maluma in celebration of the new iPhone 17 release. Verizon launched a dynamic and new Spanish-language 30 second spot on September 23 featuring global superstar Maluma. The spot shows Maluma leaving a Verizon store with the latest iPhone 17 Pro on Verizon’s best 5G network. As the day goes on, more and more people react to him in awe, letting out big “Uuuuufffs!” The best part? While everyone is starstruck by the superstar, the real star of the show is the new iPhone.
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Walmart
Walmart, the world’s largest retailer, and LALIGA, a successful European soccer league, are coming together through a unique partnership that will celebrate the world’s most popular sport and connect with its passionate, multicultural and growing fanbase in the U.S. For the first time ever, El Clásico will have a presenting partner in Walmart — a historic milestone for both the brand and La Liga EA Sports. Through its partnership of ElClásico in the U.S., Walmart will help bring the action and experience of the beautiful game closer to American fans than ever before via large-scale viewing events, ElClásico-inspired concerts, meet-and-greets with LALIGA Legends, bespoke ElClásico content, co-branded merchandise and retail activations. The partnership will also debut a new visual identity for ElClásico — featuring Walmart as presenting partner — that will be used across all match-related properties and executions in the U.S. and Canada.
Headlined by global superstars including Lamine Yamal, Kylian Mbappé, Jude Bellingham and Robert Lewandowski, ElClásico is scheduled to be played the weekend of Oct. 25-26, 2025, and May 9-10, 2026, during the 2025-26 LALIGA season. Walmart and LALIGA kick off their multi-year partnership with a weekend full of events from Oct. 24-26 in Houston timed to the first playing of ElClásico this season.
“Soccer has one of the most passionate fan bases in the world. That passion is growing rapidly here in the U.S. as we look ahead to the 2026 World Cup across North America,” said William White, chief marketing officer, Walmart. “That’s why we’re thrilled to team up with LALIGA and ElClásico to fuel the energy, create unforgettable experiences and give fans even more ways to celebrate the game they love.” Walmart’s entry into soccer is centered on creating transformational moments in the sport’s history in the U.S., and this partnership presents a historic opportunity to super serve fans of one of the most popular leagues in the world.
For Walmart, this is the next phase of its commitment to celebrating the world’s game and deepening connections with one of the most culturally vibrant and fastest-growing fan bases in North America. Walmart recently signed a multi-year partnership with Major League Soccer (MLS) and Leagues Cup in July to make it more convenient, immersive, and exciting to engage with soccer, wherever and however fans follow the game, whether it’s through digital and in-real-life (IRL) experiences or upcoming merchandise collaborations.
Related Content:
Do Brands really believe in the growth of soccer in the U.S?
Fifa Club World Cup: What Can We Learn from It?
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Hyundai Motor America
Hyundai Motor America, in collaboration with Lopez Negrete Communications, unveiled a new marketing campaign, “Elevating What’s Next,” to introduce the all-new 2026 Palisade Hybrid. Designed to deliver the perfect balance of utility and premium capability, the Palisade Hybrid aims to redefine the travel experience for Hispanic families. The bilingual campaign, featuring both Spanish and English content, will roll out across linear and digital platforms beginning September 24, 2025. “Our new Palisade Hybrid campaign taps into authentic cultural storytelling and the modern Hispanic experience, deepening Hyundai’s connection with Hispanic consumers. It celebrates their drive to reward themselves, while honoring their rich, multifaceted identities,” said Sean Gilpin, chief marketing officer, Hyundai Motor America. “With ‘Elevating What’s Next,’ we show that the Palisade Hybrid is more than just an SUV. It’s a trusted companion on life’s journey, supporting personal growth, family, and achievement as they reach new heights of success.”
At the heart of the campaign lies a powerful insight: “The desire to do more, achieve more, and be more, while staying true to your values.” The Palisade’s advanced features are seamlessly integrated, reinforcing the vehicle’s role in enabling comfort, confidence, and growth in both everyday life and milestone moments. Rooted in Hyundai’s brand promise of optimism, the campaign positions the Palisade Hybrid as a symbol of resilience, progress, and defining moments. “American Latino consumers strive for personal and professional growth without compromising their identity or values,” said Alex López Negrete, chief executive officer and president, Lopez Negrete Communications. “As Hyundai’s Hispanic Agency of Record, we are proud to represent a brand that strives to be an authentic voice for the Latino consumer and one that encourages the authentic reflection of our values, dreams, and real-life experiences. We’re excited about this body of work at the center of which is a story of multi-generational achievement, growth, and progress of a Latino family, and of course, a star protagonist: the 2026 Hyundai Palisade.” The creative idea was brought to life under the direction of renowned Hispanic filmmaker Wes Walker, featuring a groundbreaking bilingual score from the award-winning duo Sofi Tukker, performing in Spanish for the first time, in a uniquely bilingual score produced by Grammy Award-winning performer and producer Andrés Levin.
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Resort World Las Vegas
Resorts World Las Vegas has selected independent RPA as its agency of record. RPA will take on the responsibility of all media planning and buying that began rolling out this month and spans all channels and platforms. RPA will also oversee messaging strategy, ensuring unified communication across platforms and audiences. The agency will further support Resorts World with creative development, paving the way for a full-scale brand campaign to break in 2026. “At Resorts World Las Vegas, every decision begins with the guest in mind. RPA’s strategic approach and creative insight will help us connect with travelers in ways that reflect our values and create meaningful, memorable experiences across every touchpoint,” said Carlos Castro, president and chief financial officer for Resorts World Las Vegas.
Discover Portada events scheduled for 2026. Portada events are highly curated events. Their agenda is designed to maximize knowledge-sharing and networking among top brand marketers, media agencies, and media executives.
Portada Chicago, March 19, 2026
Portada Live, CDMX, Abril 16,
Portada Los Angeles, June 4
Portada Live, NYC, September 17
To learn more about thought leadership and networking solutions for the above events, please contact Marcos Baer at [email protected].
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Perkins America Food Company
Casual dining chain Perkins American Food Co. has selected Acadia as media and social agency of record. As part of this new partnership, Acadia will oversee paid search, paid social, integrated media, TikTok, and Instagram management, influencer management, studio creative, and full-funnel analytics support. The new partnership is part of a broader effort by Perkins to grow both in-store and off-premise, while carving out a “clearer voice” in digital culture. “We were looking for a partner that could provide a comprehensive media strategy from analytics to implementation, along with creative that performs,” said Kimberly Bean, Vice President of Marketing at Perkins.
Perkins, founded in 1958, operates nearly 300 restaurants across the U.S. and Canada. The account adds to Acadia’s growing list of recent wins, including Belkin, Puma, and Kidde
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Televisa-Univision
TelevisaUnivision, a leading Spanish-language media company, announced the launch of its nationwide advertising campaign, “Do the Right Thing Google.” The campaign calls attention to Google’s YouTube TV and its plan to discriminate against Hispanic viewers by removing Univision from its main programming bundle on September 30. YouTube TV will force millions of Hispanic viewers to pay an 18% premium – a “Hispanic tax” – to maintain access to trusted Spanish-language news, sports, and entertainment. The campaign will run in USA Today and major metropolitan newspapers including Dallas, Houston, Los Angeles, San Francisco, Miami, San Antonio, Austin, Richmond, Arizona, Las Vegas, Orlando, and Newark, as well as The Hill in Washington, D.C. “Google’s planned removal of Univision from YouTube TV on September 30 is an unacceptable threat to millions of Hispanic households who rely on our programming for trusted news, vital information, and cultural connection,” said Daniel Alegre, CEO of TelevisaUnivision. “Stripping access to Univision at such a critical time shows a blatant disregard for the communities we serve. We call on Google to respect its Hispanic subscribers and keep Univision within its core programming bundle.”
The threat to drop Univision also comes at a critical time for Hispanics. This significant voting segment will be decisive in redistricting battles in Texas and California, as well as in gubernatorial races in New Jersey and Virginia, and in next year’s midterm elections in battleground states like Florida and Georgia, where control of Congress is at stake. Univision is a trusted voice for Hispanic Americans, especially in times of emergencies, elections and for other critical news and events. Google’s decision to relegate Univision and its audience to second-class status will have consequences at the expense of the Hispanic community. This campaign aims to raise awareness among Hispanics, elected officials, and the general public to prevent such incidents from happening.
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Steve Madden
Fivetran, a global leader in data movement, announced that Steve Madden, the leading designer and marketer of fashion-forward accessories and apparel, is using Fivetran to centralize its advertising, web traffic, and social engagement data from its global digital footprint. The move enables Steve Madden to streamline reporting, improve campaign performance, and gain faster insights across all channels. “With Fivetran, we’re building the foundation to act on insights faster than ever before,” said Josh Krepon, President, US Direct to Consumer & Global Digital, Steve Madden. “This agility allows us to anticipate market shifts, respond to trends in real time, and continually elevate how we engage our customers.” Steve Madden relies on Fivetran to integrate data from a wide range of platforms, including Facebook Ads, Google Analytics 4, Facebook Pages, Google Search Console, TikTok Ads, LinkedIn Ads, Instagram Business, and Snapchat Ads. The retailer also leverages Fivetran’s Connector SDK to bring in custom data from additional platforms like Adform, ensuring all key performance data flows into its analytics environment automatically. By unifying these sources, Steve Madden’s marketing and analytics teams can view paid and organic performance side by side across all primary channels, align campaign spend with engagement and conversion data, and eliminate the need for manual data pulls from multiple platforms. This consolidated view enables the company to gain timely insights that inform targeting and creative decisions, helping its teams move faster and respond more effectively to trends.
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Metro by T-Mobile
Metro by T‑Mobile launched The Metro Drop, a new series of limited‑edition merch releases that turn Metro’s lowered plan prices and its 5‑year price guarantee on talk, text and data into wearable art. The first release, “The Price Drop Drop,” created with renowned Chicago artist Mía Lee (collabs: Urban Outfitters, Nike, Chance the Rapper), is now live at themetrodrop.com with graphic tees, statement hats and socks. “We lowered prices and locked them for five years because real savings matter — especially now,” said Karah Schmitz, Vice President of Prepaid. “The Metro Drop brings that promise to life in a way people can see and wear. It’s a bold, tangible reminder of the value Metro delivers every day. Mía’s art perfectly captures the spirit of our customers: creative, rooted in community, and unapologetically original.” Known for her expressive, character-driven style and community-rooted storytelling, Lee brings her South Side Chicago perspective to the collection and celebrates the hustle, heart and individuality that define the neighborhoods Metro serves.
“Everything I create is about reflecting the world around me. This collection is inspired by the energy that raised me: the people, the colors, the spirit of Chicago’s South Side,” said Lee. “Partnering with Metro felt natural because they show up the same way I try to — with honesty, intention, and a deep love for where we come from. This collab with Metro isn’t just about fashion. It’s about being seen, being heard and showing pride in where you’re from. I wanted every piece to feel like it could’ve come right off your block.”
