What: Patty Marchak, international director at Club América, tells us about the Mexican soccer team’s expansion plans in the U.S..
Why it matters: Sports marketing agency PRIMETIME Sports has entered into a partnership with Club America as the team’s U.S. commercial rights agency including producing Tour Aguila and leading sponsorships & broadcast rights.
Portada: Why is now the right moment to reinforce America’s presence in the U.S.?
PM: “We wanted to amplify our U.S. efforts and the Club’s 100 year anniversary was ideal timing for this.”
Portada: What is your multi-tiered brand expansion plan?
PM: “Through our partner, PRIMETIME Sports, we will provide brands in the U.S. with the year-round opportunity to connect with our fans across all of our connection points.
A key component is the kick-off of our annual Tour Aguila – a series of match platformances that deliver an unparalleled Americanista experience for fans and heightened engagement for brand partners. These matches will be played in top Hispanic markets and will be broadcast in the U.S. (soon to be announced partner) and in Mexico trough Televisa.”
Portada: What are the most important challenges you face in the U.S. market?
PM: “Our main goal is to share our story with potential brand partners in the U.S.. Club America provides a passionate point of connection for U.S. Hispanic fans. Liga MX keeps fans engaged year-round and in 2015 was again the most-watched soccer league in the U.S., regardless of language, representing 44% of soccer club viewing on national broadcasts. To put that in context, the Premier League was second at 26%.”
In the most-recent Liga MX Clausura 2015 season, Club America averaged more viewers than any other team in addition to being the most-winning Club in Mexico and the CONCACAF region.
Portada: How will you face this challenge?
PM: “By working with strong partners, staying in tune with the market and listening to fans, testing and learning across social/digital /experiential channels.”
Portada: What is Primetime’s biggest task as America’s agency?
PM: “They will produce and manage TOUR AGUILA and share the powerful value proposition Club America can provide in the U.S. year-round with brands/marketers.”
Portada: Which new digital platforms is America using to get closer to the fans?
PM: “We recently released a fun and exciting collection of Club America stickers and emojis that allow fans to “feel” the action inside their mobile messaging app as players kick, juggle soccer balls, block and score. Fans can access the collection by downloading the free Thumbkandi app. We are also developing specific channels and innovating those that we already have. In fact,we have a new app coming this year.”