Ten shortlisted nominees for the Golazo Awards pitched their campaigns to the Golazo Award Jury at PortadaLat. Three 3 U.S. contenders were selected. They will be at the final contest at Portada’s Sports Marketing Forum in New York, on September 13th. The jury also determined the winner of the Golazo Latin America Award.
During PortadaLat’s first day in Miami, finalists, and semifinalists pitched their campaign to a highly specialized jury, integrated by Felix Palau, VP at Tecate, Heineken, Ed Carias, Sr. Brand Manager at El Jimador Tequila, North American Region, Brown-Forman, Vicente Navarro, Business Development Director, ACM Connect, and Andres Polo, VP Digital Marketing, Visa. The Golazo Awards were sponsored by Soccer.com.
After asking questions and deliberating how to cast their votes, the jury announced the winners.
The 3 U.S. finalists are:
- “My Inter Jersey” / Gravity
Represented by: Evgenia Novikova, Managing Director of Gravity Europe and an account lead for Inter.
Description: Fans of Inter love to wear their team colors loudly and proudly. Digital natives enjoy generating their own content, especially if they can put their name on it. Our goal was to drive awareness and sales of the new Inter Milan jersey by Nike.
- Audi Summer Tour/FC Bayern Munich LLC
Presented by: Benno Ruwe, Head of Partnerships, Bayern Munich
Description: The 2016 U.S. Audi Summer Tour campaign gave fans that haven’t been to Munich the chance to see their team on home soil. Fixtures in Charlotte, Chicago, and New York, appealed to general sports and soccer fans, including the large Hispanic Bayern fanbase and population there.
- AT&T/MNT/The Marketing Arm
Presented by: Roberto Saucedo, VP Integration, and Andres Reyes, President Multicultural.
Description: In efforts to connect with Hispanic Millennials, The Marketing Arm (TMA) launched the Expresa Tu Pasión soccer campaign, a collaboration between AT&T and the Mexican National Soccer Team (MNT). This campaign engaged Hispanic Millennials, both socially and in the real world through exclusive experiences and activations.
The Golazo Award Latin America winner:
- Pepsi “Momentos”/UEFA Champions League/BBDO
Represented by: Carlo Espinoza, Sr. Marketing Manager,
Description:In 2017, in its second year as a sponsor of the Union of European Football Associations (UEFA), Pepsi launched its first global campaign based on a “Moments” creative platform. The campaign is active in nearly 75 countries including most of Latin America and the U.S. The #PepsiMoment campaign, which features football/soccer stars Sergio Agüero, Alexis Sánchez and Vincent Kompany, looks to build on and associate the Pepsi brand with fans’ excitement in the lead-up to the UEFA Champions League Final on June 3 in Cardiff, Wales.
Feature Image: Carlo Espinoza, from Pepsi, and Fernando Fiore