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A new arrival to the 2016 U.S. Hispanic sports media scene. Spanish-sports site As, owned and operated by Grupo Prisa, is launching As USA, a U.S. Hispanic edition of the site at http://us.as.com/us/.
Sports, with the passions it arises and its strong global Latin soccer celebrity element, is content that can travel extremely well in the Spanish-speaking world. That seems to be one of the main reasons why Spain’s Grupo Prisa is launching a U.S. edition of its sports website As.com. The move reflects how Grupo Prisa, the largest media company in Spain and one of the largest ones in the Spanish-speaking world, continues to bet on the Americas.
The site has been active (soft launch) since November 15, Gonzalo Ochoa, Managing Director at PRISA Brand Solutions Americas tells Portada.
Alejandro Gomez, a former director of Mexican sports daily Record, based in Mexico City, is in charge of both the U.S. Hispanic and the Mexican Edition of As. The newsdesk for the U.S. Hispanic edition is located in Miami. It has 7 reporters, including sports journalist Daniel Hidalgo, who recently relocated from Spain.
In addition to the Miami and Mexico City newsrooms, As has editorial presence in Chile and Colombia. The main newsroom is based in Madrid, where As houses more than 100 journalists for its Spanish online and print editions.
We have an editorial team of 7 people based in Miami led by Chief Editor Daniel Hidalgo.
Miami based Prisa Brand Solutions will sell into the U.S. Hispanic edition of As. The unit, led by Ochoa, also sells into other Grupo Prisa digital properties (e.g. El Pais.com), to advertisers targeting U.S. Hispanics and Latin America (pan regionally). In addition to the U.S. Hispanic edition, As, which in English means “star player”, also has local editions in Colombia, where it was introduced through Grupo Latino de Publicidad (a Prisa owned Bogota, Colombia, based multimedia ad sales company). The Mexican As edition also benefits from cross promotion with Televisa Radio (Grupo Prisa owns 50% of Televisa Radio and the remaining 50% is owned by Televisa.).
The Latin American combined audience of As is of approximately 4.5 million unique users. (The site is in the top 3 position in the sports category in many countries including Chile, Colombia and Mexico). In the U.S. Hispanic market the site attracts approximately 650,000 unique users and the goal is to double that amount within the next year.
In the U.S. Hispanic market As reaches approximately 650,000 unique users and the goal is to double that amount within the next year.
Video and Branded Content Opps
Video will be a key attraction to advertisers in the U.S. Hispanic edition of As, says Ochoa. High impact units on the home page (e.g. Wall paper video) are very coveted by advertisers. Branded content campaigns are also in high demand. According to Ochoa, the strongest ad-categories include telecommunications and automotive. Companies in both categories aggressively market to the Hispanic consumer.
The new site’s base content will be soccer, a substantial amount from Spain led by the Real Madrid and Barcelona teams (“La Liga”). Substantial editorial focus will also be placed on Latin American players playing in Europe’s Champion’s League (e.g. Argentinean Lionel Messi, Uruguay’s Luis Suarez and Mexican forward Javier “Chicharrito” Hernandez. Other soccer coverage will include MLS and the NASL (other major soccer league) and the Mexican League. Other sports are NFL, NBA and MLB.
The upcoming Copa Centenario to be played in the U.S. as well as the Olympic Games and Latin American Soccer leagues will also be part of the content program.
As USA will be officially launched at an event in Miami at the Spanish Consulate on January 21.
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