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2014 Soccer World Cup

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Música y espectáculo maestro.

  • Musica y Espectaculo Maestro! Music and Celebrities/Entertainment stars are the lifeblood of Hispanic Marketing. Find out about the new power of Entertainment stars. The crucial role of Content Marketing in amplifying Entertainment Marketing messages. Plus, why mobile media rocks in Hispanic music consumption.
  • Creative Destruction: How the Advertising Technology sector is reshaping the Marketing and Media industries and, in the process, redefining itself.
  • Soccer: Stonger than Ever! A review of what last Summer’s Soccer World Cup in Brazil meant to global and U.S. Hispanic Marketing and Media. The main marketing campaigns leveraging the World Cup. What changed versus the prior World Cup. How are the major networks refining their content offerings going forward and more….
  • Plus Data and Analysis to help you Compete in the Marketplace! 

Portada interviews Georgina Flores, Director of Integrated Marketing Communications for AllState Insurance, about the current #SoyLaMala Suerte World Cup campaign. As Director of Marketing at Allstate Corporation, the largest publicly-held insurer in the U.S., Georgina Flores is responsible for  marketing and Multicultural marketing strategy and communications.

Mexico ya perdio #SoylaMalaSuerte a user posted on Twitter last week when Mexico lost its World Cup playoff match against the Netherlands. Other Twitter users are using the hashtag #EnviaLaMalaSuerte (translated: “Send bad luck” to wish bad luck to teams at the World Cup. For example, Twitter user Arturo Mejia just tweeted to his followers that they should send bad luck to the Netherlands (Holanda) for its Wednesday semifinal match against Argentina:

Georgina Flores, Marketing Manager, AllstateFor the past four years, Allstate’s Mala Suerte has personified the bad luck that can come with not having the right protection. Now, with soccer’s biggest event at stage, the @SoyLaMalaSuerte Twitter handle is providing devoted soccer fans the opportunity to send bad luck to rival teams competing in this summer’s biggest matches. Through spontaneous appearances, @SoyLaMalaSuerte is taking ownership of bad moment events in real-time, like Brazil and Bosnia’s autogoals, tweeting to the delight and frustration of fans and followers.”The new @SoylaMalaSuerte campaign is being supported by organic and paid Twitter campaigns”, Georgina Flores, Director of Marketing at Allstate (photo right) notes. Other paid media components also include TV, digital and print. See the online video and TV spot below:

The campaign also has a print component: The Mexican National Team game program book and and on-site messaging at Mexican National Team matches that took place in Chicago and Boston in early June. “All Mala Suerte/Hispanic soccer social media content is custom developed for the program and in many cases, is executed in real-time. We partnered with Lapiz/Leo Burnett and together we manage the social media pages, including supporting @SoyLaMalaSuerte’s real-time social activation around the World Cup,” Flores asserts.

Language?

#SoyLamalaSuerte

Does @SoylaMalaSuerte or #Envialamalasuerte not restrict the usage of the hashtag to only Spanish-dominant Hispanics as it is written in Spanish?
“We don’t have any restrictions on language use of #EnviaMalaSuerte. We have been receiving tweets in English and in Spanish with the hashtag from people who want Mala Suerte to send bad luck to their rival teams and Mala Suerte has been responding to them regardless of language used,” Flores answers.

 

This is the second of a series of articles about how Fortune 500 companies are leveraging the World Cup in their Marketing Campaigns. The first article was How Chevy leverages Soccer Passion for its new Hispanic campaign.
DOWNLOAD Portada’s 2014 Soccer Marketing Guide compiled in partnership with Soccer.com and AC&M Group.

Brands are heavily taking aim at Hispanic World Cup fans. According to Adweek, Univision’s digital revenues in the upcoming 2014 Soccer World Cup have doubled versus the 201o World Cup. The rationale behind the strong growth is that even if Team USA looses early in the tournament, Americans, particularly US. Hispanics, will have many other Latin American and European teams to cheer for. As the biggest show in the world, the 2014 Soccer World Cup, starts this Thursday June 12 at 4pm EST with the match between World Cup host Brazil and Croatia, Portada interviewed  Juan Carlos Rodriguez, president of Univision Deportes, to talk  about this major global marketing and advertising event.

2014 Soccer World Cup
2014 Soccer World Cup

According to Rodriguez, the 2014 World Cup is going to be the most succesful ad-event in the history of Univision. An important reason behind the success is the fact that the 2014 World Cup in Brazil is taking place during a very similar timezone:  “This is the closest to prime-time we will be getting unless the World Cup comes back to the U.S.,” notes Rodriguez highlighting the commercial appeal of the broadcast rights, particularly on the East Coast (EST). On the Pacific Time Zone many matches will take place during the day, so that they will be streamed and seen at work. Univision Deportes also has the rights for digital video including desktops and mobile (smartphones, tablets etc…). While digital video ad revenues has increased substantially, Rodriguez says that there still is not a clear business model to monetize online video assets:  “Digital video everyone wants to dance but no one really knows what the dance is about.”

This is the closest to prime-time we will be getting unless the World Cup comes back to the U.S.

Long Sales Cycle

Another reason for Univision’s commercial success is that the World Cup was offered to advertisers not only during the 2013 upfronts but also during the 2012 upfront season.  At the time we talked with Rodriguez, a few weeks ago, there were still some open opportunities in the scatter  market. “Scatter has gone bigger and bigger”, says Rodriguez. We have been enlarging the game window from two hours to two and a half hours to make room for advertising. ” Univision Deportes has two type of clients. First type clients are 2-year plan partners which take a holistic approach and also include digital video (usually with a 90:10 ratio in favor of broadcast advertising). The second type of clients into which Univision Deportes is still selling into now are scatter clients who buy TV and Digital separately. Univision has several  other World Cup opportunities besides prime-Time TV and online video. They include promotions during the numerous World Cup News and Entertainment programs taking place during the 4 weeks the World Cup lasts. In addition, Univision Deportes is partnering with Televisa for the Super Guia magazine. It will promote the magazine and provide content, while Televisa will be managing most of the advertising sales.

We have been enlarging the game window from two hours to two and a half hours to make room for advertising.

The allure of Sports content

Sports content has a much less fragmented audience than other types of content due to the popularity of live programming. That is why, according to Rodriguez, the rights acquisition business is so important. Another key question is “once you have the rights, how do you proccess thems:

What happens after the World Cup?

Photo: Milas Page. Creative Commons.
Photo: Milas Page. Creative Commons.

Since 1978 Univision has had the Spanish-language broadcast rights for the every  Soccer World Cup. This is going to change after 2014 as Telemundo won the Spanish-language rights for the 2018 World Cup in Russia and 2022 in Qatar. How is this going to change Univision Deportes approach to agencies and brand marketers? Rodriguez answers talking about his “every week the best Soccer strategy,” referring to the exclusive Major League Soccer Broadcast Rights that Univision Deportes will continue to have. “Univision is going to continue with its franchises of Liga Mexicana, Mexican National Team, U.S. National Team and Major League Soccer,” he adds. Another programming asset are the recently announced rights for the Copa America 2016,, the most important national team soccer competition in the Americas which in 2016 will be celebrating its 100 anniversary.

Other Sports

Boxing, Football (NFL), NBA (Basketball) and Baseball (MLB) are going to be the other sports, besides soccer, Univision is going to pursue heavily going forward. According to Rodriguez Boxing is also very appealing although not all brands are ready to support it.

 

DOWNLOAD Portada’s Soccer 2014 Soccer Marketing Guide made in partnership with Soccer.com and AC&M   Group.

Gustavo Guerra, Brand Marketing Director, TecateGustavo Guerra serves as brand director for Tecate and Tecate Light, Indio and Bohemia, part of the Heineken USA portfolio of Mexican brands.  Guerra is responsible for strategic planning, creative content and public relations for the Mexican beer brands. He also plays a key role in building a strong partnership with the commercial team, the distributors and the brand team at Heineken Mexico. In the below interview with Portada, Guerra talks about how his brands celebrate  the character of all Hispanic bicultural men 21 and older, and highlights that boxing is the second most-watched televised sport for his target audience after  soccer.

Portada: Can you explain Tecate’s involvement with boxing and why this sport is so important for Tecate’sMarketing?

Gustavo Guerra, Brand Manager, Tecate.:“Tecate and Tecate Light have been longtime supporters of boxing and for the last seven years we have positioned the brands very strongly with a 360 degree approach designed to ensure the brand is celebrating the character of all Hispanic bicultural men 21 and older. Not only does the sport align with our communication strategy “con caracter”, boxing is also the second most-watched televised sport among our target behind soccer.”

Portada: When it comes to reach out to Spanish-dominant and English-dominant Hispanics is Boxing as important to reach both Targets or is it different depending on the target?
G.G.: “The great thing about our target, bicultural consumers 21 and older, is that they speak both languages and choose when to use it. Therefore, all of our marketing communications are bilingual to ensure we’re reaching these consumers through a variety of touch points from digital to retail and social media.”

Portada: Please explain what your main Box Marketing activities in the U.S. are
G.G.: “We always take a 360 degree approach that includes retail initiatives (cross-merchandising promotions for viewing parties, POS and displays featuring images of the fighters, mail-in-rebate offers with the purchase of Tecate beer, etc.), social media campaigns to continue expanding the interaction with consumers and support hand-in with Top Rank, one of the most important promoters in the industry, of the biggest boxing fight of the year such as Julio Cesar Chavez, Jr vs. Bryan Vera (March 1, 2014), Manny Pacquiao vs. Timothy Bradley (April 12, 2014) and many more.

How do you support these activities with actual media buys (digital, print and TV)?
G.G.: “We support all of our marketing efforts with a mix of OOH, radio, TV, PR and social media campaigns in both Spanish and English, varying by markets.” (SMV 42 is Tecate’s media agency)

 We know you have the http://deportes.univision.com/solo-boxeo-tecate/ program. Please explain the details of the program (from the actual media buy to more content marketing types of activities).
G.G.: “Since boxing is such a big priority for the brand, we want to be involved in every level by not only supporting big fights but also sponsoring amateur and small fights like the Solo Boxeo Tecate program. Our main marketing activities with this program include PR and branding efforts. Solo Boxeo Tecate is a live action show that features Top Rank contenders as well as up-and-coming superstars such as Jessie Magdaleno, Jose Ramirez, etc.”

We are developing a program around 2014 World Cup that includes a significant media buy.

You were the marketing and commercial director of Club Deportivo Guadalajara S.A. de C.V. How do you see the U.S. Soccer Marketing scene? Do you think Mexican soccer can become even more important?
G.G.: “Since I’ve been living in the U.S. I have seen an increase in the number of brands using soccer as part of their marketing tactics to reach Hispanic consumers at various acculturation levels. Sponsorships and level of activations range from MLS to National teams, as well as support for amateurs similar to what we did in the past with Copa Tecate. Regarding Mexican soccer, we’ve seen a greater presence of talent making an impact in the U.S. For example, the Mexican National Team has executed its U.S. tour for the last few years and teams from La Liga have been invited to play matches in the U.S. so that fans have the opportunity to experience their favorite team live. For Hispanics, soccer is going to continue to be a key passion that will transfer through generations making this sport a stronghold in the marketing world when trying to reach this target.”

Is Tecate planning any marketing around the 2014 World Cup?
G.G.: “Indeed, we are developing a program around 2014 World Cup that includes a significant media buy (TV, radio and OOH campaigns), social media and PR support, as well as grassroots support in key markets.”

Prior Interviews with Tecate brand managers on their Hispanic and general market strategies:

3.1.2013:  Why Tecate chooses Inspire to reach second generation Hispanics

2.7.2012: Tecate’s Felix Palau on the creative agency change

Sports marketers and agents  are very busy after the World Cup Draw today in Costa do Sauipe (Brazil, Bahia).  Mexico will play in Group A with Brazil, Croatia and Cameroun. The United States will be part of Group G with Germany, Portugal and Ghana. So now is the time to arrange and market pre-World Cup friendly matches. Portada talked to Mevy Pierre Azaria, CEO of MCI Sport, one of the world’s most sought after soccer match agents. How much does Brazil get paid for a friendly match appearance, how much do Mexico or Honduras get paid? Find out below. 

sorteo.fifaThe 32 teams participating in the 2014 Soccer World Cup were assigned to 8 different groups in the draw that took place in Costa do Sauipe (Bahia, Brazil).  “The situation is very simple. All the teams have a draw with 3 opponents. Each of a group’s teams has a different geographical profile: Europe, Africa, South America and Asia (including Oceania),” Mevy Pierre Azaria, CEO of MCI Sport tells Portada. In order to prepare for the World Cup and play with opponents that are similar to the ones they will face in their group, the teams are now looking for suitable opponents for their pre-World Cup friendly matches.

Now that the draw results are out, agents such as Mevy Pierre Azaria will organize as many friendly matches as possible before the World Cup starts on June 12, 2014 in order to generate as much revenue for them in addition to the practice opportunity.

Mexico, will play 6 pre-World Cup matches, of which 5 will be played in the United States.
SoccerFifa ( Fédération Internationale de Football Association) has strict regulations about when  pre-World Cup friendlies can be played. One match can be played on March 5, 2014. The remaining matches can be played during the May 26-June 10, 2014 timeframe.  On May 26 all national team players will be released from the soccer clubs to the national teams. Mexico, will play 6 matches, of which 5 will be played in the United States (marketed by SUM – Soccer United Marketing), the sixth one will be played in Mexico. Mexico will now be looking for teams that are similar to its opponents in Group A (Brazil, Croatia and Cameroun). Soccer United Marketing will likely look for Africa, South American and European teams with a similar profile. Possible opponents could be Argentina (Brazil proxy), Cameron, Ghana or Nigeria (Cameroun proxy) and Serbia or Bosnia-Herzegowina (Croatia proxy).

How much do teams get paid for pre-World Cup friendlies?

National soccer teams get paid a fee for playing friendlies. The so-called appearance fee is a function of the team’s history, its current moment (e.g. France currently is paid an appearance fee of approximately US $1 million, but in times it was World Champion and  Zinedine Zidane played the few was approximately US$2 million), as well as the demographics of where the team plays. For example, Mexico matches in the United States have high fees due to the fact that most Hispanics are of Mexican origin and love soccer, says Mevy Pierre Azaria. “In fact, no other country has an exclusive contract with minimum appearances such as Mexico has with Soccer United Marketing (SUM),” he adds. Below is a table with an approximate amount of fees paid.

Spain gets paid 20 more times than Honduras

National Team

Appearance Fee (Aprox. in US $ millions)

Spain

2

Brazil

2

Argentina

2

Germany

2

France

1

Mexico (abroad except in the U.S.)

0.3

U.S.

0.2

Honduras

0.1

Guatemala

0.1

Honduras

0.1

El Salvador

0.1

Note: Teams have all the local costs covered. This includes hotel, food and local transport for a delegation of up to 50 persons.  Plane fares are deducted from the appearance fee with the exception of European teams where they are included in local costs. * Mexico matches in the U.S. are valued much higher.
Source:  Mevy Pierre Azaria

 

 

Sports marketers and agents  are very busy after the World Cup Finals Draw Friday in Costa do Sauipe (Brazil, Bahia).  Mexico will play in Group A with Brazil, Croatia and Cameroun. The United States will be part of Group G with Germany, Portugal and Ghana. Now is the time to arrange and market pre-World Cup friendly matches. Portada talked to Mevy Pierre Azaria, CEO of MCI Sport, one of the world’s most sought after soccer match agents. How much does Brazil get paid for a friendly match appearance, how much do Mexico or Honduras get paid? Find out below. 

sorteo.fifaThe 32 teams participating in the 2014 Soccer World Cup were assigned to 8 different groups in the draw that took place in Costa do Sauipe (Bahia, Brazil).  “The situation is very simple. All the teams have a draw with 3 opponents. Each of a group’s teams has a different geographical profile: Europe, Africa, South America and Asia (including Oceania),” Mevy Pierre Azaria, CEO of MCI Sport tells Portada. In order to prepare for the World Cup and play with opponents that are similar to the ones they will face in their group, the teams are now looking for suitable opponents for their pre-World Cup friendly matches.

Now that the draw results are out, agents such as Mevy Pierre Azaria will organize as many friendly matches as possible before the World Cup starts on June 12, 2014 in order to generate as much revenue for them in addition to the practice opportunity.

Mexico, will play 6 pre-World Cup matches, of which 5 will be played in the United States.
SoccerFifa ( Fédération Internationale de Football Association) has strict regulations about when  pre-World Cup friendlies can be played. One match can be played on March 5, 2014. The remaining matches can be played during the May 26-June 10, 2014 timeframe.  On May 26 all national team players will be released from the soccer clubs to the national teams. Mexico, will play 6 matches, of which 5 will be played in the United States (marketed by SUM – Soccer United Marketing), the sixth one will be played in Mexico. Mexico will now be looking for teams that are similar to its opponents in Group A (Brazil, Croatia and Cameroun). Soccer United Marketing will likely look for African, South American and European teams with a similar profile. Possible opponents could be Argentina (Brazil proxy), Cameron, Ghana or Nigeria (Cameroun proxy) and Serbia or Bosnia-Herzegowina (Croatia proxy).

How much do teams get paid for pre-World Cup friendlies?

National soccer teams get paid a fee for playing friendlies. The so-called appearance fee is a function of the team’s history, its current moment (e.g. France currently is paid an appearance fee of approximately US $1 million, but in times it was World Champion and  Zinedine Zidane played the few was US$2 million), as well as the demographics of where the team plays. For example, Mexico matches in the United States have high fees due to the fact that most Hispanics are of Mexican origin and love soccer, says Mevy Pierre Azaria. “In fact, no other country has an exclusive contract with minimum appearances such as Mexico has with Soccer United Marketing (SUM),” he adds. Below is a table with an approximate amount of fees paid.

Spain gets paid 20 more times than Honduras

National Team

Appearance Fee (Aprox. in US $ millions)

Spain

2

Brazil

2

Argentina

2

Germany

2

France

1

Mexico (abroad except in the U.S.)

0.3

U.S.

0.2

Honduras

0.1

Guatemala

0.1

Honduras

0.1

El Salvador

0.1

Note: Teams have all the local costs covered. This includes hotel, food and local transport for a delegation of up to 50 persons.  Plane fares are deducted from the appearance fee with the exception of European teams where they are included in local costs. * Mexico matches in the U.S. are valued much higher.
Source:  Mevy Pierre Azaria