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What: MLS has announced a series of partnerships reflecting and promoting the diversity of its teams and fans.
Why it matters: More than any other league in North America, MLS thinks and act multilingual in almost every business action it has.

Jen Cramer

“For brands, Major League Soccer (@MLS) is the property that best reflects who North America is today.”

That pretty heady statement by MLS SVP of Partnership Marketing Jen Cramer may make some skeptics roll their eyes (especially those heavily engaged in everything from the NFL and NBA to NASCAR and MLB), but as MLS kicked off a new season last weekend and into this week, the Don Garber (@thesoccerdon) led property is still on the upswing, especially for those looking to the multicultural marketplace that can deliver across all three North American countries and through the grassroots and into even more elite play like the U.S. men’s and women’s National teams. And for brands looking for engagement, MLS continues to be a growing, proactive and somewhat disruptive sweet spot, especially when you look at the key element not just of impressions, but of long term value add, at a pretty cost-effective price.

WHAT’S IN STORE FOR THE SPRING

Some of the highlights of the 24th season that will have broadcast partners ESPN (@espn) (which just added the Caribbean and Latin America to its growing list of MLS territories), FOX (@FOXSports), Univision (@UnivisionSports), TSN (@TSN_Sportsand TVA (@TVASportsas well as a growing partnership with Twitter engaged more than ever will include the addition of a 24th club, a new stadium in Minnesota, a new crop of dynamic players – including the South American player of the year, and a new playoff format that will further reward regular season performance. The league is coming off its most successful season in 2018 with record revenue for attendance, the debut of two new world-class venues in LA and Wash. D.C., record TV viewership, and the highest quality of play in league history; more than any other league in North America, it thinks and acts multicultural in almost every business action it has.

We have to always ask ‘how do we create more value’ and develop true partnerships, especially in a multicultural audience.

That multicultural impact is felt by everyone; from fans and players to brands and media partners.

“Our goal was and remains to create unique tie ins and campaigns with our partners for a diverse fan base that consumes the game of soccer in so many forms,” Cramer added. “We know for that to work it has to be authentic to each group; you can’t really fake it and hope it gets accepted. It must be a real engagement that makes sense to all involved, and that includes all we do in the multicultural space, especially as we market to a young bilingual Latino audience.”

The examples extend beyond brand marketing and into the digital and promotional campaigns the league is rolling out. Their 2019 “Our Soccer” campaign is featuring Multi-Platinum Latin Superstar Prince Royce (@PrinceRoyce). The campaign, a big push to unite sports, culture, and entertainment, features an anthem that expresses the unique experience of being an MLS fan and the growth of the soccer movement in North America. It was produced in English, Spanish, and “Spanglish” (a fusion of English and Spanish), French-Canadian (for MLS fans in Quebec) and will run on MLS partner networks including ESPN, FOX Sports, Univision, TSN, and TVA Sports, and across international broadcast partner platforms, as well as the league’s own digital channels.

The “Our Sound” spot, voiced by Prince Royce, features him wearing Inter Miami CF gear, the MLS expansion club co-owned by cultural icon David Beckham, while at a party watching a soccer game alongside Grammy-nominated producer and DJ TOKiMONSTA (@TOKiMONSTA), representing her hometown, featured wearing a Los Angeles Football Club jersey.

RAMPING UP DIGITAL

On the digital side, the MLS reinvestment includes expanding its relationship with Twitter, streaming its Univision game of the week, along with an expansion of utility and fan engagement touch points in the relaunched MLS app, most if not all of which will cater to a mobile savvy, and diverse audience. MLS’s content production team also serves as the in house storytelling agency for many of its partners both on the brand and the media side, which helps streamline the engagement process for all.

“We have a young, savvy audience that enjoys very diverse and very unique content,” added MLS Senior Vice President – Media Chris Schlosser. “It is our challenge and our responsibility to deliver that diverse content with ease of use to our fans however they would like it, and our growing and changing offerings reflect that need and where we can take it.”

ENGAGING BRANDS

Then there are the brands and their engagement touchpoints, both in the community and directly with the team and its players, be it in venue, on broadcast or in the digital space.

Leading the new initiatives is Kellogg’s (@KelloggsUS), which will run a national campaign featuring bilingual packaging. The two-year partnership will have Cheez-It® and Pringles® as the league’s official snacks, Eggo® will be given the designation as the official waffle, and Kellogg’s will become a core partner of eMLS – MLS’ competitive EA SPORTS™ FIFA 19 league. Cheez-It® and Pringles® will become presenting partners of the eMLS Player Lounge and the presenting partners of the 2019 eMLS Player Profiles, a digital series highlighting competitor’s personal stories.

The wide-ranging partnership also features digital, video and content brand integration, in-stadium exposure, on-site activation at events, and a new sweepstakes where lucky fans have a chance to win a trip for two to the 2019 MLS All-Star Week in Orlando, along with other prizes. The campaign will include more than 20 million boxes on display during the season, taking the partnership direct to casual fans more than ever before.

“As MLS viewership and engagement rises in record numbers, our sponsorship gives Kellogg’s and our retail partners a unique opportunity to reach the diverse Hispanic, Gen Z and Millennial audiences through their passions – soccer and gaming – with unique experiences,” added Zion Doran, Senior Director of North American Promotions, Kellogg’s.

Another expanded relationship for 2019 is with longtime partner Coca-Cola (@CocaCola), which will employ its new and innovative “Sip & Scan” technology via a national retail program with MLS Club and League marks featured on over 500,000 packages

Audi (@Audiwill also continue with its Audi Player Index, providing fans data and insights to illuminate discussion on the sport they love as well as other brand extensions both nationally and with ten clubs.

Join us at PORTADA LOS ANGELES on March 15, 2019 at the Loews Beach Hotel Santa Monica, where we will dive deep into sports and soccer marketing’s preeminent topics. Attendees will also be able to benefit from Portada’s meet-up service of three-eight-minute meetings with top brand executives!

Then there is Adidas (@adidas), in the first year of long-term partnership running through 2024. Looking to capture not just the multicultural soccer fan, the brand is working with MLS on fashion initiatives, featuring a Stadium to Street narrative, engaging with local creators/influencers to tie both soccer and culture together. The program will include both traditional media and digital activations, as well as programs featuring the ten markets the Adidas Creators Network is in, ranging from New York and LA to Portland, Seattle, and Toronto.

“We have always known that soccer and culture go way beyond the game and to have a partner like Adidas help us visualize that tie on a national scale with such diversity of thought and content is really unique, and compliments all we are trying to do to drive fandom and the love of soccer to everyone,” Cramer said.

Another key expansion of growing the culture of MLS tied to brands is the partnership with JLab Audio (@JLabAudio), the league’s wireless headphone and speaker provider. Players, starting with DC United’s Wayne Rooney, will create an MLS x JLab Player Playlist program that will feature a once-a-month playlist that will be supported across MLS and partner channels. The playlist will reflect the diversity of the league and will be a big boost in connecting casual fans to some of the league’s most unique personalities through the medium of sound.

Those partnerships, in addition to evolving existing partnerships with companies like Heineken, The Home Depot, Wells Fargo and AT&T, as well as localized expansion with brands through new deals, like kits sponsorships (Chicago Fire – Motorola, Houston Dynamo – University of Texas MD Anderson Cancer Center, Seattle Sounders – Zulily and FCC – Mercy Health ) all continue to paint a robust, aggressive and proactive picture for MLS heading into a landmark season, especially for a league that has the highest preponderance of millennial (39%), Hispanic (34%) and female (41%) fans in North America.

POISED FOR A BIG YEAR

“Our fans and our brand partners are just like our players, they demand excellence,” Cramer concluded. “We have to always ask ‘how do we create more value’ and develop true partnerships, especially in a multicultural audience. We want to keep building relationships that are solution based and really set us apart, and we think that these initiatives, as well as ones to come, are helping us get there.”

“There” is a continued bright future for MLS as a quarter century approaches, new stars and stories keep being refined, and soccer brand marketing rises across this spring and summer.

Subscribe to Portada’s weekly Sports Marketing Updates!

What: MLS and Liga Bancomer MX have reportedly discussed the possibility of a superleague, encompassing clubs in Canada, the U.S. and Mexico.
Why it matters: The opportunities for partners in such a superleague would be enticing, with more than 50 combined markets across North America.

credit: Flickr/Paul Bailey

When The United Bid (@united2026), submitted together by the U.S., Canada and Mexico soccer federations, to host the 2026 FIFA World Cup (@FIFAWorldCupproved successful, speculation grew that the partnership between the North American nations could be expanded into other areas to further grow the game on the continent. Now fans are wondering what a combined Major League Soccer (@MLSand Liga Bancomer MX (@LIGABancomerMXmight look like, as reports out of last month’s Leaders Summit in the UK quote Liga MX President Enrique Bonilla as being open to further discussion.

“It’s a possibility, a North American league,” he said to reporters there. “We have to determine how and see the pros and cons, but I think that’s a way to grow and to compete again. “If we can make a World Cup then we can make a North American league or a North American cup. The main idea is that we have to grow together to compete. If not, there is only going to be the rich guys in Europe and the rest of the world.”

…[T]he combined North American entity for World Cup, the MLS-Liga MX superleague would represent a huge opportunity for multinational companies like Adidas and AT&T…

The Campeones Cup (@CampeonesCup), held in September between Toronto FC of MLS and Tigres UANL of Liga MX, can be seen as a direct manifestation of the same spirit of partnership that made The United Bid possible. Tigres won by a 301 count in Toronto, and while the building was half-full, the blueprint for future on-field matches of consequence was set.

“We think this opportunity with the World Cup in 2026 opens the door for us to make a lot of things different and better,” added Bonilla.

“We have been discussing with Liga MX additional ways we can collaborate on and off the field,” said MLS executive Dan Courtemanche at the same event. “We are excited about the future opportunities that exist between our two leagues.”

The Portada Brand-Sports Summit in Los Angeles on March 15, 2019 (Hotel Loews Santa Monica) will provide a unique setting for brand marketers to learn about the opportunities sports and soccer content offers to engage consumers in the U.S. and Latin America.

So what would a combined North American professional soccer organization look like, beyond the Campeones Cup? Liga MX, which has been in existence for more than seven decades, is currently comprised of 18 teams across Mexico, and MLS, which began competition in 1996, comprises 20 U.S. and 3 Canadian sides. 41 clubs would seem to be an unwieldy number, but fans who follow college sports here know that “Power 5” schools, the largest NCAA programs, total more than 60 schools, each with huge fan bases over a diverse combined footprint.

For marketers, there may be some initial negotiation to be done with exclusive sponsors, at least until current deals expire, on both the MLS and Liga MX ends. But in the same way that partners will be working with CONCACAF (@Concacafand the combined North American entity for World Cup, the MLS-Liga MX superleague would represent a huge opportunity for multinational companies like Adidas (@adidasand AT&T (@ATT), which have official partnerships with both leagues, and any of a dozen beverages, airlines and banks that could gain a foothold across the continent in one fell swoop. Not to mention what a Fox Sports, ESPN or NBC/Telemundo could do to attract broadcast advertisers for such a wide-ranging organization.

Some U.S. fans, their own squad not qualifying for World Cup, took to rooting for Mexico last summer. It would be in that spirit: a bold move, one which would have dozens of moving parts and would require concessions and copious amounts of cooperation and faith from both ends to make a reality. But sometimes the sum of the parts is greater than the whole; getting huge organizations, with layers of politics and red tape to fight through, to subscribe to that concept might be too big an obstacle to overcome. But fans of the superleague can always dream.

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A summary of the most exciting news in soccer marketing. If you’re trying to keep up, consider this your one-stop shop.

  • LaLigaLaLiga North America launched its #BringUStheGame campaign, addressing the growth of soccer in America and “the desire from American fans to bring the greatest soccer league in the world to the US to play the first ever European club regular season match held outside of Europe.” The game between FC Barcelona and Girona FC will be played at the Hard Rock Stadium on Jan 26 in Miami, Florida.

 

  • New US-based OTT Vidgo had a nationwide debut with the Barcelona vs Real Madrid streaming. This represented a ‘soft launch’ of its Latino package in anticipation for Sunday’s El Clásico clash, which was streamed via BeIN Sports. CEO Shane Cannon told Light Reading that the opening week was a success.

 

  • The Conmebol has signed a new four-and-a-half years sponsorship deal with Qatar Airways. The deal sees the Qatari company become the organization’s official airline. Conmebol president Alejandro Dominguez said: “The Conmebol competitions have a great legacy and are among the most exciting and competitive in the world, and thanks to recent reforms to raise their standards, they are also among the fastest growing sports competitions.”

The Portada Brand-Sports Summit in Los Angeles on March 15, 2019 (Hotel Loews Santa Monica) will provide a unique setting for brand marketers to learn about the opportunities sports and soccer content offers to engage consumers in the U.S. and Latin America.

  • Lavazza USAEnglish soccer teams Liverpool and Arsenal have both announced regional three-years deals with Italian coffee brand Lavazza. Limited to UK-territory, Lavazza will become the official coffee partner of the two clubs. The Italian company will also become the exclusive coffee supplier at both Arsenal’s Emirates Stadium and Anfield, Liverpool’s historic home ground.

 

  • As part of its presence expansion in Latin America, Bayern Munich has launched a Spanish language online shop. The site maintains a similar form to its German and English equivalents, featuring more than 1,200 products, including replica shirts and household accessories.

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  • Real Madrid is close to signing a record ten-year, €1.1 billion (US$1.25 billion) sponsorship renewal with Adidas, according to Marca. If confirmed, this would represent the most expensive kit deal in soccer. Under its current contract, Adidas pays the club annually €52 million.

A summary of the most exciting news in multicultural sports marketing. If you’re trying to keep up, consider this your one-stop shop.

  • https://pbs.twimg.com/profile_images/1022907060948627456/FN6y9l8B_400x400.jpgUS Open ladies’ champion Naomi Osaka is set to sign Adidas’ biggest clothing deal with a female athlete. According to The Times, the deal is worth an estimated $8.5 million annually.

 

  • The MLB will continue to commemorate Hispanic Heritage Month with a slate of events and efforts designed to spotlight the contributions to baseball by Hispanic and Latino players throughout the month of September. Initiatives include special MLB Network vignettes highlighting Latino stars, social and digital content across MLB’s bilingual platforms, and in-park Club celebrations around the league. MLB also presented new media platforms designed to provide real-time, quality content to the Spanish-speaking Hispanic and Latino audience.

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  • Baloncesto Suprerior NacionalPuerto Rico’s premiere professional basketball league, locked a partnership with WSC Sports, the leader in AI powered sports video content, for automated creation and distribution of video highlights. WSC’s machine learning technology enables BSN to automatically create video highlights and share them across digital and social platforms. This is a small way for WSC to give back to Puerto Rico, following the devastation of Hurricane Maria in 2017.

 

  • DoritosTwitchCon 2018 will see Doritos in the trenches, with the announcement of the Doritos Bowl on Oct. 27 in San Jose. The event will have top gamers competing in Call of Duty: Black Ops 4’s new battle royale mode, Blackout, anchored by Ninja, Shroud, CouRage, and DrLupo. On average, Hispanics play video games more often than Non-Hispanics (12 hours per week vs. 9 hours for Non-Hispanics), according to a 2014 Think Now Research study.

 

  • JBL is expanding its presence among NBA players and teams. In addition to welcoming back champion Stephen Curry, NBA All Star Andre Drummond and Kristaps Porzingis, JBL is adding Giannis Antetokounmpo as an ambassador. The brand also announced a partnerships with the Chicago Bulls and Miami Heat starting during the 2018-2019 season.

A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting Latin American consumers right now.

For prior Sales Leads LatAm editions, click here. 

  • Adidas

Adidas has consolidated its global media business. As part of the brand’s drive behind their 2020 ‘Creating the New’ strategy, Adidas will align all areas and territories and has appointed WPP’s MediaCom to execute the holistic approach from September 2018.After a competitive pitch,  MediaCom was selected as the agency to help Adidas and Reebok continue the momentum behind both brands and deliver a winning media approach. The combined brief will be executed across all platforms with a focus on innovation aligned to the brand’s strategic business plan; ‘Creating the New’.The areas of responsibility for the agency teams globally will include media planning, integrated media consultancy and buying, consumer insight and measurement. The two hubs for the global business will be London for Adidas and New York City for Reebok, with MediaCom staff also positioned around key focus locations for the brands across the world.

  • Latam Airlines Brazil

LATAM Airlines Group S.A announced that its consolidated affiliate TAM Linhas Aereas S.A. (“LATAM Airlines Brazil”), does not intend to renew or extend its operating agreement with Multiplus S.A., its loyalty coalition affiliate, after December 31, 2024. Concurrently, LATAM Airlines Brazil announced its intention to offer to acquire all of the common shares in Multiplus that LATAM’s affiliates do not currently own, and to subsequently de-list Multiplus from the B3 Novo Mercado in Brazil and cancel its registration.The acquisition of Multiplus and its full integration into LATAM’s network will, together with LATAM Pass, create what LATAM estimates will be the fourth largest frequent flyer and loyalty program in the world (measured by member base), and will cement the LATAM Group’s relationship with 21.1 million members at Multiplus. Multiplus members’ points and redemption benefits will remain intact, and Multiplus’s commercial partners will benefit from enhanced customer acquisition, retention and share of wallet.

  • Pizza Hut

Yum Brands hopes its new alliance with Telepizza, which was closed last May, will further expand its Pizza Hut brand internationally and that refocusing on a primarily delivery-based store model will help drive sales for the pizza chain. Pizza Hut’s agreement with Telepizza will position the combined companies as the largest pizza chain across Latin America and the Caribbean. The partnership calls for Telepizza to open at least 1,300 new stores over the next 10 years and a minimum of 2,550 stores total over the next 20 years, said David Gibbs, Yum Brands president and CFO, on a Yum Brands earnings call Aug. 2.

 

 

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the below campaigns, please contact Sales Manager Isabel Ojeda at isabel@portada-online.com.

 

  • Hampton by Hilton

Hampton by Hilton, the global hotel brand known for its commitment to authentic service and great value, celebrates its Middle East debut with the opening of Hampton by Hilton Dubai Airport, marking the largest property in Hampton’s global portfolio. The opening of Hampton by Hilton Dubai Airport reinforces the brand’s commitment to international growth, driven by concerted efforts in China and Latin America, while deepening its reach in the U.S. and Europe. The opening bolsters Hampton’s international footprint of more than 2,380 hotels in 22 countries and territories. With the largest pipeline in the brand’s history and in the Hilton enterprise with 620 planned hotels, Hampton is positioned for successful, rapid and steady growth in its target markets. Hampton recently opened its first hotel in Kazakhstan, and soon will enter into Argentina, Chile and France, with continued expansion in China, where it is the fastest growing international hospitality brand in the country.

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact Sales Manager Isabel Ojeda at isabel@portada-online.com.

A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting Latin American consumers right now.

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the below campaigns, please contact Sales Manager Isabel Ojeda at isabel@portada-online.com.

For prior Sales Leads LatAm editions, click here. 

  • Adidas

Mediacom, part of WPP and GroupM agency, has won the Adidas US$300 million media account. The appointment puts an end to agency Carat’s nearly 20-year relationship with the brand. Carat had handled media planning and buying for Adidas in the U.S. and U.K. for 19 years. This is a huge win for MediaCom and its holding company WPP.

 

 

 

 

 

  • Hilton

Hampton by Hilton, Hilton’s upper-midscale brand and leader in the category, announced the signing of its second Hampton by Hilton hotelin Argentina – Hampton by Hilton Buenos Aires Parque Leloir. Owned and developed by Romay Desarrollos Inmobiliarios, the 72-room hotel is set to open in 2021 and will form part of the Thays Parque Leloir mixed-use building, featuring two swimming pools, a fitness center, spa, convention center, retail, residences and a variety of dining outlets.Hilton currently has a portfolio of more than 130 hotels and resorts open and welcoming travelers in the Caribbean and Latin America, including three hotels in Argentina. The company has a robust development pipeline of more than 80 hotels throughout the region, including five hotels under construction in Argentina.Hampton by Hilton Buenos Aires Parque Leloir hotel will participate in Hilton Honors, the award-winning guest loyalty program for Hilton’s 14 distinct hotel brands. In addition, Hilton has opened its second dual-branded hotel in Mexico under the Hampton by Hilton and Homewood Suites brands.Inversión y Desarrollo de hotels en Mexico developed and owns the dual-branded Hampton by Hilton Monterrey Apodaca and Homewood Suites by Hilton Monterrey Apodaca.The new dual-branded hotel is part of Hilton’s expansion across Latin America and the Caribbean with a focus in Mexico. It follows the opening of the 190-room Hilton Garden Inn Mexico City Santa Fe and the 172-room DoubleTree by Hilton Mexico City Santa Fe in February 2018.

 

 

  • Avis Budget

Avis Budget Group, Inc. has selected its Avis and Budget Licensees of the Year for Latin America/the Caribbean. This year’s recipients for the region are Avis Peru and Budget Mexico. Each honoree accepted the accolade at a celebratory event held in Hollywood, Fla.The annual Licensee Awards recognize licensee partners that have demonstrated growth in annual financial performance, measured against their respective country’s economic conditions, excellence in customer service and alignment with the brand’s initiatives.”In Latin America and the Caribbean, we primarily operate through licensees so it’s imperative that we have best-in-class stewards of our brands,” said Joe Ferraro, president, Americas, Avis Budget Group. Avis has been independently owned and operated in Peru for more than 35 years. The honoree also operates the Avis brand in Colombia and Ecuador.Budget has been operating in Mexico for more than 50 years. The honoree also owns and operates several Payless locations in Mexico.

 

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the below campaigns, please contact Sales Manager Isabel Ojeda at isabel@portada-online.com.

 

  • Zamora Company & Monarq Group

Zamora Company and Monarq Group have extended and expanded their three-year distribution partnership in Central America.From the beginning of this month, Monarq is also managing the distribution, sales and marketing of all Zamora brands in the Caribbean.Zamora is a Spain-based wine and spirits producer with core brands including Licor 43, Ramón Bilbao, Martin Miller’s, Lolea, Villa Massa, Mar de Frades and Yellow Rose.Monarq Group was founded in 2006 and is regarded as a leading independent regional import, distribution and marketing company focused on developing alcoholic beverage brands in Latin America, the Caribbean domestic and duty free markets and US duty free.

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the below campaigns, please contact Sales Manager Isabel Ojeda at isabel@portada-online.com.

A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting Multicultural consumers right now.

For prior Sales Leads editions, click here. 

  • Adidas

Mediacom, part of WPP and GroupM agency, has won the Adidas US$300 million media account. The appointment puts an end to agency Carat’s nearly 20-year relationship with the brand. Carat had handled media planning and buying for Adidas in the U.S. and U.K. for 19 years. This is a huge win for MediaCom and its holding company WPP.

 

 

 

 

 

  • Constellation Brands

Corona Premier and Corona Familiar – the first major Corona innovations in over 25 years – are already exceeding sales expectations, according to Constellation Brands. The beer marketer is also experimenting with premium refresher Corona Refresca in test markets. Corona Premier and Corona Familiar were launched last March in Constellation Brands´ major Hispanic markets. Corona Refresca, which comes in guava lime and passionfruit lime flavors, is marketed as a “premium spiked refresher” targeting women from 25 through 29 years old. The Svedka seltzer borrows the name of Svedka vodka, which is owned by Constellation. Corona Refresca was recently introduced in a handful of local markets, before deciding to go national, supported by English and Spanish language tv campaigns. Constellation took a similar approach with its new low-calorie Corona Premier brand, which was sold in regional markets before going national this year. The Corona Portfolio is brewed in Mexico by Constellation Brands and imported to the US by the company.

 

 

  • Albertsons

Publix Supermarkets Inc. has entered into an agreement with Idaho based Albertsons to buy three Safeway stores in Florida. Financial terms of the agreement were undisclosed, Abasto has reported. The three locations will continue operating under the Safeway banner until early September and will have grand opening dates with the Publix banners within the fourth quarter of this year.In 2008, Albertsons sold off most of its Florida stores, including 49 stores in a single deal to Publix, but held on to three locations in Altamonte Springs, Largo and Oakland Park. Now, with this deal, Albertsons will have no retail presence in Florida.Publix is Florida’s largest supermarket chain and currently has 1,187 stores in Florida, Georgia, Alabama, Tennessee, South Carolina, North Carolina and Virginia.

 

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the below campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@portada-online.com.

 

  • California Milk Processor Board (CMPB)

Gallegos United has released its first work for the California Milk Processor Board (CMPB) after winning the account from Goodby, Silverstein & Partners, Mediapost has reported. The new campaign, called “You Can Always Count on Milk,” shows a lack of demographic checkpoints as the brand wants to reflect that today’s market doesn’t need demographic silos in order to be “culturally attune.” The first phase of the new campaign includes TV, with spots both in English and Spanish, as well as a newly redesigned gotmilk.com. The campaign will run across online video, social media, retail point-of-sale, mobile push notifications, and, for the first time, search engine buys to link up with parents seeking questions like “how much milk can I serve my child?” or “is milk healthy for me? “The iconic Got Milk? tagline will continue to be placed at the end of the ads due to its “strong brand equity.”

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@portada-online.com.

A summary of the most exciting news in soccer marketing. If you’re trying to keep up, consider this your one-stop shop.

  • VisaTelemundo Deportes is adding to its sports content portfolio the exclusive Spanish-language U.S. media rights to the 2019 Copa America to be held in Brazil. Organized by South America’s soccer ruling body CONMEBOL, Copa America is the oldest international continental soccer competition and it determines the continental champion of South America.
    “We are extremely pleased to join forces with CONMEBOL and the Copa America tournament,” said Ray Warren, President, Telemundo Deportes. “It is a world-class event and perfectly aligns with our approach to partner with owners of the biggest and best global sporting events to bring them to our Spanish-language audience in the U.S.”

 

  • Visa, the Official Payment Services Partner of FIFA, released an analysis of foreign travelers’ spending during opening days of 2018 FIFA World Cup, discovering that in the stadiums, the share of contactless payments grew to 54%, inclusive of purchases made by fans from Russia and abroad.

Subscribe to Portada daily Sports Marketing Updates!

  • AeroméxicoOn Saturday, June 30, Aeromexico sponsored the short #FutSinGénero ( with no gender) tournament to promote equal rights among women and men in soccer. Soccer celebrities like Charlyn Corral, Lucero Cuevas, and Kenti Robles joined the event. The project has managed to create the Female Professional Soccer League in Mexico, and also to develop a strategic growth plan for professional female players.

 

  • It seems that Nike is close to becoming the winner of the World Cup jersey sponsorship battle. The Nike swoosh appears on the outfits of Brazil, France, and England, favorite teams to win the World Cup, plus Croatia, according to betting websites. Archrival Adidas still has Belgium, Russia, and Sweden in the quarter-finals, and Puma is adding Uruguay to the game.

 

  • As the MLS expansion process continues, Detroit remains in the mix. The bidders are hoping to bring Major League Soccer to the Ford Field. “I think MLS has now accepted the fact that Ford Field is the right place,” said Arn Tellem, vice chairman of the Pistons, who has been charged by owner Tom Gores with coordinating the bid in Detroit.

 

  • Wayne Rooney has confirmed he’ll be joining the MLS, through a 3 1/2 year designated-player contract with D.C. United. The British soccer player follows the lead of Swede Zlatan Ibrahimovic and retired countryman David Beckham by leaving Europe for MLS later in their careers. Rooney is expected to make his debut July 14 when the team opens its new stadium in Southeast Washington against the Vancouver Whitecaps.

A summary of the most exciting news in soccer marketing. If you’re trying to keep up, consider this your one-stop shop.

  • USLThe United Soccer League (USL) announced a partnership with WSC Sports, the leader in AI-powered sports video content, to automate and simplify USL’s video creation capabilities. USL will be able to create automated video highlights for more than 500 games of the regular season and playoff games. This places the USL on the same level as other WSC Sports clients that include the National Basketball Association, FIBA, Turner Sports and Cricket Australia.
  • Canadian Premier League has granted a conditional club for Vancouver Island. The club will begin to play in 2019, upon the completion of a lease agreement at Westhills Stadium in Langford.
  • Univision Deportes has made deals with Heineken, KFC, Nissan, and Walmart as sponsors for its World Cup coverage content, which will include reporting and analysis of the month-long tournament.
  • Adidas will be outfitting 12 teams in the upcoming World Cup, over Nike’s 10 gear sponsorships, according to REUTERS. While team deals are important for sales of football jerseys, “more critical for sales of boots is the sponsorship of top players.” According to REUTERS data, Nike expects 60% of all players heading to Russia to wear its boots.

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  • Twitter released a blog post sharing new data on which of the World Cup’s teams are the most mentioned around the globe over the past month. These are the top five: 1. Argentina. 2. Japan. 3. France. 4. England. 5. Spain.
  • CONMEBOL.comMP & Silva has made a formal offer to hold the media rights for CONMEBOL’s Copa America 2019 edition until June 13. The sales tender process will be open to broadcasters, digital platforms and media companies that operate in the United States territory and internationally and divided into two packages: the right to exploit the media rights in the United States in the Spanish language; and the right to exploit the media rights in the United States in the English language.
  • FOX Sports has made a deal with adidas as the presenting sponsor of the full company streaming effort across all digital platforms for the 2018 FIFA World Cup Russia. Coca-Cola is sponsoring the short-form 90 in 90 match highlights, one of the top-performing FOX Sports digital offerings, as well as joining adidas as a co-sponsor of Team Channels.
  • FanDuel is launching World Soccer Pick’em, presented by GameCredits. This marks the company’s first fully integrated fantasy US product for a global sporting event. Soccer fans will have access to a wide range of fantasy contests for the World Cup. FanDuel’s World Soccer Pick’em is available starting today, June 7th on FanDuel.com and on the FanDuel app.

What: The Association soccer league has created a new, athletics-based way of networking in Los Angeles.
Why it matters: Big brands like SpaceX and Beats by Dre are already on board in this opportunity for multicultural connections in the diverse Los Angeles market.

Successful sports marketing, especially around the fast-growing business of soccer in the United States, is all about networking, seizing opportunities and the converge of events.

Meet The Association soccer league.

Billed as a place where soccer and culture meet, and partially coordinated by colleague Mario Flores (@LatinoSportsGuyat Sportivo, The Association recently launched in Los Angeles with teams made up of colleagues at a wide variety of brands, ranging from SpaceX (@SpaceX), and Beats by Dre (@beatsbydre), to Red Bull (@redbull) and Jason Markk (@jason_markk). “The Association is not just about soccer. In fact, I think the games play a secondary role in this unique experience. It’s like a social environment where soccer games happen to be going on,” Flores said. “For brands, the opportunity to connect with a truly multicultural audience exists in only a few places like Thursday nights in Los Angeles at The Association.”

Each brand gets a chance to host and tell the latest and greatest, and then take to the pitch for some five-on-five competitive soccer.

Supported by Adidas (@adidas), El Jimador (@ElJimadorand Kia (@Kia), games are played Thursday evenings with every week curated by a participating brand. A DJ lends the soundtrack to the evening while teams play on concrete fields enclosed by pallets that serve as fencing; night-club-style lighting lends a unique ambiance. Games are free to attend and open to all ages.

The five versus five influencer soccer league was built around merging street soccer, art, music, and fashion in a 10-week season at the Adidas soccer L.A. Base, a futsal-style warehouse in the Lincoln Heights neighborhood of Los Angeles.

The goal is simple: have a curated group of like-minded individuals come together to talk about what they are doing to build their networks and see if there are common areas of collaboration. Each brand gets a chance to host and tell the latest and greatest, and then take to the pitch for some five-on-five competitive soccer.

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While scores are kept, the real unique value are the potential scores for brand building and networking, with a collaborative passion around soccer and a drive for some cutting-edge business development. Now social networks around curated leagues have existed for years; some of the biggest deals on Wall Street have been forged in highly competitive hoops games in places like Basketball City (@BasketballCity), and pickup soccer leagues have sprung up in urban areas pulling together a unique group of passionate players whose skills extend beyond a field and into entrepreneurship. However, The Association being invitation only with a core of disruptive brands is a little different.

While we didn’t get a chance to attend this time out in LA, it is an idea that can have some very interesting upsides as sports, pop culture, entrepreneurship and art continue to converge, this time on a soccer pitch.

It’s a new type of competitive networking which goes beyond drinks and snacks. While it may not be for everyone, for an engaged group it is certainly something to watch. Let’s see how it plays out not just in final scores, but in some unique collaborative business ideas down the road.

Cover Image: courtesy The Association

What: Tech newcomer Tronsmart has signed Uruguay National Team star Luis Suárez as brand ambassador in advance of the FIFA World Cup next month.
Why it matters: Brands that don’t have the wherewithal for official FIFA World Cup partnerships can still find under-the-radar ways of promoting their products during the time when soccer fever is highest across the world.

The FIFA World Cup (@FIFAWorldCupis nearly upon us, with Group Play in Moscow, St. Petersburg and other Russian cities just six weeks away. Global brands are finding their way into the games, whether through official sponsorships or back-door via deals with individual athletes as spokesmen.

Upstart Chinese tech firm Tronsmart (@Tronsmart ), founded less than five years ago to take advantage of the burgeoning global live streaming TV box market, has kicked off marketing to soccer fans by signing Uruguay National Team star Luis Suárez as brand ambassador in a deal announced this week. While not thought of by some fans in the same breath as other South American countries like Brazil and Argentina, Uruguay has a deep, strong World Cup history and is considered a solid contender to advance out of Group play by many prognosticators.

With World Cup sponsorships coming fast and furious leading up to and through the summer, a brand like Tronsmart may have found an under-the-radar way to reach sports fans.

The prolific goal scorer (@LuisSuarez9), who also stars for FC Barcelona (@FCBarcelona), is an inspired if perhaps risky choice for the Shenzhen-based firm’s first real foray into sports marketing. The Salto native made headlines in the last World Cup in Brazil, having been found to have bitten Italian player Giorgio Chiellini during a match. That cost him a sponsorship with fledgling online poker company 888poker thereafter and was suspended for a time because of the action.

But Suárez has bounced back, leaving Liverpool and the Premier League after the incident and moving to La Liga, where he’s been a consistent scorer for Barça. He was able to keep his Adidas sponsorship and is still active with numerous partners in his native Uruguay, including telecommunications giant Antel.

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“Mr. Suárez is an international icon that has won fans all around the world,” said Mr. Eric, Chairman of Tronsmart, in a statement. “He is an extraordinary football player and a wonderful family man. I am looking forward to watching Mr. Suárez compete this year and will be rooting for him!”

With World Cup sponsorships coming fast and furious leading up to and through the summer, a brand like Tronsmart may have found an under-the-radar way to reach sports fans in its target markets in the Americas as well as Europe, Middle East, and Asia.

Cover image courtesy of Tronsmart.

What: The Yankees’ Gary Sanchez and Astros’ Carlos Correa head the list of Latino players with the biggest Twitter growth.
Why it matters: As the social media presence of Latino stars soars, the opportunities for brands to connect increases, with Correa’s Adidas deal a prime example.

As we near MLB Opening Day, the impact of Latino players who are active in social continues to grow, especially among the younger emerging stars who can drive brand value in both the Anglo and Spanish speaking communities. Who are the biggest and most impactful?

We asked social monitoring leader opendorse (@opendorseto give us the top five.

Opendorse analyzed historic Twitter data from the past year to find the five Latino MLB players with the most significant follower growth on the platform. By pairing success on the field with consistent, quality content, these players achieved massive growth of their social audiences and added value to their individual brands.

The list may not surprise you, but their impact will. Two Dodgers, Kenley Jansen (@kenleyjansen74and Enrique “KiKe” Hernandez (@kikehndezare near the top of the list, with the Yankees’ Gary Sanchez (@ElGarySanchezand Astros’ Carlos Correa (@TeamCJCorrea) making a huge impact. The Indians’ Jose Ramirez (@MrLapararounds out the top five of budding Latino stars using social to grow awareness as well.

Baseball is a game where Latino brands, and brands that are looking to reach a Latino audience that also speak English, should thrive.

One of the most important ties between all five? On-field success. The group all play for teams with big expectations in 2018 coming off impressive 2017 seasons as well, so tying social growth to impact in the community and wins and losses is key for brands to succeed. Their share of voice continues to be amplified as the team rises in the standings, although that is not the only factor companies need to consider when engaging with athletes in the social space. The market is also key for business success, with Ramirez being the only one of the five not playing in a traditionally strong Spanish-speaking market to start the 2018 season.

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Gary Sanchez
Gary Sánchez (Flickr/Arturo Pardavila)

Of the five, Correa’s deal with Adidas remains the gold standard for young players crossing over into the Latino space. Sanchez will benefit from being around the lineup of Bronx Bombers that include Giancarlo Stanton as well, while the pair of Dodgers should be able to continue to thrive as kings of Southern California.

“Baseball is a game where Latino brands, and brands that are looking to reach a Latino audience that also speak English, should thrive,” added longtime baseball executive Ray Negron, who has worked with some of the biggest crossover stars during his career in the Yankees front office. “It is still a bit of a mystery as to why more brands aren’t deeply involved as they could be crossing over between the Latino and Anglo audiences, but these five guys are great examples of how you can make that effective jump and reach a new audience using social media.”

For brands looking to score in baseball this season, these five Latino stars are a great start.

Check out the stars of Portada’s Sports Marketing Board, who will meet at Portada Miami on April 18-19 to discuss various topics related to the future of marketing and innovation in sports. Register now!

Cover Image: Carlos Correa (courtesy Adidas)

A summary of the most exciting news in multicultural sports marketing. If you’re trying to keep up, consider this your one-stop shop.

  • Amazon Prime Video is bringing UFC pay-per-view events to viewers in the U.S. The deal started last Saturday, March 2nd with UFC 222: Cris Cyborg vs. Yana Kunitskaya. No Prime membership is required to watch pay-per-view-events on Prime Video, you just need to purchase the fight. UFC 222 cost $64.99 to enable the streaming. According to a Washington Post poll, 38% of mixed martial arts fans are African-American, and 31% are Hispanics.
  • NewBalanceUSAThe New York Mets and New Balance announced a long-term sponsorship making New Balance the official footwear and apparel company of the Mets and Citi Field. The deal includes New Balance presence throughout Citi Field beginning in 2018. 31% of MLB players are Latino, according to ESPN.
  • ESPN and ESPN Deportes will broadcast MLB regular-season games in Puerto Rico and Mexico this season.
  • Formula 1 is launching F1 TV, which will serve as the sport’s OTT platform and represent F1’s largest investment to date into its digital properties. Live streams will run ad-free and will include multi-language commentary. Subscribers will also be able to watch the FIA Formula 2 Championship, GP3 Series, and Porsche Supercup, among others.

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  • Pizza Hut has become the Official Pizza Sponsor of the NFL after the league ended its Pizza Hutpartnership with Papa John’s Pizza. The multi-year agreement will offer Pizza Hut a vast array of exclusive marketing rights.
  • ExxonMobil signed a multi-year marketing partnership with the Boston Celtics, Charlotte Hornets, and Houston Rockets. ExxonMobil’s will keep being the “Official Motor Fuel of the National Basketball Association” in those markets.
  • Pacific Pro Football and adidas announced a multiyear partnership, becoming the exclusive footwear and apparel supplier for Pacific Pro’s inaugural four teams. Together with Pacific Pro Football, adidas will lead on all aspects of branding, marketing, and uniform design, as well as contribute to league development.

A summary of the most exciting recent news in multicultural sports marketing in the U.S., U.S.-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.

Image result for corona extraConstellation Brands reported strong performance of its beer portfolio with net sales increasing 7.8% in Q3 2018 as its Mexican import brands have claimed four of the top share gainer positions in the total US beer category. Modelo Especial, Corona, Modelo Chelada Picante Tamarindo, and Pacifico have had the best results. Part of it due to the brand’s sports marketing deals. Corona Extra is the official imported beer sponsor of four US National Football League Teams, and Modelo Especial showed the Fighting Spirit campaign on TV plus promotional activities during the NFL schedule.

OTT VIVA Entertainment Group, which broadcasts content for Latinos, including sports, announced it finished debugging the Flixfling media library interface and conducted beta testing. The company expects that this content, which includes over 15,000 movies and live television streaming, will be available on Viva Live as soon as next week. Viva is also launching a DVR feature for Viva Live TV, targeted to be up and running the first week of February.

PepsiCo signed with former NFL stars Greg Jennings, Nick Mangold, and Rashad Jennings for its Game Day Grub Match. Vox Creative launched the promotion and it features the three players challenged to prepare game day dishes using PepsiCo food and beverage products as ingredients. All three episodes are now on YouTube.

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Serbian tennis player Novak Djokovic signed a global footwear deal with Asics, ending his association with Adidas.

Dan Lovinger, NBCU Exec VP/Sales & Marketing, said that the channel expects to take in $500M in ad revenue on Super Bowl Sunday. This is a similar amount to what it earned last year.

Image result for Shaquille O'Neal Carnival Cruise LineShaquille O’Neal has become Carnival Cruise Line brand ambassador in its new “Choose Fun” advertising campaign as CFO (chief fun officer).

Snickers is about to sign a deal to become the “official chocolate” of FlyQuest, an esports organization that fields teams in the League of Legends Championship Series and Rocket League. This will be Snickers’ first team-level deal in esports.

Yahoo Sports started streaming NFL playoff games during the past weekend as part of the company’s new streaming deal with Verizon. The first game streamed on mobile via the Yahoo Sports app was the Falcons/Eagles, on Saturday.

NASCAR has given Monster Energy an extension to decide whether it wants to remain the Cup series sponsor or not. The two companies are in the midst of a two-year deal with a two-year option. Monster’s deadline to determine the extension of the partnership was Dec. 31.

 

 

 

A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting Latin American consumers right now.

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the below campaigns, please contact Sales Manager Daniela Landa at daniela@portada-online.com.

For prior Sales Leads LatAm editions, click here. 

  • Adidas

Multinational sportswear manufacturer Adidas is conducting a global media agency review, according to sources. Dentsu Aegis’ Carat is the incumbent in the U.S. The brand spends about US$300 million annually on ads worldwide, per an estimate by CampaignCarat is expected to defend its assignment.

 

 

 

 

  •  The LEGO Group

IPG Mediabrands’ Initiative has been awarded The LEGO Group global media duties following a pitch process.Publicis Groupe’s Starcom was the U.S. incumbent since 2004.The toy marketer spent around US$85 million in the U.S. (its biggest market) on ads last year, according to Kantar Media.

 

 

 

 

 

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the below campaigns, please contact Sales Manager Daniela Landa at daniela@portada-online.com.

 

  • Interjet

Interjet’s Toronto and Montreal flights to Mexico City and Cancun just started this summer and already the airline is seeing load factors of close to 70%. The airline wants agents to know that Interjet fares are now in Sabre and Amadeus, and that access through Travelport (parent company of Galileo and Worldspan) “should be ready by early 2018”.Interjet pays 4% on its air-only as well as vacation packages including air, hotel and ground transportation through Interjet Vacations.The airline jumped into the B.C. market with return fares starting at $519. The carrier bills itself not as a low-cost carrier, but as a value carrier. The carrier is also still flying high on its TripAdvisor recognition as a 2017 Travelers’ Choice winner, for best airline in Mexico. All of Interjet’s Canadian gateway flights, from Toronto, Montreal and Vancouver to Mexico City’s Aeropuerto Internacional Benito Juárez, as well as to Cancun International Airport, operate four times weekly.

  • Homewood Suites by Hilton

Homewood Suites by Hilton, part of Hilton’s All Suites portfolio, announced its newest property, Homewood Suites by Hilton Silao Airport. As part of the brand’s expansion in Latin America, the hotel represents a landmark opening as the 55th Hilton hotel in the country and the first new build hotel featuring Homewood Suites’ region-specific prototype.Homewood Suites now has two properties open in Mexico and a growing pipeline of upcoming hotels that includes locations in Dominican Republic and Peru, as well as additional properties in Mexico.The Project was developed and owned by Edco Turismo Bajío and is managed by Hilton.Hilton currently has a portfolio of more than 100 hotels and resorts open and welcoming travelers in Latin America. The company is actively pursuing additional Latin American growth opportunities and currently has a robust pipeline of more than 70 hotels throughout the region, including nearly 30 projects in Mexico.

  • Keep Walking Argentina

Johnnie Walker has developed an exclusive digital piece for Argentina as part of his Keep Walking America campaign. Diageo, leading beverage company worldwide, worked with the R / GA agency and production company El Clan. The spot was mostly filmed in the city of Buenos Aires, with local actors. With this piece, the Scotish Whisky brand aims to connect with the Argentine consumer and inspire them to progress. Today, Johnnie Walker is the world’s best-selling Scottish whiskey brand and its slogan has been adopted and coined around the world to inspire personal progress.

 

NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
We have incorporated new features to the interactive database of corporate marketers and agency executives targeting LatAm consumers:
New Leads: Weekly more than 20 new leads uploaded to the Database by the Portada team as well as the contacts related to the above weekly Sales Leads column written by our editorial team.
Download the Database: Download the full Database in Excel Format.
Search Database: You can search through a user-friendly interactive Interface: Search Fields include: Name, Company/Agency, Job – Title, Address, Zip, E-mail, Accounts (Agency), Phone, Related News.

A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting Multicultural consumers right now.

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the below campaigns, please contact Sales Manager Daniela Landa at daniela@portada-online.com.

  •  The LEGO Group

IPG Mediabrands’ Initiative has been awarded The LEGO Group global media duties following a pitch process.Publicis Groupe’s Starcom was the U.S. incumbent since 2004.The toy marketer spent around US$85 million in the U.S. (its biggest market) on ads last year, according to Kantar Media.

 

 

 

 

  • Adidas

Multinational sportswear manufacturer Adidas is conducting a global media agency review, according to sources. Dentsu Aegis’ Carat is the incumbent in the U.S. The brand spends about US$300 million annually on ads worldwide, per an estimate by CampaignCarat is expected to defend its assignment.

 

 

 

 

  • MetLife

MetLife has selected MediaCom as its new U.S. media agency of record after a six-month review. MediaCom will lead media planning and buying for all of MetLife’s businesses in the U.S., including Retirement & Income Solutions, Property & Casualty and Group Benefits, the largest provider of non-medical benefits in the country. MediaCom will start buying duties as of January 1st, 2018, as incumbents MEC and Merkle transition off the business.

 

 

 

 

NEW PORTADA RESEARCH REPORT: “Content Marketing Initiatives targeting Hispanic and Multicultural Audiences”. The report is filled with intelligence for brand marketing executives targeting multicultural consumers – the majority of consumers in many major U.S. markets –  as well as for media and marketing tech vendors. This report provides a description of 20 content marketing initiatives. Each program’s main elements are described (Brands involved, Target Audience, Owned Properties, Paid Media Program, Key Influencers) are summarized and the agencies and brand decision-makers behind them are listed. Described companies include: Avocados from Mexico, Barilla, Best Western, Ford, General Mills, Hershey’s, Kellogg, Kimberly Clark, Kraft, Makita, Miller Coors, Nestle, Procter & Gamble, State Farm, Sprint, Unilever, Verizon, Vilore and Wonderful Pistachios. Buy the report here  Upgrade to “Research Plus Membership” for only US$ 999 and access this report and 9 more!

  • Vallarta Supermarkets

Vallarta Supermarkets, one of the nation’s largest Hispanic supermarket chains has announced the grand opening of its 50th store located in Pasadena, California.  The new supermarket, located at the Renaissance Plaza Shopping Center on the southwest corner of North Fair Oaks Avenue and Orange Grove Boulevard was previously occupied by a Vons Supermarket. The totally remodeled 50,000 square-foot facility was built with an investment of US$8 million, and will maintain the services of a Wells Fargo bank branch as well as a pharmacy.With the opening of its new store in Pasadena, Vallarta Supermarkets has launched into a new multicultural market with the creation of a new design style of its stores and new offerings in the food and beverage shopping experience. The store will also improve the quality of life for local residents with convenient one-stop shopping and access to traditional and healthy food options.To attract Pasadena clientele, Vallarta spared no effort in giving their store a new look. The opening of the Vallarta supermarket will not only provide new and varied options for buying groceries for Pasadena residents, but will have a positive economic impact in this area of the city with the creation of 330 local jobs.Vallarta Supermarkets has grown to a total of 50 stores throughout different counties in California (Los Angeles, Ventura, San Bernardino, Kern, San Diego, Santa Barbara, Tulare, Orange and Fresno). 

  • Maserati

Accenture Interactive has been appointed Fiat Chrysler’s Maserati global agency for its Maserati brand across the U.S., Asia, Europe and Latin America without a pitch, Ad Age first reported. Accenture will oversee Maserati brand and creative work, digital advertising, strategy and content production, campaign management and analytics. Accenture currently does some work for parent company Fiat Chrysler.The agency will focus on Maserati’s eight leading markets, which include the US, China, Germany, the UK and the Middle East. Those markets account for about 85% of its global sales. Publicis Media will continue to handle traditional media-buying, after Starcom won most of the global media account for Fiat Chrysler Automobiles, the parent company of Maserati, a year ago. Interpublic’s UM holds the media-buying account in the US and Cohn & Wolfe handles Maserati’s social media globally.

  • Interjet

Interjet’s Toronto and Montreal flights to Mexico City and Cancun just started this summer and already the airline is seeing load factors of close to 70%. The airline wants agents to know that Interjet fares are now in Sabre and Amadeus, and that access through Travelport (parent company of Galileo and Worldspan) “should be ready by early 2018”.Interjet pays 4% on its air-only as well as vacation packages including air, hotel and ground transportation through Interjet Vacations.The airline jumped into the B.C. market with return fares starting at $519. The carrier bills itself not as a low-cost carrier, but as a value carrier. The carrier is also still flying high on its TripAdvisor recognition as a 2017 Travelers’ Choice winner, for best airline in Mexico. All of Interjet’s Canadian gateway flights, from Toronto, Montreal and Vancouver to Mexico City’s Aeropuerto Internacional Benito Juárez, as well as to Cancun International Airport, operate four times weekly.

 

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact Sales Manager Daniela Landa at daniela@portada-online.com.

A summary of the most exciting recent research in brand marketing in the U.S., U.S.-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.

US/US-HISPANIC MARKET

According to a study from Advertiser Perceptions, 78 percent of marketers said that a recent digital or mobile campaign included ads that ran on more than 50 sites.

According to Interbrand‘s new2017 Best Global Brands Report, Apple, Google, and Microsoft are the top brands in the world.

According to a study by 9Honey and Dentsu Aegis Network’s Amplifi, single women gave brands a score of 6/10 when it comes to understanding their needs.

A new report from the CMO Council and Dow Jones reveals that 78 percent of marketers say that the brand safety scandal has hurt their brand’s reputation, and 50 percent that it has impacted brand affinity.

A study by CBD Marketing of more than 12.5 million social media posts and online commentary by millennials over 2016 revealed that millennials prefer healthy and natural foods, to cook and prepare meals, and are in favor of alternative food distribution vehicles like meal delivery and meal services.

Adidas and Jordan brand are the most popular sneakers in the U.S., according to market research firm NPD Group.

According to research from the Content Marketing Institute (CMI) and MarketingProfs, 80 percent of B2B content marketers agree their organization is focused on building audiences for their brand.

According to YouGov BrandIndex’s July release of favorite brands, Facebook and Netflix top the list of favorite brands for the past 12 months, with Facebook receiving a score of 83.5 percent and Netflix receiving 75.8 percent.

LATAM MARKET:

According to a new study from market research firm Euromonitor, mass beauty brands grew by 4.4 percent in 2016 in Brazil whereas luxury products rose 9.1 percent.

McCann Worldgroup was named Network of the Year at the 2ndedition of the Latin American Effie Awards during an awards ceremony at the Cartagena Inspira Festival in Colombia. The agency was the most-awarded network at the Latin American Effie Awards, after winning 21 metals.

J Walter Thompson‘s ‘Brand America’ report revealed that more than 40% of Mexicans have negative attitudes toward the United States.

Oath, the umbrella brand for all of AOL and Yahoo’s media and tech properties, is launching its first South American ad campaign, “#BuildYourBrand,” in Brazil, (as well as the United States, Canada, UK, Germany, France, Taiwan, Singapore & Hong Kong). The campaign includes broadcast, digital, print, social and out-of-home components

What: Uniform manufacturers, banks, cement companies, and casinos top the list of Mexican soccer sponsors.
Why it matters: Knowing what Mexican brands are targeting Mexican soccer fans also offers interesting clues about brand affinity of Mexican-Americans in the U.S. In addition, having the exclusive for making and selling team uniforms, or having your beer logo on a team jersey – in addition to selling the beverage at the stadium – are profitable investments for brands, even if sponsorship figures for Mexican soccer remain undisclosed.

descarga (7)Liga Mx, which according to statistics is followed by at least 60% of the Mexican population, has a series of sponsoring brands that are split among those which produce team uniforms, and those which stamp their names or logos on the garments used by the players on each of the 18 teams that make up the largest Mexican soccer league.

First are the brands that manufacture and provide the teams with their uniforms:

Puma leads the league with five teams (Atlas, Santos, Monterrey, Guadalajara, and Querétaro); Charly with three clubs (Veracruz, Puebla, and Chiapas); Nike with three teams (Pumas, América, and Pachuca); Pirma with two clubs (Morelia and Leon); Under Armour with two teams (Cruz Azul and Toluca); Adidas with two clubs (Tigres and Tijuana), and Umbro with one team (Necaxa).

The dollar value of the sponsorships is guarded with great secrecy, and neither the brands nor the teams generally divulge the numbers that grant them the exclusive rights to the manufacture and sale of team jerseys. With retail prices that range from 900 to 1,300 pesos, it translates into a very profitable business for sponsors.

 

Las marcas que visten a los equipos de la Liga MX
MarcaEquipo
PumaAtlas
Santos
Monterrey
Guadalajara
Querétaro
CharlyVeracruz
Puebla
Chiapas
NikePumas
América
Pachuca
PirmaMorelia
León
Under ArmourCruz Azul
Toluca
AdidasTigres
Tijuana
HumbroNecaxa

descarga (8)But even when sportswear brands are globally renowned, industry experts say that the crux of the sponsorship business is not in who makes the uniforms, but in the brand that supports each of the teams – and whose logo appears on team jerseys – as is the case of beer brands in markets like Germany, Brazil, and  Mexico.

The relationship between beer and soccer fans does not seem to be a coincidence, since the three countries (Mexico, Brazil and Germany) are the most important beer producers. Beer has thus become the sponsor of such important sports events as the Super Bowl, Europe’s Champions League, Formula One, and Mexico’s Liga Mx.

When the Liga Mx championship was defined, the Tigres wore the Tecate brand on their jersey, while the América wore the Corona brand. As all the fans know today, the corona or crown, was taken by the Nuevo León team.

Liga MX Beer Brand Sponsors
Brand Team
CoronaAtlas
CoronaSantos
TecateMonterrey
TecateGuadalajara
CoronaQuerétaro
TecateVeracruz
CoronaPuebla
CoronaChiapas
_______Pumas
CoronaAmérica
CoronaPachuca
CoronaMorelia
CoronaLeón
TecateCruz Azul
CoronaToluca
TecateTigres
Bud LightTijuana
CoronaNecaxa

But other brands also want the attention their product would get by being printed on a uniform. This is the case with cement companies that sponsor their own teams, such as Cruz Azul, Cementos Fortaleza (Pachuca), and Cemex (Tigres); banks such as Banamex (Toluca and Pumas), BBVA Bancomer (Monterrey), Multiva (Querétaro), and Compartamos Banco (Chiapas); and, most recently, casino chain Caliente.

In fact, Caliente – which includes the online betting site Caliente.mx – is the brand that arrived in mid-2016 and went on to become one of the main sponsors of Mexican soccer, with its support of four teams: Tijuana, Puebla , Morelia, and Chiapas, and is poised to increase its sponsorship efforts starting in the second half of 2017.

Debora Montesinos contributed in this article

 

 

What: The reaction over its Messi sponsorship sets off alarm bells for Adidas.
Why it matters: Because marketing analysts warn that although the German brand sponsors one of the two best soccer players in the world, it has failed to capitalize on that relationship, resulting in ineffective promotion strategies.

When Adidas renewed its sponsorship deal with Leonel Messi, the German multinational began to hear warnings that the famous FC Barcelona player – one of the best in the world – is identified by fans as being sponsored by its competitor Nike, the Barcelona club’s sponsor.

adidas-messi-patrocinioMarketing experts argue that the German brand lacks an effective strategy to take advantage of its relationship with the Argentine player. However, it will remain its technical sponsor over the next few years based on a multi-year agreement whose terms – both financial and duration – have not been revealed.

Neither does Adidas seem to want to comment publicly on fans confusing Messi’s sponsor with Nike. The company’s relationship with Messi goes back many years and will continue for many more, according to comments made by the Argentine player.

Nevertheless, recent results published by the Barómetro del Patrocinio Deportivo 2016 (2016 Sports Sponsorship Barometer), an interesting survey carried out by the Asociación de Marketing de España and the ESADE International School of Business, which is considered an X-ray of sports marketing in Spain, warns of a Adidas-Messi-Nike conflict.

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The report sets forth a comparative study on fan identification of the main sponsoring firms within Spain’s soccer world, detailing the clubs and players they represent and sponsor, and as such is considered a reflection of the success or failure of brands’ strategies to activate their relationship with their sponsorees.

barometro-messiAccording to the study, based on a Sponsorship Association Index of 100 points, the brand association between Messi and Nike received 71.1 points in the minds of fans, who clearly identify him as Barcelona player. Meanwhile, fans’ association of Messi with Adidas only received 50.81 points.

The opposite happened with Nike and Portuguese player Cristiano Ronaldo. According to the survey, the activation strategies of the U.S. company are more successful among fans than those of Adidas with Messi.

Nike received an Association Index of 72 points with Cristiano Ronaldo, whereas the association of Cristiano Ronaldo with the Adidas brand only garnered 63.03 points.

A summary of the most exciting recent news in sports marketing and media in the U.S., U.S.-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.

U.S./U.S.-HISPANIC MARKET

Image result for target major league soccerTarget announced becoming the official partner of Major League Soccer beginning this upcoming season. It wil also sponsor MLS’ new Minnesota United FC franchise’ jerseys and become the official Retailer of U.S. Youth Soccer. This is the the retailer’s largest-ever push into team sports.

General Electric signed an agreement with the Boston Celtics to become the team’s sponsor during the upcoming seasons. Details on the agreement haven’t been announced jet, but it has been said that the brand’s logo will appear on the NBA team’s jersey.

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After Nike decided to stop producing golf gear, Tiger Woods started using Adidas’ TaylorMade golf clubs. Doing this, the professional golfer will both represent Image result for audi ELEAGUE MajorAdidas and Nike. The first event where both brand will share golf icon will be at the Torrey Pines Golf Resort, in San Diego

Audi decided to bet on esports. The brand joined digital sports short before the start of one of the year’s biggest tournament, the ELEAGUE Major, in Atlanta, Georgia

LATIN AMERICAN MARKET

Brazilian soccer player Ronaldo Nazario, who played for Real Madrid and Barcelona, announced a 50% acquisition of CNB e-Sports club. The club, integrated by Brazilians only, was founded in 2001 and plays at the League of Legends tournament. Among the team’s shareholders are also poker champion Andre Akkari, and Brazilian Series of Poker CEO Igor Federal Trafane.

Image result for chevrolet patrocinio Torneo Verano 2017 argentinaChevrolet became official sponsor of the Argentinian Torneo de Verano 2017, which is played by Argentina’s most important soccer teams, and will be played in Mar del Plata, Salta, and Mendoza.

On February 2nd Boca, from Buenos Aires, will play against Chivas, from Guadalajara. The encounter will only be broadcasted online and through pay-per-view.

 

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