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What: Portada New York included two sports marketing panels, featuring Portada Sports Marketing Board member and Allstate Director Consumer Marketing-Sponsorships, Daniel Keats, Comcast’s Hispanic Marketing Director Alejandro Solorio, Michael Neuman, EVP, Managing Partner, Scout Sports and Entertainment and Jon Patricof, president of the New York City Football Club.
Why it matters: Even though soccer is yet growing in the United States, marketers need to take advantage of the sports business potential of the event; the #PortadaNY panels offered interesting insights on the opportunities to look out for.

Tuesday may have been a dark and rainy day in New York, but it was filled with several bright moments around the business of soccer and engagement, especially with the Latino community.
Portada New York included a morning session centered on this past summer’s World Cup and the various ways brands, whether they were official partners or not, found ways to both engage and grow their soccer involvement. Portada Sports Marketing board member and Allstate (@AllstateDirector of Sports Marketing Daniel Keats and Comcast’s (@comcastHispanic Marketing Director Alejandro Solorio offered their thoughts in a great discussion.

Some key takeaways

Mexico fans at World Cup 2018 Credit: Soccer.ru

The passion of soccer in the U,S, is still evolving; you didn’t have to be a World Cup brand to realize the sports business potential of the event. We were not, yet we were able to find ways through our work with the Mexican National Team to take advantage of their success and expand our reach. We believe our programs are going to yield great benefits over time as we build the fan and consumer for life.” – Daniel Keats, Director Consumer Marketing-Sponsorships, Allstate Insurance

“Our investment in soccer is for the long-term, starting at the grassroots with programs like LIGA MX and Alianza de futbol, which creates professional and college opportunities for young Latino players. We think this is the right way to engage the Latino consumer, especially the family, over an extended period and will see our return over time.” – Daniel Keats, Director Consumer Marketing-Sponsorships, Allstate Insurance

All in all the message was clear for the morning: brands and media companies have found a path that works for them…

Solorio talked at length about Comcast’s technical innovations using video and data in the mobile space during the World Cup to provide custom viewing experiences for fans, but more importantly he was adamant that investing in the sport means establishing touch points not just around one massive event, but throughout the year.

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.

Soccer needs to be seen as a strategy not a tactic, you have to be immersed in the sport if you want to be seen as authentic, whether you are speaking to an Anglo or Latino consumer.” – Alejandro Solorio, Hispanic Marketing Director, Comcast Corporation

All in all the message was clear for the morning: brands and media companies have found a path that works for them, and it takes them right to the heart of the fastest growing demo in the U.S., the increasingly affluent and always engaged Latino consumer.

NYCFC grows its brand proactively

In a discussion between NYCFC President Jon Patricof and Michael Neuman, EVP, Managing Partner at Scout Sports and Entertainment, a division of Horizon Media (and Portada Sports Marketing Board member), the growth of NYCFC as a property in the crowded marketplace was quite evident. Not only is the club growing as it again heads towards the MLS Playoffs, but it is being a proactive leader in soccer in North America.

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Some key thoughts from Patricof:

Michael Neuman and Jon Patricof

The idea of relegation is somewhat overblown. If you look at the success of teams in the USL,  the teams that do well are getting the chance to move up to MLS which is the most important thing if you are a brand that is looking for growth.”

“We know that there are four million soccer fans in the New York area. Of the four million, only 280,000 we have identified as fans of NYCFC. Our job is to help convert the rest of that audience to engage with our team and brand. Once we have them at our matches at Yankee Stadium, we can convert them, but that takes time.”

“Soccer is at a very dynamic moment in time with regard to access. What the NFL, the NBA and other leagues have done is give the media and fans access to learn about the personalities of their Teams. That has not traditionally been done with our sport. As part of City Football, we are changing that. We create great content and events that tell the stories of our players and we give access to fans. It’s the best way to convert savvy soccer fans to join us, and we know that once they get that access they will stay for life.”

Are there still challenges ahead for all those who spoke on Tuesday? For sure, The uncertainty of where US Soccer is going, even with a World Cup coming to North America in 2026, as well as the continued fluidity of MLS (@MLS) (especially as NYCFC (@NYCFCstills searches  for a permanent home), as well as the increased presence of elite European clubs om the business environment in the US present some dark clouds for all, but for the most part, soccer remains a growth property in the U.S., and the ways brands, teams, media companies and even leagues will find ways to engage is still on the upswing. And provided some great learning experiences for all in attendance at Portada New York.

 

What: Get your tickets to #PortadaNY, Sept. 25 and learn about the best (and the not so great) consumer engagement practices during the 2018 FIFA World Cup. Daniel Keats, Director Consumer Marketing at Sponsorships, Allstate and Alejandro Solorio, Hispanic Marketing Director at Comcast Corporation will dig deep into the matter.
Why it matters: The world soccer tournament is arguably the most important sports event for advertisers, as a myriad of companies looks for the chance to increase brand health. Experts discuss the gist of the Russia 2018 opportunities.

After 2014’s FIFA World Cup in Brazil reached an audience of 3.2 billion people, with over one billion of viewers of the final match between Argentina and Germany alone, the expectations for this year’s tournament were pretty high. For instance, US $600 million bought Telemundo the exclusive rights to broadcast the 2018 and 2022 cups, leaving Univision out of the question. By the way, Telemundo reached 57% of the U.S. Hispanic population during the Russia 2018 World Cup, and Telemundo Deportes’ digital presentation reached 15.5 million unique users, generating a record-setting 130 million livestreams and 1.96 billion live minutes viewed.

Therefore, advertisers are usually enthusiastic about showing their products and services to an audience that has the huge passion point of soccer in common. And this year was more special: it was the most connected World Cup ever. In the cord-cutting era, digital disruption promised an array of ways for advertisers to reach consumers effectively; from in-app real-time push notifications celebrating a goal to interactive content on social media, every brand knew people would be watching in multiple screens, so what could be the best way to engage them? 

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Allstate’s Daniel Keats

As it turns out, FIFA has revealed that Russia 2018 is now the most-engaged World Cup in history, just as previously predicted by all those ready to display an omnichannel marketing arsenal. FIFA managed 7.5 billion engagements across FIFA digital platforms during the World Cup, over 580 million interactions on social media, and extended the number of followers to more than 128 million.

On September 25, you’ll have the chance to learn first-hand from two experts about what went right and what went slightly off during this year’s World Cup. Daniel Keats, Director Consumer Marketing at Sponsorships Allstate and member of Portada’s Sports Marketing Board, will join a conversation with Alejandro Solorio, Hispanic Marketing Director at Comcast Corporation, on what lessons we can all learn about consumer engagement around the most important soccer event.

Comcast’s Alejandro Solorio

Now that the joint bid between the USA, Canada and Mexico has won the right to host the 2026 World Cup, we should be aware of what went wrong this year and start preparing for the opportunities soccer will bring in the future. Don’t miss the chance to get ahead and join the conversation at #PortadaNY. Click on the banner below now!

 

 

 

 

People change positions, get promoted or move to other companies. Portada is here to tell you about it.

(Looking for your next Career move? Check out Portada’s Career Board!)

descarga (3)Alejandro Solorio has been appointed Hispanic Marketing Director at Comcast based in Philadelphia.Until very recently Solorio worked at Brown Forman, where he led the Multicultural brand strategy for the Jack Daniel’s Family of Brands.Solorio will be a speaker at the 10th Annual Hispanic Advertising and Media Conference on Sept. 15, co-produced by Portada and MediaPost.

 

 

 

 

AAEAAQAAAAAAAAh9AAAAJGQzZjcxM2U0LWE2MWItNDAxZS1iZDViLTExNTQ0ZjU0NmQ3MwJuan Varela is the new managing director of Spain’s Diario de Tarragona. Previously Varela worked at impreMedia as Vice President of Content.

 

 

 

 

proxyRay Warren has been appointed president of Telemundo Deportes. Warren will oversee NBCUniversal Telemundo Enterprises’ sports business and lead strategy across all platforms and networks. He will be based in Miami. Warren was most recently executive VP and chief revenue officer of NBC Sports Regional Networks.

 

 

 

 

 

 

CrNwgJzWIAEjjXkMelissa Nelson has been promoted to the newly created position of president of Publicis Seattle. She was previously executive VP and managing partner. Prior to Publicis, she was a group account director at Droga5 and also held roles at 72andSunny and Goodby Silverstein & Partners.

 

 

MPP_Blue_Square_2_400x400MPP Global, the creator of the cloud platform for premium media companies seeking to identify, engage and monetize their digital audiences, announced that Jon Strudwick has joined the executive team as chief financial officer. In this role, he will manage the MPP Global accounts team, which includes updating employees on the company’s finances, overseeing all fiscal reporting and risk management activities and advising the company’s board of directors about growth opportunities. He will also assist in developing a uniform business strategy across departments to ensure that KPIs are reached. Strudwick will report to CEO and Co-founder Paul Johnson.

 

 

CrOqa6DWAAAxhBeJeff Jones has been named president of Uber. Prior to this position, he was executive VP and chief marketing officer at retail chain Target, a post he held for two years. Prior to that he was president of ad agency McKinney and also held executive roles at Gap and Coca-Cola.

 

 

 

 

 

 

de8cc4d95842ff0adf1353e1540c428e_400x400WPP’s Maxus Global has appointed Jen Smith, currently head of strategy and planning for Maxus UK, as its first global Creative Director. Smith will be responsible for overseeing all of Maxus Global’s creative output.

 

 

 

 

 

Angela_Navarrete-e1350144472825Angela Navarrete has been named general manager and director of sales for Univision radio stations in El Paso. They include KBNA-FM, KAMA-AM and KQBU-AM. She joined Univision in 2002 and was most recently station manager at three Univision radio stations in Fresno, Calif. 

 

 

 

 

Join us at PORTADA Mexico!

Alejandro Solorio has been appointed Hispanic Marketing Director at Comcast based in Philadelphia.

Until very recently Solorio worked at Brown Forman, where he led the Multicultural brand strategy for the Jack Daniel’s Family of Brands.
Solorio will be a speaker at the 10th Annual Hispanic Advertising and Media Conference on Sept. 15, co-produced by Portada and MediaPost.

Solorio has over 15 years of marketing experience working with Multicultural consumers from the client, agency and media sides. Prior to joining Brown-Forman, Solorio worked for Elemento L2 where he served as Marketing, Brand Strategy and Business Development Director. Previously, he was Marketing Manager for Chicago Tribune’s Hoy. He also held positions with Cuarto Rojo Consulting and CEMEX Inc.

Join us at PORTADA Mexico!

Portada is co-producing the 10th Annual Hispanic Advertising and Media Conference and the Hispanic Sports Marketing Forum with MediaPost. We just got  confirmations of two major brands that will be participating:Driven Brands and Brown Forman. Early bird tickets for these must-attend annual conferences on September 14-15 in NYC,
are going fast, register here!.

Jose R. Costa, Group President of Driven Brands, has confirmed his participation at the Hispanic Advertising and Media Conference on Sept. 15. The Driven Brands family of automotive companies, headquartered in Charlotte, NC, is the parent company of businesses including MAACO® and Meineke Car Care Centers®, two of the most iconic brands in the automotive industry that have become a staple in American culture. Driven Brands, spends more than US$ 60 million a year in advertising and has more than 2,200 centers across the U.S. and Canada, which are predominately owned and operated by franchisees. Combined, all businesses generate nearly $2.0 billion in system sales. Costa will participate in a special session with other C-level executives of major corporations, who will explain why “multicultural has become the new mainstream“.

Alejandro Solorio, Multicultural Brand Manager for Jack Daniels Family of Brands, Brown Forman will participate in the panel “Do Multicultural Media Agencies have a reason to exist?” together with Zachary Rozenberg, president, Milner Butcher Media Group, Gonzalo del Fa, President, GroupM Multicultural and more leading practitioners who will be annouonced soon.

Other speakers that have been confirmed for the Hispanic Sports Marketing Forum and the 10th Annual Hispanic Advertising and Media Conference include:

    • Karina Dobarro Horizon, VP, MD, Multicultural Brand Strategy
    • Felix Palau, ‎Heineken,Brand Regional Director at Global Marketing Americas
    • Tracy Galindo Jewel Osco, Marketing Specialist
    • Nakesha Holley VP, Uniworld, VP Intregrated Communication
    • Neha Misra, Mbuy, Vice President, Strategy and Analytics
    • Stephanie Borges, Six Flags, VP, North America Strategic Marketing & Partnerships
    • Manny Rodriguez, 22Squared, VP/Media Buying Director
    • Ed Carias El Jimador Tequila Senior Brand Manager North America
    • Benjamin Krakow, Voter Guru, Founder
    • Analia Benedetti, Kellogg Company, Director Shopper Marketing and Multicultural a
    • Lindsay Stewart MaxPoint, Director of Vertical SalesMore speakers and exciting new sessions will be announced in the next few weeks!

Join us at PORTADA Mexico!