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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. 

  • Allstate

Allstate Insurance Company announced the launch of its first-ever Allstate All-America Soccer platform to recognize the country’s rising high school soccer stars. In collaboration with MaxPreps, America’s source for high school sports, Allstate will identify the nation’s top high school soccer players in their junior year and award the “Allstate All-American” title to an elite group of 125 male and 125 female players. From the total 250 high school players, 40 males and 40 females will then be selected for the unique opportunity to compete in the inaugural Allstate All-America Cup that that will take place in summer 2019 in the city that hosts the Major League Soccer All-Star Game presented by Target.The matches will be televised on ESPN during 2019 MLS All-Star Week. Throughout the year, Allstate will celebrate the Allstate All-Americans with a comprehensive content campaign fueled with powerful stories about the selected players, original content from celebrity coaches and social coverage of MLS All-Star Week activities. Furthermore, Allstate signed on as the title sponsor of Alianza de Futbol’s “Sueño Alianza” program. Alianza de Futbol is the leading national organization dedicated to the support and development of amateur Hispanic soccer in the United States and Allstate Sueño Alianza provides an opportunity for young Latino soccer players across the country to be scouted by professional clubs for a shot at soccer stardom. Jonathan Gonzalez, who was found by his current club, Monterrey, at the 2013 Allstate Sueño Alianza National Showcase, will serve as the spokesman for the program. Daniel Keats, Director Consumer Marketing-Sponsorships at Allstate Insurance and Kerina Mora, Assistant Marketing Manager at Allstate are both members of Portada´s Council System.

  • QDOBA Mexican Eats

Jack in the Box´s sister company QDOBA Mexican Eats has appointed Marc USA’s Cogniscient Media as its agency of record following a review. The agency will handle all offline and digital media planning and buying duties.It is unclear if QDOBA’s incumbent media AOR, Horizon Media, competed to defend the account.San Diego-based QDOBA operates a chain of about 700 fast-casual restaurants across the U.S. and Canada.The company spent US$3.7 million on measured media in the U.S. last year, according to Kantar Media.

 

 

  • Fanta

Fanta, the second-oldest brand of The Coca-Cola Company and one of the most popular brand in the United States, is celebrating young creators living their life boldly and unapologetically through self-expression in Flavor Out Loud, the brand’s newest creative campaign. Flavor Out Loud casts a spotlight on two young adults who embody the FANTA ethos, with the first piece of content featuring Tyler Hassell , an aspiring jam-skater whose signature moves include unparalleled breakdancing tricks and impressive footwork. With product offerings that fit every lifestyle, FANTA takes its new campaign to new heights, capturing the essence and richness of everyday life that’s reflected in the brightness and flavor unique to the FANTA brand.The next release highlights a talented, budding makeup artist with a keen eye for out-of-this-world, abstract designs. The campaign was created by agency Fitzco//McCann.

https://youtu.be/IAqJzsse_Ew

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.

  • Unilever

In celebration of the diverse Latinx identity, Unilever’s #QueTeMueve platform has partnered with media company BESE for their art gallery showcase celebrating the many faces of today’s American youth. Unilever #QueTeMueve highlights the diverse sources of inspiration that the Latinx community draws from as they forge their own path; one that is true to their heritage and how they want to see themselves in the world. Unilever brought this to life through brand spokesperson, international model and activist Denise Bidot who shared with media and event attendees how she herself has forged a new path within her career while staying true to her heritage.

  • Northwestern Mutual 

Northwestern Mutual announced its renewed commitment to fostering professional growth and confidence in the Latino community by sponsoring the Association of Latino Professionals for America (ALPFA) Convention to be held beginning today through Aug. 2 in Las Vegas, Nev. This is the seventh year that the company has supported the event.ALPFA is a national nonprofit organization whose goal is to develop Latino men and women as thought leaders in every sector of the global economy. From students to professionals, the convention seeks to empower members of the Latino community through career development and leadership opportunities. Representatives from companies around the country network with attendees and provide valuable career advice throughout the event.

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 multicultural sports marketing. If you’re trying to keep up, consider this your one-stop shop.

  • Alex Rodriguez joined ESPN for this season’s Sunday Night Baseball as an analyst in a new multi-year agreement. He’s joined by Matt Vasgersian, the third-ever voice of Sunday Night Baseball, also in a multi-year deal.
  • Tecate announced an evolution to their “Born Bold” campaign introduced in 2015 called “We Are Bold,” rooted in consumer insights for the beer brand’s core demographic, the bicultural Hispanic male, and the role that the BBQ grilling plays culturally as a social forum to grow closer to their friends and as a key consumption occasion. Canelo Alvarez, the world champion Mexican boxer, will once again reprise his role for a third consecutive year within the brand’s campaign.

 

  • Endurance race producer RAM Racing and Allstate Insurance Company announced a three-year title sponsorship through the creation of the newly-named Allstate Hot Chocolate 15k/5k. The partnership marks the longest sustained commitment by Allstate in the endurance world and the first series title sponsorship for the running company.

Subscribe to Portada daily Sports Marketing Updates!

  • The Houston Rockets held on Monday, January 29, their Trading Places campaign with Southwest Airlines. Three of the team’s players went to the Hubby Airport, in Houston, to perform some of the activities the airline’s employees would perform, such as welcoming the passengers on board and uploading luggage to the airplane. According to the Rocket’s marketing spokesperson, the second largest audience who follow the NBA team is Hispanics.

https://twitter.com/HoustonRockets/status/958119331660955648

  • Reuters announced that customers will now have access to expanded sports content through partnerships with Field Level Media and Opta, across sports events in North America, including NFL, NBA, MLB, NHL, NASCAR. Opta, meanwhile, will provide live, detailed for Reuters’ multimedia sports coverage and real-time results.
  • American Express and Fanatics are teaming up to launch American Express Jersey Assurance for both American Express Card Members and all NBA fans. Under this new partnership, American Express is both backing the current 90-day protection and extending the exchange window for up to one year after the purchase. According to a Nielsen report from 2015, 63% of NBA viewers were African-American and 14% Hispanic.

We are thrilled to present Portada Sports Marketing Board, which will feature 12 brand marketing and agency luminaries. This announcement underscores our new commitment to serving the vibrant sports and soccer marketing sectors.As members of the Sports Marketing Board, these leaders and innovators will participate in Portada’s marquee events and provide thought leadership to Portada writers and researchers.

Portada Sports Marketing Board Members

    • John Alvarado, VP Brand Marketing, Crown Imports
    • Analia Benedetti, Director of Shopper Marketing and Multicultural, Kellogg
    • Ed Carias, Sr. Brand Manager el Jimador Tequila – North American Region, Brown-Forman
    • Ramiro Crespo, Multicultural Channel Strategy, Sprint
    • Jeff Garrant, Senior Partner, Director Sports & Entertainment Marketing, Maxus
    • Jorge Inda Meza, Marketing Director Region West, Anheuser Busch
    • Daniel Keats, Director Sports and Sponsorships, Consumer Marketing Allstate Insurance
    • Michael Neuman, EVP, Managing Partner, Scout Sports and Entertainment
    • Felix Palau, VP Tecate, Heineken
    • Mike Tasevsky, SVP U.S. Sponsorship, MasterCard
    • Ivonne Kinser, AFM ‎Director Digital Strategy & Innovation, Avocados From Mexico
    • Kymber Umana, ‎Hispanic Marketing Manager, Sprint

Meet the Board

Subscribe to Portada daily Sports Marketing Updates!

Creating a space to learn from each other

As members of the Sports Marketing Board, these leaders and innovators will participate in Portada’s marquee events and provide thought leadership to Portada writers and researchers.
“Sports offer the opportunity to establish a meaningful, authentic connection with our consumers and create (and deliver) great content, and successful shopper programs. I personally love Portada’s initiative: by putting this board together, Portada is creating a great space for us to learn from each other, share best practices and bounce ideas,” says Analia Benedetti, Director of Shopper Marketing and Multicultural.

Daniel Keats, the Director of Sports and Sponsorships for consumer marketing at Allstate Insurance, notes that “sports are a major passion point impacting consumers across all segments,” and that t is important to have a specific focus on unique content, programming, and market intelligence when engaging consumers through this powerful medium.”
“It is a real privilege to have the backing of this outstanding group of brand marketing and agency executives. This sports marketing board will be essential to our efforts to produce high-quality events and provide value for our partners and sponsors,” says Marcos Baer, the publisher of Portada. “Due to their rapidly growing popularity among overall U.S. and multicultural audiences, we are substantially increasing our coverage of soccer and sports marketing,” Baer adds.

Portada Sports Marketing Programming

March 22: Launch of Portada’s Sports Marketing site in Beta
April-May 2017: The 2018 Soccer World Cup Golazo Marketing Pitch Contest
June 7, 2017: The Portada Sports Marketing Platform Launch Party and Webinar at the PortadaLat conference, Miami
September 13,2017: The Portada Sports Marketing Forum, NYC, part of Portada17 (September 13-14)

For information on sponsorship opportunities and other creative ways to align your brand with Portada’s Sports Marketing Platform, please reach out to Sales/Marketing Director Kelley Eberhardt at kelley@portada-online.com