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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.

What: Perform Group, the parent company of Goal, and Bayern Munich have announced a unique partnership that focuses on Latin America.
Why it matters: The Club, with a rich Latin American tradition in players and supporter groups, is looking to market and garner even more fans in the region.

In another example of European football clubs looking to connect with Latin American fans, Bundesliga’s FC Bayern Munich (@FCBayernENlast week announced a partnership with Perform Group (@PerformGroup), the parent company of Goal, focusing on a region from which many of its star players have historically hailed.

“When we opened FC Bayern’s first international office in New York, the intention was to grow the fan base in the Americas and help raise the level of the game in the U.S.,” said FC Bayern Munich’s president of the Americas, Rudolf Vidal. “We have seen a number of successes in the last four years, including our fan clubs growing from 8 to 138 in 39 states, six new partnerships with North American brands as well as a number of media partnerships, institutional partnerships, and a very successful grassroots program. We would like to build the same infrastructure in Latin America.”

We are interested in speaking with brands, media outlets, clubs and grassroots initiatives in Latin America.
credit: Hanson K. Joseph

Top Bayern Munich players from Latin America include Colombian James Rodríguez, Chilean Arturo Vidal, and Brazilian Rafinha. Historical stars include Martín Demichelis, Claudio Pizarro, Jorginho, Giovane Elber, Lucio and Zé Roberto, further cementing the club’s status as one of Europe’s most popular in the region. It boasts official supporter clubs in Mexico, Brazil, Colombia, Argentina, Chile and numerous other Latin American nations.

This extends to all facets of FC Bayern Munich’s plans in the region, according to Vidal.

“We are interested in speaking with brands, media outlets, clubs and grassroots initiatives in Latin America,” said Vidal, “so we can better understand the landscape and how we can form mutually better partnerships to ultimately better connect and service our millions of fans within countries, including Mexico, Colombia, Brazil, Argentina and Chile.”

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Vidal and Delgado (Perform)

And by aligning with Perform Group, the club gains a deep digital reach in Central and South America that will benefit all marketing efforts.

“We’re thrilled to be joining forces with FC Bayern to help grow their presence in Latin America – a market in which Perform has had continued growth and success both in sales and content delivery. Our partnership will enable FC Bayern to connect with a plethora of consumers and brands due to the number of high profile LATAM players the team carries,” added Juan Delgado, CEO of Perform Media.

“Perform Group have an outstanding network in Latin America,” added Vidal, “and our aim is to work very closely with them to connect with the right organizations to further raise awareness of the FC Bayern brand.”

Cover Image: Wikimedia/dronepicr - Allianz Arena München

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. 

  • Bayern Munich

German soccer side Bayern Munich have announced a “unique content and sales” partnership with Perform Group, focusing on Latin America (LATAM).The deal will allow brands to use the UK-based digital sports media company’s platforms, as well as providing them with the opportunity to engage with the Bundesliga outfit.Bayern Munich opened their first international office in 2014 in New York to service the Americas, with a primary focus on building the infrastructure in North America in order to replicate the model in Latin America.The club said their aims are to “build presence and increase the fan base in LATAM through local language digital platforms and mutually beneficial partnerships.”Bayern have supporter clubs in Mexico, Brazil, Colombia, Argentina, Chile, Peru, Paraguay, Costa Rica, Cuba, Panama, Honduras, El Salvador, Guatemala and Venezuela.

  • PUMA

Puma, designer and manufacturer of athletic and casual footwear, apparel and accessories, has kicked off a global media pitch, according to people familiar with the matter.Until May, Puma was part of Kering, a Paris-based marketer of luxury goods including leather goods, fashion, shoes, jewelry and watches under such brands as Gucci, Saint Laurent and Bottega Veneta. Kering last month spun off Puma as a standalone public company, reducing Kering’s stake to about 16 percent from 86 percent. Publicis´ Blue 449 is the incumbent on the account.Puma’s global media spending is around US$120 million.

 

  • Turkish Airlines

Colombian authorities have requested Turkish Airlines (THY) to increase the number of direct flights between Istanbul and Bogota, according to THY America Sales Marketing Vice President Mustafa Doğan.In response to the request, Doğan said that THY was pleased with the demand in Istanbul-Bogota flight and will take a more active role in the region.The national flag carrier will examine Colombia’s demand on technical and commercial terms. The only reason the company is not so active in Latin America is distance and the limitations of current aircraft technology.Flying to 303 destinations in 120 countries, THY holds the title of the airline flying to the most destinations in the world.

 

  • Dream Hotel Group

Hotel and brand management company Dream Hotel Group and Mexico-based Tamayo Desarrollos have set plans to open the next Chatwal hotel in San Miguel de Allende, Mexico, in 2020.Dream has chosen architecture, planning and design firm CallisonRTKL to design the new hotel. The signing of The Chatwal San Miguel de Allende follows Dream Hotel Group’s latest announcement to develop three new hotels in Latin America: Unscripted Tulum in Mexico, Unscripted Belize and Dream Belize. The 24-room Unscripted Belize is slated to open in late 2018 while the 100-room Dream Belize and the 97-room Unscripted Tulum are both scheduled to open in 2020. Dream Hotel plans to sign another 50 hotels and resorts worldwide across its brands Dream Hotels, Time Hotels, The Chatwal and Unscripted Hotels over the next five years.

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.

  • The Ritz-Carlton Yacht Collection

The Ritz-Carlton Hotel Company announced the opening of reservations for The Ritz-Carlton Yacht Collection. With a leisurely cruising style, the legendary service of The Ritz-Carlton, and ports at sought after destinations around the world, The Ritz-Carlton Yacht Collection will deliver one-of-a-kind experiences to its guests onboard and transform the luxury cruising industry.Reservations are now open for the inaugural season of The Ritz-Carlton Yacht Collection, set to take the seas in February 2020.The first yacht will cruise a wide variety of destinations, including the Mediterranean, Northern Europe, the Caribbean, Latin America, Canada and Northeastern United States. Voyages will range from seven to ten nights with ports including Barbados, Cartagena, Bordeaux, Copenhagen, Mykonos, Portofino and many more.

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.

 

Get ready to learn from the best sports marketing practitioners at #PortadaLat this Wednesday. Nine shortlisted  nominees for the Golazo Award will present their campaigns to the PortadaLat audience and to the Golazo Award Jury. Who will come out on top?

This Wednesday, June 7, three finalists for Latin America and six semifinalists for the U.S. will pitch their campaign, through a verbal and video description to the below Golazo Award Jury members:

Felix Palau, VP at Tecate, Heineken
Ed Carias, Sr. Brand Manager at El Jimador Tequila – North American Region, Brown-Forman
Vicente Navarro, Business Development Director, ACM Connect
Andres Polo, VP Digital Marketing, Visa

Shortlisted Golazo Award Candidates

The 4 Latin American Finalists

  • Mastercard / Universal McCann (72 votes)*
    Represented by:
    Felipe Molina, Digital Specialties Director for IPG Mediabrands, and Jose Vicente Luque, Head of Media and Agency Relations, Latin America & Caribbean Region
    * (Portada audience most voted candidates determined the 3 Latin American finalists and the 6 U.S. semifinalists).
    Description: How Mastercard extended significant presence as a sponsor of Copa America Centenario via a highly digital buzz campaign, to communicate its offers to cardholders in a new way while increasing overall card transactions.
  • Scotiabank/F.C. Barcelona (12 votes)
    Presented by: Arturo de la Fuente,
    director of New Business, Americas, FC Barcelona.
    Description: FC Barcelona and the FC Barcelona Foundation announced an official partnership with Scotiabank that designates the Canadian bank as the Official Bank of FC Barcelona in Latin America and the Caribbean.
  • Suicide Squad / Minute Media (27 votes)
    Represented by: Lynelle Jones,
    Creative Solutions Director, Minute MediaDescription: Warner Brothers Studios sought to build buzz and excitement around the Suicide Squad movie launch worldwide surrounding the Euro and Copa America 2016, especially among the millennial male audience. Minute Media’s 90min created social engagement tools and an authentically branded content strategy that integrated the movie and characters within the platform’s ecosystem, ensuring the movie made a splash with football fans aged 18-34.
  • Pepsi “Momentos”/UEFA Champions League/BBDO (44 votes)
    Represented by: Carlo Espinoza
    , Sr. Marketing Manager, PepsiCo Latin America Beverages
    Description: In 2017, in its second year as a sponsor of the Union of European Football Associations (UEFA), Pepsi launched its first global campaign based on a “Moments” creative platform. The campaign is active in nearly 75 countries including most of Latin America and the U.S. The #PepsiMoment campaign, which features football/soccer stars Sergio Agüero, Alexis Sánchez and Vincent Kompany, looks to build on and associate the Pepsi brand with fans’ excitement in the lead-up to the UEFA Champions League Final on June 3 in Cardiff, Wales.

The 6 U.S.  Semifinalists

  • “My Inter Jersey” / Gravity (30 votes)
    Represented by: Evgenia Novikova,
    Managing Director of Gravity Europe and an account lead for Inter.
    Description: Fans of Inter love to wear their team colors loudly and proudly. Digital natives enjoy generating their own content, especially if they can put their name on it. Our goal was to drive awareness and sales of the new Inter Milan jersey by Nike.
  • Audi Summer Tour/FC Bayern Munich LLC (29 votes)
    Presented by: Benno Ruwe,
    Head of Partnerships, Bayern Munich
    Description:The 2016 U.S. Audi Summer Tour campaign gave fans that haven’t been to Munich the chance to see their team on home soil. Fixtures in Charlotte, Chicago, and New York, appealed to general sports and soccer fans, including the large Hispanic Bayern fanbase and population there.
  • Johnson & Johnson/MLS/U.S. Soccer (28 votes)
    Presented by: TBA
    Description: Johnson & Johnson announced a multi-year extension of its sponsorship as official healthcare partner of MLS and US Soccer. Johnson & Johnson Consumer Brands will be integrated throughout different platforms including digital, broadcast and video content, as well as in-stadium exposure.
  • AT&T/MNT/The Marketing Arm (24 votes)
    Presented by: Roberto Saucedo,
    VP Integration, and Andres Reyes, President Multicultural.
    Description: In efforts to connect with Hispanic Millennials, The Marketing Arm (TMA) launched the Expresa Tu Pasión soccer campaign, a collaboration between AT&T and the Mexican National Soccer Team (MNT). This campaign engaged Hispanic Millennials, both socially and in the real world through exclusive experiences and activations.
  • Univision Deportes Digital’s Best Use of Facebook for Copa America Centenario (20 votes)
    Presented by: Juan Convers,
    head of Business Development for Sports Univision and Hernando Paniagua, head of Sports Digital Univision.
    Description: Univision Deportes Digital created the ultimate destination for all things Copa America Centenario through a multi-platform delivery of exclusive content giving fans the feeling as though they were in the game. The unique experience – a fully interactive environment complete with exclusive access to stadiums, players, teams and coaches via Facebook Live Training with on-air talent from stadiums showing warm-up sessions and exclusive content and Facebook Live coverage of more than 611 minutes.
  • Lifeline of Ohio/Os Group Sports (12 votes)
    Presented by: Francisco Terreros, Principal ŌS Group
    Description: A male affinity campaign targeting the Hispanic males, Pass it on is a soccer-related marketing campaign encouraging Hispanic males to register as organ and tissue donors. Featuring Mexican-Argentine soccer legend Tito Villa features the childhood story of Tito as he was raised in a small town in Argentina. The story develops as he explains why the cause of organ and tissue donation is important to him. The 45 day paid social media campaign hopes to target Hispanic males ages 18-35 years old.

How it works

After each award candidate provides a two minute presentation, each member of the jury will ask the finalist one or two questions to grade their campaign. What the jury will be paying attention to is:

      • Campaign’s originality
      • Campaign’s results
      • Innovation
      • Connection/engagement with fans through campaign
      • ROI

Each Jury member gets 30 points (30 for the LatAm finalists contest and 30 for the U.S. semifinalists contest) to distribute them among the award nominees. After deliberations, the jury’s points will be added to the votes provided by Portada’s audience (the 3 finalists and the 6 semifinalists are the candidates that were most voted by Portada’s audience).

The one campaign for LatAm with the most points will become the winner of the Golazo Awards and will be announced the same day. The three campaigns for the US with the most points will pass to next round to participate in the final which will be held in New York City during Portada’s Sports Marketing Forum on September 13.

Sports Marketing will play an important role on Day 1 of PortadaLat this Wednesday. We have added new Ticket Types to Meet Your Needs!

DAY 1: SPORTS AND TRAVEL MARKETING DAY (June 7): The first day of PortadaLat will focus on how technological innovation is impacting key segments of business and marketing with emphasis on Travel and Sports. All sessions, keynotes and marketing-tech showcases are included as well as light food, sandwiches and beverages. (US $199)
GENERAL PASS: Attend the overall PortadaLat event on June 7 and June 8. All sessions, keynotes, networking, food and beverage included! (US$549).
DAY 2: BRAND INNOVATION DAY (June 8)
The second day at PortadaLat will celebrate Brand Innovation and showcase how leading companies are boosting brand equity and increasing their relevance in a disruptive environment in Latin America and the U.S. Breakfast, Lunch and Evening Reception Food and Beverages included. (US$ 449!)
VIP ATTENDEE: Meet up to 5 high-level brand, agency or media executives of your choice attending or speaking PortadaLat. These 10 minute meetings will take place in a separate room during the first and second day of PortadaLat and are designed to help you build valuable relationships. General Pass offering is included. (US $ 1,999).
Secure your spot and start the PortadaLat journey!

Soccer’s popularity in the United States and the rest of the world has given rise to an alternative new business that has mushroomed in the last three years: soccer summer camps and soccer academies.

Teams such as FC Barcelona, German club Bayern Munich, and British clubs Arsenal, Liverpool, and Manchester United, are the first seeking to set up US outposts through football academies, which enroll about 300 children each year at an average cost of $2,000 each.

FC Bayern and Global Premier Soccer (GPS) have an extensive youth partnership that brings the knowledge and expertise of FCB’s notable Youth Academy. The partnership, which began in 2014, aims to grow the level of the game in North America, bringing the FC Bayern coaching philosophy and curriculum to now over 85,000 children and 6,000 coaches into 101 soccer clubs in over 22 states.

FC Barcelona, one of Europe’s most popular teams, has 25 academies and dozens of summer camps in more than 60 countries on five continents, which together enroll more than 30,000 boys and girls each year. They represent small regiments of brand loyal consumers who will further expand the team’s fan base among their close circles of friends and family.

Luis Ramón Carazo
Luis Ramón Carazo. (Photo: Twitter)

In the US, Barça got its start with camps run by the ISL Futbol company. Nowadays, the club has a presence in 25 cities, four of them with academies for kids ages 6-14.

Increasing merchandising sales for their clubs is the big draw for teams looking to establish a presence among their younger sports fans, said Luis Ramón Carazo, sports business specialist and columnist for Mexican newspaper Reforma. By increasing brand recognition and engagement, clubs increase their sales of team-related merchandise, such as jerseys.

Increasing merchandising sales for their clubs is the big draw for teams looking to establish a presence among their younger sports fans

In addition, the strategy helps clubs find talent at an early age and develop young soccer talents who have the potential to become future professional soccer players.

Alex Isern
Alex Isern, Director of ISL Futbol. (Photo: LinkedIn)

In addition to enrollment income, the soccer camps and academies welcome sponsors looking to establish a presence on the pitch and make activations. “The sponsors are the same ones who’ve signed on with the club in each region. In the US, we have the support of Gatorade, Gillette, and Black & Decker,” said Alex Isern, Director of ISL Futbol.

The sponsors are the same ones who’ve signed on with the club in each region. In the US, we have the support of Gatorade, Gillette, and Black & Decker.

“FC Barcelona has one of the most important sports brands, with millions of fans around the world. In addition, it has a highly recognized training method, not only for its sporting successes, but also for the values it instills”, said Eduardo Celorio, Director of FCBEscola, Mexico.

A multinational future

In the long run, having foreign soccer stars playing on European teams increases the TV rights paid by international broadcasters, explained Carazo. “In Mexico, for example, we follow Bayern because Javier ‘El Chicharito’ Hernández plays for them.”

European teams are also training their sights on Asia, to countries such as the United Arab Emirates, Japan, and China. Latin America is not far behind, with Brazil and Colombia among the countries where FC Barcelona has already inaugurated its first soccer schools. Mexico will be next, with the arrival of its first soccer academy slated for September 2018, stated Celorio.

The new “Early Morning Classic”

The European influence on American soccer is evident. The International Champions Cup, previously known as the World Futbol Challenge, is the most important international friendly tournament in the world. It has already created a new soccer classic: Barcelona vs. Real Madrid, which will be held this year on July 29th in Miami.

Tickets for the “Early Morning Classic,” as it known in Spain because of the early morning match time in that country, went on pre-sale in March at $125-$500 each, and sold out within a few days. Resale prices for the tickets go from $500 to almost $3,000 each.

Text written by Gabriela Gutiérrez M. @gabytronica

Feature image: sxc