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What: A Chivas press conference received some social media exposure for its excessive product placement in front of coach Jose Cardozo.
Why it matters: The almost comical number of items, coupled with a mic flag and step-and-repeat logo got a few laughs and actually provided some basically harmless extra exposure for the Liga MX team and a few of its partner brands.

Much has been made about the strong growth of both Mexican football and Liga MX (@LIGABancomerMX), the most viewed football week in, week out in North America. Brands like Wells Fargo (@WellsFargo), Allstate (@Allstate) and Verizon (@verizon) have used Mexican football as a key way to engage with a diverse and passionate Latino audience, not just a Mexican audience, across North America.

However sometimes sponsorship can maybe go a little too far—or maybe it’s a little more than innovative. This past week Chivas (@Chivas), one of the most revered football sides in North America set a new bar which frankly drove some great buzz in social media but maybe went a bit too far.

Now Chivas may not have a sponsor on the front of their shirt like others in the sponsorship-cluttered world of Mexican soccer (though Tecate (@tecate) is on the back, but they found a new level of postgame brand integration that certainly was different.

…[T]he social space gave Chivas a tremendous bump of recognition on a quiet summer Sunday where no one probably outside of their loyal fans would have noticed

Following a Sunday home loss in what has been a dismal season, coach Jose Cardozo gave the usual post-match press conference, telling the media the problems that losing clubs have. However the presser was record setting not because of word, but because of product. Almost a dozen products. Cereal, organic cereal, chocolate milk and Coca Cola were placed either side of the microphone, which also had a beer logo on it (Tecate, claro). Then throw in Powerade, Puma, Colavita and another half dozen brands on the wall behind Cardozo, and you have some kind of record for brand integration. Luckily the coach of the 17th place club played along and didn’t go on a sampling binge with the media as he spoke, but maybe that will be next?

Now all was not lost on the moment, as the social space gave Chivas a tremendous bump of recognition on a quiet summer Sunday where no one probably outside of their loyal fans would have noticed. While the club admitted that the product placement was to help bring in added value for its brands, the result was really buzz for partners that was unexpected, and traveled well beyond expectations globally.

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Now is this type of bump something that the growing, prosperous league needs more of? Exposure and activation for ROI is great, but replicating what was an unusual circumstance probably isn’t the way the elite of Liga MX will be going.

Still for one week, intentional or not, Chivas was all the talk again, albeit for an unusual reason. A sponsorship record that probably won’t be broken anytime soon, especially for a losing club in any sport.

What: Chivas Regal activated its Chivas Fight Club for Gennady “GGG” Golovkin’s Cinco de Mayo Fight on Saturday.
Why it matters: Chivas has been able to tap into GGG’s fervent Latino fan base with this strong connection to the champion boxer.

Brands are always looking for ways to bring fervent fans of teams, sports and leagues into the fold in support of their products. Since fans tend to support the companies that help their favorite entities, the most direct way to attract them is through a straight sponsorship.

But Chivas Regal (@ChivasRegalUSlaunched an even stronger connection to the ardent supporters of middleweight boxing champion Gennady “GGG” Golovkin (@GGGBoxinglast year, giving fans special treatment at his win on Saturday vs. Vanes Martirosyan in Carson, Calif. The Chivas Fight Club provided those fans with access to exclusive content, interviews and more from the famed boxer and his team, including Mexican trainer Abel Sanchez (pictured above with GGG).

GGG was selected because he stands for the principles he believes in and represents the heart and soul of the fighter in all of us.

The initiative helped Chivas gain access to those superfans through special giveaways and activations at the Cinco de Mayo bout, after a successful run at GGG vs. Canelo Alvarez in September in Las Vegas.

Through the campaign, special themed cocktails were made with boxing-themed names like “The Undisputed Champion,” “The Eliminator” and “Fists of Fury,” each utilizing different liquors in the Chivas family. Fans were able to become free members online and on-site at Saturday’s fight.

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For Chivas, partnering with GGG makes great sense in connecting with his fervent Latino base. The Club’s materials note that GGG was selected “because he stands for the principles he believes in and represents the heart and soul of the fighter in all of us. GGG comes from humble beginnings much like that of the Chivas Brothers, who created Chivas Regal.”

Chivas has a strong social media component to The Chivas Fight Club, encouraging the use of the hashtag #FightForIt as members share their own stories of what they are fighting for. It’s an on-message connection that reflects GGG’s own history.

“This movement is special to Chivas as it brings to life our core values, embracing the mixture of cultures and importance of shared success, as every person has a unique battle they fight with passion, gloves on and off,” said Shefali Murdia, Brand Director for Chivas Regal, Pernod Ricard USA, in a statement. “Like the Chivas brothers, Gennady comes from humble beginnings and has allowed his dreams to push him to where he is today, all while staying true to his values and Winning the Right Way.”

See the Chivas Fight Club TV commercial here.

Cover Image Credit: Randall Slavin

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

  • HeinekenHeineken extended its Major League Soccer partnership for five more years, to serve as the Official Beer of MLS. Heineken will continue to sponsor Rivalry Week. “Soccer has been a crucial platform for Heineken across the globe with multiple league, team and championship game sponsorships. In the U.S., our partnership with MLS has helped drive the sport’s rapid expansion and growing popularity,” said Felix Palau, Heineken SVP of marketing, in a statement.
  • The Chicago Fire Soccer Club announced a partnership with Evanston Soccer Association to bring numerous programs, services and supplemental playing opportunities to ESA and its players. ESA will rebrand its Under-13 through Under-19 boys and girls age groups to Chicago Fire Juniors North Shore.

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  • CHIVASLigaMX soccer team Chivas and German Borussia Dortmund have started a knowledge-sharing partnership. The Bundesliga and Liga MX teams will collaborate on financial, sports and administration strategies, as well as player signings and marketing.
  • The Los Angeles Galaxy announced a multi-year extension of their partnership with Constellation Brands. Modelo Especial will become the exclusive import beer sponsor of both the LA Galaxy and their StubHub Center home, with branding displayed throughout the stadium. Constellation Brands will also be listed as a founding partner of the 27,000-seater stadium.
  • Fifa has sealed a deal with Russian telecoms operator Rostelecom as partner of this year’s Fifa World Cup national team tournament. As part of the deal, Rostelecom will receive a range of rights, including LED board exposure at matches during the tournament and the opportunity to run ticket raffles.

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!

What: Chivas TV announces an alliance with Playmaker Media, part of NBC Sports, for the launch of Chivas TV 2.0; while Univision maintains U.S. broadcasting rights.
Why it matters: In 2016, Chivas TV bet on independent streaming and stopped broadcasting its games on open television in Mexico.

Amaury Vergara, Director of Chivas TV.

When the Chivas TV project was born a year ago, it was a small disaster—the signal was bad, its platform at the time was not ideal to support a large number of fans on it, and system faults caused inconvenience among end users. The Chivas team ended up closing deals with Cinépolis and Claro Video to be able to safely reach more people, both through TV and Internet.

“It was a year spent learning what the most real solution (to improve the platform) was in terms of investment and time,” Amaury Vergara, Director of Chivas TV, told Portada. “Broadcasting games every fortnight, [while at the same time] analyzing and planning improvements to the platform in order to comply with user requirements, is complicated,” he added.

Now, in its 2017 opening tournament, Chivas will be defending its League and Cup titles along with the debut of its broadcasts on a new world-class platform.

Chivas announced an agreement with Playmaker Media, a world-class platform backed by NBC, a pioneer in broadcasting sporting events online. Playmaker Media was launched in May 2016 to provide a point-to-point video support service to businesses in need of best-in-class live streaming and on-demand videos. Its portfolio includes the Olympic Games, the Tour de France, and World Cup Russia, with more than 100 million users connected simultaneously.

“We are looking for an ally that doesn’t sees us as only one more customer, but as [part of] a commercial strategy,” said Vergara. Chivas TV sought an ally that understood the team and was willing to commit long-term to the brand

We are looking for an ally that doesn’t sees us as only one more customer, but as [part of] a commercial strategy.

This means that NBC will be lending 100% of its infrastructure and support to reach the more than 80 million potential users in Mexico through mobile, and about 70 million users online. Of course, only a part of these numbers represent Chivas fans.

Chivas TV is the clearest example of the evolution of sports event broadcasting over the Internet. The team is globally innovative, being the only team so far – of any sport – that has decided to leave TV to broadcast its games exclusively on its own streaming platform.

It is the only team so far – of any sport – that has decided to leave TV to broadcast its games exclusively on its own streaming platform.

According to a statement by Amaury Vergara, Director of Chivas TV, the platform supports high and low-speed connections. Users in Mexico are affected by a lack of stable Internet connections, so NBC is promising that its platform will adapt automatically to the type of connection users have, be it cable, wireless or telephone.

For Vergara, the alliance with Playmaker and NBC “will place Chivas as a world-class platform.”

In commercial terms, Playmaker represents a strictly technical ally. “Everything related to sales and content remains in the hands of Chivas TV,” explained Vergara. What will be adjusted is the advertising, which will be maintained more comprehensively within the platform, so that it doesn’t invade the games but rather run alongside them.

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ChivasTVThe new and improved Chivas TV will cost 111 pesos per month and will be charged as a recurring payment. Users will have access to all LigaMX, Copa, U17, and U20 live matches.

As part of the promotion for the retooled Chivas TV, users who register now will be able to enjoy free access to the presentation of the team uniform, the Champion of Champions‘ match against the Tigres, and the friendly against Porto in Chivas Stadium.

In the U.S. and Puerto Rico, Chivas TV will offer different content, including live commentary and statistics, as well as post-match broadcasts and on-demand videos for its MX League and MX Cup home games. However, in these markets, Univision will continue to retain exclusive broadcast rights to the games.

“Univision has been a great ally, so we are open to negotiating for the league to continue its relationship with the channel,” Vergara said. There is still some time left on that contract, so the executive did not share what specific plans he may have in store with the U.S. channel.

For now, Chivas TV will broadcast portfolio matches in its U20 and U17 divisions, including live video and commentary, in the United States and Puerto Rico. The goal is for American users to become familiarized with using the platform, even if they cannot view the Chivas games live (although it does offer audio access to the games).

“What we want is to position the project as a digital platform, not as another channel,” Vergara adde.

What we want is to position the project as a digital platform, not as another channel.

The app is now available for IOS and Android.

What: Portada talked with Amaury Vergara Zatarain, director of the Chivas de Guadalajara soccer club, about how ChivasTV is here to change the business of televised soccer.
Why it matters: Since 2016, ChivasTV has endeavored to position one of LigaMX’s most recognized teams without having an open television presence. Now, the team is looking to expand its technology beyond broadcasting matches.

When Chivas, the Mexican soccer team of Guadalajara, launched the ChivasTV platform to broadcast its matches online, few believed it would be a viable thing. In addition to separating from Televisa, the most powerful TV network in Mexico, Chivas began to tear down the “if it does not appear on television, it does not exist” myth.

amaury-vergara.jpg
Amaury Vergara Zatarain, director of the Chivas de Guadalajara soccer club.

Nearly a year after its launch, ChivasTV could revolutionize sports marketing in Mexico, with statistics, data, and trends that can be put to good use by brands as well as other football clubs. Portada spoke with its director, Amaury Vergara Zatarain, the only son of Jorge Vergara Madrigal, president of Grupo Omnilife, and owner of Chivas and ChivasTV.

“Chivas TV, in addition to expanding the exposure of the Chivas brand, is a tool that has revolutionized the company’s marketing department to the degree that we’ve created a completely new area focused on digital innovation,” said Vergara Zatarain.

In addition to expanding the exposure of the Chivas brand, is a tool that has revolutionized the company’s marketing department.

The goal of this area will be to develop technology products for both Chivas and other soccer clubs, such as metadata analysis and trade statistics. The information will come from the box offices of clubs that link up with the company’s Department of Digital Innovation to generate their own technology products or process their own information.

Nominate your candidates! Call for Entries: 2018 Golazo Soccer World Cup Campaign Award!

Through “a philosophy of sharing and exchanging,” ChivasTV would process other clubs’ information in exchange for being able to use it to create analyses and market studies, which in turn would be tapped by interested companies, said Vergara Zatarain.

ChivasTV, One Year Later

“With the old TV network we were on, we did not have the global exposure we have now, with a presence in 55 countries,” said Vergara Zatarain. In his opinion, the former network was wasting the relationship that exists between the Chivas brand and Mexicaness.

However, when Chivas left open television, advertisers did not seem desperate to continue supporting the team. After its exit from open television, the club lost sponsorships from brands like Adidas and Bimbo.

With the old TV network we were on, we did not have global exposure.

The club is currently supported by Tecate, Puma, and Caliente. “These brands are all on board because they are very clear about the direction in which the industry, the marketing, and the content are moving,” said Vergara Zatarain.

For example, said the director, a graduate of the New York Film Academy whose resume includes working on the Guillermo del Toro film Pan’s Labyrinth: “How many times people see repetitions on social media is often more relevant than one-time views on television. We are trying to work with the brands that already understand this, and eventually, hope to have more come on board. ”

To do this, the goal will be to maintain a neutral position in the broadcasts ─ without favoring Chivas ─, plus have guests from other clubs, and generate a “healthy rivalry” among the other teams.

In this way, Chivas is seeking to “create a narrative that is more neutral, instead of black and white; lifting the rival to then have a worthy opponent. We are looking to get the fans to not only love the team, but to love the sport.”

We are looking to get the fans to not only love the team, but to love the sport.

One of the strongest criticisms the ChivasTV platform has received is its technical problems, such as losing the signal during broadcasts. In response, the company will be launching a new 2.0 platform in the coming months, so that even if the user has a bad Internet connection, the signal will not be interrupted, explained Vergara Zatarain.

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ChivasTV has a presence in 55 countries, but the United States is not one of them because Chivas signed an exclusive agreement with Univision that prevents it from broadcasting on its own platform in the U.S. However, this contract expires in 2019, so this could change in the not too distant future.

 

What the Experts Say about ChivasTV

Hugo Sanchez Gudiño, sports analysis expert for UNAM:

  • It’s a reflection of its owner, Jorge Vergara. He’s a risky entrepreneur who is always on the lookout for new things.
  • Brands that do not undertake new challenges stay stuck with a small audience and stagnate. The brands that survive in this globalized world are those that propose new initiatives, especially in technical terms. This brand was vegetating for a long time, with internal conflicts and its own fan base, but seems to have woken up.
  • It is a hit because the public is no longer passive and wants the brand to interact with it.

Carlos Elizondo Ramírez, independent consultant, sports marketing specialist:

  • Those most affected are the fans that don’t have a good Internet connection.
  • For many brands, it is still not an attractive option, as several have dropped them. Those brands prefer electronic and open media, such as television.
  • I am sure that this move is not about turning a profit soon─ it is about building something, which is perhaps the future of soccer. Other clubs couldn’t pull this off, but Chivas, with its vast resources, can do that and more.

By Gabriela Gutiérrez M.

English-language soccer broadcasting is becoming more relevant in the U.S. for everyone involved: fans, broadcasters, soccer teams and brands. NBC, Univision Deportes, Turner, BeINSports and others are jumping at the opportunity.

On February, Facebook and Univision announced a partnership by which the social media platform would start broadcasting Mexican Liga MX live soccer matches in English and a similar agreement was struck for MLS matches.

Rafael Ramirez
Rafael Ramírez, Chief Creative Officer at Newlink. (Image: LikedIn)

“Broadcasting soccer in English responds to a dynamic in our bilingual Hispanic fan which is English-dominant,” explains Rafael Ramírez, Chief Creative Officer at Newlink.

“We need to acknowledge that our audience is bi-national and bilingual,” adds Juan Carlos Rodríguez, president of Univision Deportes. “Mexican and Latino children don’t want to speak Spanish anymore. Through socio-economic and demographic studies, we discovered that they play soccer since they were kids, but they did it in English. Their switch has changed, they want to watch El América and Las Chivas, but they want to listen to it in English.”

Soccer continues to be the number one sport for Hispanic audiences, but the way it is consumed is what has changed.

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In addition, soccer is becoming more popular among English natives. According to Ramírez, soccer has become the favorite sports for teenagers in the U.S., independently of their culture.

Mexican and Latinos’ children don’t want to speak Spanish anymore.

In the annual High School Athletics Participation Survey 2015-2016, conducted by the National Federation of State High School Associations (NFHS), soccer came in in fifth place in terms of number of participants, with 440,322 young men playing the sport.

Soccer Teams want the Attention

Due to the increased interest in soccer of English-dominant audiences in the U.S., Mexican soccer teams are also looking to sell their rights for English-language broadcasts.

Esteban de Anda
Esteban de Anda, Commercial Alliances and Communications Director of Xolos. (Image: LinkedIn)

“We urgently need sports anchors for radio and TV to give audiences the chance to listen to our game match broadcasts in English. We need to take this into account when broadcasting our games in the U.S.,” said Esteban de Anda, Commercial Alliances and Communications Director of Xolos, Tijuana’s soccer team.

A marketing executive at Club America, who asked to remain anonymous, explained that English-natives represent a relevant opportunity for the team, but the broadcasters are the ones who choose how to use their soccer rights. “The U.S. is a relevant market for us, but it is the broadcaster who chooses how to use our rights over there.”

Broadcasters pay more to a university in Albuquerque for their English-match rights than for ours in Spanish, although in terms of investment return we give them much more money.
Jose Luis Higuera B.
José Luis Higuera, Grupo Chivas Omnilife’s CEO. (Image: Twitter)

For Grupo Chivas Omnilife’s CEO, José Luis Higuera, it is very clear that the money is where the English-spoken games are. “It seems that even cricket has a higher budget than Chivas. Broadcasters pay more to a university in Albuquerque for their English-match rights than for ours in Spanish, although in terms of investment return we give them much more money.”

Liga MX still has the overall highest rating regardless of language.

If switching their broadcasts to English will let the teams get more investment, both from broadcasters and brands, then this definitely represents an opportunity for soccer teams.

According to Vicente Navarro, Vice-President of Product Development at marketing agency AC&M Group, about two-thirds of all the games broadcasted in the U.S. are broadcasted in English. “There are plenty of examples of English language soccer on TV showing really good numbers. NBC and Premier League has been a great success, and numbers for properties like Bundesliga and MLS keep getting stronger. However, Liga MX still has the overall highest rating regardless of language.”

Broadcasters agree on the opportunity

Although English-language broadcasts only represents 3% of Univision’s audience, Rodríguez admits the numbers keep growing. “It isn’t a trend jet, but it is a proof of it working.”

This explains why Univision is making strategic alliances with Facebook to broadcast LigaMX games in English.

Michael Neuman_Scout Sports and Entertainment
Michael Neuman, the EVP and Managing Partner at Scout Sports and Entertainment.

But not only Mexican-league’s games are relevant to English-natives. “There used to be a pretty strong influx of Spanish-language soccer games being broadcasted to the U.S.,” explains Michael Neuman, the EVP and Managing Partner at Scout Sports and Entertainment. Now we are seeing NBC making an enormous effort to bring Premier League soccer from the UK into the U.S. during season, on weekend mornings. They are really trying to train the American soccer fan that is seeking that experience.”

The audience is there and it is growing. There is definitely an interest on behalf of broadcasters to exploit the opportunity. A great example is Turner, which in February acquired the UEFA Champions League English-language media rights, starting in fall 2018, after 27 years without carrying any soccer programming. The company will pay more than $60 million annually for the rights, outbidding FOX and NBC.

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“The ability for an English-speaking soccer fan to see high quality games has never been as accessible as it is today,” Neuman ads.

What brands are missing

Vicente Navarro
Vicente Navarro, Vice-President of Product Development at marketing agency AC&M Group (Image: Twitter)

“For us, English-language properties are always something we recommend to our clients if the target market makes sense. We buy media with FOX, NBC, BeIN Sports and others regularly, because we know there is a growing viewership and we have to be talking to them,” says Navarro.

We know there is a growing viewership and we have to be talking to them.

According to Rodríguez the opportunity is great, but brands are still missing out because of their local strategies. Mexican brands should take more advantage of their binational businesses. “Comex, for example, has business both in Mexico and in the U.S., they should be able to pay soccer sponsorships in both countries.”

To this, Navarro ads that “some brands might want to stick to Spanish-language only but for most having a mix of both is a better approach.”

Soccer and Sports Marketing content will be very important at Portada’s major  PortadaLat event on June 7-8 in Miami.
Programming will include:
THE GOLAZO 2018 SOCCER WORLD CUP CAMPAIGN PITCH:
JURY: Mike Tasevsky, SVP of U.S. Sponsorship at MasterCard
Felix Palau, VP at Tecate, Heineken
Ed Carias, Sr. Brand Manager at el Jimador Tequila – North American Region, Brown-Forman
(Shortlisted candidates will be voted on by Portada’s audience in May.)
DESCRIPTION: Nine shortlisted nominees for the Golazo 2018 Soccer Marketing pitch battle it out in front of a jury! Who will come out on top?
HOW BRANDS SHOULD LEVERAGE SPORTS CONTENT
Mike Tasevsky, SVP of U.S. Sponsorship at MasterCard
Felix Palau, VP of Tecate at Heineken
John Alvarado, VP Brand Marketing at Crown Imports
Ed Carias, Sr. Brand Manager at el Jimador Tequila – North American Region, Brown-Forman
DESCRIPTION:
Sports marketing experts discuss opportunities for brands to leverage sports content in order to better connect with the U.S. and Latin American consumer.
HAPPY HOUR IN HONOR OF THE LAUNCH OF PORTADA’S SPORTS MARKETING PROGRAM
Enjoy a glass of wine and toast to the launch of Portada’s new sports marketing initiative. Register at early bird price here!

What: José Luis Higuera, CEO of Club Guadalajara, announced that his team would not return to television, neither open nor cable.
Why it matters: In 2016, the Chivas de Guadalajara club did away with broadcasting their matches on television to focus exclusively on their own streaming platform and a few alliances with Claro and Cinépolis.

JAV_5197
Jose Luis Higuera, CEO of Club Guadalajara.

“There is no way Chivas will return to television,” said Jose Luis Higuera, CEO of Club Guadalajara, during his presentation at the 2017 Sports Innovation Summit (SiS) in Mexico City.

After a briefing in which the club’s general manager complained about the low amounts that brands pay to Mexican teams compared to European clubs, he explained that although the Chivas TV online platform still had flaws, the team would not be broadcasting their games again on Mexican TV.

Instead of returning to the traditional model of selling broadcast rights to the big TV networks, Higuera talked about creating alliances with new outputs such as the big movie theaters. Late last year, Cinépolis entered into an alliance with Chivas TV to include its matches on the OTT platform owned by the Mexican film company, Cinépolis Click.

In addition, Higuera sees good opportunities in broadcasting his team’s live matches on the big screen. “It’s already been done with Champions League and also the NFL,” said the club owner, whose soccer team is 100% composed of Mexican players.

Since its departure from open television, the Chivas club has received criticism for charging its fans for viewing the games on a platform that not everyone has access to and is also plagued with many flaws. However, Higuera is convinced that the only way to improve the team is through a greater injection of capital. This is just one more effort to bring revenue to the club.

Although he was not very clear about the launch dates for Chivas’s new alliances, he emphasized that the team would not be returning to the small screen under any circumstances.

Contrary to Higuera’s strategy in the Mexican market, Juan Carlos Rodríguez, President of Univision Deportes, also stated during the SiS that Chivas signed on for another year with the television station to extend its sale of TV rights to the U.S. market until 2018.

What: Juan Carlos Rodríguez, president at Univision Deportes, confirmed during Sport Innovation Summit (SiS) Mexico 2017 that the LigaMX team, Las Chivas from Guadalajara has signed one more year of TV rights with the Hispanic-focused U.S. broadcaster.
Why it matters: In Mexico, Chivas exclusively broadcasts all its games and content through its own OTT channel. This  fact cast doubt on whether Chivas would  renew its rights for the U.S. with Univision.

In 2013 Chivas signed a five-year agreement with Univision for its exclusive broadcasting rights in the U.S., for US $80 million. But when Jorge Vergara announced last year that the team was leaving its 22-year relationship with Televisa (or any other TV broadcaster in Mexico) to only focus on using its own digital platform, speculations started building.

According to a Bloomberg article published on November 24th 2016, Chivas was planning “to part ways with U.S. broadcaster Univision Holdings Inc. when its contract [came] up in 2018.”

But it seems these plans have changed. Since its TV departure, Guadalajara’s team has had a hard time keeping fans connected through its online service. The platform keeps presenting technical failures and some fans find its $12-a-month fee too high and fans aren’t used to watching a local game on a computer.

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http://14575-presscdn-0-73.pagely.netdna-cdn.com/wp-content/uploads/2011/08/Juan.jpg“It is a brilliant strategy,” said Juan Carlos Rodríguez, president at Univision Deportes, during his SiS Mexico 2017 session, yesterday. “But it isn’t the right timing.”

Such is the case,” he continued, “that we already renewed our contract with Chivas in the U.S. for one more year.

The digital world still needs the linear industry to survive, Rodríguez is expecting to also see some new negotiations between Chivas and TV broadcasters in Mexico soon, whether it is through cable or any other option. “They won’t have enough time to monetize this great idea they had.”

There will be changes in how traditional media works, an example of it is Univision’s recent deal with Facebook to broadcast LigaMX live-soccer games in English. But the challenge is to know for how long traditional media will be able to keep working how they do it now, “our business is to stop [alternatives] from working,” Rodríguez finalizes.

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.

 

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

CHECK OUT PORTADA’S INTERACTIVE DIRECTORY OF CORPORATE MARKETERS AND AGENCY EXECUTIVES TARGETING LATIN AMERICAN CONSUMERS! with newly introduced upgraded features (see at the bottom of this article. 15 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please contact Silvina Poirier at 1-800-397-5322  or e-mail her at silvina@portada-online.com.

Click here for previous Latam Sales Leads editions

 

  • Marriott Hotels

descargaTourism and hospitality agency Diamond Public Relations has been named agency of record for Marriott International’s portfolio of Caribbean and Latin America properties.Marriott International’s 115 hotels in 26 countries and territories throughout Latin America and the Caribbean — which includes brands such as Ritz-Carlton, Courtyard Marriott, Renaissance Hotels and JW Marriott Hotels & Resorts — currently makes it the fastest growing region for the international hospitality giant. Diamond will oversee brand awareness and manage North American PR efforts for Marriott International’s Caribbean and Latin America brands, for the purpose of driving awareness and travel to hotel properties in that region.Miami-based Diamond manages PR efforts for more than two-dozen resorts throughout the U.S., Caribbean, Central/South America and Europe.

  • Safilo Group

descarga (2)Italian eyewear manufacturer and distributer Safilo Group, which distributes licensed brands including Fendi and Dior, has re-entered the Latin American market of Argentina after a hiatus.Safilo has closed a distribution agreement with OCSA SLR of Messrs. Cosentino. Through its new terms with OSCA, Safilo plans to further develop and strengthen its business in Latin America countries.Safilo’s re-entrance into Argentina is part of the brand’s larger development plans for the Latin American region, as outlined in its 2020 Strategic Plan. Safilo has also forged strong relationships with consumers in the Brazilian and Mexican markets and is planning on similar successes in Argentina, and the whole of Latin America as it continues to set a foundation for growth in the region.

  • Cath Kidston

descarga (1)The vintage fashion and home retailer Cath Kidston is set to open stand-alone stores and concessions in Latin America as it presses on with its global expansion plans.The retailer will initially concentrate on launching operations in Mexico and Chile.However, Cath Kidston chief executive Kenny Wilson is eyeing expansion across the region and as far as Brazil.The retailer, which recently launched a brand collaboration with Disney, is planning to enter the region with stand-alone stores and concessions following indications from online sales in Latin America that the brand has a market there.Cath Kidston has recruited Under Armour’s head of international franchising Michael Engelhaupt to lead the venture.

  • Holiday Inn Express

c58b279ae8516d7abd38a0eddd4b7946_400x400InterContinental Hotels Group has signed the Holiday Inn Express Asuncion Aviadores hotel, the first Holiday Inn Express hotel in Paraguay.The new-build 120-room hotel will be centrally located in Paraguay’s capital city of Asuncion and joins IHG’s Crowne Plaza Asuncion hotel, already open in Paraguay.Expected to be open by the end of 2018, the hotel will be in close proximity to the World Trade Centre Asuncion, Shopping del Sol and Paseo La Galeria.

 

 

  • Radisson Blu  

02Radisson Blu announced the opening of Radisson Blu Santiago La Dehesa, its first location in Chile. The opening of this hotel follows Radisson Blu Sao Paulo and Radisson Blu Belo Horizonte, Savassi in Brazil which opened earlier this year.

 

 

  • New Era/Chivas

New Era, the sports and lifestyle headwear brand, is proud to announce a partnership with Club Deportivo Guadalajara, the soccer club with the biggest Mexican fan base in the world.The debut collection, launching in Mexico in August and in the US later this year, celebrates 110 years of Chivas history. The collection is made up of 69 different styles and features six different club logos from the clubs history. The brand’s iconic 59FIFTY fitted cap will be featured alongside the 9FIFTY Snapback, 39THIRTY stretch fit and specific styles for kids and women.With 96 years of traditional sports heritage and as the official cap supplier for MLB, and the NFL, New Era is dedicated to bring consumers a mix of fan and lifestyle-inspired products through innovative designs and global partnerships.

  • Jamberry

descarga (2)Patented nail wraps brand Jamberry is now extending its’ business to Mexico – their second major international market expansion in 2016. Mexico residents will be eligible to become Jamberry Independent Consultants and order product online beginning late 2016.Created by women, for women, Jamberry’s mission is to extend economic opportunity to all women and their families. Boasting a thriving network of over 100,000 Independent Consultants throughout the US, Canada and Puerto Rico, Australia and New Zealand, and the United Kingdom, Jamberry’s business model aims to enhance women’s lives and give women around the world flexibility to earn income on their schedule.

 

INTRODUCING NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
We have incorporated new features to the interactive database of corporate marketers and agency executives targeting Latin American consumers:
New Sales 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.
SPECIAL INTRODUCTORY OFFER:
For a short period of time we are offering the database for an introductory annual subscription of US$ 899!
Read the Frequently Answered Questions. (click on link “the most commonly asked questions…” and/or contact Research/Databases Sales Manager Silvina Poirier at silvina@portada-online.com.

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

Check out Portada’s Interactive Database of Corporate Marketers and Agency Executives with newly introduced upgraded features (see details at the bottom of this article). 20 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please contact Silvina Poirier at 1-800-397-5322 or e-mail her at silvina@portada-online.com.

For prior Sales Leads editions, click here.

  • Loews Hotels  

descargaLoews Hotels is apparently looking for a new agency to handle creative and media in the U.S.Catch New York was the incumbent on the account. Avidan Strategies is leading the review. Loews Hotels has 23 hotels and resorts across the U.S. and Canada, with 7,900 employees. The New York-based company spent more than US$4.8 million on measured media in 2015, according to Kantar.

 

  • Swarovski  

Precision-cut crystal maker Swarovski has teamed with publishing house Condé Nast to relaunch Salt, a glossy print title. Salt will be published twice a year by Condé Nast Contract Publishing Division and will be available in English, Mandarin and Japanese editions. Darius Sanai, the editor in chief of Condé Nast Contract Publishing, conceived the title alongside Swarovski as a way for the brand to explore the many facets of its narrative. The first relaunched issue of Salt will hit newsstands this month, with a second issue set to launch in February. Swarovski and Condé Nast will distribute the title in the United States, United Kingdom, Europe, China, Japan and Southeast Asian markets. Salt will be available to Swarovski’s consumers as well as for purchase at select newsstands.

  • New Era/Chivas

New Era, the sports and lifestyle headwear brand, is proud to announce a partnership with Club Deportivo Guadalajara, the soccer club with the biggest Mexican fan base in the world.The debut collection, launching in Mexico in August and in the US later this year, celebrates 110 years of Chivas history. The collection is made up of 69 different styles and features six different club logos from the clubs history. The brand’s iconic 59FIFTY fitted cap will be featured alongside the 9FIFTY Snapback, 39THIRTY stretch fit and specific styles for kids and women.With 96 years of traditional sports heritage and as the official cap supplier for MLB, and the NFL, New Era is dedicated to bring consumers a mix of fan and lifestyle-inspired products through innovative designs and global partnerships.

  • MillerCoors

nnnmnMillerCoors will release an alcoholic version of aguas frescas, a traditional Mexican drink made with fruit, water and sugar, Adage reports. The brand is called Zumbida and is made with the Alcohol and Tobacco Tax and Trade Bureau. The label, which is in Spanish, shows a mango flavor with the words “aguas frescas” at top. “The label includes the words “con un toque de piquete” which means “with a touch of alcohol.” MillerCoors does not have a Mexican beer in its portfolio. While Zumbida will be made in the U.S., not Mexico, MillerCoors seems to be aiming to gain credibility with Hispanics by referencing aqua frescas.

 

 

 

  • Rémy Martin®

Rémy Martin Cognac is launching its 2016 Circle of Centaurs mentorship program with multi-talented actor, singer and photographer Jackie Cruz. The program is an extension of the brand’s One Life/Live Them campaign. The mentorship initiative with Jackie Cruz is one in a series of Rémy Martin Circle of Centaurs programs this year. Each initiative will give one individual the opportunity to be mentored by someone who has demonstrated an ability to explore his or her many inner talents.While Cruz is best known for her role as an actress on the Netflix hit series Orange Is The New Black, she is also an exceptional singer, talented musician, and aspiring photographer. Rémy Martin will launch the Circle of Centaurs mentorship contest with Jackie Cruz in the U.S. on August 17, 2016 and close on September 23, 2016. Entrants are asked to upload a video of themselves singing an original song and share on their personal Instagram page by tagging @remymartin along with #circleofcentaursjackie hashtag, or share on Facebook by posting on the Rémy Martin brand page along with #circleofcentaursjackie hashtag.

 

  • Domino’s®

bbDomino’s Pizza is bringing pizza and salad lovers to the same table. Domino’s is now delivering salads nationwide, because sometimes, there’s that one person who only wants a salad on pizza night.The prepackaged salads are now available in three varieties: Classic Garden, Chicken Caesar and the new Chicken Apple Pecan. Domino’s has teamed up with fresh foods innovator Ready Pac Foods, so that stores nationwide can deliver a salad option to customers looking to keep everyone happy, making Domino’s the largest national pizza chain to deliver salads.

 

  • INTUR

descarga (1)INTUR, Nicaragua’s national tourism board, tapped Myriad as its agency of record for U.S. and Canada. The agency will handle all tourism marketing, trade relations and press relations.

 

 

INTRODUCING NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
We have incorporated new features to the interactive database of corporate marketers and agency executives targeting U.S. consumers:
New Sales 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.
SPECIAL INTRODUCTORY OFFER:
For a short period of time we are offering the database for an introductory annual subscription of US$ 899!
Read the Frequently Answered Questions. (click on link “the most commonly asked questions…” and/or contact Research/Databases Sales Manager Silvina Poirier at silvina@portada-online.com.

Join us at PORTADA Mexico!

Portada speaks with some of the key players in multicultural sports marketing to gather insights on their goals and priorities for 2016. Views and forecasts from leaders at Tecate, Amtrak, Elemento, TeamWorks Media, GLR, Fox and AC&M Group.

By Gretchen Gardner

chivasThe growing Hispanic market has become increasingly key for American brands’ marketing efforts. But it’s not an easy task to develop a strategy that works for such a diverse, segmented audience. Hispanic Americans hail from such diverse cultures and geographic regions and have different levels of insertion into American culture, making it difficult to group them all into one market.

But one thing is clear: Hispanic-Americans love sports. In fact, a Nielson study indicated that 94% of Hispanics identify themselves as sports fans, while 56% would say they are avid fans. So how are key players in sports marketing making plans for 2016?

In Portada’s conversations with industry executives, there was a consistent mention of the ever-evolving landscape of digital marketing. There is no single platform that commands the attention of the entire Hispanic market, so messages and branding must be distributed among broadcast media, social media, and physical locations like stadiums or arenas.

Futbol and Boxing Dominate

Speaking of stadiums and arenas, two sports have proven to be key: Soccer and boxing.

Gustavo Guerra
Gustavo Guerra

Gustavo Guerra, Brand Director for Tecate beer at Heineken USA confirms that the brand is focusing strongly on opportunities in these sports, as it wants “to become synonymous with the biggest games and fights focusing on these moments where fans gather to watch their passion points.” The brand worked on increasing engagement around both sports through bringing the fans physically together, bringing Chivas, the most popular football club in Mexico, for a friendly match in the U.S., hosting online forums for the Mayweather Pacquiao fight, for which Tecate was the exclusive beer sponsor, and hosting viewing parties for other big games or fights.

In 2016, Tecate wants to continue to help fans “have familiar and authentic experiences when they’re enjoying their favorite sport.” Tecate plans to build on the fact that it is the #1 beer in Mexico, and assures us that they’ve “just scratched the surface” in this appeal to Hispanics’ biggest passions.

Language is optional, but relevancy is a must!

Marco López, a partner at agency Elemento L2, agrees that

Marco Lopez
Marco Lopez

soccer is the key to reaching Hispanic audiences in 2016, as staying “culturally relevant with a compelling story” is key to his agency’s strategy. And what about language? “Language is optional, but relevancy is a must!” Lopez also mentioned the power of insight as an alternative to those who cannot acquire the rights for properties or teams, citing Beats by Dre during the World Cup as an example.

But it’s not all about soccer. Tab Bamford, Business Development

Tab Bamford
Tab Bamford

Manager at Teamworks Media, a Chicago based Sports Marketing Agency, suggests that their biggest opportunity for 2016 was non-soccer content. “The market is saturated with really good soccer content already, and there are a lot of other sports that Hispanic fans are excited about and engaging with that marketers and sponsors are neglecting,” Bamford said. And not all sports are created equal, as Bamford highlights that “there are nuances that need to be recognized when talking about different sports, much less with different audiences. Being aware of both the macro audiences and the niches is paramount to succeeding.”

The market is saturated with really good soccer content, and there are a lot of other sports that Hispanic fans are excited about that marketers are neglecting.

WATCH HIGHLIGHTS FROM PORTADA’S 2015 SPORTS MARKETING FORUM:
(2016 Edition: September 21, 2016!)
Nascar Driver Daniel Suarez (VIDEO)
Total Market or Hispanic Market? Who cares, only Gooolaaazos matter (VIDEO)
Gustavo Aguirre Associate Brand Manager Coors Light at MillerCoors (VIDEO)
Fernando Fiore – Interview (VIDEO)

A Focus on Engagement

What’s more, Hispanic sports fans are not just numerous, but also sophisticated and connected, and demand engaging content about the teams they love says Jose Ortega, Director of Digital Media at Fox.

Jose Ortega
Jose Ortega

Ortega emphasizes Fox’s efforts to engage with Hispanic sports fans “in a more user-friendly way,” providing them with “in-depth articles, behind-the-scenes access, programming grids and results for all the leagues and teams across all sports.” Ortega also highlights the importance of expanding the multi-platform presence, re-launching their website to include “more video and mobile experiences for users.”

Luis Gutierrez
Luis Gutierrez

Luis Gutierrez, Vice President of Sales at GLR Networks, the production and distribution arm of PRISA Radio, also spoke of the importance of engaging with Hispanics, not just exposing them to brands, as they continue to provide “great play-by-play spots analysis” for Chivas, and six other teams in the Mexican Liga through coverage by people like DR.Z and Alex Pazos.

Because Hispanic audiences are so passionate about sports, brands

Crystal Hudson
Crystal Hudson

with little connection to sports must find ways to get in on the action. Crystal Hudson , Principal Officer in Sports & Affinity Marketing at AMTRAK says that in 2016, the brand’s biggest opportunities will be in “partnerships with teams and properties that have specific Hispanic marketing initiatives and programs” like the NY Mets with Los Mets and Washington Wizards with Latin Nights. To Hudson, language does present a challenge, though: “sports sponsorships are expensive, so diversifying messages (i.e. using both Spanish and English across assets) becomes very challenging and cost-prohibitive.”

Jaime Cardenas, CEO of AC&M Group, also notes that merely sponsoring sports teams or events for brand exposure is no longer cost or message-effective, as “the main value of a sports sponsorship comes from engaging with fans to expose them to the sponsor’s message, not only on site at games but also at retail, digital and social channels.”

Cost-Effective Alternatives?

While the Olympics, Euro Cup and Copa America Centenario provide many opportunities for sports sponsorships in 2016, like Amtrak’s Hudson, Cardenas acknowledges that not all clients can afford sports sponsorships,and the challenge for 2016 will be to “find creative ways to leverage the heightened awareness to a particular sport or event and turn it into an engagement opportunity for our client’s brand.”

The main value of a sports sponsorship comes from engaging with fans to expose them to the sponsor’s message, not only on site at games but also at retail, digital and social channels.
jaime cardenas
Jaime Cardenas

Cardenas also speaks about the  difficulties associated with customizing messages to targeted fan segments, because “the challenge has always been that the more you customize the message the more expensive it is to produce, and the more waste in terms of exposure.” Instead of giving up on hyper-targeted messages, Cardenas’s agency will be working on delivering those messages through less expensive options.

AC&M is currently exploring one of those options: youth soccer clubs. The agency has found that in terms of ethnicity, household income, age and gender, these clubs hit the mark, providing that magical combination of “content (sport, athlete, league, team, etc.), language (Spanish vs English), and consumer (Mexican, Colombian, Dominican U.S. born, foreign born, moms, millennials, etc)” that so many agencies covet. And it’s no secret that targeting youth is an effective way to spread a message, as young adults are some of the most connected people around.

A seasoned sports agency CEO, Cardenas is well aware of the challenges that 2016 will bring any brand or agency looking to appeal to the Hispanic market. “When you look at how diverse the Hispanic market is, and the number of options available from sports properties and events, it is easy to understand why sports marketing for Hispanics is more complex than for general market. However, we also know that if you find the right mix the results justify why it is important to use sports to connect with Hispanic consumers.” We couldn’t have said it better ourselves.

DOWNLOAD PORTADA’S 2015 SOCCER MARKETING GUIDE!.