What: The Miami Open, one of the five largest tennis tournaments in the world, has a strong roster of Latino partners led by Presenting Sponsor Itaú.
Why it matters: Situated in a strong Hispanic market and moving even deeper into a dense Hispanic population next year, the event is an increasingly valuable property for marketers.

Play has begun in the main draw of the Miami Open (@MiamiOpen), which is completing its last year of competition at its longtime home, the Tennis Center at Crandon Park Key Biscayne, Fla., and moving north to Hard Rock Stadium in Miami next year. While that has occasioned some consternation among tennis traditionalists in South Florida, the increase in acreage, courts and various accompanying sponsor areas could open up more partnership opportunities, including those courting the Latino fan base, for whom the Hard Rock’s adjoining Florida Turnpike may offer easier access than the Rickenbacker Causeway to the Keys has.

Latino companies abound among the roster of sponsors for the event, which has spanned more than three decades with various names, prominently the Lipton Championships and Ericsson, NASDAQ-100 and Sony Ericsson Open. Three years ago, Itaú (@itau), headquartered in Brazil, became the presenting sponsor, and boasting 5,000 branches in Latin America, it is the most visible Latino brand on the Key Biscayne grounds.

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But it’s far from the only one. Latin American telecommunications giant Claró and Juan Valdez coffee (@JuanValdezCafe), the popular brand name of the Colombian Coffee Growers Federation, are at the Host Sponsor level, among such international brands as FedEx, Lacoste, MasterCard and Peugeot. The Brazilian high-end tennis tour agency Faberg (@fabergtour) rounds out the list.

The companies that align themselves with the Miami Open get the best of both worlds, an association with the best players in the world at a time when tennis is just coming into focus in North America this year, and the ability to showcase their brand as best in class across both the Latin American and American tennis audience.

“As a legacy sport that reaches a high net worth audience, tennis, especially an event like Miami that is now being transformed under Steve Ross, is still a prime activation spot for brands,” said Chris

Roger Federer practicing on Wednesday at the Miami Open

Lencheski, longtime sports marketer now at MP & Silva as well as teaching at Columbia University. “The companies that align themselves with the Miami Open get the best of both worlds, an association with the best players in the world at a time when tennis is just coming into focus in North America this year, and the ability to showcase their brand as best in class across both the Latin American and American tennis audience. It’s a smart play on both sides.”

March and August are the two months during which the tennis world focuses on the U.S. Annually following the successful WTA Premier and ATP 1000 event in Indian Wells, Calif., another high-profile, two-week tournament in a region with high Hispanic influence, Miami has often billed itself as the “fifth major.” That status, during a time when the sport gets so much attention here, has made it a good fit for marketers.

Even more so than in Indian Wells, Latino brands have connected to the multicultural fan base in Key Biscayne. The move 25 miles north into the more densely populated Miami Gardens, potentially accessible to tens of thousands more fans, many of Hispanic heritage, gives Miami Open partners a huge advantage in reaching that base.

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cover image courtesy Miami Open

What: MARCA Claro arrives to Mexico with sports content targeting Latin America and potentially the U.S. Hispanic market.Mexico is the site’s first stop, but there are plans to bring the brand to other Latin American markets like Colombia, Brazil and Argentina, during 2017.
Why it matters: Digitally channelled sports content (including video) is a growth area. 

Claro Sports, the Mexican broadcast channel owned by America Movil, and the Spanish pulbisher MARCA (Unidad Editorial) announced the launch of a new sports news website dedicated to Spanish-speaking audiences. The site will publish stories related to sports news, as well stories on players and athletes.

The new site’s name is MARCA Claro, which will focus on local and international sports-related stories, with the objective of becoming Latin America’s main sports-news site.

“The partnership between both companies will let us provide a great site with information relevant to all of Latin America. In addition to working on the Mexican edition, we will launch other [sites] for Colombia, Brasil and other countries including local content for the whole region,” the official press release states,

MARCA Claro’s covers news on national and international soccer, baseball, NBA, MMA, UFC, NFL, NHL, and more. The sports site is available online and also as an app for mobile devices.

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MARCA Claro is not the only website by a Spanish publisher interested in the Mexican and Latin American market. On July 2015 AS.com launched its own version for Mexico. AS.com does not only focus on Latin American countries, but also expanded in the U.S., focusing on the Hispanic audience, generating specific content for the mentioned country, but also selling ads to its marketers.

MARCA Claro hasn’t specified if those “other countries” they refer to when talking about its upcoming expansion include the U.S.. But it wouldn’t be a surprise if they decided to enter the U.S. market and target Hispanic soccer lovers in Spanish and, perhaps, in English. For the moment, the site already has an English version of its news.

We guess we will just have to wait and see what their next move will be, regarding the expansion in Spanish-speaking markets. They would be missing out on a huge opportunity if they don’t decide to pay some attentions to the U.S.’s potential.

The Latin Recording Academy, (LARAS ) the producer and owner of the Latin Grammy Award brand, recently struck a partnership with Latin American Telco Claro Americas, which is part of America Movil and present in most Latin American countries. The partnership reflects how major brands are increasingly interested in experiential (events) and social media marketing.

LG16_ENGLISH_STACKED_POSITIVE_NOTUNEINClaro’s alignment with The Latin GRAMMYs allows them to leverage a pan-regional brand like The Latin GRAMMYs that resonates throughout all of Latin America and represents millions of loyal fans and followers to ensure that their music platform is associated with the prestige and reach of The Latin Recording Academy, a spokesperson at LARAS  tells Portada. By creating a hub at Claro Música that highlights the official Latin GRAMMY Nominees, Claro Música provides their listeners with a one-stop solution to hearing the best music of the last year and to explore and learn about new genres and new music. Additionally, they want to offer their consumers, clients, and Claro Música subscribers the best in Latin music with a chance to win a VIP experience at The Latin GRAMMY Awards in Las Vegas.

The Partnership: Activation Details

LARAS  has been working with Claro’s internal marketing team directly to ensure that all of Latin GRAMMY Claro’s sponsorship of the 16th Annual Latin GRAMMY Awards® is a comprehensive partnership that spans across Latin America (including Brazil) and the Caribbean. Countries include: Argentina, Brazil, Chile, Colombia, Costa Rica, Dominican Republic, Ecuador, El Salvador, Guatemala, Honduras, Mexico, Nicaragua, Panama, Paraguay, Peru, and Uruguay.
The sponsorship includes:
– Claro is the Official Telecommunications Partner Promotional license for use of marks and logos in region. VIP hospitality package to attend all events during Latin GRAMMY Week that lead up to the Latin GRAMMY Awards.
– Claro is the Official Telecommunications Partner
– Claro had on-site presence at the Acoustic Sessions in Mexico|
– Will have playlist on Claro Música promoting the event/performing artists
-Official Latin GRAMMY Playlists of nominees and winners will be promoted later in the year via Claro Música. LARAS (The Latin Academy of Recording Arts & Sciences) will also promote the playlist on their social media channels (that has more than 2.5 million followers combined.)

Starting this summer, Claro will team up with The Latin Recording Academy® as an official sponsor of the Latin GRAMMY Acoustic Session in Mexico. Claro will have an on-site activation as part of the event’s cocktail hour in lead up to the acoustic concert as well as attendance from its VIPs. Apart from being sponsors of the Latin GRAMMY Acoustic Session in Mexico, Claro has also been confirmed as an official sponsors in Latin America of the 16th Annual Latin GRAMMY Awards.
In the fall, Claro will be hosting the Official Latin GRAMMY Playlists in Latin America via their music platform, Claro Música, immediately after Latin GRAMMY nominations are announced in September.
After the Latin GRAMMY Awards, Claro Música will also play host to the official Latin GRAMMY winners’playlist where consumers can listen to curated playlists that celebrate the 16th Annual Latin GRAMMY winners’ circle.

Acoustic Sessions

Latin_Grammy_Acoustic-SessionWell known in the music industry as well as with fans, brands and consumers as one of the most prestigious intimate concerts, the Latin GRAMMY Acoustic Session Series began five years ago in the United States taking place in key Hispanic cities like Los Angeles, Dallas, Miami, Chicago and New York City. Following its success in the United States the series was later rolled out into Latin America and has
taken place in major metropolitan cities across the region including Mexico City, Mexico; Bogota,Colombia; Rio de Janeiro; Brazil, and Lima, Peru, among others.

The Latin GRAMMY Acoustic Session Series is nationally recognized as the premiere Latin music concert series, giving guests an up-close and personal experience with one of today’s most talented Latin musicians. Past artists that have participated include David Bisbal, Franco De Vita, Juanes, Jesse Y Joy, Natalia Lafourcade, Alejandro Sanz and many more.

Claro Americas is part of América Móvil, a Mexican telecom group serving clients in Argentina, Brazil, Chile, Colombia, Costa Rica, the Dominican Republic, Ecuador, El Salvador, Guatemala, Honduras, Nicaragua, Panama, Paraguay, Peru, Uruguay.




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 COROPORATE MARKETERS AND AGENCY EXECUTIVES TARGETING LATIN AMERICANS! If you want additional information or to acquire the database, please call Matt Eberhardt 347-961-9516 or e-mail him at matte@portada-online.comSEE A DEMO OF THE DIRECTORY!

Tecate –  Saatchi & Saatchi New York ::: BlackBerry – Gyro Global ::: Claro – Social Snack Argentina ::: Ford – Blue Hive Argentina ::: Personal y Spotify – Argentina ::: 361 – Avantrip Argentina :::

  • Tecate – Global

Tecate Light -O-Five months after losing the Miller Lite account, Saatchi & Saatchi New York won another beer brand. The Publicis Groupe firm has become Tecate’s, a brand owned by Heineken USA,  agency of record .The agreement includes Tecate and Tecate Light imort from Mexico, plus all potential brand extensions.

The assignment came after a formal review that lasted three months. The agency in charge of Tecate was Inspire, from Dallas, who had won the account in March 2013. Inspire handled all Olabuenaga Chemistri efforts in USA , which controlled the account in Mexico. But Heineken chose Saatchi & Saatchi to “accelerate brand growth and solidify its place as the fastest growing premium light beer in United States southern markets”.

  • BlackBerry – Global

blackberry-BlackBerry has hired top B2B agency Gyro, to lead its change strategy. BlackBerry chose that firm after a pitch to promote the Passport model, the first device produced under CEO John Chen management. The agency will also be responsible for communicating the new company focus on software and business services.

BlackBerry previously worked with BBDO New York and London. Gyro , which has developed  campaigns for HP and SAP, will extend its work to BlackBerry across six offices that operates worlwide.

  • Claro – Argentina

claro-Claro Argentina has chosen Social Snack, a member of the IMS Group, as its digital agency responsible for the strategy, creativity and digital production. Havas remains its offline media agency, while SohoSQ is the creative agency.The telcos strategy, which has over 20 million clients in Argentina, is to work with specialized agencies in each category.

  • Ford – Argentina

Blue_Hive-Blue Hive, a WPP Group unit created to handle Ford Corp. communications in the world, has officially started operations in Argentina, under the leadership of Eduardo Parapugna  as general manager and Sebastián Castañeda as chief creative officer.

A Detroit-based agency with offices in Europe and Asia, it has reached Latin America months ago with an office in Sao Paulo. Now in Argentina, the company will bring together professionals from various companies within the British group in a new operation of around 70 people that combines all communication disciplines apply by Ford in this market.

  • Personal – Argentina

personal spotify-Personal and Arnet clients from now on will have, among other benefits, the ability to access Spotify Premium service through their mobile account or broadband services, due to an agreement between the three companies.

The exclusive partnership will operate only in Argentina, where clients and users will have promotional rates in pesos, special bonuses and preferential benefits, including the ability to access the Spotify Premium account through their Personal mobile service bill and Arnet broadband, even if they do not have an international credit card. The co-marketing agreement will be effective from October.

  • 361 – Argentina

avantrip-Travel agency Avantrip joins the clients’ portfolio of 361 Argentina, led by Pablo Abadie and Coco Mujica. Avantrip is Argentina’s first online travel agency and characterizes for accompany clients throughout their journey, through a reliable technological platform that Argentina 361 will work on to improve its development.

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.

Claro – Central CTL ::: Tena – Contrapunto BBDO ::: IDET – BrainGame Central ::: Skechers – Shackleton Buzz&Press ::: Volkswagen – Tribal Buenos Aires ::: Coca-Cola – Labstore Shopper Marketing ::: Mabe – Wunderman Argentina

Claro – Argentina

Claro has chosen Central CTL as its creative agency for the “2014 Copa Claro”. The tennis tourney will be in  Buenos Aires between the 8th-16th of February.

IDET – Mexico

The Instituto de Derecho de las Telecomunicaciones has appointed BrainGame Central as its agency of record in the country. The agency will be in charge of all the communication of the Intitute.

Skechers – Spain

Skechers  will work with the agency Shackleton Buzz&Press for its digital actions. The agency will be in charge of all the digital communications and the content for this platform. Elvis Santos is the current director of the agency.  David de Silva  is the social media strategist and Paula Gómez –social media and PR Strategist-.

Volkswagen – Argentina

Volkswagen has chosen Tribal Buenos Aires as its digital agency in Argentina. The agency will be in charge of the strategy, creativity and production of the digital actions.

Mabe – Argentina

Wunderman Argentina will be working with Mabe, the multinational Mexican company. Wunderman will be in charge of the community networks of the brands (including social networks and site interactions).