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What: We talked to Tyler McBride, engagement and events marketing manager at Toyota Motor North America, about Toyota’s sponsorship of Club America and the automotive company’s main expectations.
Why it matters: Toyota partnered with Mexican Club America to become the team’s official sponsor throughout the U.S., representing the team during the Tour Águila.

On March 22nd, Toyota announced it will become Club America‘s official sponsor of fans. The partnership will include a series of events, such as Toyota’s participation in Tour Águila, the club’s annual U.S. tour.

The Tour consists of a series of friendly matches against some of the most important teams in Liga MX and MLS. The games happen during the preseason and FIFA dates. These matches will take place in key Hispanic markets like California and Texas. Univision Deportes holds broadcasting rights in the U.S. and Televisa in Mexico

The official automotive sponsorship of Tour Águila started on March 24th in San Diego, California. On this date, Club America played against Club Tijuana. Now, the team will kick off the Summer season on June 30, with a match against Santos Laguna in the Cotton Bowl in Dallas, Texas.

Brand insights

We talked to Tyler McBride, engagement and events marketing manager at Toyota Motor North America, about the reasons and expectations behind Toyota’s decision to sponsor Club America.

Portada: Why did Toyota choose Club America?

Tyler McBride: “Toyota is partnering with Club America because they are the top club and most successful team in North America. The team is recognized internationally with a storied history and winning tradition in Mexico’s Liga MX and they are the most-watched soccer league in the United States. Our partnership with Club America allows us to engage with Liga MX fans year-round across multiple touchpoints.”

Our partnership with Club America allows us to engage with Liga MX fans year-round across multiple touchpoints.

“Tour Aguila provides an opportunity to reach their loyal fan base. We also want to make sure that all our Latino guests have the opportunity to feel the excitement of seeing their beloved team close to home.”

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Connecting with soccer fans

 

Club America
Club America during Copa America Game.

Portada: How relevant is Club America’s U.S. Fan-base to the brand?

 

T.M.: “Club America’s fan base is comprised of many Latinos throughout the United States and many of those same fans are loyal Toyota owners. Every fan is relevant to our brand because we have an opportunity to speak with them during the Fiesta Futbolera, also presented by Toyota. We share not just our vehicles in the area, but also the passion for soccer.”

Portada: What kind of fans do you reach?

T.M.: “Because Club America is a team of high-level players from Mexico and other parts of the world, we reach many different fans in the United States. But of course, Mexican fans are the most loyal. We see that the game is a way to share with the family –whether celebrating before, during or after the game. And it brings all generations together. Also, with the Tour Aguila, you can really see how soccer has grown here in the United States.”

We reach many different fans in the United States, but of course, Mexican fans are the most loyal.

Make the most out of it

Portada: How will you leverage the sponsorship?

T.M.: “Through a multi-faceted sponsorship program. Toyota will be the presenting sponsor of the pre-game Fiesta Futbolera. This is an interactive fan celebration that features the team’s championship trophies. Also, Aguí, the official mascot, is present as well as legendary players. We also have soccer activities, face-painting, and Toyota vehicles for fans to interact with.

The sponsorship also includes in-stadium content opportunities. For example, we have live partnership announcements, video, on-field signage and other exciting  experiences for fans.”

Portada: What other soccer sponsorships are you working on in preparation for the World Cup season?

T.M.: “Toyota engages with soccer through various platforms that allow us to join the conversation with guests.

  • We share in the action by investing and being present on a broadcast media level. Some properties are Liga MX, Mexican National Soccer Team, the U.S. Men’s National Soccer Team, and UEFA Champions League.
  • Toyota also connects on the ground through partnerships with Liga MX teams like Club America and MLS properties in the U.S.
  • On a community level this year, Toyota is partnering with Alianza de Futbol, the premier organization in the U.S. dedicated to the support and development of Hispanic amateur soccer. In addition, Toyota is the title sponsor of Copita Alianza, a series of youth tournaments from May through October in key cities in the U.S.
  • In 2017, Toyota signed a 2-year partnership with CONCACAF as an official sponsor of the Gold Cup, and we will continue in 2019.”

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Sponsoring soccer

Portada: Why is soccer the sport to sponsor?

T.M.: “Soccer is a distinctive part of the Hispanic heritage. For many, it’s more than just a sport. It’s a part of life. Toyota has supported and engaged with soccer in the United States for more than a decade. Because of this, we will continue our commitment throughout this year and the coming years.

A massive 84% of Hispanics follow the sport compared to 47% of non-Hispanics.

Our partnership and engagement are here in the United States. We’ve seen increasing popularity for the sport across the U.S. A massive 84% of Hispanics follow the sport compared to 47% of non-Hispanics. It’s an intrinsic part of Hispanic culture and part of many people’s upbringing, having grown up watching soccer matches with their family and friends.”

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

  • U.S. SoccerThe U.S. Soccer Federation hired Irish wearables company STATSports to provide monitoring equipment for its four million registered soccer players in the United States. The deal will work on the world’s largest player data monitoring program and is valued at over $1.5 billion, according to a statement.
    “We will help drive and improve player environments through the exchange of data between clubs and U.S. Soccer as players enter and leave National team camps. Over time, this information will be used to research, support, and educate the entire landscape,” U.S. Soccer Director of Sports Development Ryan Mooney stated.
  • The New York Red Bulls got eco-friendly and partnered with Covanta, a world leader in sustainable waste and energy solutions for communities and businesses. The agreement designates the company as the Official Energy Partner of the team.
  • Kinecta Federal Credit Union announced a comprehensive marketing multi-year partnership agreement with the LA Galaxy and the team’s home stadium, StubHub Center, in Carson, California. The deal establishes Kinecta as the exclusive financial services partner of the LA Galaxy and StubHub Center. The credit union also will serve as a Founding Partner of StubHub Center and the first-ever naming rights partner of the LA Galaxy’s Torrance, Calif.-based indoor soccer and recreational facility.

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  • Club AméricaToyota is partnering with Mexican Liga MX Club América. The sponsorship includes participation in Tour Águila, the club’s annual U.S. tour. Toyota will bring fans closer to their team through activities featuring players, social content and digital programs and much more.
    “Toyota wants to amplify the fans’ experience by igniting their passion and spirit for the game as they cheer on their favorite teams,” stated Tyler McBride, engagement and event manager at Toyota Motor North America.
  • The Canadian Premier League launched Canadian Soccer Business, a new sports enterprise representing commercial assets and inventory for marquee soccer properties in Canada. The company will start representing all corporate partnerships and media rights related to Canada Soccer’s core assets including its national teams, along with all rights associated with the CPL. Scott Mitchell has been confirmed as the CEO.
  • Kona Brewing CompanyKona Brewing Company has become the official craft beer of the LA Galaxy, by signing a multi-year partnership. As part of it, Kona Brewing Co. will bring the island spirit to Southern California with a Lanai-style bar at StubHub Center.
  • The Chicago Fire Soccer Club named Major League Soccer and Soccer United Marketing exec Sean Dennison as Senior Vice President, Communications & Media. Dennison will manage all Club communications functions, including soccer communications, public relations, broadcast, social media and digital media.

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: Liga MX squad Club América announced a broadbased partnership with Toyota.
Why it matters: Toyota is the No. 1 auto brand in the U.S. Hispanic market. Its sponsorship of Tour Águila, Club América’s annual U.S. Tour, is key to leveraging that position in the market.

This week, Club América (@ClubAmericaofficially announced an integrated partnership with Toyota Motor North America (@Toyotaas its official automotive partner in the U.S. Toyota, the number one auto brand in the U.S. Hispanic market, will bring fans closer to the team through content featuring players, advertising campaigns, social and digital programs, and much more.

The partnership is the latest in an expanded soccer portfolio for Toyota not just in North America but around the global soccer world. Its partnership portfolio includes one with Univision Deportes as the official sponsor of juanfutbol (@juanfutbol), the social-first soccer channel focused on creating socially-native content for Hispanic millennials as well as their overall Univision CONCACAF Gold Cup partnership. The Japanese automaker has MLS partnerships with a host of clubs including Sporting Kansas City, the Philadelphia Union, FC Dallas (which includes the naming rights at Toyota Stadium in Frisco, Texas) and the Chicago Fire, which includes the naming rights to Toyota Park in Bridgeview, Ill.

Our partnership with the Club will allow us to engage with Liga MX fans year-round across multiple touch points and we are excited to amplify the fans’ experience by igniting their passion and spirit for the game.

In Asia, Toyota has the FIFA World Cup Brazil™ Asian Qualifiers, the AFC Asian Cup, the AFC Women’s Asian Cup, the FC U-23 Championship and the AFC Futsal Championship as part of its platform.

“We are very excited to continue our expansion in the United States by partnering with Toyota, a global leader and innovator in the automotive industry,” said Mauricio Culebro, Club América’s President, in a statement. “Toyota understands soccer as a passion point and the value of engaging our fans year long.”

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Toyota’s sponsorship also includes participation in Tour Águila, Club América’s annual U.S. Tour. The Tour consists of a series of friendly matches against some of the most important teams in Liga MX and MLS during the preseason and FIFA dates. These matches take place in key Hispanic markets including cities in California and Texas, and are broadcasted on Univision Deportes in the U.S. and on Televisa in Mexico.
“Club América has a storied history and winning tradition in Liga MX, the most watched soccer league in the U.S. Our partnership with the Club will allow us to engage with Liga MX fans year-round across multiple touch points and we are excited to amplify the fans’ experience by igniting their passion and spirit for the game,” said Tyler McBride, Engagement and Event Manager, Toyota Motor North America, in a statement.
The Toyota sponsorship was secured by PRIMETIME Sports (@PTimeSports), U.S commercial agency for Club América in the U.S. and producer of the annual Tour Águila.

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!

Cover Image credit: Club América

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

For prior Sales Leads editions, click here. 

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the below campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@portada-online.com.

  • Toyota and Club América

Toyota and soccer team Club América announced their partnership for Tour Águila in the United States to kick off 2018.  As the official automotive sponsor of Tour Águila, the brand will bring the action to fans starting on March 24th in San Diego, California against its rival, Club Tijuana. The Tour consists of a series of friendly matches against some of the most important teams in Liga MX and MLS during the preseason and FIFA dates.  These matches will take place in key Hispanic markets including cities in California and Texas and will be broadcast on Univision Deportes in the U.S. and on Televisa in Mexico. In addition, Toyota will be presenting sponsor of the pre-game Fiesta Futbolera, an interactive Fan Fest celebration of the Club, including a showcase of the team’s championship trophies, Agui the official mascot and legendary player appearances.  Other elements of the partnership include in-stadium content opportunities including live partnership announcements and video, on-field signage, tickets and giveaways. Along with Club América, Toyota will connect with soccer fans at a community level through an association with Alianza de Fútbol, the premier organization in the U.S. dedicated to the support and development of Hispanic amateur soccer.As the exclusive automotive sponsor of Alianza, Toyota will be the title sponsor of the Copita Alianza, a series of youth tournaments that take place from May through October in key Hispanic markets where thousands of children participate.  

  • Ikea

Ikea announced it has appointed Wavemaker to retain its planning and buying business in the U.S. following a global media review that launched in 2016.WPP ‘s Wavemaker will be tasked with driving “deeper integration and innovation” in-store and online across all of the furniture brand’s domestic media channels including data science, multicultural, search engine optimization (SEO) and content offerings, according to the announcement.Ikea spent US$108.2 million on measured media in the U.S. last year and US$106.6 million in 2016, according to Kantar Media. MEC was the incumbent for 11 years.

 

 

  • Amgen

Hearts & Science has been appointed to handle pharmaceutical company Amgen’s US$350 million media planning and buying account, following a review, Adweek first reported. Incumbent agency on the account was WPP’s MEC. Amgen produces medications such as Neulasta and Neupogen. The company ad spend in 2018 will approach US$350 million.

 

 

 

 

  • Modelo Especial

Constellation Brands has announced it has extended and expanded its partnership with the MLS L.A. Galaxy and StubHub Center, making Modelo Especial the official import beer of the club and stadium. The multiyear deal also includes building a Modelo-branded area atop the west terrace. Modelo will also be a lead marketing partner of the team, which will include co-branding marketing materials, fan merchandise, consumer promotions and fan engagements. Previously the Modelo Especial brand was the exclusive import beer sponsor of both the LA Galaxy and their StubHub Center home. Given that the San Diego Chargers are also playing in the StubHub Center these days, ismore Modelo in the offing for sports marketing?

 

 

 

  • McDonald’s

McDonald’s has rolled out  a multimedia Hispanic market campaign centered in Houston that was part of the giant QSR’s January launch of its US$1 $2 $3 Dollar Menu, a key part of its growth strategy, Mediapost has reported.The campaign aimed to connect with Hispanic consumers looking for ways to find value without compromising quality, drive traffic and sales lifts in Houston locations, and support brand affinity among the Hispanic segment nationally by showcasing McDonald’s’ commitment to supporting the Hispanic community, reports Natalie Asorey, a supervisor at the Miami-based Boden agency, which spearheaded the campaign.The campaign “¡Síganme los Buenos! (“Good guys, follow my lead!”)was designed as a test model for adaptation in other key Hispanic markets. it was centered on El Chapulín Colorado — a  Mexican TV character.The campaign included animated social video that teased the brand’s partnership with El Chapulín Colorado, posted on the brand’s U.S. Hispanic Facebook page, McDonald’s Latino, and the local McDonald’s Houston Facebook and Instagram pages.There was also a media tour featuring Roberto Gómez Fernández — the son of the character’s creator and spokesperson for Grupo Chespirito (owner of the character) — and Nelly Quijano, local McDonald’s owner/operator, with national and local general market and Hispanic media outlets.As part of a local media buy, radio and TV spots and influencer content went live on the days leading up to a January 27 takeover event at Quijano’s McD’s location. The team launched a second animated video to announce the campaign that revealed the character and encouraged consumers to try the new $1 $2 $3 Dollar Menu. At the same time, the local giveaway rules were published on the McDonald’s newsroom.

 

 

 

 

NEW PORTADA RESEARCH REPORT: “Content Marketing Initiatives targeting Hispanic and Multicultural Audiences”. The report is filled with intelligence for brand marketing executives targeting multicultural consumers – the majority of consumers in many major U.S. markets –  as well as for media and marketing tech vendors. This report provides a description of 20 content marketing initiatives. Each program’s main elements are described (Brands involved, Target Audience, Owned Properties, Paid Media Program, Key Influencers) are summarized and the agencies and brand decision-makers behind them are listed. Described companies include: Avocados from Mexico, Barilla, Best Western, Ford, General Mills, Hershey’s, Kellogg, Kimberly Clark, Kraft, Makita, Miller Coors, Nestle, Procter & Gamble, State Farm, Sprint, Unilever, Verizon, Vilore and Wonderful Pistachios. Buy the report here  Upgrade to “Research Plus Membership” for only US$ 999 and access this report and 9 more!

 

  • Tampico Beverages 

Chicago-based Tampico Beverages, one of the world’s leading beverage brands that has successfully cornered a niche of multicultural, economic, family shoppers, announced the launch of its brand refresh, including an updated logo, a new look and feel across its family of fruit flavored juice drink products, website and social media channels. To celebrate this milestone and provide consumers with a chance to engage with Tampico’s new brand expression of being “Imaginatively Curious,” Tampico brand ambassadors will be hosting activations in seven major cities across the U.S. starting today. The new logo, with juice droplets emanating from the Tampico name, is designed to symbolize a burst of flavor, with the letter “o” converted to a smile that conveys the fun found in Tampico juice drinks.The brand refresh is simultaneously being rolled out across Tampico’s products and digital properties, including its website, blog, Instagram, Facebook and Pinterest.Tampico will continue its branded activations, “Tampico Tuesdays,” every Tuesday between March 20 and May 1. Brand ambassadors will surprise locals in seven cities with exclusive Tampico wristbands, while accompanied by roaming mobile billboards designed to look like larger-than-life bottles of Tampico. Events will take place in select public spaces in major cities including Chicago, Miami, Los Angeles, Atlanta, Houston, Dallas, and New Jersey.

 

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@portada-online.com.

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: Patty Marchak, international director at Club América, tells us about the Mexican soccer team’s expansion plans in the U.S..
Why it matters: Sports marketing agency PRIMETIME Sports has entered into a partnership with Club America as the team’s U.S. commercial rights agency including producing Tour Aguila and leading sponsorships & broadcast rights.

Portada: Why is now the right moment to reinforce America’s presence in the U.S.?
PM: “We wanted to amplify our U.S. efforts and the Club’s 100 year anniversary was ideal timing for this.”

Portada: What is your multi-tiered brand expansion plan?
PM: “Through our partner, PRIMETIME Sports, we will provide brands in the U.S. with the year-round opportunity to connect with our fans across all of our connection points.

A key component is the kick-off of our annual Tour Aguila  – a series of match platformances that deliver an unparalleled Americanista experience for fans and heightened engagement for brand partners.  These matches will be played in top Hispanic markets and will be broadcast in the U.S. (soon to be announced partner) and in Mexico trough Televisa.”

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Portada: What are the most important challenges you face in the U.S. market?
PM: “Our main goal is to share our story with potential brand partners in the U.S.. Club America provides a passionate point of connection for U.S. Hispanic fans.  Liga MX keeps fans engaged year-round and in 2015 was again the most-watched soccer league in the U.S., regardless of language, representing 44% of soccer club viewing on national broadcasts. To put that in context, the Premier League was second at 26%.”

In the most-recent Liga MX Clausura 2015 season, Club America averaged more viewers than any other team in addition to being the most-winning Club in Mexico and the CONCACAF region.

Portada: How will you face this challenge?
PM: “By working with strong partners, staying in tune with the market and listening to fans, testing and learning across social/digital /experiential channels.”

Portada: What is Primetime’s biggest task as America’s agency?
PM: “They will produce and manage TOUR AGUILA and share the powerful value proposition Club America can provide in the U.S. year-round with brands/marketers.”

Portada: Which new digital platforms is America using to get closer to the fans?
PM: “We recently released a fun and exciting collection of Club America stickers and emojis that allow fans to “feel” the action inside their mobile messaging app as players kick, juggle soccer balls, block and score. Fans can access the collection by downloading the free Thumbkandi app. We are also developing specific channels and innovating those that we already have. In fact,we have a new app coming this year.”