Tag

combate americas

Browsing

What: Combate Americas continues its ascent in the mixed martial arts world with new deals, programming increased audience.
Why it matters: The Latino MMA franchise and media company has mixed reality TV programming, live events and mobile content to find bigger numbers in the second half of 2018 than ever before.

The fighting space has never seen more engagement, or more buzz, than in the past year. From traditional networks like FOX (@FOXTVand NBC (@nbcupping their interest with promotions like Pro Fight League (@ProFightLeague), to ESPN’s UFC (@ufcpartnership to the continued work Bellator (@BellatorMMAis doing with Paramount Network (@paramountnet) (and now DAZN) to streaming and pay per view, those getting in the ring and the cage are certainly finding new and engaged audiences.

One that continues to fight through the choices, especially with a Latino audience, is Combate Americas (@combateamericas). The Latino MMA franchise and media company has mixed reality TV programming, live events and mobile content to find bigger numbers in the second half of 2018 than ever before.

On our platform, you have the opportunity to see some of the sport’s best, new athletes proudly representing their respective countries against each other.

Case in point was their recent Copa Combate show, which averaged 451,000 total viewers on Univision (@Univisionand Univision Deportes Network (@UnivisionSports) at 12 am ET on Friday, December 7.  Viewership was up over 60 percent from last year’s Copa Combate viewership of 280,000 on Telemundo in the same time slot and beat Telemundo’s boxing program on the same night, in the same time slot (start time was 11:35 pm ET) by over 50,000 viewers.

When comparing these figures to general market sports programming ratings in the same time slot on the same night, Copa Combate was second to only ESPN, beating FOX Sports 1, NFL Network and others. Viewership beat that of Bellator 209 on Paramount on Nov. 17 by 70,000 as well, giving Combate a nice leg up and a solid “one to watch” as 2019 rolls around.

How have things been on the upswing? We asked Campbell McLaren, CEO of Combate Americas.

Join us at PORTADA LOS ANGELES on March 15, 2019 at the Loews Beach Hotel Santa Monica, where we will dive deep into sports and soccer marketing’s preeminent topics. Felix Palau, VP Marketing, Heineken will discuss “How to measure ROI and transfer best practices between sports marketing platforms”. Other speaking engagements include Tiago Pinto, Global Marketing Director, Gatorade who will provide answers to the question: “Will Corporate America jump on the soccer opportunity?”Attendees will also be able to benefit from Portada’s meet-up service of three-eight-minute meetings with top brand executives!

Portada: How has Combate grown audience…what is the difference maker?

Campbell McLaren

Campbell McLaren: Combate Americas uses a soccer model – country versus country, like World Cup and the most classic soccer rivalries – as a major point of difference.  On our platform, you have the opportunity to see some of the sport’s best, new athletes proudly representing their respective countries against each other.

Our “Copa Combate” one-night tournament is essentially our World Cup competition, filled with national pride and excitement, and has been extremely effective attracting superfanaticos to our brand.  We went a step further at this year’s tournament, unveiling a 5-foot tall, gold ‘Copa,’ the largest winner’s trophy in sports.

We also expanded our TV programming dramatically in 2018, with a new, multi-platform deal with Univision that included premium-level shows airing live on both Univision and Univision Deportes Network (UDN), and weekly programming on UDN.

Combate Americas also opened its own multi-media studio, La Jaula Studios, which has been responsible for producing original, digital and linear content geared towards educating our target audience about our brand, live events and athletes and giving a reason for both new fans and avid fans to care about our talent and our shows.

Portada: What brands have migrated to the shows?

CM: This year, we secured national partnerships with AT&T Cricket Wireless (@Cricketnation), Monster Energy Drink (@MonsterEnergy), Warner Bros Studios (Aquaman @aquamanmovie) and Acronym (@anotheracronym), on behalf of the digital agency’s “Knock The Vote” campaign to drive voter participation from Hispanic millennials in the U.S.

Portada: How has Combate found a way to reach the Latino audience and what can be done to grow that audience in 2019? 

CM: We have created a product that is authentically Hispanic, and embraces key elements of Hispanic culture, beginning with a country versus country format in our events that is easily recognizable and has long been embraced by fans of soccer, the number one sport with Hispanic fans.

Our live events mix MMA competition with other, popular forms of Hispanic entertainment, including live music, such as mariachi band performances and ROC Nation Mexican recording artist Victoria La Mala (@lamalasinging the U.S. national anthem; our “La Jaula dancers;” and appearances by some of the biggest Lucha Libre stars, all of which enhance the fan experience beyond a typical live sporting event.

Subscribe to Portada’s daily Sports Marketing Updates!

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

  • Pepsi presented their latest Pepsi Generations spot. It brings back Uncle Drew, played by NBA Celtics’ star Kyrie Irving, across different decades and celebrates the feature film, Uncle Drew. Content will hit the big screen for the first time on June 29. “Creating the Uncle Drew character with Pepsi and being a part of the creative process has been an incredible experience,” said Kyrie Irving.

 

  • ESL made a deal with AT&T to sponsor a slate of mobile game tournaments in North America. AT&T will present a 5G demo at the ESL Arena at E3 and score a presence at upcoming events that include the Arena of Valor Pro League, ESL One New York in September, and IEM North America in November.

Subscribe to Portada daily Sports Marketing Updates!

  • Jackie Hernández
    Jacqueline Hernandez, Combate Americas President.

    Combate Americas has named Jacqueline Hernandez, as Combate Americas President. She will be based in New York and will report to Campbell McLaren, CEO, and Founder of Combate Americas, overseeing the entire business apparatus and P&L of Combate Americas.

  • ESPN Deportes Radio, ESPN’s Spanish-language radio network in the U.S., will offer around-the-clock World Cup news, information, and updates throughout its programs. Reporters include Pedro Vita (Covering Panamá), Marden Devia (Colombia), Stephanie Chaverri (Costa Rica) and Miguel Álvarez (México).
  • FloSports locked a deal to carry the Union Cycliste Internationale World Championships for Canadian viewers, along with the UCI Cyclocross World Cup and UCI Track World Cup. They will all stream live on FloBikes.com. Coverage of the UCI events started with the UCI BMX Supercross World Championships in Azerbaijan.

People change positions, get promoted or move to other companies. Portada is here to tell you about it.

(Looking for your next Career move? Check out Portada’s Career Board!)

WPP’s Wunderman announced today the appointment of Ian Sohn to president of the Chicago office. Sohn, who hails from SapientRazorfish, where he was most recently managing director of Chicago, is set to assume his new role on June 11.

 

 

 

 

 

 

Verizon announced on Friday that its current chief technology officer, Hans Vestberg, will succeed CEO Lowell McAdam in August.

 

 

 

 

 

 

More than two years after a sexual harassment lawsuit filed against Gustavo Martinez upended the ad industry and two months following the settlement of said suit, WPP and the former JWT CEO have announced that they will go their separate ways.

 

 

 

 

 

 

Stitch Fix has brought Deirdre Findlay on board as the company’s chief marketing officer. Findlay joins from Google, where she served as senior director of global hardware marketing.

 

 

 

 

 

Jacqueline Hernandez, formerly of NBCUniversal, has been named President of Combate Americas. Hernandez will work with CEO Campbell McLaren on overseeing Combate Americas’s entire business as the company plans its expansion with the Hispanic fan base at its core.

 

 

 

 

 

 

 

Heineken USA appointed Maggie Timoney as Chief Executive Officer. Timoney is joining Heineken USA from Heineken Ireland where she’s served as the CEO for the last five years.

 

 

 

 

 

Mark Creighton is leaving Dentsu Aegis Network as chief operating officer.  There are currently no plans to replace him. Creighton said he will be taking a break “and then determining what the next exciting new chapter will be for me”.

 

 

 

 

 

 

Trefor ‘Tom’ Thomas has departed his post of chief creative officer at direct agency Lida to join Tug as its global chief creative officer. Thomas’  remit will be to expand creative output across the digital agency’s network of worldwide offices.

 

 

 

 

Independent media agency Medialab has announced that Stewart Easterbrook will be joining its board as chairman this month. Medialab has also made a number of other senior hires this year, including Steven Venes from John Ayling as broadcast director and Tony Oakley from MC&C becomes head of digital.

 

 

 

 

 

Phil Toms has joined Pilgrim, the agency launched by former Britvic marketing director Andrew Marsden last year. Kat Mitchell and Jason Vrakas, previously executive creative directors at You agency, have joined Pilgrim as well as executive creative director and head of art respectively.

 

 

 

 

 

In-house specialist OLIVER has appointed Lisa Bonney as its global chief marketing officer. Bonney’s remit is to develop and execute strategies that further cement OLIVER as the go-to in-house practitioner, while also supporting further international and organic growth.

 

 

 

 

 

Berlin Cameron, a WPP creative agency,  appointed Karen Flanagan as managing director.  Karen will be the primary point of contact for senior clients across the agency, as well as serving as the executive lead on Berlin Cameron’s premier account, Capital One.

 

 

 

 

What: Jacqueline Hernandez, formerly of NBCUniversal, has been named President of Combate Americas.
Why it matters: The addition of Hernandez, one of the most prominent Latinas in sports media, is a clear indicator that Combate Americas, targeting the Hispanic fan base, is continuing its rise among MMA promotions.

We’ve chronicled some of the rise of Combate Americas (@combateamericas), which has carved out a solid niche in the mixed martial arts (MMA) world by focusing on the sport’s growing Hispanic base, both in the U.S. and Latin America. This week, Combate took another big step in defining who it is as a company by landing NBCUniversal executive Jacqueline Hernandez (@JSHernandezNYCas its President.

Hernandez, one of the most prominent Latinas in sports media today, will be based in New York and will work with CEO Campbell McLaren on overseeing Combate Americas’s entire business as the company plans its expansion with the Hispanic fan base at its core.

The addition of Hernandez, a proven leader in the business, is a clear indicator that McLaren is trying to position Combate atop all the non-UFC promotions in the sport.

“Jackie is well-positioned to take Combate Americas into a rapidly changing media landscape,” said McLaren in a statement. “She is the undisputed champion of Hispanic millennials and Gen-Z marketing. Her leadership skills are world-class. It is a true honor to welcome her.”

In addition to her tenure at NBCUniversal, Hernandez has extensive experience at global companies like Telemundo Enterprises, People en Español and Teen People, and most recently was the founder of strategic consulting firm M²Z Group, where she worked with Combate Americas as her first client.

Subscribe to Portada’s daily Sports Marketing Updates!

“The intersection of cultures and new identities around the world —including the US— has propelled today’s young generations to be rule breakers, culture benders and trendsetters,” said Hernandez. “I’m excited and honored to join Campbell and the Combate Americas team because we are committed to ensuring new generations see themselves reflected in its fandom. Our audiences and the heroes who bring our franchise to life are the spirit of Combate.”

Combate Americas isn’t the only MMA outfit looking to capitalize on the Hispanic market for the sport. But it’s the one that has taken it the furthest, beginning with an eponymous reality show—similar to The Ultimate Fighter series which helped push the UFC into the mainstream more than a decade ago. The addition of Hernandez, a proven leader in the business, is a clear indicator that McLaren is trying to position Combate atop all the non-UFC promotions in the sport. Last month’s deal between the UFC and ESPN shows that key broadcasters have high interest in MMA programming; Hernandez seems the right fit for growth on that important front.

Combate Americas currently has media agreements with Univision, Azteca 7, ESPN LATAM and Gol, and plans to announce its next round of events soon.

Cover Image: courtesy Combate Americas

What: Combate Americas drew strong ratings on its two live April broadcasts, “Combate Estrellas I” and “Combate Estrellas II” on Univision and Univision Deportes, as well as in Mexico on Azteca 7.
Why it matters: Combate Americas is positioning itself as a premier destination for Hispanic MMA fans, and advertisers have followed.

Combate Americas (@combateamericas), which bills itself as the premier Hispanic mixed martial arts franchise, last week announced the ratings for its first two, live 2018 events, which aired on consecutive Fridays, April 13 (Combate Estrellas I) and April 20 (Combate Estrellas II), in the U.S. and Mexico. Showing the early strength of the new brand and growth of the sport in the Latino community in general, Combate CEO Campbell McLaren (@campbellcombatewas pleased with the numbers.

“The amazing growth of our TV ratings confirms we are the hottest MMA promotion in the world,” McLaren said in a statement. Portada featured McLaren and Combate in an exclusive Q&A last month heading into the events.

According to its release, “Combate Estrellas I,” airing on Univision (@Univision) and simulcast on Univision Deportes Network, drew 583,000 viewers, including a strong 296,000 in the 18-49 demo in the U.S., while garnering more than 4,000,000 pairs of eyeballs on Mexican powerhouse broadcaster Azteca 7.

Combates Estrella II, exclusively broadcasted on UDN, had 200,000 viewers.

In the Hispanic world, Combate Americas has taken the most focused steps, and advertisers have taken notice.

MMA, which began to find a more mainstream audience in the last decade in the U.S. through UFC and other promotions’ agreements with Fox, CBS, AXS TV and others, continues to be a hit with a Latino community steeped in the boxing world. What was one more of a “Wild West” has trimmed somewhat to a more manageable roster of promoters, each finding a niche in the sport.

Subscribe to Portada’s daily Sports Marketing Updates!

In the Hispanic world, Combate Americas has taken the most focused steps, and advertisers have taken notice. Anheuser-Busch’s Estrella Jalisco (@EstrellaJalisco), Advance Auto Parts (@AdvanceAuto), Double Cross Vodka (), HOT 6 Energy Drink and Battle Boom Gaming were all partners for Combate Estrellas II, with fighters from Mexico, Puerto Rico, Guatemala and Argentina among the athletes competing on the cards.

Combates Estrella III, featuring some of the preliminary bouts not shown in the first two events, aired on UDN this past Friday. The next broadcast is set for May 11, live from Sacramento, in Combate Mexico vs. USA.

Cover Image: Credit Combate Americas