Copa America


The PortadaLat Awards have announced the 2017 Golazo Award nominees. Voting is open through May 19 to determine the finalists who will battle it out in front of a jury at PortadaLat on June 7! Below are the 16 shortlisted nominees. Peer-to-Peer recognition is a foundation of the PortadaLat Awards and it’s up to you to vote on which candidates move on to the finalist round. Check out the nominees and vote for your favorite now!

Don’t forget to register to join sportscasting celebrity Fernando Fiore, industry leaders and game changers in Miami, June 7-8 for the ninth annual #PortadaLat Conference. The event kicks off on June 7 with a spotlight on the significant role of soccer marketing in the U.S. and Latin America. Learn more about Portada’s new ticket options.

Agencies, including PR agencies, brand marketers, and media properties were invited to nominate campaigns, concepts and ideas that substantially engage consumers in the U.S. or Latin America through soccer content. These are the nominees:

” MLS “”Stand as One Campaign”/Brooklyn Brothers “

https://pbs.twimg.com/profile_images/790548785864867841/414P_m13.jpgThe campaign featured creative elements including television spots, digital and print advertising, in-venue visibility, social content, and storytelling, and was rolled out during the 2016 MLS season. The campaign ran with spots across all MLS’ broadcast partners, along with significant online activation. “Stand as One,” created collaboratively by The Brooklyn Brothers and MLS’ in-house marketing and creative team, was designed to elevate the movement and the sport of soccer in North America. It highlighted the electric and unifying fan and stadium experience that is unique to MLS’ core, as well as the world-class quality demonstrated by its players every week.The campaign was supported by all five of MLS’ national broadcast partners: ESPN, FOX Sports, Univision,

The campaign was supported by all five of MLS’ national broadcast partners: ESPN, FOX Sports, Univision, TSN and RDS, as well as all international and regional MLS broadcast partners. In addition, MLS digital channels, including MLSsoccer.com, MLS Video and MLS’ social media, played a leading role in the campaign. The campaign captured the true essence of MLS by celebrating the stories of MLS’ clubs and local markets. The visual elements reflect the authenticity, unity, and excellence of Major League Soccer, its players and its supporters, who combine to define the sport in the United States and Canada.

“My Inter Jersey” / Gravity

Fans of Inter love to wear their team colors loudly and proudly. Digital natives enjoy generating their own content, especially if they can put their name on it. Our goal was to drive awareness and sales of the new Inter Milan jersey by Nike.

Based on this insight, Gravity proposed to create a web platform that would enable fans to create their own personalized wallpapers for devices depicting the new jersey design.

We targeted fans on social media that re-directed them to a microsite to create personalized jersey. To incentivize fans to purchase the new jersey, the first 10 thousand participates were provided with a discount coupon to buy the jersey from Nike.

Launched in mid-November, it has already attracted more than 24,000 fans from 155 different countries. There are over 12,800 newsletter subscribers and thousands of social mentions and positive sentiment.

Link to Campaign/Brand.

AT&T / MNT / The Marketing Arm

AT&T / MNT / The Marketing ArmIn efforts to connect with Hispanic Millennials, The Marketing Arm (TMA) launched the Expresa Tu Pasión soccer campaign, a collaboration between AT&T and the Mexican National Soccer Team (MNT). This campaign engaged Hispanic Millennials, both socially and in the real world through exclusive experiences and activations. To amplify the program, TMA created the “AT&T Expressions” app. A digital platform, which consisted of customized emoticons that brought soccer fan excitement to life. By using these emoticons, AT&T was able to easily interact with Hispanic Millennials in stadiums, music venues, social media channels, and AT&T retail stores nationwide.

The MNT consumer experience included Retail and exclusive VIP events with MNT legendary players, an interactive zone during the pre-game tailgate parties, Fútbol Fiesta, and leveraged the existing relationship with popular Univision sportscaster Adriana Monsalve as a celebrity guest during every match.

Link to Campaign/Brand.

FC Bayern Audi Summer Tour 2016 / FC Bayern Munich LLC

FC Bayern Audi Summer Tour 2016 / FC Bayern Munich LLC.FC Bayern Munich opened an office in New York (2014) to grow our fanbase and better connect with fans in the U.S.; bringing them closer to the club they love. In three years we’ve seen interest in Bayern grow from 13M to 27M followers.

The 2016 U.S. Audi Summer Tour campaign gave fans that haven’t been to Munich the chance to see their team on home soil. Fixtures in Charlotte, Chicago and New York, appealed to general sports and soccer fans, including the large Hispanic Bayern fanbase and population there.

• Attendance – 180,000+ for three games
• 340M+ people reached via social media
• 43.7M interactions & video views on our social channels
• 12M+ watched TV broadcast
• 65K increase in CRM database, 18K increase in newsletter subscribers
• 43 media appointments
• 20 player activations with partners

Link to Campaign/Brand.

Inter Milan / Gravity

Inter, the Milan-based professional Italian football club, was taking part in the U.S. International Champions Cup, and hoping to make a splash in the U.S. marketplace.

To broaden its reach, Inter worked closely with Gravity to create a campaign that would increase brand relevancy into the lives of U.S. soccer fans.

The campaign featured a video montage of past, and epic, goals, that showcased Inter’s legendary heritage. To further enhance relevancy, these videos used American NBA/NFL/MLB commentators from sports outside of soccer. When Inter was shown scoring a goal, the commentator called out “touchdown” or a “home run” in an effort to “teach America how to cheer.” The unexpected combination of European and American sports promoted Inter in an exciting and engaging way that people (especially soccer fans) across the globe understood.

The four videos were aired globally across Inter’s social media channels as well as boosted with paid social.

Link to Campaign/Brand.

Johnson & Johnson/MLS/U.S. Soccer

Johnson & Johnson/MLS/U.S. SoccerJohnson & Johnson announced a multi-year extension of its sponsorship as official healthcare partner of MLS and US Soccer. The sponsorship was first activated in 2015 and this is the second time the consumer brand renews its sponsorship.Johnson & Johnson Consumer Brands will be integrated throughout different platforms including digital, broadcast and video content, as well as in-stadium exposure. Johnson & Johnson will also continue to create on-site activations during relevant MLS events, such as the All-Star Game, which is presented by Target and the MLS Cup. For the US Soccer partnership, the healthcare company will sponsor both male and female senior and youth national teams. Johnson & Johnson will use its partnership to expose many of its different brands on the field. It will also integrate it into its marketing strategies, including the Johnson & Johnson Donate a Photo app, through which people can connect with causes that they care about and other key platforms and partners.

Pepsi “Momentos”/UEFA Champions League/BBDO

Pepsi™In 2017, in its second year as a sponsor of the Union of European Football Associations (UEFA). Pepsi launched its first global campaign based on a “Moments” creative platform. The campaign is active in nearly 75 countries including most of Latin America and the U.S.
The #PepsiMoment campaign, which features football/soccer stars Sergio Agüero, Alexis Sánchez and Vincent Kompany, looks to build on and associate the Pepsi brand with fans’ excitement in the lead-up to the UEFA Champions League Final on June 3 in Cardiff, Wales. Taglined “Show How Much It Means,” the campaign celebrates the sport’s fans by depicting their passion before, during and after matches. Pepsi posted creative from lead agency AMV BBDO on YouTube, including a 60-second anthem video that’s a montage of game-related moments, called “We Know How Much It Means”; several 10-second videos excerpted from the anthem; and short videos featuring the three brand-rep athletes talking about their favorite football moments. The campaign spans “always-on, exclusive content” and shareable social media creative, including fan-generated content. The campaign lives on Facebook, Instagram Stories, and Snapchat. Digital elements launched this week in the U.S. and most of the other nearly 75 countries targeted for the campaign, a brand rep reports. TV spots are also broadcast in most of those markets.

Link to Campaign/Brand.

Scotiabank/F.C. Barcelona

Scotiabank JamaicaFC Barcelona and the FC Barcelona Foundation announced an official partnership with Scotiabank that designates the Canadian bank as the Official Bank of FC Barcelona in Latin America and the Caribbean. This agreement will allow Banco Colpatria, Scotiabank’s Colombian partner, to sponsor youth-focused programs in Colombia, as well as participate in events and offer soccer experiences to its clients. Because it will support young people from Colombia through various programs sponsored through Banco Colpatria. The winners of the Scotiabank-organized championship will be able to travel and attend training events in Barcelona, Spain. Scotiabank, in association with its Colombian partner Banco Colpatria, will host a four-day FutbolNet Festival, in which a thousand young players will train and learn important sports and life skills.


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Copa America, taking place in Chile from June 11 until July 4 with the participation of soccer giants Brazil, Argentina, Uruguay and Mexico is the main international soccer event being played in the Americas this year. We asked several executives at mostly panregional media properties how they have been selling advertising into Copa America.

An executive of a major Uruguayan newspapers says that in Uruguay, between June and July, there are  only two topics that are spoken about: Copa America and “La Celeste” (the Uruguayan National Soccer Team). “Soccer in Uruguay is the first sport, and the most popular,” he says. And that is how Copa America is lived in most Latin American countries.

Check out: Research: Soccer Fans in Latin America deciphered

alfonso.cueto.espnAlfonso Cueto, Sr. Director Multimedia Sales at ESPN Latin America (photo), tells Portada that  ESPN had success selling its game around the game surround coverage, both locally and panregionally. “Due to our strong coverage both within our studio shows as well as our digital platforms, ESPN continues to be a go to source for both fans and advertisers. ESPN Miami did have significant success while launching activations with Mastercard, Gatorade, Courtyard Marriott, and Kia (Social).”

ESPN Miami did have significant success while launching activations with Mastercard, Gatorade, Courtyard Marriott, and Kia (Social).

Read more: https://www.portada-online.com/estilos/#ixzz3dnmFDULu

Adriana.Grineberg_FBAdriana Grineberg, Head of Operations at Facebook Miami, notes that massive events, such as Copa America, bring opportunities for advertisers on Facebook. “It’s all about people,” she notes. Copa America and soccer events in general are popular. “We see many advertisers leveraging the opportunity to connect to people interested in soccer and associating their message to that. The interesting thing is that brands have the ability to communicate with different people in different ways, it’s much more than the demographic targeting, we recognize who loves soccer, like it, or not, and it’s surprising to see how many women love soccer in Latin America!”  Grineberg sees  Consumer Goods, Finance and Automotive as the strongest categories.

Local Market Action

Federico Grinberg, Co-Founder & CEO of Latin American and U.S. Hispanic network of websites Futbol Sites, tells Portada that  most advertiser action has been for local markets. “In local markets, the majority of the brands that are activating are the ones linked with soccer. Of those who are sponsors of Copa America we can highlight mainly Claro, MasterCard and Coca-Cola. The rest of Copa America sponsors have not had too much activity. From a regional perspective there has been very little planning for Copa America; these actions have been clearly for local markets.”

With Copa America under way for the fifth day today, the soccer marketing world is looking down to Chile where the tournament is being played from June 11 to July 4. The key sponsors, lessons learned at the last World Cup and the expectations for Copa Centenario to be played next year in the U.S. Read all the answers below!

CA_1Copa America typically draws substantial viewership numbers among U.S. Hispanics and while it is the South American teams (Brazil, Argentina, Uruguay etc.) memento to shine, Mexico is also participating. TV Rights holder BeInSports has been able to line up major U.S. sponsors including AT&T, Chrysler, VW, T-Mobile, Boost Mobile, Metro PCS, Hublot, Costamar, Curaçao, Miller Coors, Redds, Hennessey and Delta Airlines. The main sponsorship levels include full multiplatform integrations of “10+ hours of Copa America content per day for 21 days into our brand studio sets in Miami and Chile with new graphics,” a spokesperson at BeInSports tells Portada. While sponsor participation has been substantial it has not been of interest to all clients. E.g. agency executives , like Lisa Torres at Zenith Optimedia notes that “Unfortunately due to our NDA with Verizon I cannot comment on their activity.”

Guillermo .Abud
Guillermo Abud

Compared to last year’s World Cup, Copa America draws less of an audience for obvious reasons: Guillermo Abud, VP Digital Director, Head of Programmatic for Multicultural & Mediavest, tells Portada thatthe World Cup is an event that has massive global appeal and allows casual viewers from all parts of the world to become involved due to the scale of the tournament. Similar to the Olympics, people who otherwise would not watch a soccer game become filled with patriotism and pride for their county and cheer them on. Copa America brings a more focused viewer that has a passion for the sport as the overall importance of the tournament is not as widely known or understood. The tournament should also bring in a more concentrated amount of Hispanic viewers due to the countries that are participating are predominantly Spanish speaking nations.”

Copa America brings a more focused viewer that has a passion for the sport.

Nonetheless, digital and print media properties have been able to sell into Copa America. Federico Grinbergg, Co-Founder & CEO of Latin American and U.S. Hispanic network of websites Futbol Sites tells Portada that for the U.S. Hispanic market, the only advertiser that made a campaign specifically focusing on Copa America 2015 was DishLatino alongside BeIn Sports, giving the fact that the channel has the rights to transmission Copa America in the United States. Grinberg tells Portada that “most campaigns contain five pillars that we recommend to our customers strategically: Rich Media, Video, Mobile, Social Media and Content. There are no longer campaigns with simple traditional banners. Today we have to think alongside the brands and agencies to develop content for the brands, associate them with communications and social media actions and formats with real impact, ads that cannot be advertise through programmatic buying.”

DOWNLOAD our 2015 Soccer Marketing Guide!: Portada’s 2015 Soccer Marketing Guide!

Lessons from the last World Cup: Live Streaming and Social Media…

CA_4Marketers have the opportunity to apply lessons learned at last year’s Soccer World Cup in Brazil to their Copa America campaigns. What where those lessons? MediaVest’s Abud notes that “One of the recurring themes during the 2014 World Cup was how important of a role digital played in the tournament, specifically within live streaming and social media. The growth that Univision experienced from 2010 was remarkable, especially when looking at the number of live streams and time spent. People are looking to consume games across platforms and devices in greater numbers than ever. Social media has become an integral part of live events and sports is no exception. There is a tribal element to being a sports fan and social media provides that outlet to share your feelings or to keep tabs on what people are saying about what you are watching. The community that you foster through social media enhances the viewing experience and brings an added level engagement to the game.” Futbol Sites’ Greenberg thinks that one of the main lessons of the World Cup is “the use of video, and the commitment to the fan, the fact that they are generating relevant content, close and personal to the fan of each country.”

There is a tribal element to being a sports fan and social media provides that outlet to share your feelings or to keep tabs on what people are saying.

Expectations for next Year’s Copa Centenario in the U.S.

This year’s Copa America in Chile is also the prelude to Copa America Centenario next year and to be played in the United States. Copa Centenario is a celebration of the centenary of CONMEBOL and Copa América, and is to be the first Copa América hosted outside of South America. MediaVest’s Guillermo Abud notes that “Copa America Centenario is an intriguing opportunity for advertisers. The games will air in prime on the Univision family of networks and take place within the United States which allows for large video audiences. Clients that have historically struggled to identify how to best activate locally during International tournaments that take place abroad will have the ability to do so with ease. Mexico will be involved in consecutive years but this time their biggest rival, the United States, will be included as well. However advertisers should be cognizant of the circumstances surrounding the tournament and the ongoing situation involving FIFA and the United States government as authorities from both CONCACAF and CONMEBOL have expressed concern on the tournament taking place.”

Clients that have historically struggled to identify how to best activate locally during International tournaments that take place abroad will have the ability to do so with ease.

According to Futbol Sites’ Grinberg, while there is still more than a year for Copa Centenario to take place, “I think the interest will be huge, it will be a “small world cup”, there will be thousands of Latin Americans traveling to follow their teams, as well as traveling around US. I think what has happened with the FIFA scandal has badly damaged the reputation of the tournament. The confederations are required to do a great job to recover the image, beyond that nothing changes for the fan, the fanaticism continues and the fan will expect their favorite brands to be there and support their passion.”

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