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

http://marcommnews.com/wp-content/uploads/2018/01/RELEASE-American-Tourister-Kicks-Off-2018-with-Cristiano-Ronaldo-Signing-15.01-300x212.jpgAmerican Tourister, international luggage brand and part of Samsonite, announced the signing of international football superstar, Cristiano Ronaldo, as its new brand ambassador for 2018. “His presence will help bring American Tourister to a whole new audience, allowing us to stand out from the competition, and enabling us to take the Brand to the next level,” stated Subrata Dutta, President of Asia Pacific at Samsonite.

Daisy Brand and the Federación Mexicana de Fútbol (FMF), the national governing body of soccer in Mexico, announced a multi-year partnership, designating Daisy as the Official Sour Cream of the Mexican National Team’s annual U.S. Tour, now in its 16th year.

Hyatt Regency Waikiki Beach Resort and Spa partnered with The Pacific Rim Cup 2018, to become the global soccer tournament’s sponsor. Pacific Rim Cup teams and representatives will be staying at the hotel during the tournament, which takes place on Feb. 8 and 10. Professional soccer clubs from Japan, Canada, and the U.S. will be playing next month at the at Aloha Stadium.

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Image result for eMLSMajor League Soccer is joining the esports movement by partnering with EA Sports to create eMLS. eMLS will pit the best FIFA 18 players from the U.S. and Canada, representing MLS clubs, against each other to determine who will represent the League in the EA SPORTS FIFA 18 Global Series Playoffs on the Road to the FIFA eWorld Cup 2018.

Miami’s long-awaited MLS team is preparing to launch at the end of this month, according to the MIAMI HERALD. David Beckham and his business partners’ team is scheduled to start playing during the 2020 season.

Grupo Bimbo has started the 2018 Futbolito Bimbo edition in Mexico, through which the company brings together close to 70 thousand children from all over the country to play a friendly soccer tournament. The competition starts on April 14, until July 21.

Image result for Goldman SachsGoldman Sachs lent Orlando City Soccer Club $120 million. This is the fourth MLS stadium loan in the last year for the Wall Street titan. “[MLS] is something that the firm is very supportive of. We are willing to commit a significant amount of money to the league and the teams,” stated Greg Carey, global head of sports finance at Goldman Sachs, according to bizjournals.com.

Philadelphia welcomes, for the 12th time, the United Soccer Coaches’ convention, the annual gathering of American soccer thinkers, influencers and power-brokers. With the upcoming U.S. Soccer Federation presidential election in early February, the convention will have the candidates making their cases at its center point.

Daisy-dexpositoDaisy Expósito-Ulla, is Chairman and CEO of d expósito & Partners, LLC, The New American Agency™.

We all know that the United States is experiencing an unparalleled demographic shift, a shift of major proportions that affects everything — from media consumption and how we consume it, from food and beverage choices to beauty and health, from fashion and living trends to our ways of communicating with each other, both here and globally. But this shift also affects us on a level that questions who we are as Americans with this fusion and influences of cultures that make up the New America.

The old labels no longer apply, and that’s a good thing. Our culture is changing – it goes beyond, Cubans or Cuban-Americans, Puerto Rican or Puerto Rican-Americans, Mexican or Mexican-Americans. We are blending, changing, evolving into the new Americans.

It’s a cultural revolution, and marketers can no longer just change with the tide, they have to be ahead of the curve. The old days and ways of forecasting are over.

You have to be agile, fully integrated, and forward-thinking. To succeed you must be incubators of thought processes and ideas, and you absolutely must take a multicultural-centric approach to marketing.

When I first started this agency, a long-held dream, I recognized and embraced this evolving America and came up with the concept of the “New American Agency”. Positioned on the idea of total market planning, not only do we constantly consider that we live in a diverse nation, but it is built to capitalize on the opportunity marketers have to leverage an insight born from the multicultural audiences to help lead total market strategy and messaging.

As we have been saying, we are creating a framework for marketing to a pluricultural nation. But what does it mean?

The terms “bicultural” or “ambicultural” are descriptors that limit the influence on consumers’ mindsets, behaviors and lifestyles to two cultures; one being the culture of one’s ethnic heritage and the other being American. Pluricultural opens the sphere of influence to more than just one. In most cases, the primary influences are the native culture and that of American society. However, ideas from other cultures can and do also pique our interest and resonate with our mindset, and we may just adopt them as well. That’s exactly what’s happening in today’s New America.

quinceañeraA great example of this concept is one where a coworker of mine shared that his niece, who is third generation Puerto Rican living in Cleveland, recently celebrated her 15th birthday with a Japanese Animé themed quinceañera. The anchor cultural influence here was Hispanic, as she was celebrating a longstanding Latino tradition. But she reinvented it by adding a Japanese theme that is extremely popular with today’s youth. The American culture also played a role, through American pop music and non-Hispanic friends.
We live in a truly global society. And today’s digital world now facilitates these types of global influences, and we can expect to see them occurring more and more in the years to come.

It’s exciting. Times are changing at a rapid pace. When I first started in this business, I was but one of a handful of Latinas. It was not easy, but it was and is still rewarding. As I look around at this business now, I see Latinas from all nationalities represented, and they are working in all the many disciplines that make up our world, from account management to creative development, from media planning to social media, from communications to traffic.

But one overriding principle has dominated my life in this business. I recognized early on that leaders understand the importance of integration, agility, and the need to always meet, and think ahead of, client needs. But good leaders also realize that they can’t do it alone, and can’t always be the one to come up with the next great idea or concept. You have to build a team of thought-leaders from all disciplines, bring them together, and let them go at it to challenge each other in ideation and to see it through to flawless execution. Your job as a leader is to constantly challenge your circle of leadership to new and bigger heights. This is the only way that would allow us to continue being visionaries.

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