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What: Portada New York included two sports marketing panels, featuring Portada Sports Marketing Board member and Allstate Director Consumer Marketing-Sponsorships, Daniel Keats, Comcast’s Hispanic Marketing Director Alejandro Solorio, Michael Neuman, EVP, Managing Partner, Scout Sports and Entertainment and Jon Patricof, president of the New York City Football Club.
Why it matters: Even though soccer is yet growing in the United States, marketers need to take advantage of the sports business potential of the event; the #PortadaNY panels offered interesting insights on the opportunities to look out for.

Tuesday may have been a dark and rainy day in New York, but it was filled with several bright moments around the business of soccer and engagement, especially with the Latino community.
Portada New York included a morning session centered on this past summer’s World Cup and the various ways brands, whether they were official partners or not, found ways to both engage and grow their soccer involvement. Portada Sports Marketing board member and Allstate (@AllstateDirector of Sports Marketing Daniel Keats and Comcast’s (@comcastHispanic Marketing Director Alejandro Solorio offered their thoughts in a great discussion.

Some key takeaways

Mexico fans at World Cup 2018 Credit: Soccer.ru

The passion of soccer in the U,S, is still evolving; you didn’t have to be a World Cup brand to realize the sports business potential of the event. We were not, yet we were able to find ways through our work with the Mexican National Team to take advantage of their success and expand our reach. We believe our programs are going to yield great benefits over time as we build the fan and consumer for life.” – Daniel Keats, Director Consumer Marketing-Sponsorships, Allstate Insurance

“Our investment in soccer is for the long-term, starting at the grassroots with programs like LIGA MX and Alianza de futbol, which creates professional and college opportunities for young Latino players. We think this is the right way to engage the Latino consumer, especially the family, over an extended period and will see our return over time.” – Daniel Keats, Director Consumer Marketing-Sponsorships, Allstate Insurance

All in all the message was clear for the morning: brands and media companies have found a path that works for them…

Solorio talked at length about Comcast’s technical innovations using video and data in the mobile space during the World Cup to provide custom viewing experiences for fans, but more importantly he was adamant that investing in the sport means establishing touch points not just around one massive event, but throughout the year.

The Portada Brand-Sports Summit in Los Angeles on March 15, 2019 (Hotel Loews Santa Monica) will provide a unique setting for brand marketers to learn about the opportunities sports and soccer content offers to engage consumers in the U.S. and Latin America.

Soccer needs to be seen as a strategy not a tactic, you have to be immersed in the sport if you want to be seen as authentic, whether you are speaking to an Anglo or Latino consumer.” – Alejandro Solorio, Hispanic Marketing Director, Comcast Corporation

All in all the message was clear for the morning: brands and media companies have found a path that works for them, and it takes them right to the heart of the fastest growing demo in the U.S., the increasingly affluent and always engaged Latino consumer.

NYCFC grows its brand proactively

In a discussion between NYCFC President Jon Patricof and Michael Neuman, EVP, Managing Partner at Scout Sports and Entertainment, a division of Horizon Media (and Portada Sports Marketing Board member), the growth of NYCFC as a property in the crowded marketplace was quite evident. Not only is the club growing as it again heads towards the MLS Playoffs, but it is being a proactive leader in soccer in North America.

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Some key thoughts from Patricof:

Michael Neuman and Jon Patricof

The idea of relegation is somewhat overblown. If you look at the success of teams in the USL,  the teams that do well are getting the chance to move up to MLS which is the most important thing if you are a brand that is looking for growth.”

“We know that there are four million soccer fans in the New York area. Of the four million, only 280,000 we have identified as fans of NYCFC. Our job is to help convert the rest of that audience to engage with our team and brand. Once we have them at our matches at Yankee Stadium, we can convert them, but that takes time.”

“Soccer is at a very dynamic moment in time with regard to access. What the NFL, the NBA and other leagues have done is give the media and fans access to learn about the personalities of their Teams. That has not traditionally been done with our sport. As part of City Football, we are changing that. We create great content and events that tell the stories of our players and we give access to fans. It’s the best way to convert savvy soccer fans to join us, and we know that once they get that access they will stay for life.”

Are there still challenges ahead for all those who spoke on Tuesday? For sure, The uncertainty of where US Soccer is going, even with a World Cup coming to North America in 2026, as well as the continued fluidity of MLS (@MLS) (especially as NYCFC (@NYCFCstills searches  for a permanent home), as well as the increased presence of elite European clubs om the business environment in the US present some dark clouds for all, but for the most part, soccer remains a growth property in the U.S., and the ways brands, teams, media companies and even leagues will find ways to engage is still on the upswing. And provided some great learning experiences for all in attendance at Portada New York.

 

What: Get your tickets to #PortadaNY, Sept. 25 and learn about the best (and the not so great) consumer engagement practices during the 2018 FIFA World Cup. Daniel Keats, Director Consumer Marketing at Sponsorships, Allstate and Alejandro Solorio, Hispanic Marketing Director at Comcast Corporation will dig deep into the matter.
Why it matters: The world soccer tournament is arguably the most important sports event for advertisers, as a myriad of companies looks for the chance to increase brand health. Experts discuss the gist of the Russia 2018 opportunities.

After 2014’s FIFA World Cup in Brazil reached an audience of 3.2 billion people, with over one billion of viewers of the final match between Argentina and Germany alone, the expectations for this year’s tournament were pretty high. For instance, US $600 million bought Telemundo the exclusive rights to broadcast the 2018 and 2022 cups, leaving Univision out of the question. By the way, Telemundo reached 57% of the U.S. Hispanic population during the Russia 2018 World Cup, and Telemundo Deportes’ digital presentation reached 15.5 million unique users, generating a record-setting 130 million livestreams and 1.96 billion live minutes viewed.

Therefore, advertisers are usually enthusiastic about showing their products and services to an audience that has the huge passion point of soccer in common. And this year was more special: it was the most connected World Cup ever. In the cord-cutting era, digital disruption promised an array of ways for advertisers to reach consumers effectively; from in-app real-time push notifications celebrating a goal to interactive content on social media, every brand knew people would be watching in multiple screens, so what could be the best way to engage them? 

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Allstate’s Daniel Keats

As it turns out, FIFA has revealed that Russia 2018 is now the most-engaged World Cup in history, just as previously predicted by all those ready to display an omnichannel marketing arsenal. FIFA managed 7.5 billion engagements across FIFA digital platforms during the World Cup, over 580 million interactions on social media, and extended the number of followers to more than 128 million.

On September 25, you’ll have the chance to learn first-hand from two experts about what went right and what went slightly off during this year’s World Cup. Daniel Keats, Director Consumer Marketing at Sponsorships Allstate and member of Portada’s Sports Marketing Board, will join a conversation with Alejandro Solorio, Hispanic Marketing Director at Comcast Corporation, on what lessons we can all learn about consumer engagement around the most important soccer event.

Comcast’s Alejandro Solorio

Now that the joint bid between the USA, Canada and Mexico has won the right to host the 2026 World Cup, we should be aware of what went wrong this year and start preparing for the opportunities soccer will bring in the future. Don’t miss the chance to get ahead and join the conversation at #PortadaNY. Click on the banner below now!

 

 

 

 

Portada is offering a special #PortadaNY discount for attendees who ar passionate about soccer and sports. Portada New York, September 25, will feature brilliant speakers who will discuss various topics related to sports, and the event will close with a flourish: after the last panel, the Portada Awards winners (chosen by the Sports Marketing Board) will be recognized during an exclusive party. Get your tickets for Portada’s annual New York Conference on September 25 and use the code PORTADASPORTS and save US $100!

Time for Sports

This year has been interesting for sports. With the FIFA World Cup recently concluded, clubs going global and teams focusing on local, multicultural efforts, this year’s edition of Portada New York has many exciting surprises prepared for conference attendants. By using the code PORTADASPORTS, you will get the chance to get full-access tickets at US $899 even after prices go up on September 7. Take a look at what’s in store!

Let a Stimulating Agenda Provoke Your Mind

Daniel Keats

Sports is an important passion point, and we are Portada are already known for our brilliant sports marketing experts. This time, however, we have outdone ourselves. Daniel Keats, Director of Consumer Marketing at Allstate and member of the Sports Marketing Board, will take the #PortadaNY stage to discuss the main takeaways from this year’s World Cup. What did we learn about consumer engagement? What worked, what didn’t, and what will the future bring?

 

 

Later in the day, Michael Neuman, EVP, Managing Partner at Scout Sports and Entertainment will have an in-depth conversation with Tom Glick, former Manchester City executive and soon-to-be president of the Carolina Panthers. What are the areas of opportunity for soccer and American football, and what are the chances to go global?

 

For a chance to listen live and network with experts in Sports Marketing, use the code PORTADASPORTS at checkout and save US $100.

Join an Exclusive Ceremony and Party With the Portada Sports Marketing Awards Winners

We received too many brilliant submissions, and Portada’s Sports Marketing board had a hard time choosing the finalists. To find out more about who they chose (and see who you’d like to win), visit the Portada Awards site.

 

GRASSROOTS MULTICULTURAL FAN ENGAGEMENT BY A TEAM, PROPERTY OR LEAGUE
Description: Who has done the best in the past year to engage a multicultural audience? Who were the stakeholders, what were the goals, what media did they use, what was the target audience and how did it go beyond the game?

 

 

BEST MULTICULTURAL ENGAGEMENT ACTIVATION BY A BRAND WITH A TEAM OR LEAGUE
Description: What brand has done the most to work with a team, league or a property to grow and engage in the space of the multicultural sports business?

 

BEST SOCCER SPECIFIC ACTIVATION IN NORTH AMERICA
Description: Soccer is growing every day in North America; what team, league, network, or brand is doing it the best and why? From MLS to European Leagues to World Cup. (Not limited to MLS or to multicultural).

 

 

PORTADA’S SPORTS MARKETING BOARD:

John Alvarado, VP, Brand Marketing, Constellation Brands
Ward Bullard, Board Chair, Stanford University Athletics Department
Shawn J. Bryant, Managing Director, Intel Sports, Intel Corporation
Joe Favorito, Board Chair, Head of Sports Marketing Content, Portada
Federico Grinberg, CEO, Futbol Sites (new member!)
Lorena Holguin, LAC Sponsorship Director, Mastercard (new member!)
Ed Horne, EVP, Endeavor Global Marketing
Jorge Inda Meza, Head of Marketing West Region, Anheuser-Busch
Daniel Keats, Director Consumer Marketing-Sponsorships, Allstate Insurance
Michael Neuman, EVP, Managing Director, Scout Sports and Entertainment
Felix Palau, VP, Marketing, Heineken
Eduardo Pérez, Partner & Founder, PM3
Tiago Pinto, Global Marketing Director, Gatorade Pepsico

To understand how Portada can help meet your needs related to marketing and networking solutions, please reach out to Sales Coordinator Michelle López at michelle@portada-online.com.

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Daniel Keats, Director Sports and Sponsorships, Consumer Marketing at Allstate Insurance is the latest addition of high powered brand marketing executives to speak at our annual conference (#Portada17 in New York City on Sept. 13-14). Keats is going to provide unique insights on soccer marketing in the U.S and why the soccer opportunity extends far beyond the Hispanic market (fútbol).

Daniel Keats, Director Sports and Sponsorships, Consumer Marketing Allstate Insurance, (photo) is going to be participating at the Sports Marketing Forum on Sept. 13. The Sports Forum precedes the 11th Annual Multicultural Marketing and Media Conference on Sept. 14, in the same venue, NYC’s Yotel).

Allstate, initially used soccer content and sponsorships to attract Hispanic audiences. However, the nation’s second largest insurer soon realized that soccer has an enormous potential to attract overall U.S. audiences, particularly through local grassroots efforts. How did Allstate come to these insights and how are they being incorporated into its marketing and media strategy? Hear all the answers from the main executive behind Allstate’s Sports and Sponsorship consumer marketing. Allstate is a MLS sponsor as well as a sponsor of the Mexican National Team.

Register at Early Bird Price here!

We are thrilled to present Portada Sports Marketing Board, which will feature 12 brand marketing and agency luminaries. This announcement underscores our new commitment to serving the vibrant sports and soccer marketing sectors.As members of the Sports Marketing Board, these leaders and innovators will participate in Portada’s marquee events and provide thought leadership to Portada writers and researchers.

Portada Sports Marketing Board Members

    • John Alvarado, VP Brand Marketing, Crown Imports
    • Analia Benedetti, Director of Shopper Marketing and Multicultural, Kellogg
    • Ed Carias, Sr. Brand Manager el Jimador Tequila – North American Region, Brown-Forman
    • Ramiro Crespo, Multicultural Channel Strategy, Sprint
    • Jeff Garrant, Senior Partner, Director Sports & Entertainment Marketing, Maxus
    • Jorge Inda Meza, Marketing Director Region West, Anheuser Busch
    • Daniel Keats, Director Sports and Sponsorships, Consumer Marketing Allstate Insurance
    • Michael Neuman, EVP, Managing Partner, Scout Sports and Entertainment
    • Felix Palau, VP Tecate, Heineken
    • Mike Tasevsky, SVP U.S. Sponsorship, MasterCard
    • Ivonne Kinser, AFM ‎Director Digital Strategy & Innovation, Avocados From Mexico
    • Kymber Umana, ‎Hispanic Marketing Manager, Sprint

Meet the Board

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Creating a space to learn from each other

As members of the Sports Marketing Board, these leaders and innovators will participate in Portada’s marquee events and provide thought leadership to Portada writers and researchers.
“Sports offer the opportunity to establish a meaningful, authentic connection with our consumers and create (and deliver) great content, and successful shopper programs. I personally love Portada’s initiative: by putting this board together, Portada is creating a great space for us to learn from each other, share best practices and bounce ideas,” says Analia Benedetti, Director of Shopper Marketing and Multicultural.

Daniel Keats, the Director of Sports and Sponsorships for consumer marketing at Allstate Insurance, notes that “sports are a major passion point impacting consumers across all segments,” and that t is important to have a specific focus on unique content, programming, and market intelligence when engaging consumers through this powerful medium.”
“It is a real privilege to have the backing of this outstanding group of brand marketing and agency executives. This sports marketing board will be essential to our efforts to produce high-quality events and provide value for our partners and sponsors,” says Marcos Baer, the publisher of Portada. “Due to their rapidly growing popularity among overall U.S. and multicultural audiences, we are substantially increasing our coverage of soccer and sports marketing,” Baer adds.

Portada Sports Marketing Programming

March 22: Launch of Portada’s Sports Marketing site in Beta
April-May 2017: The 2018 Soccer World Cup Golazo Marketing Pitch Contest
June 7, 2017: The Portada Sports Marketing Platform Launch Party and Webinar at the PortadaLat conference, Miami
September 13,2017: The Portada Sports Marketing Forum, NYC, part of Portada17 (September 13-14)

For information on sponsorship opportunities and other creative ways to align your brand with Portada’s Sports Marketing Platform, please reach out to Sales/Marketing Director Kelley Eberhardt at kelley@portada-online.com

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