Fifa World Cup


What: We looked at Comscore data of the most-visited Sports sites in Latin America, and particularly in Mexico, in June 2018.
Why it matters: Latin Americans are very interested in sports; the websites they choose to consume content shed light on what interests them the most. Since the first half of the FIFA World Cup took place in June, there have been interesting developments in the latest rankings.

Ever since the start of the year, we knew the World Cup months would bring interesting results, particularly to Latin American audiences. Sports websites that are informative and comprehensive are always at a clear advantage, but we see interesting changes to the rankings in June. With the start of the soccer tournament, there was an important increase in viewership of sports sites such as FIFA.COM and the Televisa Deportes website, which proves that, as much of the marketing around the World Cup suggested, soccer does unite audiences.

Top 10 Sports Sites in Latin America, June 2018

Total Audience, Home and Work, PC/Laptop.Total Unique Visitors (000)
Total Internet: Total Audience181,593
1Globo Esportes15,549
2MSN Sports12,422
3UOL Esporte7,117
4AS.com Sites6,357
6Marca Sites4,767
9Televisa Deportes (Site)3,765
    [Source: comScore]
  • From the total amount of Latin Americans with an internet connection, 37% consumed sports content online in June; almost 9% more than the previous month.
  • Those users chose a variety of sites to find the content they were looking for, but Brazilian website Globo Esportes stayed on top with 23%, almost 2% more than the previous month.
  • MSN Sports was visited by 18.4% of Latin Americans looking for sports content online, about 5% more than in previous rankings.
  • UOL Esporte was trying to catch up with 10.5% of visits.
  • 9.4% of sports content users visited AS.com sites, a full 2% more than the previous month.
  • For the first time in the ranking, FIFA.COM was seen by 8.9% of viewers.
  • Marca Sites was seen by 7% of sports content users; very similarly, Desafio Mundial received 6.7% of visits.
  • 6.5% of users preferred to find sports content on ESPN. 
  • Televisa Deportes, the number one Mexican site, was seen by 5.5% of viewers.
  • 5.4% of viewers visited DEPOR.COM.

Top 10 Sports Sites in Mexico, June 2018

Total Audience, Home and Work, PC/Laptop, Mobile.Total Unique Visitors (000)
Total Internet: Total Audience65,915
1Televisa Deportes (Site)11,804
2Marca Sites7,535
3AS.com Sites6,161
8MSN Sports3,115
    [Source: comScore]
  • 52% of Mexicans with an internet connection consumed sports content online in June, almost 20% more than the previous month.
  • Televisa Deportes was the real World Cup winner, with 34% of visits.
  • Marca Sites was visited by 21% of viewers.
  • 17.8% of users visited AS.com to find sports content.
  • Medio Tiempo received 15.6% of visits.
  • 13.3% of users searched for sports content on ESPN. 
  • AZTECA DEPORTES enters the ranking with 12.9%.
  • 9.7% of sports content users visited Record.
  • MSN Sports received 9% of visits.
  • For the first time in the ranking, FIFA.COM was seen by 8.6% of users.
  • 8.4% of users went to DEPOR.COM.

What: With World Cup over, it can be deemed an overall global success not just in soccer, but in sports business.
Why it matters: Brands were able to use social media to deliver messages more than ever, via nontraditional outlets like Twitch, a trend that will only increase.

The FIFA World Cup (@FIFAWorldCupis now in the rear view mirror, as soccer friendlies and several months of MLS (@MLSnow take center stage in North America, as global fans of “The Beautiful Game” await training and then the opening of the elite European leagues in the late summer.

The lessons learned from World Cup activation and engagement continue to grow. The effective implementation of social campaigns tied to the games were in record numbers, Spanish language broadcasts in the U.S. drew solid audiences despite the fact that the U.S. did not qualify for the event, and many of the elite Spanish language countries exited a little earlier than expected. Still the drama and life displayed by first timers like Peru and the continued growth and engagement of Mexico led to an even bigger bounce than what was expected making World Cup in Russia an overall global success not just in soccer, but in sports business.

…[B]rands that invested in social were able to find a new engagement platform, especially for digital first millennial consumers, that had not existed before.
credit: Soccer.ru

In the U.S., the change of leadership at the top of USA Soccer (@USASoccer), and the announcement that the 2026 Cup will be coming to North America has also given rise to even more hope that soccer as a property will still see its biggest days ahead.

With that forward looking idea comes one more look back at World Cup engagement, this time through an engagement platform becoming more and more prevalent as sports looks to be customized and digital first. Twitch (@Twitch ‏), the Amazon owned streaming service, has become a monster and go to platform for esports for several years, and now leagues like the NBA have looked to create more formal relationships as a custom screen experience for fans. The NBA G league (@nbagleagueexperimented with great success on Twitch last season, and more and more relationships will be coming, especially as Amazon itself continues its ramp up with broadcast rights for major sports leagues around the world.

Portada worked with Stream Hatchet (@StreamHatchet), one of the world’s elite digital measurement services, to look at Twitch and the World Cup, and how and if the official brands tied to World Cup actually gained share of voice across the channels created by fans on Twitch before and then during the World Cup. Given the fact that Twitch had no official relationship with FIFA, the share of voice for brands might be expected to be small. However what played out was actually interesting, as it shows that brands that invested in social were able to find a new engagement platform, especially for digital first millennial consumers, that had not existed before.

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courtesy Wanda

Who were the brands that won out over the thousands of Twitch channels and conversations created specifically around World Cup? There were five that entered conversations best: Wanda, Hyundai, Adidas, Visa and Coke, with the engagement and chatter about the brands on Twitch starting before the Games actually began, and then peaking as the semi-finals and finals came into view.

Given the savviness of Asian consumers around esports and the use of Twitch as a medium of choice, the success of engagement for brands like Wanda and Hyundai makes great sense. However to see global brands like Visa and Coke, and an apparel brand like Adidas be in conversations throughout the course of the Games opens a very unique window for future engagement. Keep in mind that little to no sponsorship dollars were spent in conjunction with Twitch, so all the engagement mentions and conversations, sometimes as large as 50,000, all game about in a generic and authentic form for the young consumers watching and talking about the World Cup on the platform.

It provides a great litmus test into the power of both a custom streaming channel, and a second screen experience not just for the World Cup, but for any sports event looking to engage and activate going forward. Now with such a massive spend by brands on traditional channels, will dollars suddenly flow to Twitch, or even other second screen streaming experiences like Facebook Live, that easily in the short term? No. However this snapshot (below) by Stream Hatchet and Portada shows that there is growing value that has been anecdotal, and now is quantifiable, as brands looks to engage new consumers on a platform they are comfortable on and more and more used to using.

While focus remains on big screen for now, the handheld, custom experience continues to make inroads, the proof, even in World Cup, is now there to see.

Cover image: Mahdi Zare/Fars News Agency

What: Thuuz Sports created an excitement metric for 2018 FIFA World Cup games and teams, with Croatia vs. Russia ranking as the top match and Spain as the No. 1 side.
Why it matters: Measuring excitement can help marketers identify sports, teams and players who elicit strong passions in fans and can therefore be strong partners for their brands.

At the heart of sports is excitement: it’s the sometimes hard-to-measure element that can determine the extent and passion of fandom for a sport, league, team, even individual players. What makes for excitement for one fan—the steady, otherworldly superstardom of a Mike Trout (@MikeTroutvs. the flashiness of a Francisco Lindor (@Lindor12BC), or the bombs-away approach of the three-happy Golden State Warriors (@warriorsvs. the one-man show that LeBron James (@KingJamesbrings from Cleveland to Los Angeles—may be quite something else for another, equally engaged follower.

Brands want to tap into that excitement, in whichever way it’s defined by different fandoms. With that in mind, Thuuz Sports (@Thuuzdeveloped an algorithm to quantify some of those seemingly intangible parts to determine the most exciting matches and teams in the 2018 World Cup. Like with baseball’s defensive metrics, and with a similar project with NFL games last year, some subjectivity may come into play, and the results may look spot-on to some fans and a stretch to others.

This type of technology can show where brands want to spend in an instant and can show more ROI as to how their dollars are maximized.
Brazil supporters at World Cup (credit: Brateevsky)

The No. 1 match, per the ratings, was the Croatia vs. Russia quarterfinal on July 7, with some of the sport’s most enticing elements like a standout first goal, tying goal on a fast break, outstanding saves and not one but two extra-time tallies. Fans argue whether a shoot out is a fair way to determine a winner, but few can deny the sheer thrill of the importance of each touch. The eventual finalists’ win over the host country—the electric atmosphere in Sochi may have pushed it over the top—edged out Belgium’s thrilling 3-2 win over Japan on July 2 for the top rating.

“This was one of the most exciting World Cup’s in history, and we were pleased to work with IBM and FOX Sports throughout the event to measure excitement and create customizable highlights in real time for millions of fans,” said Thuuz CEO Warren Packard in a statement. “While every fan will have his or her most memorable moment, measuring metadata in this way gives us a great snapshot into the collective excitement felt around the globe as we look back on such a great global phenomenon. When people say ‘the excitement was palpable,’ we can now verify it!”

And while Belgium also scored the third most exciting game, its win over Neymar‘s fabulous Brazilian squad on July 6, it was Spain that posted the highest score, 93.5 out of a possible 100, with Croatia (91) and the Belgians (91) outpacing Germany (90) and Portugal (89.75) in the top five.

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Messi penalty kick (credit: Oleg Bkhambri (Voltmetro)

What do metrics like this mean? While the numbers purport to conclude exact figures (is there really that much of a difference between a score of 91 and 89.75 on a scale that doesn’t have a real reference point?), it may be more the confirmation that marketers can gain from the rating, or potentially help them identify outliers in various sports and teams within those sports that would be ideal partners.

“Excitement measurement has always been something that brands want to quantify, and this shows on a grand scale it can be measured,” said Chris Lencheski, veteran sports marketing expert and professor at Columbia University. “This type of technology can show where brands want to spend in an instant and can show more ROI as to how their dollars are maximized. It also speaks well to the Spanish speaking audience given where Spain ranked, and is great news for soccer going forward.”

Many of the Latin American teams play what is often described as an exciting brand of soccer, and Thuuz’s metrics beat that out. Also ranking among the top 15 from the 2018 World Cup are Colombia, Uruguay and even disappointing Argentina, and while that may be little consolation to the soccer-mad fandoms of those three nations who came up short in their championship quests, they did at least provide their supporters thrilling runs, and maybe pulled in a few more fans along the way.

Featured Image: Oleg Bkhambri (Voltmetro)

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

  • FOX SportsAccording to Nielsen, Saturday’s 2018 FIFA World Cup Quarterfinal matches delivered FOX with an average of 5,664,000 viewers, making this the most-watched day of Quarterfinal action since at least 1990. The Croatia/Russia encounter averaged 6,317,000 viewers on the channel, while England’s win over Sweden got 4,763,000 viewers. Twitter had its best day ever across FOX Sports accounts, with 13.7 million views.


  • Facebook has become the exclusive broadcaster of the Premier League matches in four Asian countries. The deal starts with the 2019-20 season and runs through 2022. Facebook will livestream all 380 fixtures in Thailand, Vietnam, Cambodia and Laos.


  • On May, Toyota formed a partnership with Club America on their Tour Águila – their series of friendly matches that take place in the United States. Now, during the kick-off match in Dallas, Texas on June 30th, the Toyota Tundra pulled in with an actual section of the iconic Estadio Azteca and shared the excitement and thrill with fans who got a chance to sit in them. The branded seats have since traveled to the next few games including San Jose and Fresno, California.  “Soccer is a unified passion point among Hispanics and deeply rooted in their cultural heritage.  Beyond reach, their engagement with the sport is enormous,” said Veronica Elizondo, VP and Group creative director at Toyota.


  • The US Soccer Federation will host North America’s first-ever soccer-specific hackathon in Chicago on July 14-15. Attendees will have exclusive access to data used by federations and professional clubs, develop solutions for soccer industry problems, and share ideas to push the sport forward from commercial and soccer standpoints.

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  • Nashville SCPinnacle Financial Partners Inc. has signed a partnership as a corporate sponsor of Nashville SC. This is Pinnacle’s third sports-focused partnership, after sponsoring the Tennessee Titans and Memphis Grizzlies.


  • The Croatian soccer federation has been fined by the FIFA with over $70,000 for violating media and marketing rules at the 2018 World Cup in Russia. Members of the Croatian national team were seen drinking “non-authorized beverage products,” this means drinks with no sponsorship deal for the World Cup. Coca-Cola is FIFA’s main sponsor, together they have set strict marketing regulations about what brand of beverages players are allowed to be seen with during matches.


  • CoinDeal, a Cyprus-based cryptocurrency exchange, has become a sponsor of the UK Wolverhampton Wanderers soccer club, which will feature its logo on all training kits. CoinDeal’s logo will appear on the team’s shirt sleeves.


  • Telemundo Deportes added new audio offerings for Amazon Alexa and Google to enhance the final stages of the 2018 FIFA World Cup Russia. Customers can ask Alexa to hear Telemundo Deportes’ daily two-minute brief in Spanish recapping the action of the day, results of matches, the most interesting stories coming out of the games, and more, directly from Russia.


What: Major League Soccer looks to leverage World Cup coverage and the success of “El Tri” to increase viewership.
Why it matters: Major League Soccer wants to continue its growth as league despite the USMNT not qualifying into the 2018 World Cup.

With the 2018 World Cup in full swing, networks invested in broadcasting soccer league games are hoping that the country’s fascination in the quadrennial tournament draws in new fans to their league partners, despite the lack of participation by the United States men’s national team (USMNT).

While it would have helped television networks greatly had Christian Pulisic led the national team past Trinidad & Tobago, who eliminated the red, white and blue after defeating them 2-1 in CONCACAF World Cup qualifiers, some experts feel that overall soccer TV ratings should experience an increase as a result of the “World Cup Bounce.”

I absolutely think Mexico’s success will contribute to increased viewership for MLS.

“The World Cup Bounce” can be described as an uptick in televisions ratings for live matches, thanks in part to the tournament drawing in a large number of viewers that normally do not watch soccer. The hope, for networks, is that these new fans will remain interested in the sport, even after the tournament is over.

One of the more obvious beneficiaries from this phenomenon is the American soccer league Major League Soccer (@MLS). The USMNT (@ussoccer_mntis usually loaded with MLS stars who get to shine on the world’s largest stage. The 2014 US roster included 10 players from MLS, including familiar names such as team captain Clint Dempsey of the Seattle Sounders (@SoundersFC) and Michael Bradley of Toronto FC (@TorontoFC). A USMNT appearance in this year’s tournament would have helped MLS continue to further build television viewership.

“History shows us that there was a bump in MLS ratings after the 2014 World Cup,” said Dan Lobring, who previously worked for MLS franchise, the Chicago Fire, and is now with sports marketing agency rEvolution (@littleRbigE). “Of course, the big difference being the absence of the U.S. in 2018 which leaves a gray area on how significant of a bump there might be coming out of 2018.”

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While the USMNT may have failed to qualify into the 2018 World Cup, the American soccer league is still well represented in Russia, with 19 players on MLS rosters participating in the 2018 World Cup. Players such as Mexico’s Carlos Vela (@11carlosV) of LAFC  (@LAFCand the dos Santos brothers – Giovani and Jonathan of the L.A. Galaxy (@LAGalaxy), Costa Rica‘s (@fedefutbolcrcFrancisco Calvo of Minnesota United (@MNUFC), Peru‘s Yoshi Yotun of Orlando City SC (@OrlandoCitySC) and Panama‘s (@fepafut) Anibal Godoy of the Seattle Sounders are playing quality minutes for their respective international teams, showcasing MLS’s depth of talent on the world’s grandest stage.

“The World Cup is unquestionably the most important sporting event on the globe, and once again it will elevate the sport of soccer and MLS this summer,” said MLS spokesperson Marisabel Muñoz. Muñoz points out that there are also 14 former MLS players on World Cup rosters, on top of the 19 active MLS players on World Cup rosters. The 19 MLS players represent the largest contingent of international talent from MLS since the league’s debut, and nearly equals the combined representation of the five previous tournaments.

Mexico‘s (@miseleccionmxEN) World Cup success could also be a boon for MLS, considering the immense popularity of “El Tri,” within the American border. Mexico’s upset victory over the defending World Cup champions, Germany, drew 4,002,000 viewers on Fox Sports (@FOXSportsEnglish telecast and another 7,120,000 on Telemundo (@TelemundoSportsSpanish broadcast.

“I absolutely think Mexico’s success will contribute to increased viewership for MLS,” said Lobring. “I think MLS and broadcast leadership in North America across the board are pulling for Mexico to continue its early success. And when you have three marquee players from MLS on ‘El Tri,’ that’s a big deal for the overall profile of MLS, especially having those three from such a large and critical media market in Los Angeles.”

What: World Cup activations and partnerships have begun as the tournament kicked off last weekend.
Why it matters: Companies are leveraging stars like Lionel Messi and Ronaldo while soccer interest is highest globally.

We will certainly see more brands looking to grab viral opportunities and ride the wave of success as the FIFA World Cup (@FIFAWorldCupplays out. Here is a look at some of the early partnerships announced as we enter the first full week of group play.

Kellogg’s Serves Soccer: Taking advantage of the early start times on the East Coast of the U.S., Kellogg’s (@KelloggsUS ‏) NYC Café teamed with Eat Soccer (@EatSoccerTV), a soccer lifestyle agency, for a Morning Match breakfast experience. The event kicked off on June 15 for the Egypt vs. Uruguay match at 8 a.m., and continues on weekdays through Friday. The store will feature multiple TVs broadcasting the games, as well as what Kellogg’s described as an “immersive kitchen.” The café will open an Instagram-friendly nook with lighting, props and different angles for visitors to snap photos in their soccer jerseys.

Fans can reserve a spot with $20-tickets offering unlimited access to Kellogg’s cereal bar, milk, coffee and tea. The café will have more than 30 ingredients, including rum-roasted bananas and marshmallows, on hand for the event.

In a series of immersive videos, viewers are shown a playful side of Messi and local social media influencers as they share a series of unexpected moments.

Messi’s Mark: Before Saturday’s penalty miss against Iceland, Ooredoo (@ooredooand Lionel Messi teamed up for a new campaign. In a series of immersive videos, viewers are shown a playful side of Messi and local social media influencers as they share a series of unexpected moments.

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China Activation:  FIFA partner Dalian Wanda (@DalianWandareleased a new short film that tells the story of a group of young Chinese footballers who will be given a once-in-a-lifetime opportunity in Russia. The film documents a group from Wanda’s “Rising Stars” program who will have the opportunity to step onto the pitch at the World Cup as one of the official World Cup flag bearers. The players carried the official FIFA flag onto the pitch during Spain vs. Portugal on Friday and Belgium vs. Panama on Monday.

Sleeping with Ronaldo: Cristiano Ronaldo was announced as a brand ambassador for SleepScore (@SleepScore). The move comes after SleepScore, which specializes in sleep measurement and improvement, launched a new mobile app, which Ronaldo will help promote.

Picture This: Vivo, the official smartphone sponsor of the 2018 FIFA World Cup has launched its music and photography marketing activations for fans, empowering them to be more than just part of an audience, under its global campaign titled, “My Time, My FIFA World Cup™”, which comprises Vivo’s Super Time project and Vivo Super Fan photographer program. It calls upon fans to make this tournament one to remember, to be truly extraordinary and fully experience, capture and share extraordinary moments around them through their smartphones.

Cover Image: Ooredoo

What: Colombia vs. Venezuela (in Miami) and Argentina vs. Guatemala (in Los Angeles) soccer friendlies are set for Sept. 7
Why it matters: Soccer in the U.S. was dealt a blow with the National Team’s absence from FIFA World Cup, but the sport is stronger than ever in the Hispanic community here, with these two friendlies and the International Champions Cup hitting this summer.

FIFA World Cup (@FIFAWorldCupwill be contested half a world away, but supporters and natives of four Latin American countries will be able to see their favorite national teams in action in friendlies set for September 7. Colombia will take on Venezuela at Hard Rock Stadium in Miami, while traditional powerhouse Argentina will battle Guatemala at the Los Angeles Memorial Coliseum.

The matchups and locations lean heavily on the popularity of the sport among the Hispanic community in South Florida and Southern California and beyond. The first is a prelude to the planned MLS expansion into the market (@futbolmiamimls) set to debut in 2020, led by David Beckham, and the second comes with the timely announcement that a portion of ticket sales will be donated to Guatemalan relief efforts following the devastating Mount Fuego volcano eruption.

The friendlies, along with the MLS expansion and numerous U.S. locations in this summer’s International Champions Cup are strong signals that promoters and marketers aren’t giving up on the sport…

The matches feature successful squads in Colombia (ranked No. 16 in the world) and Argentina (No. 8), which will both begin Group Play at World Cup in the next week in Russia, battling upstarts in Venezuela and Guatemala, neither of whose sides have ever qualified for the event. And why they may not be marquee pairings, marketing organizers CMN Sports (@CMNEvents) and Relevent (@C_Stillitanoare hoping the World Cup boost in interest in the sport here carries over into September.

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Credit: Danilo Borges-copa2014.gov.br

“CMN Sports is excited to partner with Relevent to showcase these talented teams,” said Henry Cárdenas, President of CMN Sports, in a statement. “Colombia is a World Cup contender and has shown enormous potential, making them a very tough opponent for Venezuela. We hope fans will enjoy this South American rivalry at one of the most iconic stadiums in the country.”

“Relevent is committed to bringing the incredible culture and enthusiasm of international soccer to the U.S. and this match is sure to deliver that excitement to new and established fans alike,” said Charlie Stillitano, Co-Founder and Executive Chairman of Relevent. “We look forward to celebrating both of these national teams and their fans, while honoring all of those affected by the natural disaster in Guatemala.”

The friendlies, along with the MLS expansion and numerous U.S. locations in this summer’s International Champions Cup (@IntChampionsCupare strong signals that promoters and marketers aren’t giving up on the sport despite the absence of the U.S. National Team from the World Cup.

Cover Image: credit Tasnim News Agency

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. 

  • Macy’s

Macy’s, the premier omnichannel retailer with iconic brands,  has awarded Publicis Groupe’s Spark Foundry and Digitas its US$415 million ad spending media account, Ad Age first reported. Dentsu Aegis Network’s Carat was the media incumbent since  2012. Incumbent Macy’s creative agency BBDO New York was not part of the review.






  • BMW’s Mini USA

Mini USA, a BMW-owned brand, has launched a regional media review. The review,to be handled by the Burnett Collective, focuses on the retail communications of its 127 dealerships in America and will not affect IPG Mediabrands’ UM, which is the auto brand’s national media agency of record since 2009.The review is aimed at consolidating Mini’s Tier 2 division, which encompasses its four U.S. regions—east, west, north and south—with one agency, according to Adweek. Those regions were previously assigned to individual agencies.Mini spent US$24.5 million on advertising in the U.S. last year, down from US$35.6 million in 2016, according to Kantar Media.




  • Beiersdorf

OMD has been awarded German personal-care company Beiersdorf U.S. media planning and buying account following a review.Carat was the incumbent since 2010 when it won the business.The company’s brands include Nivea and Aquaphor. The firm spent about US$53 million on measure media in the U.S. last year according to Kantar Media.




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.

  • FIFA World Cup/ Univision Deportes

Univision Deportes, the sports division of Univision Communications Inc., has revealed its extensive programming plans for the 2018 FIFA World Cup in Russia. Univision’s family of networks will deliver TV’s most robust reporting and analysis of the month-long tournament, featuring the experience, insight and cutting-edge technology fans have come to expect from the “Home of Soccer.” Heineken, KFC, Nissan and Walmart are among the brands that have signed on as sponsors and will maintain a visible presence throughout Univision Deportes’ programming. Univision’s comprehensive slate of World Cup news, analysis and access will establish its portfolio of broadcast, cable, radio and digital media assets as the ultimate destination for soccer fanáticos this summer.Delivering a wide array of original digital content and the most buzzworthy memes and hot takes, Univision Deportes will own the Spanish-language conversation across Twitter, Facebook, Instagram and YouTube.

  • Alexandria Ocasio-Cortez

As her historic campaign enters its final month with a record-breaking number of contributions, Alexandria Ocasio-Cortez released her first campaign video in English and Spanish , “The Courage to Change,” to highlight the growing community excitement in Queens and the Bronx among young people, people of color, and other groups historically underrepresented in the primary electorate.The campaign’s first video underscores the stark divide between Bronx activist Ocasio-Cortez and her incumbent Joe Crowley, who has not faced a primary in 14 years.In a campaign that has rejected all corporate and lobbyist funding, Ocasio 2018 recently surpassed US$200,000 — over 40% of that in the past two months — from nearly 15,000 contributions from almost 9,000 donors. She is running to represent a district that is over 80% people of color and nearly 50% Hispanic in which primary election voter turnout has historically been one of the lowest in the nation.The campaign has been focused on a massive voter-outreach project to engage constituents who have never voted across every neighborhood in Queens and the Bronx. As the first primary in 14 years approaches in NY-14, incumbent Joe Crowley suddenly agreed to a debate on June 15, to be broadcast live on NY-1.

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.

What: Telemundo may have benefited from the U.S. not qualifying for FIFA World Cup, reportedly selling 90% of its inventory to date.
Why it matters: At least some of those sales are from companies that might have gone with Fox Sports’ English-language broadcasts.

Most of the talk in the U.S. about FIFA World Cup (@FIFAWorldCuphas been the absence of the American team from the contest for the first time since 1986. And while that may be working to the detriment of U.S. English language rightsholder FOX Sports (@FOXSports) it may be having the opposite effect for Telemundo (@Telemundo), which will broadcast the games in Spanish. With power players like Coca-Cola (presenting postgame show sponsor), Sprint (halftime) and Volkswagen (primetime show presenting sponsor) on board, the broadcaster has announced a near sellout of its ad inventory.

The international soccer business is indeed booming, and FIFA is leveraging that for everything it’s worth—and more. In an attempt to enliven the North American bid, a combined effort by the U.S., Mexico and Canada, for the 2026 tournament, with selection looming next month, the N.Y. Times this week reported that organizers have offered visas to all visitors attending the games, regardless of where they are coming from, as well as a minimum US $11 billion profit for the sport’s international governing body, which has been plagued with corruption for decades. How that fits into the current political climate and U.S. laws is still to be determined.

With media rights reported at US $425 million for Fox and US $600 million for Telemundo, they’ll need every bit of ad sales to help make up what has been projected as tens of millions lost when the U.S. didn’t qualify.

It follows that a significant portion of that US $11 billion would flow from marketers who would be eager to capture the fans of many nationalities already in the three North American countries as well as those who would otherwise have only a passing interest in the tournament. With the 2026 World Cup expanding to 48 teams and 80 matches, there would be more inventory for all types of sponsorship, from stadium signage to broadcasts to special events.

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But what if Morocco, the other bidder for 2026, gets the games? At 5 hours ahead of Eastern Time (8 hours ahead of Pacific), broadcasters would face less of a challenge than this summer in Russia (between 7-9 hours ahead of ET) and Qatar (7 hours) in 2022, but clearly having the games in this hemisphere would make broadcasts more palatable and sponsor activations logistically simpler and more targeted to North American consumers.

All is not lost for FOX in its World Cup coverage starting next month, as interest in the event is still high among the growing soccer fan base as well as first- and second-generation Americans with roots in Russia, France, Brazil, Germany, England, Poland, Japan and other countries rooting on their native national squads among the 32 qualifiers. 23andMe (@23andMe), a DNA testing site, is an official Fox World Cup partner, and has a campaign tying in fans’ ancestry with teams they can support. With media rights reported at $425 million for Fox and $600 million for Telemundo, they’ll need every bit of ad sales to help make up what has been projected as tens of millions lost when the U.S. didn’t qualify.

Cover Image: FIFA World Cup 2014 (credit: Danilo Borges/Portal da Copa)

What: N.Y. Cosmos owner Rocco Commisso has put forth a US $500 million plan (half of which would be his own investment) for an American soccer entity to rival MLS and boost U.S. Soccer.
Why it matters: A push to host a future FIFA World Cup, providing a major boost to the sport in North America, would be helped by an even stronger, more unified pro base.

With American soccer fans —and brands— scrambling after the U.S. men’s national team failed to qualify for the FIFA World Cup (@FIFAWorldCupfor the first time since the Reagan administration, there has been no shortage of opinions about potential ways to get the program back on track— from the grassroots on up, numerous outlets have reported that New York Cosmos (@NYCosmosowner Rocco Commisso has put forth a US $500 million plan for a league that might even compete with MLS (@MLS).

The outspoken Commisso —a native of Italy who has made his fortune in the U.S. cable industry— has his own issues with the U.S. Soccer Federation (@ussoccer), which has borne the brunt of the national team’s failure to qualify for Russia this summer. The 67-year-old, who has two lawsuits pending against U.S. Soccer, is offering to fund half of the planned half-billion dollar investment in the new entity, which would have a ripple effect on the sport and its partner brands, whether it exists as a direct competitor or a second-level feeder.

Would brands that haven’t traditionally invested in the sport and its fan base get on board, even more than they did for the 1994 men’s and 1999 and 2003 women’s World Cups held in the U.S.?
Rocco Commisso (Mediacom Communications Corporation)

The breadth of such a league could further connect with the Latino fan base, similar to how the NASL (@naslofficial), in which Commisso’s Cosmos compete, included Miami and Puerto Rico entries in its most recent (albeit trimmed down four-team) iteration.

Indeed, marketing is at the heart of Commisso’s dispute with USSF. In a series of letters to U.S. Soccer, FIFA, CONCACAF and the U.S. Senate that were made public this week, Commisso enumerated his demands as part of the huge investment, notably the dissolving of the relationship between USSF and its external marketing, for-profit outfit Soccer United Marketing, which he sees as too interconnected, to the detriment of other soccer entities (notably the NASL), as well as changes in national team licensing procedures, broadcast rights and other areas critical to the sport’s success here.

How might this proposal benefit soccer fans and brands? In short, a push to host a future FIFA World Cup, providing a major boost to the sport in North America, would be helped by an even stronger, more unified pro base. If so, would brands that haven’t traditionally invested in the sport and its fan base get on board, even more than they did for the 1994 men’s and 1999 and 2003 women’s World Cups held in the U.S.?

Cover Image courtesy NY Cosmos

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What: Mexican National Soccer Team supporter fan group “Pancho Villa’s Army” (PVA) has expanded its base and developed strong relationships with U.S. marketers in advance of the 2018 FIFA World Cup Russia.
Why It Matters: Passionate organizations like the U.S.-based PVA are ideal for many companies looking to reach the important Hispanic fan base.

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This year’s international soccer calendar is filled with important tournaments around the world, but the most anticipated competition for aficionados, casual fans, and marketers is the 2018 FIFA World Cup Russia. Official partners and sponsors like Coca-Cola, Hyundai, and Adidas will leverage their massive sponsorship deals to connect with consumers before and during the month-long competition.

One of the most desired groups in the U.S. for brands is the Latino soccer fan, specifically the Mexican fan who will passionately follow El Tri throughout the squad’s run to the championship match. According to a 2017 Univision-commissioned study conducted by Nielsen, “Los Fanaticos: Passion and Power”, 80% of Hispanic sports fans say that sports are their favorite thing to talk about (11% more than non-Hispanic fans). This is witnessed yearly when the Mexican national soccer team plays a number of friendly matches as part of its almost-now-required tour of the U.S., selling out venues to the delight of the brands who pay hefty sums to sponsor it.

 [Pancho Villa’s Army] has caught the eye of marketers like beer brand Estrella Jalisco, who recently reached an agreement with PVA to partner on a variety of events and promotions.

Enter Pancho Villa’s Army (@VillasArmy), the U.S.-based fan group supporting the Mexican national soccer team founded in 2013 by Mexican-American Sergio Tristan, who was looking to connect with like-minded fans to cheer on El Tri. The group has now 30 chapters with more than 3,000 members and 47,000 followers on Facebook, and they attend en masse just about every game Mexico plays in the U.S. They have caught the eye of marketers like beer brand Estrella Jalisco who recently reached an agreement with PVA to partner on a variety of events and promotions for Mexico’s 2018 U.S. tour and through the World Cup. They also have a two-year sponsorship deal with Nissan that started last year; Tristan has even been featured in an ad for the automaker.

The group garnered national and international media coverage when, during a 2015 Confederations Cup playoff match in Los Angeles between Mexico and the U.S., they unfurled a massive, three section wide, Mexican flag inspired banner that read “Sigo Siendo el Rey” (“I’m still the king”). That phrase quickly became a trending topic as #SigoSiendoElRey on Twitter.

Authenticity is a buzz word that is used a lot in marketing circles, but that’s what consumers are looking for: a brand that understands and connects with them through a passion point that gets to the core of who they are culturally. In the case of Estrella Jalisco and Nissan, soccer is the means to reach the Mexican fan in the U.S., and Pancho Villa’s Army is an authentic community partner that makes the connection deeper.

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What: Arcos Dorados Holdings Inc. has signed an exclusive contract with soccer star Neymar Jr. to support its 2018 FIFA World Cup Russia™ marketing and brand campaigns beginning in January 2018.
Why it matters: Neymar Jr.’s exclusive contract with Arcos Dorados’ Brazilian operation further strengthens McDonald’s brand market leadership in the country.

Arcos Dorados Holdings Inc., Latin America’s largest restaurant chain and the world’s largest independent McDonald’s franchisee, announces that it has signed an exclusive contract with Neymar Jr. to support its 2018 FIFA World Cup Russia™ marketing and brand campaigns beginning in January 2018.

McDonald’s is an official sponsor of the 2018 FIFA World Cup Russia™ and Arcos Dorados has signed Brazil’s biggest soccer superstar to serve as an ambassador in its media and marketing campaigns related to next year’s sporting event. A self-described fan of McDonald’s food, Neymar Jr. will feature in several exclusive activations that will offer the Company’s millions of guests the unique experiences that only the McDonald’s brand is able to deliver in Brazil.

“Neymar Jr. and the McDonald’s brand share values related to leadership, success, feel-good moments, family and creativity. So, it’s natural that we join forces to celebrate Brazil’s participation in yet another FIFA World Cup™. We are very excited to have Neymar Jr. on our team in 2018 as we continue working to deliver the best guest experience in each of our restaurants,” said Dan Gertsacov, Chief Marketing and Digital Officer for Arcos Dorados.

The signing of a global soccer superstar is yet another victory for the Company’s Brazilian operation, which has consistently delivered better operating and financial results in recent years despite a very challenging consumer environment.

Arcos Dorados has also announced a capital expenditure plan of around one billion Brazilian reais from 2017 to 2019 to modernize its existing restaurants and open new restaurants throughout the country.

During the first nine months of 2017, systemwide sales grew 6.2% in the Brazil division and 10.4% on a consolidated basis, excluding Venezuela. Its Brazilian market share is estimated to be between three to four times larger than its closest competitor based on systemwide sales. The Company’s Brazil division’s Adjusted EBITDA margin expanded 180 basis points during the first nine months of 2017 compared with the prior corresponding period. Arcos Dorados has also announced a capital expenditure plan of around one billion Brazilian reais from 2017 to 2019 to modernize its existing restaurants and open new restaurants throughout the country.

“We have an ambitious plan to deploy the Experience of the Future (EOTF) platform in the majority of our restaurants in Brazil by the end of 2019. We are very pleased with the initial results of this roll-out, which are consistent with the mid-single digit sales lift that McDonald’s has seen in markets where EOTF has been fully implemented. We delivered strong results across our main markets during the first nine months of 2017 and are confident that we will continue capitalizing on our competitive advantages to capture the full potential of McDonald’s brand in the years to come,” said Sergio Alonso, Chief Executive Officer of Arcos Dorados.

What: Univision Communications Inc. (UCI) unveiled its 2017-2018 programming line-up. Tapping into Hispanic’s passion for soccer is a key strategy for the largest Hispanic media company.
Why it matters: While Univision has lost some of its edge in the ratings vs. its rival Telemundo, the network presented itself at the upfronts in NYC touting key passion points of its audience. Hispanics passion for soccer plays a key role.

To date, Univision estimates its full portfolio reaches on average 108 million unduplicated media consumers each month – a 34% year-over-year improvement. As a strategy to create unique opportunities for marketers to deliver results leveraging viewers’ passion, the Company has decided to highlight the five passion points driving audience engagement: Soccer, News, Family, Music, and Drama.

“From more catered programming to improved access to content, we have enhanced our diverse portfolio to meet the needs of not only the next generation of American youth but also our valued clients. Our strategy continues to center around connecting and engaging with the audiences of the future and maintaining our unwavering commitment to authenticity and excellence,” said Randy Falco, President and Chief Executive Officer of Univision Communications.

We have enhanced our diverse portfolio to meet the needs of not only the next generation of American youth but also our valued clients.

According to the broadcaster, Univision Deportes has solidified its role as the home of soccer and strengthened Univision Deportes Network’s (UDN) position as the No. 1 Spanish-language sports network in the U.S. This has allowed Univision to deliver three times more soccer viewing opportunities than any other broadcaster.

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In 2016 alone, UDN primetime viewership grew by 33% among adults 18-49. In addition, five out of the top six most-watched live sporting events among Hispanics – in any language – were soccer matches broadcast on UDN.

In 2016 alone, UDN primetime viewership grew by 33% among adults 18-49.

This year, UDN will continue to deliver more soccer coverage than ever before, expanding on the Company’s position in the space and showcasing the importance of the sport in Hispanic culture. Starting in the summer of 2018, Univision Deportes will begin airing the UEFA Champions League. The matches will air exclusively in Spanish across UCI’s linear and digital platforms. Also, in the summer and fall of 2018, Univision Deportes will bring fans the UEFA Europa League and UEFA Nations League, respectively, across its platforms.

As part of its new programming, Univision Deportes will bring extensive coverage of the 2018 FIFA World Cup in Russia. Complementing the live action on the field, the channel will air a primetime talk show, live multiplatform shows, a second-screen viewing option, and more. It will also provide a slate of pre- and post-game expert analyses and complimentary programming across all Univision platforms.

With many matches airing from Russia at off-peak viewing hours, Univision Deportes will air an unique primetime show that will not only recap that day’s action but will merge the best of sports and entertainment.

What: Brazil 2014 sponsorships will reap FIFA revenues of $1.4 billion
Why it matter: Because the FIFA World Cup is sponsored by 24 leading brands, most notably Coca-Cola, the sponsor with the highest demand among all South American teams.

Translated by Candice Carmel
Brasil 2014 - mascota -

With only a few months to go before the start of the 2014 soccer world cup in Brazil, there is already a clear winner: the Fédération Internationale de Football Association (FIFA), which will rake in at least $4 billion (3 billion euros) in sponsorships and television rights for the sporting event.

The revenue projections were made by FIFA secretary general Jerome Valcke above, who said that $2.6 billion (1.95 billion euros) of the total will come from worldwide TV rights of the matches, with the other $1.4 billion (1.05 billion euros) raised from sponsorships deals with 20 major companies, most notably Coca Cola, the sponsor in highest demand among the different participating teams.

Cash boost

Sponsorship revenues projected by FIFA Brasil 2014 - patrocinadores -are 10% higher than those obtained in the last World Cup in South Africa, and are divided among three categories of affiliated marketers: partners, national sponsors, and international sponsors.
In the first category, the partners are Adidas, Coca-Cola, Hyundai, Emirates, Sony, and Visa. They are followed by international sponsors: Budweiser (which will finally be able to sell beer, despite the fact that Brazilian law prohibits its consumption in sports facilities), Castrol, McDonalds, Continental, Johnson & Johnson, Oi, Moypark, and Yinglisolar.

The third group is composed of national sponsors: ApexBrasil, Centauro, Garoto, Itaú, Liberty Seguros, WiseUp, Fifa.com, and Football for Hope.

In the 2010 South Africa World Cup, FIFA earned approximately 2.73 billion euros in television and sponsorship rights, and posted expenses of 970 million euros. For Brazil 2014, FIFA expects to post revenues of 3 billion euros, or 10% more than the last World Cup, confirming that even in times of crisis, elite soccer continues to be big business.

Protecting the brand

FIFA also reported that revenues from ticket sales are a minor source of income compared to the previous two categories, since TV rights and sponsors are the main revenue sources of the international soccer body, which is more than willing to protect its business and take action against piracy.

Valcke said that FIFA will intensify its fight against piracy in Brazil, because in the past six months, the soccer body presided over by Joseph Blatter has detected “some 100 cases of brand infringement in Brazil.”

Eighty percent of those brand infringement cases come from small businesses “using the mascot or emblem of the World Cup,” which cause only a small economic impact. “The remaining 20% are caused by large corporations, who are aware of what they are doing, and it is this group that we will pursue through legal action,” said Auke-Jan Bossenbroek, head of brand protection for FIFA.

In addition, FIFA wants to limit the peddling of World Cup-related products in and around the soccer stadiums where the matches will be held. During all games, two or three members of the organization will tour the perimeter of the stadiums and remain in contact with the authorities to avoid any unauthorized commercial activity.

The top banana of sponsorships

fifa-coca cola -Coca-Cola is one of the most solicited brands for sponsorships by the soccer teams participating in the World Cup. In fact, it holds the most sponsorship contracts among the South American teams. The multinational is one of the official sponsors of the Argentina, Chile, Uruguay, and Ecuador soccer teams―four of the six teams selected by CONMEBOL, the South American Soccer Federation, to play in the world championship starting in June.

The six South American teams will receive a total of $180 million from their sponsors, according to a study by Euroamericas Sport Marketing, a marketing agency.

The firm notes that this is the highest sponsorship investment in the history of the World Cup, surpassing that of many European teams that will be participating in the event.

After Coca-Cola, the most prominent sponsors include Adidas, Claro, Gillette, and SanCor. The countries whose soccer teams have snagged the largest sponsorship contracts to date are Argentina, followed by Brazil, Colombia, Ecuador, Chile, and Uruguay.

And the beer?

Beer will enjoy the greatest product sponsorship presence at the World Cup. The Budweiser brand will be visible in Brazil 2014 thanks to its contract with FIFA, while each national team from the region will have its own local beer sponsor: Argentina with Quilmes; Colombia with Águila; Chile with Cristal; Ecuador with Pilsener; and Uruguay with Pilsen.

What:Marketers are gearing up early in anticipation for 2014’s Fifa World Cup, in Brazil. It is seen as the most important news event platform for Hispanics. Many marketers, including Gonzalo del Fa, president Group M Multicultural in New York City, began conversations with their clients in 2012 and have already closed some of those deals. Digital media has increased tremendously since 2010’s Fifa World Cup.

Why it matters: 3.2 billion people around the world watched the 2010 World Cup. In addition, as Group M’s del Fa puts it, the World Cup is “DVR proof: 90% of views are live.” That is attractive to marketers as viewers are less likely to skip commercials. Also, because of the many options people have to watch their favorite television shows after originally airing – YouTube and Netflix, as well as digital recording devices – sports programming is seen as a better bet.

The 2014 Soccer World Cup to take place next summer in Brazil will be a major factor in Corporate America’s marketing plan towards the U.S. Hispanic population. Already at the end of 2012, major agency executives started to discuss with their clients their involvement in next year’s major event.

“We started the conversations with our clients at the end of 2012 and we have already closed deals for some of them. We have only few negotiations left that we expect to finalize in the next weeks,” Gonzalo del Fa, president Group M Multicultural in New York City tells Portada®. Group M’s clients include major marketers like AT&T, Macy’s, Subway and Ikea. “We started looking at partnerships for our beer client for 2014,” says Oury Tamboura, Senior Media Manager at Horizon Media in Los Angeles, where she plans and buys Hispanic media for clients including Crown Imports (Corona). “We have been talking about how to approach the World Cup with many of our clients. Given the scope and scale of the event, there are many ways to get involved and integrate a World Cup strategy as part of a client’s holistic approach from now through the games next year,” says Marla Skiko, VP and Director of Digital Innovation for SMG’s Multicultural Division.

“The World Cup is the most important news event for Hispanics every four years. It’s the Superbowl, Final Four, World Series and NBA Finals all in one,” claims Penni Barton, publisher of the Spanish-language newspaper Al Día Texas.

“As we all know, World Cup is a huge event for the Hispanic community because ‘fútbol’ is part of our lives,” says Group M’s del Fa. Del Fa, who is based in NYC but was born in soccer-crazy Argentina, notes that the World Cup is also a truly global event as 3.2 billion people watched the 2010 World Cup around the world. “That is why many clients are looking at this asset as a global initiative, not just a local effort. Even in the U.S., the World Cup is not just a Hispanic event – over 24 million people saw the final between the Netherlands and Spain in 2010. Almost 9 million of them watched it on Univision and almost 16 million did so on ABC.

The Soccer World Cup is ‘DVR proof: 90% of views are live.’

One question mark remains in the midst of all the excitement. In mid-June millions of Brazilians took to the streets all over the country in social protests for more education, health and transport services. Protesters armed with screwdrivers and slingshots clashed with police near Rio’s legendary Maracana football stadium where Brazil defeated Spain to win a third successive Confederations Cup. According to many of the protesters, the Brazilian government cares more about the FIFA World Cup and Olympics than about education and healthcare. Despite the social turmoil, polls have shown more than two-thirds of Brazilians support their country hosting the World Cup for the first time since 1950. Sports media entrepreneurs do no foresee major disruptions during the 2014 World Cup. “We have full confidence in Brazil’s infrastructure and security, as well as the coming together of the people of Brazil in delivering a successful World Cup,” says Félix Sención, CEO and Founder of The Mundial Group.

For many brands sports marketing budgets can take a share of more than three quarters of overall marketing budgets. One such example is NAPA Autoparts, whose Hispanic Advertising Agency is Atlanta-based PM Publicidad. Napa Autoparts is the official sponsor of the Méxican Soccer Federation as well as of the Tour of the Méxican Soccer National team in the U.S.

One publication that receives mostly men oriented advertising is Fútbol Mundial. A publication exclusively devoted to soccer, it has a circulation of 904,000 and is published as an insert in the leading Spanish-language newspapers coast-to-coast. “For 2014, we are expanding circulation and are receiving bids to be part of the larger distribution during World Cup year,” says publisher Félix Sención. Sención also leads a digital ad network called Mundial Sports Network. “Mundial Sports Network is offering fully integrated digital sponsorships for the World Cup across all 4 screens. We reach millions of Hispanic sports fans across our network of affiliates, and we produce and publish original, branded sports content for our advertisers including full brand integration within our coverage,” Sencion adds.

Most importantly, as Group M’s del Fa puts it, the World Cup is “DVR proof: 90% of views are live,” says del Fa. In the era of time shifting technologies, this is extremely attractive to marketers, who know that live viewers are less likely to skip commercials.

Sports programming is a better bet for network broadcasters than almost anything else. The rise of online video providers – such as Netflix and YouTube, as well as the increasing use of digital recording devices – are giving audiences unprecedented choices about what they watch and when they watch it. That is why ratings for most TV networks have fallen sharply. The big exception is sports, which has been practically unaffected by the general ratings declines. According to a Nielsen study, viewers watched 97% of sports programming live in 2012, down slightly from 98% in 2008. Those same viewers watched just 75% of non-sports programming live, down sharply from 93% in 2008.

ESPN, which has aired every World Cup except one in 1982, has the English-language TV rights to the 2014 Soccer World Cup in Brazil. Fox won the rights to the 2018 and 2022 World Cups. Univision holds the 2014 Soccer World Cup Spanish-language broadcast rights. However, in 2011, Telemundo won the Spanish-language rights to air the 2018 and 2022 Soccer World Cups over Univision, which has aired every World Cup tournament since 1978.

Soccer World Cup broadcast rights belong to the most coveted content properties. Interestingly the rights to air in Spanish-language are worth more than the rights to air in English: Telemundo paid more than US $600 million for the Spanish-language rights to air the global soccer tournament in 2018 and 2022, more than the US$ 400 million Fox paid for the English-language rights.

While the networks sell TV ad space inventory to national advertisers, other organizations often sell to local and regional advertisers. This is the case of Time Warner Cable which sells local advertising into ESPN properties, including the 2014 Soccer World Cup.

While broadcasters usually get the lion’s share of marketer’s World Cup investment, digital and print media properties also typically boost their offerings during the World Cup and the weeks leading up to it. Al Día Texas’ Penni Barton, notes that the World Cup represents a tremendous opportunity for Al Día. “We’ll explore expanding our portfolio of print offers via special supplements, insertion campaigns, themed-content sponsorship’s and magazines. Likewise, we’ll explore leveraging opportunities for digital, mobile channels and events.”

‘It will be one of the largest sports events of the century: Time zone is just 1 hour difference from U.S. EST.’

Digital at the Core
The Soccer World Cup takes place every 4 years and the media and advertising landscape has changed since the 2010 South Africa World Cup, particularly digital media.

“The amount of digital viewers has grown robustly since 2010 and the digital inventory is broader across platforms and now includes online, mobile and tablets,” says Francisco Morillo, Digital Media Buyer and Planner at Hispanic Group in Miami. He adds that, nowadays “rich media provides a wide variety of creative ad units and online video ads retain the audience at one site for longer period of times.”

SMG’s Skiko notes that “as the use of digital media continues to grow across multiple screens and devices, it is important we approach any plan or program with digital at the core. The Soccer World Cup is no exception as we know engagement will be happening on many devices and in real time. We believe social and mobile will be especially crucial. Advertisers need to find the best ways for an overall integrated approach that capitalizes on how people will be not only watching, but also discussing, sharing and commenting on all aspects of the games and their teams.”

The Local World Cup: Grassroots Soccer Leagues
Grassroots amateur soccer events are a great way for many media properties to connect with the local community as well as to increase revenue streams from sponsorships. Copa Al Día, organized by Dallas/Ft. Worth Al Día, features 136 teams for approximately 1,500 local youth players, ages 5-14 years old, and is open to both select and recreational teams. Copa Al Día 2013 is presented by The North Texas Chevy Dealers Association in partnership with Burger King, MetroPCS, Azteca Dallas 55, and ESPN Deportes Dallas 1540 AM. New York City’s Spanish-language daily newspaper Diario de México USA organizes a similar league in the New York Metropolitan area.

Another grassroots soccer league organizer is Alianza de Fútbol Hispano, an organization exclusively focused on the organization of soccer leagues. Founded in 2004 by Brad Rothenberg and Richard Copeland, Alianza de Fútbol Hispano is one of the largest grassroots soccer programs in the United States, hosting amateur, soccer clinics, and access to pro scouts from the Liga MX, Major League Soccer (MLS) and American colleges and universities. Alianza de Fútbol Hispano recently struck a deal with LeadDog Marketing through which Alianza de Fútbol will launch the Alianza U program, in partnership with Verizon. The program is designated to help Hispanic players and their families understand and navigate through the college recruiting and admission process. Alianza U provides year-long access to students, helping them with the college application process, college recruitment requirements, financial aid and scholarship information.

LATAM Websites
Hispanics love to go to Latin American sports websites to follow major sports events. Journalists at these websites cover soccer matches with a lot of knowledge, passion and resources. Major sports sites include México’s mediotiempo.com, published by Time Inc. owned Grupo Editorial Expansion and Argentina’s canchallena.com (published by La Nacion) and ole.com.ar (owned by Clarin). Spain’s Marca.com (Unidad Editorial) and As.com (Grupo Prisa) also attract substantial U.S. Hispanic audiences.

Miami based Medula Network, an online ad network that targets the U.S. Hispanic and Latin American space, that grew out of PAL (Periodicos Asociados Latinoamericanos) offers U.S. Hispanic impressions and customized packages in the online sports sections of its Latin American newspaper affiliates. Medula CEO Vicente Jubes notes his network also sells U.S. Hispanic audiences that visit 100% sports oriented sites such as Marca.com, Ole.com.ar, Diez.hn, Sport.es, As.com, Libero.pe and Laaficion.com.

A CRM Tool and Media Vehicle
One company that has been able to develop a very strong database of Hispanic and non-U.S. Hispanic U.S. soccer fans is Sports Endeavors. It is known to many as Eurosport, the title of its soccer catalog, which has a circulation of 1 million a year and is dropped nationally 14 times a year.

Based in Hillsborough, North Carolina, Sports Endeavors, Inc. was founded in 1984 by the Moylan family to provide American soccer players with equipment and information. In almost three decades it has developed into an Amazon.com of soccer related items such as equipment, apparel, footwear etc…. Sports Endeavors has benefited from the fact that the U.S. has one of the most diverse soccer fan bases in the World. This fan base includes constituencies as diverse as Major League Soccer Fans, Hispanic Fans, European Fans as well as Amateur Soccer Players.

“Sports Endeavors sales to Hispanic consumers amount to approximately 20% of its overall sales volume,” says Vicente Navarro, Hispanic Market Director at Sports Endeavors. The company’s database includes more than 100,000 addresses of Hispanic active buyers and 6 million different data points on Hispanic households. Most of these clients receive the Eurosport catalog, which has an average page count of 100 pages.

85% of Sports Endeavors sales occur over its different websites (e-commerce). Its main website is soccer.com which according to Navarro receives more than 4.5 million unique users every month. Soccer.com showcases a selection of top of the line soccer merchandise used by world-class players and teams. It carries brands including Adidas, Diadora, Nike and Puma.

The U.S. Has One of the Most Diverse Soccer Fan Bases: MLS Fans, Hispanic Fans and Amateur Players.

Another feature of Soccer.com is that consumers can shop by players, countries or famous soccer clubs. Soccer.com also hosts official online stores for apparel and equipment of many famous international soccer clubs, including Real Madrid, F.C. Barcelona and Bayern Munich.

While Sports Endeavors Inc’s primary objective is to sell soccer and other sports related items, it has developed a large client database which it offers to marketers interested in reaching the U.S. and U.S. Hispanic soccer fan. The digital and print media Sports Endeavors offers includes Package Inserts, Inserts and ROP ads in the Eurosport catalogue, e-mail marketing as well as display and rich media advertising on soccer.com. Sport Endeavors clients include American Airlines, Budweiser, Lowe’s. ESPN Deportes magazine has been inserted in the past in packages that Sports Endeavors mails out to its Hispanic clients. Notmusa’s Record Magazine has also been inserted in the Eurosport catalog.


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