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

  • FOX SportsPac-12 Networks will carry 66 live women’s soccer games in 2018, beginning Aug. 17 with four matches highlighting the opening night. All Pac-12 universities will appear on the Networks at least seven times in 2018, with Stanford leading the way with 13 appearances.
  • FOX Sports has recorded its two most-watched days of the 2018 FIFA World Cup over the last weekend with an average viewership of 3,875,000 on Saturday and 3,158,000 on Sunday. Sunday’s Colombia/Poland match was the most-watched match of the day and drew 4,555,000 viewers on the FOX broadcast network and FOX streaming sources.
  • Forbes has announced that FC Barcelona is the greatest football club in the world in terms of the quality of its sponsorship deals. The club’s annual income of 247 million US dollars is 45 million more than that of Manchester United and 47 million more than Real Madrid, who are ranked second and third. While FCB’s income was up by 15 million US dollars, Manchester United’s was down by 12 million in 2017, and Real Madrid’s by 16 million. These figures include both kit and stadium sponsorship agreements.

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  • Telemundo Deportes’ Spanish-language presentation of 2018 FIFA World Cup Russia has now reached 25.7 million viewers in the first 10 days of the tournament’s Group Stage through Saturday, according to Nielsen data. Telemundo Deportes’ digital presentation also scored records, surpassing one billion live minutes streamed last Saturday.
  • Rwanda is defending its multi-million dollar deal to sponsor the Arsenal soccer team, by telling politicians from European donor countries it is “none of their business”. Rwanda reportedly paid the London club $40 million to have Arsenal players wear the “Visit Rwanda” tourist board logo on one sleeve.

What: Forbes has issued its annual Top 100 Highest Paid Athletes list, with a record of 17 Latinos earning mention.
Why it matters: The earning power of Latinos worldwide is stronger than ever, with opportunities for these athletes, whether primarily English or Spanish speaking, continues to increase.

This past week Forbes (@Forbescame out with its annual list of the Top 100 Highest Paid athletes in the past year, and for brands looking to engage Latino athletes, the news is stronger than ever.

Of the 100, 17 are Latino, the highest amount ever on the list, with sports ranging from soccer and basketball to boxing and auto racing. Their appeal is global, and their brand resonance and the loyalty of their followers is higher than most athletes on the list.

Forbes’ earnings figures for the list included all prize money, salaries, and bonuses earned between June 1, 2017 and June 1, 2018. In the case of baseball players, the listed salary will include salary from the 2017 and 2018 seasons, as well as any signing, award or playoff bonuses.

Endorsement incomes are an estimate of sponsorship deals, appearance fees and licensing income for the 12 months through June 1 based on conversations with dozens of industry insiders. The golfers’ income includes course design work. Forbes does not deduct for taxes or agents’ fees, and does not include investment income. The list includes athletes active at any point during the last 12 months.

Now you see more young kids with Barcelona jerseys than Knicks jerseys sometimes.

While Americans naturally dominated the list with 65 athletes thanks to the sky-high salaries in the major U.S. sports leagues, The Dominican Republic and Spain had three athletes each, while Argentina, Brazil, and Venezuela all have two.

The world’s elite soccer players, Messi, Ronaldo, and Neymar are all top five earners, and with World Cup in the horizon, their brand value will continue to rise. Other soccer stars on the list include Oscar (at 56), Luis Suarez (60), and Sergio Aguero (86). Three MLB stars with deep Latino roots, Miguel Cabrera (54), Yoenis Cespedes (71), Felix Hernandez (63) and Albert Pujols (49) are there, along with NBA players Al Horford (51), Brook Lopez (95), Carmelo Anthony (38) and Marc Gasol (84).

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Boxer Canelo Alvarez (US $44.5 million) was a big mover up the list. Alvarez jumped 28 spots to 15, while tennis star Rafa Nadal was again among that sport’s elite.

Messi (credit: Wikimedia/Oemar)

“We are in a time now where I think the global success of athletes is becoming clearer, especially due to social media and philanthropy,” said Harrie Bakst, co-founder of Weinstein Carnegie (@wcpgco), a firm which specializes in cause marketing around athletes and celebrities, including Pele’s foundation. “There was a time when you would walk the streets of New York or Chicago and mention a global soccer star like Messi and people would not know who he was. Now you see more young kids with Barcelona jerseys than Knicks jerseys sometimes. The language, especially Spanish, is less of a barrier and that’s great news for the athletes, brands, and sports in general. The opportunity is only going to get bigger.”

The list is a great reflection of what the marketplace is seeing, that ROI for brands no longer has to be hyper-local, if athletes are engaged they can create demand around the globe, and with the rise of Latino buying power in North America, their athletes, whether they are English or Spanish language first, are becoming more and more of a force in the business world.

Cover image: Keith Allison

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

::: Tom Theys – FCB ::: Miguel Angel Chala- Forbes  ::: Francisco Facal – Wunderman Argentina ::: Tadeo García Binda – The Strategic Co. México ::: Rodrigo Remón – Dentsu Aegis Network :::

2c2624b (1)Miguel Chala has left Latin Trade Group.

 

 

 

TOM THEYS picTom Theys has joined FCB as Executive Vice President of Global Strategy to be efefctive in November,He will report directly to Nigel Jones, Director of Global Strategy. Theys will help the network’s key clients to develop business solutions that can generate behavioral changes. Theys joins FCB from Publicis Brussels, where he was Director of Strategy and Managing Partner and worked with key clients such as BNP Paribas Fortis, Nescafé, Renault, Carrefour and P & G.

 

francisco-facal-Wunderman Argentina has announced the appointment of Francisco Facal as Director of Development and Technology, after serving for three years as Technology Manager for Ford / Lincoln US account.Facal will direct Wunderman growth in the digital market along with the Planning and Creative area. Prior to joining this firm, Facal worked on several projects of Grupo Clarin and other businesses of his own.

strategist-The Strategist Co., a company specialized in digital marketing campaigns planification and execution, will start operating in Mexico under founding partner Tadeo Garcia Binda’s leadership.The company, which has five years working in the Latin American market, have all its’ staff members certified by Google, which earned the agency its’recognition and accreditation both by Google Adwords and Google Analytics.

remon-Rodrigo Remón has joined Dentsu Network Aegis Group as digital creative director for Argentina, as he has anextensive experience in the digital market. He has worked for brands like Nokia, Coca Cola, Heineken, Cadbury, Lucky Strike, Unilever, P & G, Sony, Peugeot and Disney among others. He also worked on digital departments of various advertising agencies such as Grey / G2 Argentina, Young & Rubicam and Wunderman. He created his own digital agency Polite Buenos Aires.

What: Forbes is expanding its presence in the Latin American market with new monthly editions in the Dominican Republic and six Central American countries. The first issues were published last month in partnership with Mexican publishing house Media Business Generators (MBG). Both editions were available on newsstands in late March.
Why it matters: Forbes’ foray into Latin America is relatively unusual for U.S. headquartered business magazines.

FORBESBusiness Magazine Forbes is adding several Latin American countries to its footprint with a Central American edition and a new edition in the Dominican Republic (DR). Forbes Central America, headquartered in Panama City under the editorship of Uriel Naum,  will be distributed in six countries: Costa Rica, Guatemala, Panama, El Salvador, Honduras and Nicaragua.  In addition, a new Dominican Republic edition, under the helm of Editor-in-Chief Xavier Pires will be published. Each edition will also have a local website. Various local businesses will be responsible for the Magazine’s distribution. In Costa Rica, for example, the magazine will be available in the chains Auto Mercado, Vidi, Casa de las Revistas and, as in the rest of Central America, in airports, golf clubs, banks and more. The marketing will be taken care of directly by Forbes Central America.

The new local editions will be a mix between local content and international stories.

All these Forbes editions are being launched by the Mexican company Media Business Generators SA de CV, which also publishes Forbes Mexico, through a licensing agreement with Forbes Media LLC.

The new Dominican Republic and Central America editions will feature local content from the local editorial teams, as well as international stories from around the world.

In 10 Latin American countries

Magazine

Local Publisher

Frequency

Circulation

Forbes Central America-

Costa Rica

Media Business Generators SA

monthly

10,000

Forbes Central America-

El Salvador

Media Business Generators SA

monthly

7,500

Forbes Central America-

Panama

Media Business Generators SA

monthly

10,000

Forbes Central America-

Honduras

Media Business Generators SA

monthly

7,500

Forbes Central America-

Nicaragua

Media Business Generators SA

monthly

5,000

Forbes Central America-

Guatemala

Media Business Generators SA

monthly

10,000

Forbes Dominican Republic

Media Business Generators SA

monthly

NA

Forbes Mexico

Media Business Generators SA

monthly

50,000

Forbes Brazil

BPP LTDA

 monthly 50,000

Forbes Argentina

Grupo Veintitres

 monthly 15,000

U.S. headquartered business magazines usually do not have full-fledged editions in Latin America like Forbes. Time Inc’s Fortune had a newspaper insert in the eighties. So has Bloomberg had at various points in time. The most widely distributed print media property is The Wall Street Journal Americas, published by Dow Jones, and distributed in more than 20 Latin American newspapers in Spanish and Portuguese.

Also in Brazil and Argentina

With these new editions, Forbes will reach audiences in a total of 10 Latin American countries, including México, Costa Rica, El Salvador, Panamá, Honduras, Nicaragua, Guatemala and the Dominican Republic published in partnership with Media Business Generators, as well as Brazil published by BPP LTDA (also the publisher of Billboard Magazine in Brazil) and Argentina published by Grupo Veintitres. Forbes Mexico also has a digital presence through a partnership with Prodigy/MSN.

“Media Business Generators has enjoyed terrific early success with Forbes Mexico,” said Forbes Media COO Mike Federle. “We both agree that there’s continued opportunity to grow the Forbes brand in Central and South America.”

What: LinkedIn plans to raise US $1 billion in a follow-on stock offering, in order to fund its international expansion.
Why it matters: LinkedIn is by far the world’s largest professional networking company, with a user base of about 238 million. However, outside the U.S. it is significantly less strong, this includes Spanish and Portuguese-speaking markets in Latin America, Spain and the U.S. Hispanic market.

According to Forbes, professional social network LinkedIn filed documents with the SEC (U.S. Securities and Exchange Commission), thus revealing plans to raise about US $1 billion in a share offering, so as to strengthen its balance sheet, as its stock trades near its highest peak ever. Cofounder and Chairman Reid Hoffman, nonetheless, will continue to hold control of the company (nearly 60% of voting power after the offering).

Such offering comes after a true outperformance in recent quarters, exceeding Wall Street’s estimates not only regarding revenue, but also profit, in the second quarter, due to a 37% increase in members to 238 million in early August, which helped boost its stock further. LinkedIn has experienced a consistent share gain since it went public in 2011, although it has to consider possible margin decrease as traffic is lured towards mobile devices.

What LinkedIn most probably intends is to reinforce its financial position, looking to take advantage of its impressive run in the stock, as its shares have gained more than 110% this year, reaching five times their original 2011 worth.

Silicon Valley Business Journal’s Jon Xavier wonders, regarding LinkedIn’s US $1 billion offering announcement, what the company should do in order to increase its value and expand its presence in markets other than North America, and so he elaborates on several possibilities, such as purchasing smaller competitors that could open the doors abroad. French site Viadeo, for instance, due to its strong presence in Latin America and Africa. Or Germany’s Xing, which would mean an open path to Europe.

Leading enterprise social networking companies such as Jive are most likely out of reach, so smaller players, even if they lack a wide userbase, could bring in fresh approaches and tech-savvy teams to create internal networking solutions. Also, LinkedIn could incorporate video conferencing, as work forces become more and more decentralized worldwide, and Blue Jeans Network, for instance, could be of great help on that side.

Also, Xavier notes that, although LinkedIn is “the most advanced product ever conceived to meet the needs of recruiters, its offerings to job seekers over traditional employment sites are currently minimal.” Fortunately there’s an interesting array of small Web sites that provide a nice, efficient experience for job seekers –Glassdoor, InterviewStreet or HackerRank, to mention just a few.

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What: LinkedIn plans to raise US $1 billion in a follow-on stock offering in order to fund its international expansion.
Why it matters: LinkedIn is by far the world’s largest professional networking company, with a user base of about 238 million. However, outside the U.S. it is significantly less strong, this includes Spanish and Portuguese-speaking markets in Latin America, Spain and the U.S. Hispanic market.

According to Forbes, professional social network LinkedIn filed documents with the SEC (U.S. Securities and Exchange Commission), thus revealing plans to raise about US $1 billion in a share offering so as to strengthen its balance sheet  as its stock trades near its highest peak ever. Cofounder and Chairman Reid Hoffman, nonetheless, will continue to hold control of the company (nearly 60% of voting power after the offering).

Silicon Valley Business Journal’s Jon Xavier wonders, regarding LinkedIn’s US $1 billion offering announcement, what the company should do in order to increase its value and expand its presence in markets other than North America, and so he elaborates on several possibilities, such as purchasing smaller competitors that could open the doors abroad. French site Viadeo, for instance, due to its strong presence in Latin America and Africa. Or Germany’s Xing, which would mean an open path to Europe.

Leading enterprise social networking companies such as Jive are most likely out of reach, so smaller players, even if they lack a wide userbase, could bring in fresh approaches and tech-savvy teams to create internal networking solutions. Also, LinkedIn could incorporate video conferencing, as work forces become more and more decentralized worldwide, and Blue Jeans Network , for instance, could be of great help on that side.

Also, Xavier notes that, although LinkedIn is “the most advanced product ever conceived to meet the needs of recruiters, its offerings to job seekers over traditional employment sites are currently minimal.” Fortunately there’s an interesting array of small Web sites that provide a nice, efficient experience for job seekers –Glassdoor, InterviewStreet or HackerRank, to mention just a few.

Join us at PORTADA Mexico!

What: Actress Sofia Vergara is the top-earning actress on TV for the second year running, according to the rankings of the 14th annual Celebrity 100 list compiled by Forbes. Vergara earned US $30 million in endorsements.
Why it matters: Most of Vergara’s brand licensing deals are used to heavily pursue the Hispanic demographic. Companies that used Vergara because of her bilingual and strong cross-over appeal include Kmart, Pepsi, Comcast, State Farm, Rooms To Go and Cover Girl.

EEUU HISPANOS GENTE
Sofia Vergara

According to the rankings of the 14th annual Forbes Celebrity 100 list, Sofia Vergara, the star of popular comedy series Modern Family, stands out as the highest-paid actress on prime-time television, for the second straight year. Over the past year, her earnings reached US $30 million, due not only to her work on TV projects, but also endorsements and licensing deals.

Vergara, who in 1998 cofounded Latin World Entertainment (along with Luis Balaguer), a Hispanic talent management and entertainment marketing firm, has signed some endorsement deals that establish her as one of the most in-demand spokespeople, sought-after by marketers because of her undeniable cross-over appeal. Diet Pepsi, CoverGirl, Rooms To Go and thyroid medicine Synthroid signed contracts this year, in addition to Spanish-language commercials for laundry detergent (ACE), as well as Comcast and State Farm insurance.

Both her endorsement and licensing deals with Kmart aggresively target the Hispanic demographic.

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