Futbol Sites


What: H Code Media, a US Hispanic digital media company, has closed an exclusive partnership with Futbol Sites (FSN), a top digital sports media group in Latin America.
Why it matters: The US-Hispanic market is mobile first and represents over 17 percent of the US population. More than 30 percent of Hispanic Millennials are soccer fans. These facts are particularly important in the view of the upcoming soccer World Cup in 2018 in Russia.

H Code Media  announced the signing of an exclusive partnership with Futbol Sites (FSN), a digital sports media group in Latin America. This exclusive access deal with FSN extends H Code’s advertising inventory into new and previously untapped content areas by approximately 1 million uniques.

The US-Hispanic market is mobile first and represents over 17 percent of the US population with US$1.5 trillion in purchasing power. More than 30 percent of Hispanic Millennials are soccer fans. Despite their size, US Hispanics are very hard to reach as the result of a fragmented content market. To effectively reach them, H Code partners directly with leading Spanish language media companies from around the world, many of them in Latin America, like FSN.

The US-Hispanic market is mobile first and represent over 17 percent of the US population with US$1.5 trillion in purchasing power.

“Futbol Sites has done a fantastic job creating communities to engage with US Hispanics around sports,” said Parker Morse, CEO of H Code Media. “With Futbol Sites, brands will be able to utilize H Code Media’s rich creative products to reach the avid US Hispanic sports fan while they consume rich and authentic soccer content.”

“Soccer is known globally as the most passionate sport in the world,” said Federico Grinberg, CEO & Co-Founder of Futbol Sites. “As major soccer events come down the pipeline, such as the World Cup in 2018, it’s important for advertisers to connect with the Hispanic demographic. By working solely with H Code, we can focus more on the growth of our 25+ sites and more than 80 online communities while H Code handles the monetization component of the equation.”

H Code’s work with Futbol Sites will leverage the differentiated and unique advertising inventory in the market to enhance its current offering. The solutions they collectively deliver will include display, rich media, video, mobile, native, social/digital channels, as well as creative services.

H Code  works directly one-to-one with the top 200 U.S. Hispanic premium publishers.  As a result, H Code can provide its clients with premium and exclusive access to 20+ million US Hispanic consumers.

Join us at PORTADA Mexico!


Celebrity sportscaster Fernando Fiore will kick-off PortadaLat in Miami’s Hyatt Regency Hotel on June 7. The argentine on-air-personality will be emceeing first-rate sessions with key players of the U.S. and Latin American sports marketing scene.  “It is a pleasure to participate in PortadaLat. The agenda and the high-caliber of the speakers are a guarantee for two intense and very productive days,” Fiore asserts.

Expect unmatched speaker quality and get new intelligence at the sports marketing sessions that kick-off PortadaLat on June 7, which will be emceed by sportscasting celebrity Fernando Fiore!

10:20 am – Soccer Clubs as Brands

Arno Trabesinger, MD Americas at FC Barcelona, Rudolf Vidal, President Americas at FC Bayern Munich,  and Sean Flynn, CEO, The Miami FC will talk about soccer clubs as a brand (more major speakers to be announced soon!). These leading executives from the best soccer clubs in the world will discuss key topics including the internationalization of the soccer fan, opportunities in the U.S. and Latin America for European soccer clubs, and broadcast vs. OTT.

11:00 am – Visa’s New Outreach Strategy to Millennials

Andres Polo, VP Digital Marketing, at Visa will make a presentation about how Visa is extending its traditional sports partnerships, including e-sports, in order to appeal to Millennials.

11:15 am -How Top Marketers Leverage Sports Content

Sports marketing experts including Andres Polo, VP Digital Marketing, Visa, Felix Palau, VP of Tecate at Heineken; Ed Carias, Sr. Brand Manager at el Jimador Tequila – North American Region, Brown-Forman; Tab Bamford, Managing Director at La Vida Baseball; and Federico Grinberg, Co-Founder and CEO of Futbol Sites will discuss new opportunities for brands to leverage Sports content in order to better connect with the U.S. and Latin American consumer.

12:00 am – The Golazo Campaign Pitch

Nine shortlisted nominees will confront our specialized jury at the Golazo Soccer pitch battle!

Check out the agenda of PortadaLat June 7-8 at Miami’s Hyatt Regency Hotel!

Registration: We have added new Ticket Types to Meet Your Needs!

DAY 1: SPORTS AND TRAVEL MARKETING DAY (June 7): The first day of PortadaLat will focus on how technological innovation is impacting key segments of business and marketing with emphasis on Travel and Sports. All sessions, keynotes, and marketing-tech showcases are included as well as light food, sandwiches, and beverages. (US $199)
GENERAL PASS: Attend the overall PortadaLat event on June 7 and June 8. All sessions, keynotes, networking, food and beverage included! (US$549)
VIP ATTENDEE: Meet up with 5 high-level brand, agency or media executives of your choice attending or speaking PortadaLat. These 10-minute meetings will take place in a separate room during the first and second day of PortadaLat and are designed to help you build valuable relationships. General Pass offer is included. (US $ 1,999).
The second day at PortadaLat will celebrate Brand Innovation and showcase how leading companies are boosting brand equity and increasing their relevance in a disruptive environment in Latin America and the U.S. Breakfast, Lunch and Evening Reception Food and Beverages included. (US$ 549!)
Secure your spot for PortadaLat next week!

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

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

Check out: Research: Soccer Fans in Latin America deciphered

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

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

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

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

Local Market Action

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

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