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What: Three September initiatives reflecting baseball’s growing Hispanic influence are Roberto Clemente Day, a new MLB Latin American trainer’s program and the extension of ‘Play Ball’ to Panama.
Why it matters: The Roberto Clemente Award is considered by many to be the game’s highest honor; highlighting and expanding the Latino influence in the game can be key opportunities from brands looking to connect.

Javier Baez (La Vida Baseball)

September 15 through October 15 is National Hispanic Heritage Month (@hispanicteam), a time when the influence of Latinos in the U.S.A. is highlighted. Dedicated time periods that highlight the heritage of African Americans, women and other groups are perfect opportunities for teams, brands and leagues to connect. The U.S. Latino population, now estimated at more than 58 million, continues to have an affinity for baseball.

Major League Baseball (@MLB), among a series of year-round initiatives that reflect its growing Latino player and fan bases, can point to three in particular as the postseason nears.

Each year, the league dedicates a single day in September as “Roberto Clemente Day,” the day teams announce their nominees for the prestigious Roberto Clemente Award, considered by most to be the league’s highest individual honor, greater even than an MVP or Cy Young. The award recognizes the members of all 30 teams who demonstrate the contributions and significance of the late Hall of Famer as a player and humanitarian, dating back nearly two decades. This year, it’s Wednesday, a day following the announcement of the 30 club nominees. Fan voting on the award commenced on Wednesday and continues through Sept. 18.

…[I]nvolving these trainers in an important MLB initiative will place them in position to make connections within the game that can enhance their ability to work in the Minor and eventually Major Leagues.

“I am very proud of the great philanthropic efforts of our players,” said MLB Commissioner Rob Manfred in a statement. “Through wide-ranging work and actions, these 30 nominees honor Roberto Clemente’s legacy of being exemplary community ambassadors. Roberto’s unwavering humanitarian spirit continues to inspire our players and fans and serves as a positive example for future generations.”

Two new efforts that didn’t receive as much attention but arguably can have an equally great impact on the game, long-term, are a partnership with Latin American trainers, beginning with pilot programs in baseball-mad Dominican Republic and Venezuela (which, not coincidentally provide MLB the most and second-most foreign-born players). According to the late August announcement, 46 trainers are already on board, with the goal of improving compliance with MLB performance-enhancing substance policies, long an issue with players from Latin America.

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Besides helping with the drug issue, involving these trainers in an important MLB initiative will place them in position to make connections within the game that can enhance their ability to work in the Minor and eventually Major Leagues.

The other enhances program is “Play Ball,” reaching Panama for the first time, this week. Children attending the sessions in three Panamanian cities (Panama City, hitré, Herrera; and David, Chiriquí) will receive a bat and ball, branded t-shirts and wristbands, with former Major Leaguers and Panama natives Bruce Chen and Olmedo Saenz on hand to support. The goal is to grown the game across North America, with more than 20 previous stops including Monterrey, Mexico; San Juan, Puerto Rico; and numerous U.S. cities with large Hispanic populations from The Bronx and Manhattan, N.Y., to El Paso, Texas; San Diego, Calif.; and Mesa, Ariz.

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

  • Thunder GamingThunder Gaming announced a partnership with gaming hardware maker TechniSport. TechniSport will offer high-performance gaming chairs exclusively designed for Thunder Gaming Esports Center in Long Beach. “We are pleased to partner with TechniSport since they share our passion for delivering comfort and performance to amateur and pro players alike, ” stated Christian Bishop, CEO of Thunder Gaming. According to a 2014 Think Now Research study, Hispanics expressed more interest in watching others play video games compared to Non-Hispanics.

 

  • The boxing encounter between Manny “Pacman” Pacquiao and Lucas “La Maquina” Matthysse will be live streamed exclusively in the US on July 14 on ESPN+. The fight will finalize a full day of boxing on the ESPN family of networks, as Regis “Rougarou” Prograis will defend the WBC Diamond super lightweight title against Juan Jose Velasco, and lightweight Teofimo Lopez will face William Silva, live on ESPN and ESPN Deportes.

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  • La Vida BaseballThe Smithsonian’s National Museum of American History and La Vida Baseball are partnering to celebrate and explore Latino baseball culture and the impact of baseball on communities with baseball players and leaders, philanthropists, and historians. “Giving and the Game” is the centerpiece of the museum’s All-Star Film Festival on the evening of Friday, July 13.

 

  • Repsol has extended its title sponsorship of the factory Honda MotoGP team until at least the end of the 2020 season. Together, Repsol Honda have won a total of 13 riders’ titles and 163 premier-class grand prix wins.

 

  • The Cubs and Biofreeze have locked a deal in which the pain reliever brand will be the exclusive sponsor of the club’s upcoming 10-game slate of games shown on Facebook. The package of games, beginning on July 10, are simulcasts of over-the-air broadcasts with WLS-ABC. Financial terms were not disclosed. “We see this effort on Facebook as the next generation of Cubs programming, and are really pleased to have Biofreeze step up like this,” said Cubs President of Business Operations Crane Kenney. 31% of MLB players are Latino, according to ESPN.

Mike Tasevski, VP, North America Sponsorships at MasterCard, Dan Donnelly, EVP, Managing Director, Publicis Media Sports and Michael Neuman, EVP, Managing Partner, Scout Sports and Entertainment are some of the marketing trailblazers participating  at the Sports Marketing Forum in New York City’s Yotel on September 13. The forum is part of Portada17 which also comprehends the 11th Annual Multicultural Marketing and Media Conference set to take place on September 14 in the same venue.

MasterCard has been at the forefront of innovation in sports marketing and  Mike Tasevski, VP, North America Sponsorships at MasterCard, will explain how the global payments and technology company determines which sports and events offer opportunities and uses sports sponsorships to shape brand experiences.

In another session Publicis’ Dan Donnelly and Scout Sport and Entertainment’s Michael Neuman will explain why any marketer overlooking soccer’s tremendous appeal to engage U.S. audiences, is making a huge mistake. The above  cited  thought leaders will also discuss content preferences of U.S. soccer audiences as well as opportunities around the 2018 Soccer World Cup in Russia.

Portada Sports Marketing ForumeSports, Sports Marketing Strategies for 2020 as well as Sports Streaming Technologies are also prominently featured in the agenda.  The Golazo Award final pitch contest will be another highlight. Members of Portada’s Sports Marketing Board will ask the award finalists (AT&T, Audi and Inter Milan) to provide solutions to specific soccer marketing related challenges.

DYNAMIC, INTERACTIVE AND MAXIMIZING NETWORKING OPPS

The agendas of both the Sports Marketing Forum and the 11th Annual Multicultural Marketing and Media Conference are designed to provide attendees face to face contact with the most important executives in sports and multicultural marketing. Dynamic and interactive sessions will maximize attendees learning experience. In addition, meetings at the speed networking function will provide attendees the opportunity to develop contacts with key brand and agency executives.

REGISTRATION:

Register to  the Sports Marketing Forum  on September 13 in New York City’s Hotel and/or  to the 11th Annual Multicultural Marketing Conference on Sept. 14:

 

ALREADY CONFIRMED PORTADA 17 SPONSORS

Sports Marketing Forum

Penalty Level
-La Vida Baseball 
-PM3 

11th Annual Multicultural Marketing and Media Conference

Silver Sponsor
CNN

Bronze Sponsors
Acuity 

Hcode Media

Attendee Bag Sponsor
Fluvip and Adsmovil

Media Partner
PR Newswire

To align your brand with #Portada17  (Sports Marketing Forum, Sept. 13 and the  11th Annual Multicultural Marketing Conference, Sept. 14) and connect with Portada’s audience of tens of thousands of brand, agency and media trailblazers, please reach out to Marcos Baer marcos@portada-online.com or call him at 1347 840 13 11.

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Audi Summer Tour/FC Bayern Munich, AT&T/MNT/The Marketing Arm and “My Inter Jersey” / Gravity are the Portada Golazo Award finalists who will pitch for the award live on stage during Portada’s Sports Marketing Forum in New York City’s Yotel on September 13.

Portada’s editorial team is curating an outstanding agenda for the Sports Marketing Forum’s in order to provide attendees  major networking opportunities and new insights.

At the Golazo Award final pitch contest members of Portada’s Sports Marketing Board will ask finalists to provide solutions to specific soccer marketing related challenges. Each finalist will have 5 minutes to present an innovative solution. The official Winner will be announced by the judges of the Sports Marketing Board. In addition to the official winner selected by the judges, Sports Marketing Forum attendees will vote for the “Golazo People’s Choice” Award Winner.

Portada Sports Marketing Board Members

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

“We are really proud of our 2016 Audi Summer Tour in the U.S., which touched over 395 million people through various channels. Being able to present our campaign at the semifinal stage to a highly regarded Jury at PortadaLat in Miami was a great moment and we are thrilled to be finalists for the Portada Golazo Award,” says  Benno Ruwe, Head of Partnerships at FC Bayern Munich (Americas).

According to Evgenia Novikova, Managing Director, Gravity UK and Europe “It was our honor to present Inter Jersey Campaign in Miami and we are happy it received such a high recognition from the Jury . Excited to be among the Golazo Soccer Award  finalists.”

“We are proud to have partnered with AT&T and the Mexican National Team to create the multichannel consumer engagement experience, Expresa to Pasion and for the opportunity to have traveled to Miami to present the program to the distinguished judges of the Portada Golazo award. We are honored to have been selected as a finalist and look forward to joining the other 2 competitors in New York for the final selection,” says Roberto Saucedo, VP Multicultural Integration The Marketing Arm.

REGISTRATION:

Register to  the Sports Marketing Forum  on September 13 in New York City’s Hotel and/or  to the 11th Annual Multicultural Marketing Conference on Sept. 14:

Already confirmed #Portada17  SPONSORS

Sports Marketing Forum

Penalty Level
La Vida Baseball 
PM3 

11th Annual Multicultural Marketing and Media Conference

Silver Sponsor
CNN  

Bronze Sponsors
Acuity 

Hcode Media

Attendee Bag Sponsor
Fluvip and Adsmovil 

Media Partner
PR Newswire

To align your brand with #Portada17  (Sports Marketing Forum , Sept. 13 and the  11th Annual Multicultural Marketing Conference, Sept. 14) and connect with Portada’s audience of thousands of brand, agency and media trailblazers, please reach out to Marcos Baer marcos@portada-online.com or call him at 1347 840 13 11.

Subscribe to Portada E-letters:

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).
DAY 2: BRAND INNOVATION DAY (June 8)
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!

What: Baseball fans will now have access to an online portal that specializes in the impact of the Latino community on baseball’s past, present and future. In alliance with The National Baseball Hall of Fame, La Vida Baseball will focus on what makes baseball an integral part of the Latino experience.
Why It Matters: La Vida Baseball will be the first one to bring the Hall of Fame’s sights, sounds and stories to an audience beyond Cooperstown through short- and long-form storytelling.

Starting today, March 1, the internet will welcome a new portal that focuses solely on baseball: La Vida Baseball (lavidabaseball.com). But, what makes this new site different from what is already out there?

NBHOFIn an official partnership with The National Baseball Hall of Fame, La Vida Baseball will focus on Latinos’ — both players and fans — connection to baseball, and bring them the Hall of Fame’s sights, sounds and stories.

“It is a media property that is going to celebrate the passion for the game that is uniquely Latino, more than digging into it by publishing game scores and events. We are not going to compete with ESPNs and Foxs in letting you know who won, and so on,” explained Henry Pacheco, a digital and social editor at La Vida Baseball, during an exclusive interview with Portada.

Henry Pacheco profile photo
Henry Pacheco, digital and social editor at La Vida Baseball.

Among the editorial content on La Vida Baseball will be pieces that take a close look at Latino players’ lives off and on the baseball diamond. Through long and short stories as well as videos and social content, the new site will share stories about what kind of music their favorite players listen to, what restaurants they recommend for eating out, and the parts of life in the United States that help them feel connected to back home.

“The Hall of Fame’s new partnership with La Vida Baseball will connect U.S. Latino baseball fans to Cooperstown while bringing the stories of the heroes of the game to new audiences around the world,” said Jeff Idelson, president of the National Baseball Hall of Fame and Museum.

La Vida Baseball will run on its own website, but also on Facebook, Twitter, Instagram and Youtube. “We want to talk about the culture within the game, specifically through a Latino lens,” ads Pacheco.

We want to talk about the culture within the game, specifically through a Latino lens.

“Latinos share this sport no matter if they are from Puerto Rico, the Dominican Republic, Mexico or another Latin country. This history goes back 100 years and we all live it today,” said Editor-In-Chief Dr. Adrian Burgos, Jr. to Portada.

Many outside of sports marketing might assume that most multicultural brands reach Hispanic-Americans through the sport of soccer. But according to La Vida Baseball‘s research, baseball is quickly rising in popularity, and is already the second most-popular sport in the demographic.

ESPN told last year that 60% of U.S.-Latinos self-identity as baseball fans.

Last year, ESPN reported that 60% of U.S.-Latinos self-identity as baseball fans. It is very common to find Latinos cheering for the teams where their compatriots play.

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Adrian profile photo
Dr. Adrian Burgos, Jr., Editor-In-Chief

“It’s about the passion of the players and fans. Baseball is a family for so much people. It is a connection to your own family. It shows you how to be a Latino baseball fan,” added Burgos, Jr.

Given that Hispanic-Americans prefer to consume social media and news in English, according to the editors, the site will publish all its stories in this language. Although there aren’t any plans to make a bilingual media, if readers and fans ask for it, La Vida Baseball isn’t closed to expanding towards Spanish content. The portal will be monetized through sponsorships and was also launched through private equity.

According to the editors, multicultural brands are looking for an alternative to reaching Hispanic fans through soccer. NASCAR and boxing are popular in the demographic, but baseball is far more popular, they say. The editorial team is looking forward to collaborating with different brands for sponsorships of branded content and other custom content solutions.

La Vida BaseballThe marketing team is looking for the right partners. “We are not going to look like a NASCAR car that is covered in brands; we are looking for the right strategic partners,” said Burgos, Jr.

We are not going to look like a NASCAR car that is covered in brands; we are looking for the right strategic partners.

Although La Vida Baseball will just be launched, its main challenge will be to survive out there. “Many Latino media sites are shutting down,” Pacheco admitted. Such was the case of La Flama and Soccer Latino.

But Pacheco believes that won’t happen to them. “Those other sites where too general. La Vida is very niche specific through baseball.”