Las Vegas Lights FC


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. 

  • Procter & Gamble

American consumer goods giant Procter & Gamble has consolidated most media duties for its North American hair-care business with Dentsu Aegis Network’s Carat following a review, Adage reported. The review included Omnicom’s Hearts & Science, the incumbent on most of the business. Both Carat and Hearts & Science will continue to handle the bulk of P&G’s broader North American media account—business that was awarded after a 2015 review.




  • La Bonita Supermarkets

Last May 19, Las Vegas Lights FC returned home to Cashman Field to face top Western Conference foe Real Monarchs SLC. Fans were able to take advantage of a special offer from the club, in conjunction with one of the team’s proud local partners – La Bonita Supermarkets. Each single-game ticket purchased at any of the six La Bonita locations in the Las Vegas valley came with a free Lights FC scarf.“La Bonita is thrilled and honored for this partnership opportunity with Las Vegas Lights FC, and the impact it is creating within our community,” said Jose Martinez, La Bonita Supermarkets Vice President of Operations. Las Vegas Lights’ Steve Pastorino talked about their deal with La Bonita Supermarkets. While the deal was a boon for credibility in the Latino community for the expansion USL club and their brand, the real success was in getting non-Spanish speaking Anglo fans to go and check out the offerings at the chain.

  • Heineken

Amsterdam-based brewer Heineken, currently the world’s second-largest beer company, has been conducting a global review of the media planning and buying business.Heineken calls the process a “presentation,” but it more closely resembles a closed review between the company’s two global media partners: Publicis Groupe’s Starcom Worldwide and Dentsu’s Dentsu Aegis Network, Adage has reported.Heineken does not expect to consolidate media buying to a single agency, according to sources familiar with the matter.Apparently, this review does not include other brands in the Heineken roster like Dos Equis, Tecate, Newcastle or Amstel Light. Heineken spent US$173 million on paid media in the U.S. in 2017, according to Kantar Media, while the  brand’s global annual marketing budget is approximately US$450 million.

  • Colonial Life

Spanish-speaking consumers can now learn more about healthy living, employee benefits, and other workplace issues on a new Spanish-language consumer site from Colonial Life & Accident Insurance Company.As an enhancement to the company’s two-year-old WorkLife consumer website, the Spanish-language site will feature content on benefits and types of insurance, healthy living, finances and common workplace issues.“This website will be a valuable resource to Hispanic business owners and their employees,” said Dana Bagwell, director in growth markets at Colonial Life. According to the U.S. Census Bureau, the number of Latino consumers will increase 163 percent to 133 million by 2050. Colonial Life is investing in this population by improving the overall consumer experience and targeting high growth areas for Spanish-speakers.


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.

  • Ibotta 

Free mobile shopping app Ibotta has appointed Los Angeles independent agency Mistress as agency of record, following a review. Mistress will handle creative, brand strategy, media buying and planning and social media strategy, tasked with developing campaigns to help Ibotta grow in 2018 and beyond.





  • Delta Air Lines

Delta Air Lines, Air France-KLM and Virgin Atlantic Limited have signed definitive agreements paving the way forward for their expanded trans-Atlantic joint venture. The joint venture agreement signed by Delta, Air France-KLM and Virgin Atlantic sets out the governance as well as the commercial and operational terms of the expanded trans-Atlantic joint venture.Upon completion, Air France-KLM will acquire a 31 percent stake in Virgin Atlantic currently held by Virgin Group for £220 million.Virgin Group will retain a 20 percent stake and Chairmanship of Virgin Atlantic.Delta will retain its 49 percent stake.Delta, Air France-KLM and Virgin Atlantic will now coordinate efforts to secure the appropriate regulatory approvals.The airlines’ expanded joint venture will become the preferred choice for customers travelling across the Atlantic. Customers will also benefit from the co-location of facilities at key hub airports to improve connectivity and access to each carrier’s airport lounges for premium passengers.

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.

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.

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.

For prior Sales Leads editions, click here. 

  • Office Depot

MediaCom has been appointed the Office Depot’s media planning and buying agency of record and WPP’s Y&R has been awarded the creative account, according to an initial report by Adweek. Omnicom agency Zimmerman, which was awarded the Office Depot account a year ago, was the incumbent and declined to participate in this most recent review. Office Depot spent US$62 million in advertising in 2016 and US$47 million for the first half of 2017, according to Kantar Media.





  • Zappos/Las Vegas Lights FC

Last December, online shoe and clothing retailer Zappos and downtown Las Vegas’ new professional soccer team, the Las Vegas Lights FC, became business partners under a new three-year deal, with Zappos serving as the team’s first presenting sponsor for the front of the Lights’ jersey. Under the sponsorship, Zappos host tailgate parties and is present on the team’s marketing platforms. The Lights are the 33rd team of the United Soccer League. In addition, Las Vegas Lights FC is taking a unique approach to engage with its Latin and Hispanic local market. In an interview with Portada, Steve Pastorino, VP, Corporate Partnerships – ‎Las Vegas Lights FC stated: “Why Las Vegas? We see somewhere in the order of 2.3 million full-time year-round residents in Las Vegas. The city has gone from, call it, 15% Hispanic twenty years ago to somewhere in the 35% range in terms of Hispanic population, and there is a growing technology millennial set here in Las Vegas that is triggered by companies like Zappos. Las Vegas Lights FC is joining USL, the United States’ 2nd division, as an expansion team in one of the country’s most attractive markets, and the club is keenly focused on utilizing its city’s vibrant, Latin-infused identity to win on the field. More importantly to them, though, they seek to tap into all that makes Las Vegas unique, including its strongly Mexican demographics, to create a fantastic experience around the game that the club hopes will quickly make Lights FC the heart and soul of downtown Las Vegas. This goal is apparent in almost every move the club has made so far, including, most recently, their reveal of black game jerseys streaked with the neon colors for which the city is known. Even without a U.S. team in the coming World Cup, the U.S. soccer market is as strong and is growing faster than every other area.

  • The San Francisco Giants

Major League Baseball team The San Francisco Giants has appointed IPG’S 215 McCann as its new advertising agency of record, following a competitive review. The agency will handle all creative duties and will partner with sister agency Casanova//McCann for media planning and buying.





NEW PORTADA RESEARCH REPORT: “Content Marketing Initiatives targeting Hispanic and Multicultural Audiences”. The report is filled with intelligence for brand marketing executives targeting multicultural consumers – the majority of consumers in many major U.S. markets –  as well as for media and marketing tech vendors. This report provides a description of 20 content marketing initiatives. Each program’s main elements are described (Brands involved, Target Audience, Owned Properties, Paid Media Program, Key Influencers) are summarized and the agencies and brand decision-makers behind them are listed. Described companies include: Avocados from Mexico, Barilla, Best Western, Ford, General Mills, Hershey’s, Kellogg, Kimberly Clark, Kraft, Makita, Miller Coors, Nestle, Procter & Gamble, State Farm, Sprint, Unilever, Verizon, Vilore and Wonderful Pistachios. Buy the report here  Upgrade to “Research Plus Membership” for only US$ 999 and access this report and 9 more!

  • MiLB

MiLB is expanding its Hispanic marketing campaign nationwide in ’18, according to Sports Business Daily. The return of Es Divertido Ser Un Fan (“It’s Fun To Be A Fan”) as an organization-wide effort this season arrives with the creation of a trophy called the Copa De La Diversion (“Fun Cup”) that will be awarded to the club deemed to have the best Hispanic outreach program during the year. This year’s campaign will involve a series of special theme nights, customized jerseys and hats and temporary nickname shifts that seek to tie into the club’s local Hispanic communities. MiLB has created a three-foot trophy that will travel around to participating clubs this spring and summer. At season’s end, one club will be awarded the trophy based on a combination of fan, MiLB and individual club input. More than 17% of MiLB’s fan base last year was Hispanic.



  • Bud Light

Bud Light announced a new campaign aimed at going big in Texas in 2018 with multi-faceted programming across the Lonestar state. After launching a regional program in 2017, the brand will take its “Brewed Deep in the Heart” campaign to the next level with an ongoing music partnership with Texas-native musicians Siggno and Josh Abbott Band.The creative campaign, which encompasses out-of-home, TV, digital, and radio commercials in both English and Spanish, along with special edition Texas packaging featuring the Texas Lonestar and a cutout of the state on the tab. A new Texas-specific commercial featuring Houston Brewery employee Hannah Kight, “Stamping Iron” will debut regionally on February 12 and additional TV creative will be launched later in 2018. Additionally, the Texan-pride tabs will feature a cutout of the state on all Texas-edition packaging.






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.

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

  • SwitchbacksFCColorado Springs Switchbacks FC announced a partnership with Capelli Sport as its official uniform and equipment supplier in a multi-year deal. Capelli Sport will supply its apparel and training gear to the organization for the 2018 season. This will mark the first year of a five-year agreement between the two organizations.
  • Carlos Cordeiro was elected new president of the US Soccer Federation. “I’m a little overwhelmed,” Cordeiro stated, after getting 68.6 percent of the votes.
  • Univision Deportes’ broadcast of Liga MX Saturday game Tigres vs America averaged 1.5 million viewers. That marks the highest-rated Liga MX match of the year. Meanwhile, the Chivas-Santos Laguna match averaged 1.4 million for the channel to rank as the second most-viewed Liga MX game this year.

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  • Major League Soccer confirmed on Tuesday that its streaming service will become a part of ESPN+ when it launches this year. ESPN+ subscribers will be able to stream out-of-market games that are not nationally televised, replacing the league’s separate MLS Live service for U.S. Las Vegas Lights FCusers. Last season MLS Live cost $79.99, while ESPN+ will cost $4.99 a month ($59.88 annually) and also include other live sporting events and ESPN content.
  • Las Vegas Lights FC unveiled their home uniforms in conjunction with primary jersey sponsor Zappos.
  • MLS announced its 2018 version of MLS Fantasy will be split into a spring and a fall season. The spring season is just around the corner: starting March 3 and running until July 29, a few days before the 2018 MLS All-Star Game presented by Target.
  • North Carolina FC will play host to the United States Men’s National Team as plays against Paraguay on Tuesday, March 27 at Sahlen’s Stadium at WakeMed Soccer Park. The Men’s National Team returns to WakeMed Soccer Park for the first time since 2011.

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