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What: David Beckham’s ownership group has welcomed three new investors into his mission to have an MLS team in Miami.
Why it matters: The recent change up of Beckham’s investors might be what he needs to finally get his Miami team to be a reality.

Another Shakeup

When David Beckham signed on to play for Major League Soccer Club, Los Angeles Galaxy, back in 2007 he had one eye set on the future. In his contract was a clause that allowed him to purchase a MLS expansion club for just US$25 million dollars when he left the league. A great move it turned out to be because the current going rate for a MLS expansion club goes from US$150-200 millions dollars. Beckham retired from playing in 2013 and a year later he exercised his rights to buy a club at this cut-rate price.

Setting his sites on Miami, the goal to have a club there has not been an easy one. Beckham only recently got the land deal for a 25,000 seat stadium this past June. However, he lacks a solid ownership group, firm stadium deal, and he is currently dealing with an ongoing legal dispute with a local landowner over his newly granted land deal. Three years after the initial announcement of Miami FC, Beckham and his ownership group are still waiting on approval for the club.

This week another change within Beckham’s ownership group has occurred: Todd Boehly, chairman and CEO of Eldridge Industries as well as part owner of the Los Angeles Dodgers, has left the group. It was only this past April that Boehly had come on as a major investor. Boehly was supposed to be the majority owner and controlling partner of the franchise going forward. Instead, he has been replaced by three men known to the Miami community: Jorge and Jose Mas and Masayoshi Son.

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Familiar Connections

One of the issues cited for Boehly departure was the fact that he would be the majority owner and controlling partner of the franchise. It was preferred that investment shares be more evenly divided and now they will be with three more investors in the mix.

Additionally, MLS owners wanted more local investors and connections to the proposed club and that is exactly what Beckham has given them. The Mas Brothers are two prominent business executives in Miami and the family behind a leading engineering construction company in the region known as MasTec. Japanese Softbank founder and CEO Masayoshi Son is also on board.

A meeting of the MLS Board of Governors was held Thursday and all three investors were approved to join Beckham’s ownership group. The Beckham Group released a statement concerning the implementation and recent approval of their new investors. It stated that the newly assembled owners “brings local expertise, global perspective, an unquestionable track record of business success and one of the foremost icons in global soccer.” With a final decision on Beckham’s MLS expansion club to be forthcoming, these recent changes might just prove to be vital in securing Miami FC.

 

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A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the Hispanic market and/or targeting Hispanic consumers right now.

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    • Puerto Vallarta

Puerto VallartaVRTC was selected as the agency of record for Puerto Vallarta in the United States.  Puerto Vallarta is a Mexican resort town located on the pacific Coast in the state of Jalisco. VRTC  is a Houston, TX, headquartered agency which also has offices in Los Angeles, CA, and Mexico City.

 

 

 

  • Los Angeles Dodgers

The Los Angeles Dodgers announced that Walton Isaacson (WI) has been named the team’s advertising/marketing agency of record for 2013. WI will report to Executive Vice President and Chief Marketing Officer, Los Angeles Dodgers, Lon Rosen. “We’re thrilled to be associated with one of the world’s most iconic sports franchises,” states Aaron Walton, co-founder of WI. “The Dodgers are essential to the lifeblood of Los Angeles, and we look forward to working with Lon Rosen and his colleagues in what is truly an exciting new era at Chavez Ravine.”About Walton Isaacson.  

  • Chicago White Sox

  The Chicago White Sox tapped PACO to provide Latino strategic planning, ideation, and public relations services. PACO will serve as the Latino public relations agency of record for the Chicago White Sox. The overarching goal is to create relevance and brand affinity between the Chicago White Sox and the Latino fan base.

  • Tampico

Tampico Beverages Inc. wants to break into the carbonated drink industry, a  move the company hopes will ultimately pave the way to expanding into different  product categories. Tampico is best-known for selling refrigerated juice  products heavily favored by Hispanic consumers around the world, but it wants to  be much more, said Scott Miller, Tampico’s chief executive officer. The company will test several flavors of carbonated soft  drinks in Chicago and Texas in the second quarter as it tries to steal market  share from Jarritos, the top-selling carbonated soft drink among Hispanics in  the U.S. Tampico will launch its first national advertising campaign in the form of  television spots and billboards this spring to help strengthen brand awareness  as it looks to build out its product portfolio. Previous marketing efforts have  been more grass roots, such as ”banners at festivals or parades,” Mr. Miller  said. “We want to get the message out that we are a national brand,” Mr. Miller  said. Once that is accomplished, Tampico will embark on a global advertising  program that would include its core markets of Guatemala, Haiti, Mexico, Brazil  and Africa.

 

  • Payless Shoesource

Payless ShoeSourcePayless Shoe Source assigned AOR responsibilities to Miami based MARCA for the Hispanic & Latin American markets, Adweek reports. Media planning and buying were not part of the review and those responsibilities remain at Publicis Groupe’s Optimedia.

 

 

 

 

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