Tag

MiLB

Browsing

What: Minor League Baseball has named the ‘Mariachis de Nuevo México (a.k.a. the Albuquerque Isotopes) as its Copa de la Diversión champion for 2018.
Why it matters: With the number of participating clubs more than doubling to 72 this coming year, Albuquerque and the other finalists can serve as examples of how teams can engage the Hispanic communities in their respective markets.

When Minor League Baseball (@MiLBrolled out its Hispanic-driven initiative Copa de la Diversión this past year, 33 teams jumped on board. This past season, to varying degrees of commitment. And as 2019 will see participation double across the country, with 72 clubs engaged, including every one of the initial 33, the new teams will have numerous examples of success stories to draw from.

This week, MiLB selected the Albuquerque Isotopes (@ABQTopes(a.k.a. the Mariachis de Nuevo México (@MariachisNM)) as the winner of its first Copa de la Diversión™ (Fun Cup™) event series winner. MiLB’s new Latinx Advisory Committee selected the Isotopes for numerous initiatives that took the Copa experience to the next level, to outdistance the following clubs who were finalists: Monarcas de Eugene (Eugene Emeralds @EugeneEmeralds), Cucuys de San Bernardino (Inland Empire 66ers of San Bernardino @66ersBaseball), Cielo Azul de Oklahoma City (Oklahoma City Dodgers @okc_dodgers) and the Flying Chanclas de San Antonio (San Antonio Missions @missionsmilb).

The expansion of this program, even into some non-traditionally Hispanic regions … shows that teams have identified that Latinos in their markets may still be largely untapped

“All 33 participating teams fully embraced the Copa de la Diversión initiative, authentically engaging their local Latinx communities in a transformative, relevant and fun new way,” said Kurt Hunzeker, MiLB Vice President of Marketing Strategy and Research, in a statement. “Having to select a single winner from a list of worthy candidates was a difficult task for our Advisory Committee, but it was impossible to ignore how much the Albuquerque community embraced the Mariachis’ mission and ballpark experience all season long.”

Some of the elements of the Mariachis/Isotopes full-dive into the Copa series included an investment of significant marketing money into the program, which led to a single-game attendance record in Albuquerque in their May 5 Copa game and highest average attendance in themed games across the country. The team also worked closely with groups like the Albuquerque Hispano Chamber of Commerce (@AHCNMto maximize the community connection and benefit, helping them net the largest revenue from licensed “Mariachis” merchandise and commercial partnership revenues dedicated to Copa events.

Join us at PORTADA LOS ANGELES on March 15, 2019 at the Loews Beach Hotel Santa Monica, where we will dive deep into sports and soccer marketing’s preeminent topics. Felix Palau, VP Marketing, Heineken will discuss “How to measure ROI and transfer best practices between sports marketing platforms”. Other speaking engagements include Tiago Pinto, Global Marketing Director, Gatorade who will provide answers to the question: “Will Corporate America jump on the soccer opportunity?”Attendees will also be able to benefit from Portada’s meet-up service of three-eight-minute meetings with top brand executives!

The expansion of this program, even into some non-traditionally Hispanic regions like Tulsa, Winston-Salem, Salt Lake and Durham, shows that teams have identified that Latinos in their markets may still be largely untapped. It will be interesting to see how many of the 40 or so new teams follow the examples of the Albuquerque, San Antonio and others that were all-in on Copa and how it may one day be an MLB initiative as well.

Subscribe to Portada’s daily Sports Marketing Updates!

What: Minor League Baseball and ECHO Inc. have built a partnership via MiLB’s Copa de la Diversión program.
Why it matters: As the first corporate sponsor of Copa, ECHO can serve as a blueprint for how companies can best hit the large geographic area that this demographic encompasses throughout 160 MiLB cities.

Copa de la Diversión, the successful and growing Hispanic outreach program introduces last year by Minor League Baseball (@MiLB), has its first dedicated corporate sponsor in ECHO (@ECHO_USA). The agreement, announced last week, makes the Chicago company (via Japan) the “Official Outdoor Power Tool of MiLB” and of the Copa program.

ECHO will activate its sponsorship with programs in many of the MiLB cities participating in Copa in 2019. Pregame events targeting professionals will highlight ECHO products, and teams will have their use for field and park maintenance.

“We are proud to have ECHO Incorporated as the first official outdoor power tool of Minor League Baseball, and to integrate them into our rapidly-growing Copa de la Diversión platform,” said David Wright, Chief Marketing and Commercial Officer for Minor League Baseball.

For a company like ECHO, it’s a wide-ranging sponsorship, targeting professionals who use such equipment, distributors, dealers, and general consumers.

ECHO will also gain social and digital media presence on the consumer side through MiLB.com, the MiLB mobile app and team social outlets. Community initiatives, use of MiLB and team logos and partnerships in this month’s winter meetings and trade show are also part of the agreement, which ECHO notes is “specifically designed to embrace the culture and values that resonate most with participating teams’ local U.S. Hispanic/Latino communities by bolstering their marketing and customer service efforts to create a culturally-relevant gameday experience.”

“We are excited about this new partnership because it provides us a good grassroots approach to reaching our customers,” added Wayne Thomsen, ECHO Vice President of Marketing and Product Management. “What better way to help people make a connection with our brand and products than joining efforts with Minor League Baseball. The fact that teams will use ECHO products for field and ballpark maintenance further reinforces the connection.”

Join us at PORTADA LOS ANGELES on March 15, 2019 at the Loews Beach Hotel Santa Monica, where we will dive deep into sports and soccer marketing’s preeminent topics. Felix Palau, VP Marketing, Heineken will discuss “How to measure ROI and transfer best practices between sports marketing platforms”. Other speaking engagements include Tiago Pinto, Global Marketing Director, Gatorade who will provide answers to the question: “Will Corporate America jump on the soccer opportunity?”Attendees will also be able to benefit from Portada’s meet-up service of three-eight-minute meetings with top brand executives!

MiLB hopes this is the first in a series of similar partnerships, after having established Copa de la Diversión and more than doubled team participation for 2019. For a company like ECHO, it’s a wide-ranging sponsorship, targeting professionals who use such equipment, distributors, dealers, and general consumers, and can serve as a blueprint for how companies can best hit the large geographic area that this demographic encompasses throughout 160 MiLB cities.

Subscribe to Portada’s daily Sports Marketing Updates!

What: MiLB’s successful ‘Copa de la Diversión’ initiative will more than double to 72 teams in 2019.
Why it matters: Programs that celebrate the Latino influence in baseball and connect to the community are positive for the teams and their fans, and a potential touch point for marketers.

As the Latino composition of professional baseball rosters—in both the majors and minors—grows, it makes sense for leagues and teams to celebrate the diversity in their players and fan bases. And as Minor League Baseball (@MiLBcontinues to experience growth on the field and on financial ledgers, initiatives like Copa de la Diversión help everyone embrace the culture and values that these communities represent.

With that, MiLB is following up last year’s successful Copa, which saw 33 teams participate and, according to the organization, generated a combined US $3.7 million in revenue and 12.5% attendance increases, by announcing that more than double that number, 72, will take part, across 29 different states in the upcoming season. In 2018, teams took to the field as the Durham Toros, Omaha Cazadores de Tormentas and Charlotte Caballeros (similar to NBA and MLB alternate identities) in select games.

100 new employees have been hired by the 72 participating teams, helping club staffs begin to more closely reflect the composition of the on-field talent and fan base.

As with other programs in this space, authenticity is the key: it can’t be seen as just a publicity stunt or to market additional apparel. The phrase “Copa de la Diversión” translates to “Fun Cup,” and included other facets of the fan experience, including food and music. And some teams made some internal changes to promote the program, including hiring bilingual employees in ticket sales and attracting more diverse internship applicants, according to La Vida Baseball (@LaVidaBaseball), a baseball news site that celebrates the past, present and future of Latino baseball.

The 40 or so new teams will try to tap into success stories like that of the Albuquerque Isotopes, Class AAA PCL affiliate of the Colorado Rockies. As “The Mariachis” that night, the club’s May 5 Copa celebration set a single-game attendance record of nearly 17,000 and, according to BallParkDigest.com (@ballparkdigest), set franchise records for merchandise sales.

The #PortadaLA summit in Los Angeles on March 15, 2019 (Hotel Loews Santa Monica) will provide a unique setting for brand marketers to learn about the opportunities sports and soccer content offers to engage consumers in the U.S. and Latin America.

With that success, MiLB is all-in on the initiative. “For some teams, it was looking yourself in the mirror and being like, ‘Man we don’t have enough people on our staff that looks like our community’,” said Kurt Hunzeker, Vice President of Marketing Strategy and Research at MiLB “I think that was a huge benefit.”

Hunzeker also noted, per La Vida Baseball, that 100 new employees have been hired by the 72 participating teams, helping club staffs begin to more closely reflect the composition of the on-field talent and fan base. This diversity can also help teams make decisions that will affect those fans, as having voices “in the room” with firsthand knowledge of the particular characteristics of the Latino fandom can prove fruitful.

So what is next for Copa? Hunzeker has indicated that at least 13 more organizations will get on board in 2020. Perhaps this can lead to a program of this type on the MLB level, or other sports may use it as a blueprint to help connect with Latino or other ethnic groups. In any case, it’s been a huge positive for teams and communities.

Subscribe to Portada’s daily Sports Marketing Updates!

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

  • UFCUFC and Parimatch have locked in a new, multi-year partnership that makes Parimatch the “Official Betting and Wagering Partner of UFC” across Europe, the Middle East, and Africa, excluding the United Kingdom and Ireland. Parimatch will be UFC’s first-ever marketing partner from the Commonwealth of Independent States region.

 

  • The annual esports Evolution Championship Series (EVO), which will take place in Las Vegas from Aug. 3-5, locked in a sponsorship deal with Nissin Cup Noodles. Hispanics expressed more interest in watching others play video games compared to Non-Hispanics, According to a 2014 Think Now Research study.

 

  • FS1 and NASCAR Productions launched the fourth season of the documentary series Beyond the Wheel on NASCAR Race Hub. According to 2011 data, 20% of NASCAR’s followers are multicultural fans, 9% were Hispanic and 8% African-American.

Subscribe to Portada daily Sports Marketing Updates!

  • Charlotte Motor SpeedwayCharlotte Motor Speedway locked in its race name and distance for its NASCAR playoff race weekend (the first ever) for the Sept. 28-30 Bank of America ROVAL 400 race weekend. “This is history in the making, and it marks the next chapter in our legacy of providing innovative, show-stopping entertainment that’s never been seen before,” said Marcus Smith, the president and CEO of Speedway Motorsports, Inc.

 

  • Minor League Baseball signed a long-term agreement with data company ISM Connect, to improve MiLB teams’ connection with, partners and fans across the country. ISM Connect will provide some MiLB stadiums with innovative technology and data capabilities.

 

  • MLB and other organizations are ending their partnership, at least temporarily, with Papa John’s, after company founder John Schnatter admitted that he used the n-word. Teams severing ties include the Nationals, Yankees, Marlins, Royals, Mariners, and, Orioles. Schnatter announced his resignation as the company’s chairman late Wednesday night.

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

  • David OrtizMLB All-Star David Ortiz announced a multi-year deal to appear on FOX Sports as a studio analyst for the network’s game coverage. Ortiz contributed as studio analyst throughout FOX Sports’ coverage of the 2017 postseason and will again be alongside Frank Thomas, Alex Rodriguez, and Kevin Burkhardt. Ortiz will make his 2018 debut during the network’s coverage of the 89th All-Star Game presented by Mastercard from Nationals Park in Washington, DC.

 

  • Gatorade has become the first primary partner for the Jr. NBA World Championship. The energy drink brand will have a variety of products for the participants and signage opportunities at each regional competition as well as the global event. In addition, Gatorade will manage the event’s off-court programming, including Gatorade Sports Science Institute athlete testing as well as heat safety and hydration sessions with professional athlete speakers.

 

  • The NFL and CBS expanded their streaming agreement. The deal includes game streaming access via mobile devices for CBS All Access and paid TV subscribers. Through 2017, mobile streaming rights had previously been exclusive to Verizon.
    “The 2018 season will mark a new era for NFL fans with unprecedented access to NFL games across digital platforms,” stated Hans Schroeder, Chief Operating Officer of NFL Media and Business, in a statement. Every NFL ON CBS game will be available to fans on mobile, including Super Bowl LIII next February.

Subscribe to Portada daily Sports Marketing Updates!

  • Golden Boy BoxingOscar De La Hoya’s Golden Boy Promotions is partnering with Facebook to produce five live fight nights. The events will air exclusively on Facebook Watch. The first encounter will be between WBA World Featherweight champion Jesus Rojas defending his title against Joseph “JoJo” Diaz Jr. at the Avalon Theater in Hollywood, on Saturday, Aug. 11. De La Hoya will be executive producer for both the fight cards and complementary programming.

 

  • Telemundo’s morning show Un Nuevo Dia hosts, “Chef James” Tahhan and Janice Bencosme, have been suspended indefinitely after being seen making slant-eye gestures referring to South Korea. In a statement released to USA TODAY Sports on Thursday, Telemundo said the behavior was “contrary to our values and standards.”

 

  • Minor League Baseball and Cartoon Network are teaming up for a summer-long promotion for the in-park “Best Summer Ever” program. The campaign will bring together baseball games and CN original series. Activities include pre- and post-game screenings, high-energy video mashups mixed with MiLB game and ballpark experience highlights, including in-game vignettes featuring Cartoon Network’s Stop Bullying Speak-Up campaign.

 

  • WENN Digital Inc., creator, and operator of KODAKOne Image Rights Management Platform, is talking about a partnership with Fernando Alonso, as the exclusive image registration, protection and license-monitoring solution for certain images and videos of Alonso.

 

  • Boxer Timothy “Desert Storm” Bradley Jr., inked a new multiyear contract extension with ESPN to continue to serve as a boxing analyst for Top Rank on ESPN, alongside Joe Tessitore and Mark Kriegel.

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

  • Minor League BaseballMinor League Baseball (MiLB) extended its official partnership with technology and payment service provider FIS Global, as the preferred payment and loyalty technology provider through 2022.
  • For the third time, Taco Bell’s “Steal a Game, Steal a Taco” promotion is officially back for the NBA Finals. When a road team “steals” a win from the local team during finals, fans can get a free Doritos Locos Taco throughout the country. “The NBA Finals and Taco Bell are the perfect matchups, and we can’t wait to once again raise the stakes of an already fierce competition by putting free Doritos Locos Tacos for America on the line,” said Marisa Thalberg, Global Chief Brand Officer, Taco Bell Corp.
  • UFC confirmed its first fight in Russia, to be held on Sept. 15, at the Olimpiyskiy Arena in Moscow for UFC Fight Night Moscow. “Russia is a key part of UFC’s international expansion strategy,” stated David Shaw, Senior Vice President, UFC International, and Content. “The demand from our fans to bring a live event to Russia has been overwhelming, and with the vast potential this market holds for us, we knew this was the perfect time to bring UFC Fight Night to Moscow.” Andre Gromkovski has been appointed as Vice President, UFC Russia.

Subscribe to Portada daily Sports Marketing Updates!

  • MiLB, together with Satisfi Labs, has launched bilingual computer assistant bots, both in Spanish and English. The computer system will run through Facebook Messenger and will answer fans’ questions regarding routine details like ticketing, parking, and stadium amenities, as well as more important facts about the teams themselves. The bot is designed to be fluent in both English and Spanish. Some of the teams that are already using this technology are Hillsboro Hops and the Hillsboro Lúpulos.
  • R Λ Z Ξ RRazer signed an official two-year sponsorship deal with Overwatch League squad Los Angeles Valiant, as part of a wider deal with the Immortals global esports organization. “Team Razer is committed to fostering a roster of passionate and truly ambitious esports players,” stated Min-Liang Tan, Razer Co-Founder, and CEO. On average, Hispanics play video games more often than Non-Hispanics (12 hours per week vs. 9 hours for Non-Hispanics), according to a 2014 Think Now Research study.
  • Sports Illustrated TV and Major League Baseball announced a new licensing and original content agreement. Through the arrangement, SI TV will have access to MLB’s library of games, documentaries, and shows, as well as a co-production deal for two original long-form documentaries. The alliance also includes a co-production deal that will partner MLB and SI TV on two original baseball documentaries. 31% of MLB players are Latino, according to ESPN.

Subscribe to Portada daily Sports Marketing Updates!

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.

What: MiLB has announced its 2018 campaign aimed to reach US Hispanic communities, “La copa de la diversión.”
Why it matters: After the great success of last year’s campaign, MiLB will launch a new series of events that will create culturally-relevant experiences and embrace local Latino communities.

Minor League Baseball (MiLB) has announced the launch of “Copa de la diversión” (“Fun Cup”), a series of events designed to embrace the culture and values that resonate most with participating teams’ local U.S. Hispanic/Latino communities.

In 2017, MiLB launched a successful marketing campaign titled “Es divertido ser un fan” (“It’s Fun to Be a Fan”). Just like last season, teams will bolster their marketing and customer service efforts to create culturally-relevant experiences through music, concessions, and promotions.

The 160-game event series will begin on April 8, in Round Rock, Texas. To build awareness and create excitement for the new national series, a 3-foot tall “Copa de la Diversión” trophy will embark on a tour of the participating cities, as part of a “Gira de la Copa” (“Cup Tour”).

To visually celebrate the diversity that defines MiLB communities nationwide, MiLB and each participating team will create culturally-relevant on-field personas that honor the local U.S. Hispanic/Latino communities. The “Copa de la Diversión” team identities will be unveiled on March 20.

After the conclusion of the season, each participating team will auction its “Copa de la Diversión”-branded game-used caps and jerseys and donate the proceeds to a U.S. Hispanic/Latino-focused organization in its community.

“Minor League Baseball is built on the fun, memory-making experiences created by our teams each and every day,” said Kurt Hunzeker, Minor League Baseball’s Vice President of Marketing Strategy and Research. “When we introduced ‘It’s Fun to Be a Fan’ and ‘Es Divertido Ser Un Fan’ last season, the overwhelmingly positive response led us to create this season-long event series, further showcasing our teams’ commitment to their communities and MiLB’s unique brand of fun.”

To find out which teams will be participating in the 2018 campaigns, see the official MiLB press release.