A summary of the most exciting news in multicultural sports marketing. If you’re trying to keep up, consider this your one-stop shop.
Torontowill host the WWE SummerSlam Week in August 2019 with SummerSlam, Monday Night Raw, SmackDownLive and NXT taking place at Scotiabank Arena over four consecutive nights. “We are thrilled to bring WWE’s biggest event of the summer back to Toronto,” said John Saboor, WWE Executive Vice President, Special Events. “We look forward to working with our partners at Tourism Toronto and Maple Leaf Sports & Entertainment to build a blueprint that welcomes our global fan base to the great city of Toronto.”
Pizza Hutis returning for a fourth season as the Official Pizza Sponsor of ESPN College Game Day built by the Home Depot. Each week, Pizza Hut will be onsite with its “House of Pi”, featuring a lounge to enjoy the full Game Day experience.
Hyundaihas become the new presenting sponsor of NBC’s Sunday Night Football Kickoff show and will have the marquee presence leading into the primetime game each week. For the fourth season in a row, Hyundai is the presenting sponsor of the NFL’s Kickoff celebration. According to Forbes, between 2005 and 2015, the total number of NFL Hispanic fans doubled from 750,000 to 1.5 million.
Dos Equis, the Official Beer Sponsor of the College Football Playoff unveiled its new television spots featuring coaching staples Les Miles and Steve Spurrier as part of the brand’s “2 Keep It Interesante” campaign.
Minor League Baseballrenewed a multiyear extension of its partnership with Uncle Ray’s as the “Official Potato Chip of Minor League Baseball.” Uncle Ray’s will continue its coast-to-coast expansion with exponential growth anticipated in the coming years. According to MiLB, some 18.3-million U.S. Hispanics designate themselves as fans of Minor League Baseball, behind only the NBA and MLS.
ESPN Deportesunveiled a new This is Sports Center campaign featuring Lineal Middleweight World Champion Canelo Alvarez and undefeated WBC, WBA and IBO Middleweight World Champion Gennady Golovkin ahead of their upcoming rematch on Sept. 15.
Philips Arenain Atlanta has been renamed afterState Farmlocked in a deal to snag naming rights to the venue, now called State Farm Arena. The venue is expected to reopen in October as the Hawks celebrate their 50th year in Atlanta.
The NFL team owners will permit franchises to sell sponsorship deals to casinos that work alongside bookmakers and betting companies. Still, casinos will be prohibited from directly advertising its associated sportsbook in its partnership with an NFL team. According to CNN Money, the NFL’s Hispanic viewership grew by 28% from 2011-2016.
FanDuel Group and Minute Media are launching The Duel, a fan-generated digital platform focused on fantasy sports and sports betting news and information. The partnership will “blend together authentic, fan-fueled editorial content alongside expert-led video and audio programming for the growing segment of fantasy sports and betting fanatics” across NFL, NBA, MLB, NCAAF, NCAAB, and PGA. The platform will also feature expert audio and video content from popular FanDuel personalities including JJ Zachariason, Jim Sannes, and Brandon Gdula.
A summary of the most exciting news in soccer marketing. If you’re trying to keep up, consider this your one-stop shop.
Telemundois planning on partnering with SportsManias to create a World Cup-themed keyboard, providing fans with animated soccer emojis for this summer’s FIFA World Cup. According to the broadcaster announcement, the keyboard will feature animated emojis of players scoring goals and celebrating, referees pulling out red cards, fans waving their country’s colors, and more.
According to Nielsen, the FC Barcelona vs Real Madrid game last May 6 made beIN SPORTS’ ratings spike. “El Clasico” matchup between LaLiga archrivals averaged more than 1.4 million total viewers across both networks.
Post Cereals Kicks-Off Major League Soccer Support, as the Official Cereal of MLS. Starting in June, limited edition MLS cereal boxes can be found at grocery stores nationwide, featuring collectible Topps MLS player trading card cut-outs. In addition, more than 20 events will be held in grocery store parking lots across the country from June through August.
GoGo squeeZ has been named the official applesauce and yogurt sponsor of the 2018 Kick It National Tour. The Tour officially begins on June 2 and will involve more than 30,000 youth soccer players across more than 70 events in 2018.
FC Diez Media, IMG and Perform’s joint venture set up to advise CONMEBOL on their commercial rights for club competitions from 2019-22, is now tendering media rights for CONMEBOL Sudamericana and CONMEBOL Recopa until June 6. This is the first time Sudamericana rights have been made available through a tender process and sold separately to the CONMEBOL Libertadores competition.
ESPN and theFC Bayern Munich have reached an agreement for the broadcaster to use and share content directly from the German Bundesliga club across its digital and linear platforms. With this deal, Bayern Munich will make available its content – behind-the-scenes video, access-driven features, pre- and post-match reports, press briefings, team travelogue, and more – for use across different ESPN programs in the United States, Canada, throughout Latin America and the Caribbean.
Minute Mediahas raised $17 million in a Series F funding round, with new investors, including Goldman Sachs and Vintage Investment Partners, and existing investors such as Battery Ventures, Dawn Capital and Qumra Capital. This adds up to a total funding of $77 million to-date.
FOX is preparing for the 2018 FIFA World Cup by using heavy weight influencers like David Beckham, Ryan Reynolds, Joel Embiid, Alex Morgan and Evander Holyfield, who all play featured roles in FOX Sports’ The World Becomes the FIFA World Cup campaign. Also appearing are FOX Sports Lead Studio Host Rob Stone and Lead Studio Analyst, Alexi Lalas. “It doesn’t get any bigger than the FIFA World Cup. It brings together the worlds of sports and celebrity for an incredible month-long pop culture event,” stated Robert Gottlieb, EVP of Marketing, FOX Sports.“It was a natural fit to have movie stars, musicians and championship athletes as part of our campaign.”
What: Minute Media announces the launch of its newest brand, esports platform DBLTAP. Why it matters: Launched in late 2011, Minute Media is the world’s fastest growing digital sports platform, reaching more than 75 million unique users a month.
Sports media and technology company Minute Media today announced the launch of DBLTAP, its newest esports platform. Through partnerships with ESL, E-League, DreamHack, and Fnatic, DBLTAP features interactive, short-form esports video and editorial content along with tournament highlights and exclusive content.
The official launch happened a few months ago, with a focus on building English language content around the major tournaments, games, and players. During this time, TDBLTAP managed to curate and distribute more than 60 pieces of content each day and to reach a traffic of 3 million monthly unique users organically.
“As with our other platforms, DBLTAP will bring the world of esports to the fans in a way that only Minute Media can. With a focus on the narrative around the players and teams, and with our partnerships with some of the largest names in the industry, no one else can offer on-the-ground coverage to tournaments around the world and fan-centric authenticity to this extent,” stated Duncan McMonagle, SVP of Strategic Partnerships at Minute Media. “DBLTAP gives esports fans the next best experience to actually attending themselves. Our vision is to bring the fans closer to esports which we believe will help grow the broader industry overall.”
Our vision is to bring the fans closer to esports which we believe will help grow the broader industry overall.
According to Minute Media’s data, 85% of its global audience is gamers, and 52% describe themselves as ‘avid gamers’. It only makes sense for the company to move towards the gaming industry.
Built on Minute Media’s content technology, esports fans can now contribute to their own variety of content ranging from video to interactive polls and quizzes to written content. Fan-contributed content is then edited, curated and distributed by DBLTAP’s editorial team across relevant social channels.
“From player profiles to in-depth video series, DBLTAP gives fans an opportunity to learn about some of the esports untold stories and give them a platform to be close to the excitement,” said Wouter Sleijffers, CEO of Fnatic, in a statement.
According to Rich Routman, President of Minute Media, the new partnerships will create substantial opportunities for both audience and commercial development.
Get ready to learn from the best sports marketing practitioners at #PortadaLat this Wednesday. Nine shortlisted nominees for the Golazo Award will present their campaigns to the PortadaLat audience and to the Golazo Award Jury. Who will come out on top?
This Wednesday, June 7, three finalists for Latin America and six semifinalists for the U.S. will pitch their campaign, through a verbal and video description to the below Golazo Award Jury members:
– Felix Palau, VP at Tecate, Heineken – Ed Carias, Sr. Brand Manager at El Jimador Tequila – North American Region, Brown-Forman – Vicente Navarro, Business Development Director, ACM Connect – Andres Polo, VP Digital Marketing, Visa
Shortlisted Golazo Award Candidates
The 4 Latin American Finalists
Mastercard / Universal McCann (72 votes)* Represented by:Felipe Molina, Digital Specialties Director for IPG Mediabrands, and Jose Vicente Luque, Head of Media and Agency Relations, Latin America & Caribbean Region * (Portada audience most voted candidates determined the 3 Latin American finalists and the 6 U.S. semifinalists). Description: How Mastercard extended significant presence as a sponsor of Copa America Centenario via a highly digital buzz campaign, to communicate its offers to cardholders in a new way while increasing overall card transactions.
Scotiabank/F.C. Barcelona (12 votes) Presented by: Arturo de la Fuente, director of New Business, Americas, FC Barcelona. Description: FC Barcelona and the FC Barcelona Foundation announced an official partnership with Scotiabank that designates the Canadian bank as the Official Bank of FC Barcelona in Latin America and the Caribbean.
Suicide Squad / Minute Media (27 votes) Represented by: Lynelle Jones, Creative Solutions Director, Minute MediaDescription: Warner Brothers Studios sought to build buzz and excitement around the Suicide Squad movie launch worldwide surrounding the Euro and Copa America 2016, especially among the millennial male audience. Minute Media’s 90min created social engagement tools and an authentically branded content strategy that integrated the movie and characters within the platform’s ecosystem, ensuring the movie made a splash with football fans aged 18-34.
Pepsi “Momentos”/UEFA Champions League/BBDO (44 votes) Represented by: Carlo Espinoza, Sr. Marketing Manager, PepsiCo Latin America Beverages Description: In 2017, in its second year as a sponsor of the Union of European Football Associations (UEFA), Pepsi launched its first global campaign based on a “Moments” creative platform. The campaign is active in nearly 75 countries including most of Latin America and the U.S. The #PepsiMoment campaign, which features football/soccer stars Sergio Agüero, Alexis Sánchez and Vincent Kompany, looks to build on and associate the Pepsi brand with fans’ excitement in the lead-up to the UEFA Champions League Final on June 3 in Cardiff, Wales.
The 6 U.S. Semifinalists
“My Inter Jersey” / Gravity (30 votes) Represented by: Evgenia Novikova, Managing Director of Gravity Europe and an account lead for Inter. Description: Fans of Inter love to wear their team colors loudly and proudly. Digital natives enjoy generating their own content, especially if they can put their name on it. Our goal was to drive awareness and sales of the new Inter Milan jersey by Nike.
Audi Summer Tour/FC Bayern Munich LLC (29 votes) Presented by: Benno Ruwe, Head of Partnerships, Bayern Munich Description:The 2016 U.S. Audi Summer Tour campaign gave fans that haven’t been to Munich the chance to see their team on home soil. Fixtures in Charlotte, Chicago, and New York, appealed to general sports and soccer fans, including the large Hispanic Bayern fanbase and population there.
Johnson & Johnson/MLS/U.S. Soccer (28 votes) Presented by: TBA Description: Johnson & Johnson announced a multi-year extension of its sponsorship as official healthcare partner of MLS and US Soccer. Johnson & Johnson Consumer Brands will be integrated throughout different platforms including digital, broadcast and video content, as well as in-stadium exposure.
AT&T/MNT/The Marketing Arm (24 votes) Presented by: Roberto Saucedo, VP Integration, and Andres Reyes, President Multicultural. Description: In efforts to connect with Hispanic Millennials, The Marketing Arm (TMA) launched the Expresa Tu Pasión soccer campaign, a collaboration between AT&T and the Mexican National Soccer Team (MNT). This campaign engaged Hispanic Millennials, both socially and in the real world through exclusive experiences and activations.
Univision Deportes Digital’s Best Use of Facebook for Copa America Centenario (20 votes) Presented by: Juan Convers, head of Business Development for Sports Univision and Hernando Paniagua, head of Sports Digital Univision. Description: Univision Deportes Digital created the ultimate destination for all things Copa America Centenario through a multi-platform delivery of exclusive content giving fans the feeling as though they were in the game. The unique experience – a fully interactive environment complete with exclusive access to stadiums, players, teams and coaches via Facebook Live Training with on-air talent from stadiums showing warm-up sessions and exclusive content and Facebook Live coverage of more than 611 minutes.
Lifeline of Ohio/Os Group Sports (12 votes) Presented by: Francisco Terreros, Principal ŌS Group Description: A male affinity campaign targeting the Hispanic males, Pass it on is a soccer-related marketing campaign encouraging Hispanic males to register as organ and tissue donors. Featuring Mexican-Argentine soccer legend Tito Villa features the childhood story of Tito as he was raised in a small town in Argentina. The story develops as he explains why the cause of organ and tissue donation is important to him. The 45 day paid social media campaign hopes to target Hispanic males ages 18-35 years old.
How it works
After each award candidate provides a two minute presentation, each member of the jury will ask the finalist one or two questions to grade their campaign. What the jury will be paying attention to is:
Connection/engagement with fans through campaign
Each Jury member gets 30 points (30 for the LatAm finalists contest and 30 for the U.S. semifinalists contest) to distribute them among the award nominees. After deliberations, the jury’s points will be added to the votes provided by Portada’s audience (the 3 finalists and the 6 semifinalists are the candidates that were most voted by Portada’s audience).
The one campaign for LatAm with the most points will become the winner of the Golazo Awards and will be announced the same day. The three campaigns for the US with the most points will pass to next round to participate in the final which will be held in New York City during Portada’s Sports Marketing Forum on September 13.
Sports Marketing will play an important role on Day 1 of PortadaLat this Wednesday. 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$549). DAY 2: BRAND INNOVATION DAY (June 8) The second day at PortadaLat will celebrate Brand Innovation and showcase how leading companies are boosting brand equity and increasing their relevance in a disruptive environment in Latin America and the U.S. Breakfast, Lunch and Evening Reception Food and Beverages included. (US$ 449!) VIP ATTENDEE: Meet up to 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 offering is included. (US $ 1,999). Secure your spot and start the PortadaLat journey!
Which sports sites are the most visited by US Hispanic users? What types of content do they provide? Do US Hispanics prefer visiting news sites or the websites of their favorite sports leagues? Read on for the answers to these questions, drawn from comScore’s April 2017 rankings.
This month, the percentage of sports content consumers remained at 70.7% of all US Hispanic web users who regularly visit sites with sports-related content.
Source: comScore MMX Multi-Platform, Sports, U.S., Hispanic All, April 2017, Desktop 2+ and Mobile 18+
Total Unique Visitors/Viewers (000)
Total Digital Population
Total Internet: Hispanic All
Fox Sports-SI Group-Perform Media
Bleacher Report – Turner Sports Network
Yahoo Sports-NBC Sports Network
USA TODAY Sports Media Group
NFL Internet Group
It’s worth noting that, even though the ranking is specifically focused on the Hispanic market, none of the Top 10 sites offer content in Spanish. This tells us that these new generations of digital consumers with Hispanic roots prefer to get their content in English.
On the other hand, the number of content consumers increased by more than two million in the last two months. This is explained by ESPN, ranked first, which posted an increase of two million visitors, to 11.6 million. In general, all sites received more attention since our last ranking in February.
Moving up in the ranking is MLB. A couple of months ago it was ranked 10th tenth, while this month it moves up two notches to eighth place. This may be due to regular season games, as fans look to stay up to date on each game’s results. With 5.3 million hits, the Major League Baseball site has more than doubled its visits compared to a couple of months ago.
The PortadaLat Awards have announced the 2017 Golazo Award nominees. Voting is open through May 19 to determine the finalists who will battle it out in front of a jury at PortadaLat on June 7! Below are the 16 shortlisted nominees. Peer-to-Peer recognition is a foundation of the PortadaLat Awards and it’s up to you to vote on which candidates move on to the finalist round. Check out the nominees and vote for your favorite now!
Agencies, including PR agencies, brand marketers, and media properties were invited to nominate campaigns, concepts and ideas that substantially engage consumers in the U.S. or Latin America through soccer content. These are the nominees:
” MLS “”Stand as One Campaign”/Brooklyn Brothers “
The campaign featured creative elements including television spots, digital and print advertising, in-venue visibility, social content, and storytelling, and was rolled out during the 2016 MLS season. The campaign ran with spots across all MLS’ broadcast partners, along with significant online activation. “Stand as One,” created collaboratively by The Brooklyn Brothers and MLS’ in-house marketing and creative team, was designed to elevate the movement and the sport of soccer in North America. It highlighted the electric and unifying fan and stadium experience that is unique to MLS’ core, as well as the world-class quality demonstrated by its players every week.The campaign was supported by all five of MLS’ national broadcast partners: ESPN, FOX Sports, Univision,
The campaign was supported by all five of MLS’ national broadcast partners: ESPN, FOX Sports, Univision, TSN and RDS, as well as all international and regional MLS broadcast partners. In addition, MLS digital channels, including MLSsoccer.com, MLS Video and MLS’ social media, played a leading role in the campaign. The campaign captured the true essence of MLS by celebrating the stories of MLS’ clubs and local markets. The visual elements reflect the authenticity, unity, and excellence of Major League Soccer, its players and its supporters, who combine to define the sport in the United States and Canada.
“My Inter Jersey” / Gravity
Fans of Inter love to wear their team colors loudly and proudly. Digital natives enjoy generating their own content, especially if they can put their name on it. Our goal was to drive awareness and sales of the new Inter Milan jersey by Nike.
Based on this insight, Gravity proposed to create a web platform that would enable fans to create their own personalized wallpapers for devices depicting the new jersey design.
We targeted fans on social media that re-directed them to a microsite to create personalized jersey. To incentivize fans to purchase the new jersey, the first 10 thousand participates were provided with a discount coupon to buy the jersey from Nike.
Launched in mid-November, it has already attracted more than 24,000 fans from 155 different countries. There are over 12,800 newsletter subscribers and thousands of social mentions and positive sentiment.
In efforts to connect with Hispanic Millennials, The Marketing Arm (TMA) launched the Expresa Tu Pasión soccer campaign, a collaboration between AT&T and the Mexican National Soccer Team (MNT). This campaign engaged Hispanic Millennials, both socially and in the real world through exclusive experiences and activations. To amplify the program, TMA created the “AT&T Expressions” app. A digital platform, which consisted of customized emoticons that brought soccer fan excitement to life. By using these emoticons, AT&T was able to easily interact with Hispanic Millennials in stadiums, music venues, social media channels, and AT&T retail stores nationwide.
The MNT consumer experience included Retail and exclusive VIP events with MNT legendary players, an interactive zone during the pre-game tailgate parties, Fútbol Fiesta, and leveraged the existing relationship with popular Univision sportscaster Adriana Monsalve as a celebrity guest during every match.
FC Bayern Audi Summer Tour 2016 / FC Bayern Munich LLC
FC Bayern Munich opened an office in New York (2014) to grow our fanbase and better connect with fans in the U.S.; bringing them closer to the club they love. In three years we’ve seen interest in Bayern grow from 13M to 27M followers.
The 2016 U.S. Audi Summer Tour campaign gave fans that haven’t been to Munich the chance to see their team on home soil. Fixtures in Charlotte, Chicago and New York, appealed to general sports and soccer fans, including the large Hispanic Bayern fanbase and population there.
Results: • Attendance – 180,000+ for three games • 340M+ people reached via social media • 43.7M interactions & video views on our social channels • 12M+ watched TV broadcast • 65K increase in CRM database, 18K increase in newsletter subscribers • 43 media appointments • 20 player activations with partners
Inter, the Milan-based professional Italian football club, was taking part in the U.S. International Champions Cup, and hoping to make a splash in the U.S. marketplace.
To broaden its reach, Inter worked closely with Gravity to create a campaign that would increase brand relevancy into the lives of U.S. soccer fans.
The campaign featured a video montage of past, and epic, goals, that showcased Inter’s legendary heritage. To further enhance relevancy, these videos used American NBA/NFL/MLB commentators from sports outside of soccer. When Inter was shown scoring a goal, the commentator called out “touchdown” or a “home run” in an effort to “teach America how to cheer.” The unexpected combination of European and American sports promoted Inter in an exciting and engaging way that people (especially soccer fans) across the globe understood.
The four videos were aired globally across Inter’s social media channels as well as boosted with paid social.
Johnson & Johnson announced a multi-year extension of its sponsorship as official healthcare partner of MLS and US Soccer. The sponsorship was first activated in 2015 and this is the second time the consumer brand renews its sponsorship.Johnson & Johnson Consumer Brands will be integrated throughout different platforms including digital, broadcast and video content, as well as in-stadium exposure. Johnson & Johnson will also continue to create on-site activations during relevant MLS events, such as the All-Star Game, which is presented by Target and the MLS Cup. For the US Soccer partnership, the healthcare company will sponsor both male and female senior and youth national teams. Johnson & Johnson will use its partnership to expose many of its different brands on the field. It will also integrate it into its marketing strategies, including the Johnson & Johnson Donate a Photo app, through which people can connect with causes that they care about and other key platforms and partners.
Juanfutbol has disrupted soccer media in Mexico and US Hispanics since 2014. Created by the same entrepreneurs who founded mediotiempo (soccer-specific site acquired by Time Inc in 2010) juanfutbol has a unique storytelling proposition constantly innovating around formats, channels, brands and content marketing. “juan”, has a unique character that presents solid brand features which are very difficult to replicate by other players. juanfutbol is perhaps the brand with the highest engagement among soccer media brands in Facebook and it’s millennial language makes this brand a solid player within the younger generations that consume media in new ways.
A male affinity campaign targeting the Hispanic males, Pass it on is a soccer-related marketing campaign encouraging Hispanic males to register as organ and tissue donors. Featuring Mexican-Argentine soccer legend Tito Villa features the childhood story of Tito as he was raised in a small town in Argentina. The story develops as he explains why the cause of organ and tissue donation is important to him. The 45 day paid social media campaign hopes to target Hispanic males ages 18-35 years old.
The candidate deserves the award not only for the creativity in creating this analogy between soccer and life but also because of her commitment to empowering the Latino community around the world by providing top quality content to help the audience develop a success and happiness mindset. In this respect, latino men need to upgrade their game, but they are reluctant to personal development.
This specific campaign (not yet launched) targets Latino professional men in their 40s, who have achieved a great deal in their careers, but they feel trapped (not happy with their personal life, not really valued in their companies, burned out, etc.)
Because men are not the typical candidates for personal development, this campaign aims at speaking their language by making an analogy with soccer.
An amazing way of how Mastercard extended significant presence as a sponsor of Copa America Centenario via a highly digital buzz campaign, to communicate its offers to cardholders in a new way while increasing overall card transactions.
In 2017, in its second year as a sponsor of the Union of European Football Associations (UEFA). Pepsi launched its first global campaign based on a “Moments” creative platform. The campaign is active in nearly 75 countries including most of Latin America and the U.S. The #PepsiMoment campaign, which features football/soccer stars Sergio Agüero, Alexis Sánchez and Vincent Kompany, looks to build on and associate the Pepsi brand with fans’ excitement in the lead-up to the UEFA Champions League Final on June 3 in Cardiff, Wales. Taglined “Show How Much It Means,” the campaign celebrates the sport’s fans by depicting their passion before, during and after matches. Pepsi posted creative from lead agency AMV BBDO on YouTube, including a 60-second anthem video that’s a montage of game-related moments, called “We Know How Much It Means”; several 10-second videos excerpted from the anthem; and short videos featuring the three brand-rep athletes talking about their favorite football moments. The campaign spans “always-on, exclusive content” and shareable social media creative, including fan-generated content. The campaign lives on Facebook, Instagram Stories, and Snapchat. Digital elements launched this week in the U.S. and most of the other nearly 75 countries targeted for the campaign, a brand rep reports. TV spots are also broadcast in most of those markets.
FC Barcelona and the FC Barcelona Foundation announced an official partnership with Scotiabank that designates the Canadian bank as the Official Bank of FC Barcelona in Latin America and the Caribbean. This agreement will allow Banco Colpatria, Scotiabank’s Colombian partner, to sponsor youth-focused programs in Colombia, as well as participate in events and offer soccer experiences to its clients. Because it will support young people from Colombia through various programs sponsored through Banco Colpatria. The winners of the Scotiabank-organized championship will be able to travel and attend training events in Barcelona, Spain. Scotiabank, in association with its Colombian partner Banco Colpatria, will host a four-day FutbolNet Festival, in which a thousand young players will train and learn important sports and life skills.
Suicide Squad / Minute Media
Target: Latin America and Europe About: Warner Brothers Studios sought to build buzz and excitement around the Suicide Squad movie launch worldwide surrounding the Euro and Copa America 2016, especially among the millennial male audience. Minute Media’s 90min created social engagement tools and an authentic branded content strategy that integrated the movie and characters within the platform’s ecosystem, ensuring the movie made a splash with football fans aged 18-34. On the product side, we wanted to create tools that tapped into the conversations that were occurring organically on the 90min platform, including which players should start for each game within the Euros and Copa games. We developed the Suicide Squad Selector which encouraged fans to create their own squads. The Squad Selector gave fans a platform to voice which players they thought should start the next Euro and Copa game for their country. Fans were able to share their squad socially, creating debate amongst fans and fueling the reach of the campaign. Beyond the custom Squad Selector, 90min also created a proprietary Squad Reaction tool, a new touchpoint for fans to emotionally engage with any piece of content on 90min, leveraging the characters from the movie. Fans rated content based on the movie characters. On the content side, our editorial team developed 37 pieces of localized content that seamlessly integrated the movie characters and theme into football content. Results: – The Squad Selector generated 27.7 million impressions, with more than 250,000 squads created and an increased social engagement rate of 33% against benchmarks – The Squad Reactions generated close to 20 million impressions with a 12% interaction rate – 4 Million Trailer views across all platforms”
Calling the move its largest push into team sports, national big box retailer Target signed a multi-year deal to become an official partner with Major League Soccer, US Youth Soccer and the U.S. Soccer Foundation. In addition, the Minneapolis-based company became the jersey-front sponsor for the expansion MLS Minnesota United FC, with activation to include presenting sponsorship for the team’s initial campaign. As part of the strategy, Target is partnering with a number of its leading vendors, including Belkin, Crest, Degree, Dove, Energizer, GE, Gillette, GSK, Hershey’s, Kimberly-Clark, Philips, Scotch-Brite, Smuckers, Tide and Venus. Under terms of the deal, Target will run spots during MLS broadcasts on Univision, Fox Sports and ESPN; and will have “opportunities for in-stadium experiences, player appearances and ownership of certain major MLS platforms,” which the league said would be unveiled in the future.
Univision Deportes Digital’s Best Use of Facebook for Copa America Centenario
Univision Deportes Digital created the ultimate destination for all things Copa America Centenario through a multi-platform delivery of exclusive content giving fans the feeling as though they were in the game. The unique experience – a fully interactive environment complete with exclusive access to stadiums, players, teams and coaches via Facebook Live Training with on-air talent from stadiums showing warm-up sessions and exclusive content and Facebook Live coverage of more than 611 minutes.
All platforms experienced tremendous growth and impressive engagement metrics all-around, combining both organic and paid activations which translated into our best tent pole event ever in terms of web traffic, and social media was a big part of it. The average FB Live reached 1.2M soccer fans. Social brought more unique to our website for Copa America Centenario than the 2014 World Cup and 2015 Gold Cup combined. In addition, there were branded content extensions with Verizon, MillerCoors, Sprint, Western Union, and more.
The campaign is running throughout the USL league’s seventh season and includes additional themes that will spotlight both the heightened level of competition on the field and the significant growth of the USL itself as it continues to drive toward its goal of becoming one of the most respected and recognized Division II leagues in the world. The “Raise Your Game” campaign is supported by the USL’s national broadcast partners, as well as regional broadcasters across the country. Additionally, the campaign will be carried across the USL’s digital channels, including USLSoccer.com and USL Social Media.
What: Global fan-driven sports media platform Minute Media announced the closing of a US $15 million investment round, bringing its total funding since inception to US $60 million. Why it matters: These additional US $15 million, led by Qumra Capital, will serve the parent company of sports sites 90min and 12up to expand and bring new sports brands ahead of the 2018 World Cup.
Launched in 2011, today Minute Media announced a US $15 million investment led by Israeli late-stage venture fund Qumra Capital. With this amount, the global digital sports media platform brought its total funding up to $60 Million, as an addition to existing investors such as Battery Ventures, Dawn Capital and ProSieben.
According to Boaz Dinte, managing partner at Qumra Capital, the way Minute Media is presenting its content, particularly for the millennial generation, will make it grow consistently, to “become the world leader in the digital sports industry.”
Over the last year, Minute Media has shown its potential by going from 30 million monthly users to 70 million. Also, according to ComScore data, the sports-focused media property in the US, UK and 10 other top global media markets.
Less than a year ago, in May of 2016, Minute Media launched its US platform 12up, which has a Spanish-language version, and opened new offices in Sao Paulo, Singapore and Tokyo. This is why this investment is key to boost its planed growth in current locations, and new markets such as London, New York, Tel Aviv and Manila. Minute Media also owns the soccer site 90min.com which is published in 10 languages including in Spanish for Latin America.
In addition, the sports-content company is planning to launch an Esports brand in April that will leverage key event and league rights, team relationships, using different video and editorial formats.
“Between the development of key platforms in advance of the 2018 World Cup, our forthcoming Esports brand launch, and our core audience growth objectives, we are very excited about 2017 and what’s to come,” said Asaf Peled, Minute Media founder and CEO through a press release.