What: Canelo Alvarez’s win over Rocky Fielding at Madison Square Garden on Saturday night gave him an ever greater visibility boost to a wider U.S. audience.
Why it matters: The Guadalajara, Mexico, native can use this as a springboard to even greater marketing possibilities here moving forward.

The last few weeks if you watched any big sporting event on TV in North America you saw the commercial—in English: Michael Buffer (@Michael_Bufferand Canelo Alvarez (@Caneloin the ring in a lighthearted promotion to try the growing internet streaming service DAZN (@DAZN_USA(pronounced Da ZONE for those who don’t know) tied to his fight this past Saturday against Rocky Fielding (@Rocky87Fielding). It showed a side of the Mexican boxer that many casual fans may not have known, but with his win over Fielding at Madison Square Garden (@TheGardenin New York on Saturday night, making him champion in now three weight classes.

The fight was the kickoff to a partnership between DAZN, which is banking big on boxing’s resurgence, and Alvarez that was signed in the fall, five-year, 11-fight deal that will pay the boxer at least $365 million, making it one of the most lucrative single athlete media partnerships ever.

“By bringing Canelo’s fights to DAZN, we will turn his pay-per-view success into a growth engine for subscribers — a truly transformational moment for our business and for the entire industry,” John Skipper, the executive chairman of DAZN said at the time of the announcement, and Alvarez’s crossover brand power may just prove the investment to be a cost effective one, especially as major companies fight not just for brand recognition and subscribers, but for ancillary disruptive marketing power as well.

Those who have seen his value are already seeing an uptick, and as the next calendar year goes on I’m sure we will see more form him and the companies around him.

Alvarez, once a low key stalwart in the ring, has undergone a brand transformation in the past year, bouncing back from a pre-fight drug test for the use of the banned substance clenbuterol last spring that put off a much anticipated fight against Gennady Golovkin (@GGGBoxingto grab more and more of the limelight in a sport popular with Latinos and growing in popularity with action craving millennials. That’s to say nothing about the millions who will tune in or follow the casual big fight, something that the sport had been lacking in recent years and is now finding a niche once again.

Alvarez is now boxing’s biggest pay-per-view star this side of the still inactive Floyd Mayweather, with recent fights against Julio Cesar Chavez Jr. and Golovkin generating more than one million pay-per-view buys. His midyear place of 62 on the Forbes list of celebrities and athletes will rise to the top ten as the year ends, and his interest, and ability to connect with fans and brands in a multicultural environment will certainly make him move to the watch list of companies looking to continue to step up engagement as 2019 begins.

Canelo’s sponsor list is already growing, and includes deals with Under Armour (@UnderArmour), Tecate (@tecate), Hennessy (@HennessyUSand Everlast (@Everlast_), bringing in more than seven figures outside his boxing and media deals. That should continue to rise as the affluent Latino market tied to sports again grows with the turning of the calendar, and an increased focus in all things Mexican sports business continues to draw attention.

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!

Gareb Shamus

“We all love great fights, it’s what everyone looks to and we can all identify with no matter how much we sometimes don’t like to admit it,” said Gareb Shamus (@gareba pop culture expert who once ran the fledgling MMA franchise the International Fight League before it was sold to the UFC. “We also love great story arcs with heroes and villains, and Canelo has given fans a little bit of the edginess that can pull from both sides. Most importantly he literally speaks the language of the two most important markets in North America and beyond, English and Spanish, and I think his crossover appeal is great for fight sports, and for business. Those who have seen his value are already seeing an uptick, and as the next calendar year goes on I’m sure we will see more form him and the companies around him.”

There is always risk in tying closely to fight sport athletes. One bad move, one knockout, could kill lots of brand equity. We certainly see that more in MMA, especially in the UFC, where champions can be built and a mismatched opponent, one with a stronger and different discipline, can take out a rising star suddenly. In the carefully crafted world of boxing matchups, the risk is less likely, and the buildup to the big fights gives ample time for brand promotion.

Is Canelo ready to ascend an even higher throne in sport marketing?2019 could be the year for the three belt champion, with boxing on the rise, streaming front and center and the athlete as brand becoming more and more the focus.

It could be a knockout year again for the Mexican star, well beyond his native land.


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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.

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 6  NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at matte@portada-online.com SEE A DEMO OF THE DIRECTORY!

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  • JC Penney stays with OMD

National Retailer JC Penney last fall put the wheels in motion for a potential agency review but that plan did not go through. Incumbent OMD, which has held the media account for 10 years, will stay on board. Last fall, JC Penney did assign national newspaper buying to Minneapolis based media placement firm Novus Media starting February 15, 2015. Before that Torrance, CA based ACG Communications had handled national newspaper buys for JC Penney for many years. Separately, J.C. Penney’s chief marketing officer Debra Berman has left after 19 months with the company. Berman was named senior VP-marketing in August 2013 and promoted to CMO last year. Berman’s mission was to revitalize the brand. A major part of this involved reaching out more to Hispanic consumers. Kirk Waidelich, VP-marketing strategy, and Lynne Bartron, VP-marketing strategy, will oversee the CMO’s responsibilities until a replacement for Berman is named. J.C. Penney spent $923 million on U.S. advertising in 2013. Unmeasured media spending increased 15 percent to $492 million; measured spending fell 15 percent to $431 million, according to Kantar Media.

  • Macy’s

There is never a dull moment with Latinas and fashion—particularly when it comes to Macy’s ad for its new Thalia Sodi collection of apparel, footwear and fragrance. Titled, “Girls Night Out,” the spot showcases the entertainer and her cannot-be-missed line of bright reds, leopard prints and bejeweled heels.In the ad, Thalia meets a plainly dressed shopper and performs a not-so-conservative apparel “makeover.” The duo then starts dancing. The ad is running across outdoor, print, radio and digital mediums, said BizJournals.com. J. Walter Thompson New York is the agency. The ad, which is in English, is apparently aimed at acculturated Latinos, many of whom shop Macy’s. Hispanics comprise up 16 percent of Macy’s customers, a figure that is expected to hit 20 percent in a few years. In addition to their growing population numbers, Hispanics generally spend 22 percent more than non-Latinos, particularly in fashion, said Women’s Wear Daily. Launched in 300 stores last month, the Thalia collection is the largest private label assortment Macy’s has ever introduced, said Mediapost. It also it marks the first time the $23 billion retailer has offered Latina-themed apparel—despite its large Latino customer base (Kohl’s has a Jennifer Lopez collection and Kmart features Sofia Vergara’s line). Carat is Macy’s media buying and planning agency.

  • Madison Square Garden (MSG)

Sharon Otterman was named to the newly created position of executive VP and chief marketing officer at The Madison Square Garden Company. She joins MSG after nearly six years at NBCUniversal, where she was most recently senior VP and chief marketing officer for MSNBC and NBC News. Prior to that she was VP of customer experience strategy and new media marketing at ESPN. She has also worked at Modem Media and Ogilvy & Mather.

  • Michelob Ultra

MLThe Anheuser-Busch InBev light beer that is outperforming larger sister brands Bud and Bud Light in increasing sales will get a strong marketing push beginning in April..And the ad spending will continue throughout the year, giving the brand its highest such levels in its 13-year history. Michelob Ultra’s new creative agency FCB Chicago will handle the campaign, which will include multiple media platforms.


Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 12 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at matte@portada-online.com SEE A DEMO OF THE DIRECTORY!

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