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We talked to Terry Sell, national truck manager at Toyota Motor North America, about Toyota’s recent soccer campaign featuring Jorge Campos.  Toyota is one of the top 10 spenders in broadcast TV advertising, with $157 million spent in 2017. Through the campaign “Choose the Toughest Field”, the car company has managed to reach out to three audiences: Hispanics, soccer fans, and car lovers. Here’s what Sell had to say.

Toyota Campaign
Photo via Toyota.

Portada: Tell us what the “Choose the Toughest Field” soccer campaign is about.

Terry Sell: “The ‘Choose the Toughest Field’ soccer campaign is the 2019 soccer platform for Toyota. It builds powerful connections between the sport of soccer, players, fans, and trucks. The campaign was inspired by some of the more traditional playing conditions in Latin America. We considered that soccer is often played in dirt fields rather than nicely groomed grass. Those tough fields are where players exhibit their true potential, just like our trucks. The campaign’s commercials capture the toughness of the Tacoma and Tundra trucks as they take on tough terrains in a rough, non-traditional environment, thus their connection to the sport.”

To learn about another automotive brand that is reaching out to U.S. Hispanics, read  How to Market to Hispanic Consumers According to Kia’s Senior Director of Multicultural Marketing.

P: Who is the target of the campaign?

TS: “Toyota has long recognized Hispanic guests as a linchpin of its success. Hispanic vehicle registrations account for over 20% of overall registrations, making the Hispanic market a significant portion of Toyota’s overall success. In fact, Toyota has been the number one automotive brand among Hispanics for 14 consecutive years.”

Hispanic vehicle registrations account for over 20% of overall registrations.

P: On which platforms will it appear?

TS: “The campaign broadcast elements were timed for the 2019 Concacaf Gold Cup. But it will continue through March 2020 on other soccer media properties that we sponsor such as the UEFA Champions League, the U.S., and Mexican National Teams and Liga MX.”

P: Why did you choose retired Mexican goalkeeper Jorge Campos as your spokesperson?

TS: “We are delighted to partner with Mr. Campos. He is the embodiment of someone who has taken on the toughest terrains throughout his life and career as a legendary soccer player. His personal story, very much in sync with the attributes of the vehicles, resonates incredibly well with fans.”

Mr. Campos is the embodiment of someone who has taken on the toughest terrains throughout his life and career as a legendary soccer player.

P: How will you measure the success of the campaign?

TS: “Our goal is to drive consideration for Toyota trucks by increasing model association within their competitive set, and elevate ad awareness, vibrancy, opinion, consideration, and imagery. On the ground, through our interactive footprint at events, we are looking at engagement levels that funnel into sales leads.”

Photo via Toyota.

P: What other activities will you do around the campaign, off-screen?

TS: “The campaign has a diverse and robust digital and social component, including videos and rich mobile display ads and banners. For our social channels, we teamed up with Jorge Campos to develop a series of soccer technique videos. These showcase his great foot skills to engage guests in the sport.

Off-screen, we’re bringing the campaign to life through an interactive soccer footprint. It was present throughout the Gold Cup games and will be present during our sponsorship of Tour Aguila with our Club America partners in July. Also, it will appear at the Toyota Copita Alianza youth tournaments that continue through September.”

Off-screen, we’re bringing the campaign to life through an interactive soccer footprint.

P: Does this campaign appeal to any other market apart from Hispanics?

TS: “Soccer is part of the Hispanic culture. It is part of their life and brings generations together to enjoy the game. In fact, we know that Hispanics over-index when it comes to viewership in the U.S. With that in mind, our campaign fully focuses on this important target market for our brand.”

This is not the first time Toyota uses a Mexican celebrity to reach the Hispanic audience. Check out the campaign with movie star Diego Luna.

P: What challenges do you face with this campaign and how will you overcome them?

TS: “As soccer continues to gain popularity in the U.S., we have seen more brands getting into this space. Toyota has supported the sport and engaged with its fans for more than a decade so we’re appreciative of the brand loyalty we’ve received from fans and owners over the years. We’ll continue to engage with fans by developing creative campaigns that leverage partners, properties and celebrity talent that truly speak to the fans and to the essence of the game.”

As soccer continues to gain popularity in the U.S., we have seen more brands getting into this space.

P: What else are you working on?

TS: “As I mentioned, our campaign ambassador, Jorge Campos, engaged with us on a series of videos showcasing soccer techniques. In August, Jorge Campos hosted a soccer clinic at one of the Toyota Copita Alianza youth tournaments. We’ll also recognize a stellar student-athlete with a scholarship for their outstanding accomplishments in the classroom and on the field as part of our partnership with Alianza de Futbol.”

 

What: Multicultural Audience Measurement experts offer Portada insights around the problem of audience under-representation.
Why it matters: Measurement firms under-represent multicultural audiences by as much as 25%, which causes a negative impact in media investment and produces overall flawed results.

 

Audience measurement has never been more complicated, as cultural nuances and consumer behavior shift and change, and the proliferation of new technologies demands multi-channel strategies. The task is even more difficult when it comes to measuring multicultural audiences. Experts tell Portada major measurement firms under-represent these audiences by as much as 25%. If this is the case, the media budget for targeting multicultural audiences should be substantially higher than it is right now. Just for Hispanic marketing, Portada estimates overall expenditures of US 6.07 billion in 2019. However, if firms under-represent audiences by up o 25%, media expenses could increase by up to US 1.5 billion. Admittedly, this is a back-of-the-envelope calculation. Nevertheless, it highlights the importance of accurate multicultural audience measurement in satisfying clients’ needs, and its potential for the multicultural media industry.

The lack of a common audience measurement currency in multicultural audience measurement impacts media investment levels negatively.

Competition Rising

For many years now, companies like Nielsen and Kantar have offered advanced TV audience measurement. However, competition has increased. New players offer digital solutions that claim to be more comprehensive. This forces the bigger players to think of new ways to keep up with how audiences move and evolve. Inconsistencies between reported data reveal the lack of a common audience measurement currency in multicultural audience measurement. Hence, there’s a negative impact in media investment.

Furthermore, marketers’ biases lead to incorrect data interpretation. In turn, this leads to bad consumer experiences and negative overall results. How can we expect to move the needle if we can’t even tell where it is? In order to find out more about how to face these challenges, we talked to experts who understand how audience measurement impacts media planning and buying: Dana Bonkowski, SVP, Multicultural Lead at Starcom; Mebrulin Francisco, Managing Partner, Sr Director, MPlatform, GroupM; Nelson Pinero, Senior Digital Director, Senior Partner at GroupM; and David Queamante, SVP, Client Business Partner at UM Worldwide.

 

Audience Under and Over-Representation

All interviewees agree that multicultural audiences are still under-represented by major measurement firms. One of the reasons for this, explains Mebrulin Francisco, is the lack of insight into how audiences behave. Francisco mentions as an example all those times when data providers collected data on Hispanics. But once her team digged deeper, they realized the majority of Hispanics represented were English-dominant. This is a big issue because “it means the data is not representative of all the Hispanics in the U.S., creating a blind spot,” she says.

Mebrulin Francisco

The same has happened in the other extreme, where you can have over-representation of Spanish-dominant consumers, creating a blind spot for Bilingual or English-dominant Hispanics. “This is especially the case within sets that depend on cookie level data,” Francisco explained. “If this is true for the Hispanic segment, which is the largest among multicultural consumers, think about the under-representation of African-American or Asian segments. Many data providers do not even report on these multicultural sub-segments.”

 

Language preference won’t singlehandedly define and capture an audience. So, in many cases, a large portion of a given audience is not captured. 
Dana Bonkowski

Therefore, the first thing is having a representative sample of the audience. It might seem obvious, but in the words of David Queamante, “Unless measuring companies take the time to ensure they are gathering information from a representative sample of users, they will under-count multicultural audiences by default”. This represents a challenge. As Dana Bonkowski mentions, “engagement with culture-driven content is often the best signal to identify whether or not a person is ‘multicultural’. But language preference won’t singlehandedly define and capture an audience. So, in many cases, a large portion of a given audience is not captured.”

 

Multicultural Media Consumption is Elusive

Marketers have long assumed that a universal approach can reach audiences. However, “in doing so they fail to identify key nuances in motivations, attitudes, and behavior across consumer segments leading to an incomplete marketplace assessment,” explained Mebrulin Francisco. In the case of multicultural consumers, it’s even more complicated to hit the mark: Since datasets are limited, firms “do not flag multicultural consumers accurately and do not provide a holistic view of the brand’s performance, blurring meaningful insights,” said Francisco.

Multicultural media consumption is concentrated on certain outlets that [aren’t always] included on measurement companies’ surveys and reports. Therefore, multicultural media consumption may seem to ‘disappear’.
David Queamante

Moreover, multicultural audience measurement is rarely accurate. Why is that? As David Queamante explains, “Multicultural media consumption is concentrated on certain outlets that may not always be large or prominent enough to be included on the measurement companies’ surveys and reports. Therefore, multicultural media consumption may seem to ‘disappear.'” Besides, as Queamante mentions, not all measurement companies offer surveys in Spanish. This oversight considerably reduces the representation of Spanish-dominant Hispanic audiences, for example.

 

Privacy Issues Complicate Measuring Even More

This new era has brought significant advantages. For example, we can measure whatever happens as long as it happens online. However, the fact that it’s now easier to use and collect data as also brought up important privacy issues. Nelson Pinero predicts: “With audiences paying a little bit more attention to how and which personal data is being shared, it will become a bit more difficult to reach a diverse audience.”

Nelson Pinero

However, this is already a reality. Media buyers and agencies are working together around the problem of accurate audience measurement. But “what follows now is all part of the balancing act between data and the years of experience that allow the media buyers to react dynamically to market conditions and to, ideally, optimize plans,” adds Pineiro. “Audiences will take more control of how they are reached, and agencies trying to find the right audience will need to cross-reference their deterministic/probabilistic data to enhance plan performance.”

What Happens Now?

The obvious prediction is that data science will become even more important in the digital world. “Measurement is the new black,” declares Mebrulin Francisco. “As we push towards a data-driven age in marketing, science, quantification, and data are going to continue to be a cornerstone of decision making. If I cannot measure the impact of my investment, understand my audience impression on a site, or reach potential, it will be very hard to make a case for using a partner.”

Start building out multicultural and cultural expertise in house to accurately represent these audiences in your data streams.

Moreover, the immediate future is inescapably multicultural. Marketers need to use art to harness the power of all this data in order to represent audiences accurately. Experts like Mebrulin Francisco believe a good way to start is with first-party data. “If you are in the audience measurement space my recommendation is to start building out multicultural and cultural expertise in house to accurately represent these audiences in your data streams.”

When asked for her views on the future, Dana Bonkowski shared the hope that “marketers invest to better understand the business-building power of multicultural audiences. More than 30% of all Americans fall in one or more ‘multicultural’ audience buckets. The question should be “How can you afford not to invest against better multicultural audience measurement?”

 

We caught up with Kia Motors America’s Eugene Santos, Senior Manager, Multicultural Marketing, about Kia’s new multicultural campaign, Driving Forces. Anything related to the Hispanic market comes to Santos’ desk first, so he knows a thing or two about how to market to Hispanic consumers. He told Portada New York 19’s audience all about Kia’s first time using influencer marketing to target Hispanics. 

Eugene Santos, Senior Manager of Multicultural Marketing at Kia, has spent years practicing how to market to Hispanic consumersThe last time we spoke to him, he gave us a preview of what he had in store for the brand’s next Hispanic-oriented campaign. All we knew at the moment was the goal, to reach the Hispanic segment through an emotional connection to the brand’s new slogan. Fast forward to a couple of months later, Kia has launched Driving Forces, a campaign that involves real Latino stories.

Eugene Santos discusses Kia’s Driving Forces campaign at Portada New York

“We launched a message during the super bowl: Give it everything,” Santos said to an audience of fellow brand marketers at Portada New York. “In the past, Kia has been successful with Superbowl commercials. But now that the message is out there, what do we do with it? What does it mean? Especially for Latinos.”

The problem facing automakers these days, according to Santos, is that vehicles are smarter and last longer, so consumers are holding to their cars for more time. “The need for an automobile has decreased,” Santos pointed out. But the campaign has already proved to be fruitful, as the 200-percent increase in traffic to the Kia Soul landing page shows. Santos shared this and other pieces of information in exclusive at Portada New York… metrics not even Kia’s management had seen!

 

Still Talking Up the Hispanic Market

For a Korean brand that is relatively new to the U.S., the new Driving Forces campaign is a huge deal. “As all multicultural marketing managers know, budget is an issue,” said Santos. “Since Hispanics account for 18% of the population, General Market assumes we should have 18% of the marketing budget, but it doesn’t work that way.”

In fact, a real problem that stood out throughout the Portada New York conferences was the need to convince management of the relevance of Hispanic consumers. “You’d think that in 2020 we wouldn’t need to fight to convince organizations about the Hispanic business opportunity,” commented Santos. “But we keep fighting the same fight. Therefore, make sure you can show metrics that the general market understands.

The good news is: insightful, culturally nuanced campaigns are an important step to increasing companies’ awareness…, and getting a few more ad dollars. “Telling a story allows us to continue to connect with our audience and keeps the brand on top of mind. This might look like a simple project, but it’s making our company reconsider how they think about multicultural,” shared Santos.

 

An Effective Campaign Will Take You Far

As Eugene Santos explained, a successful campaign can yield results that are very important for the long run: not only can it get you more budget with management, but it can also ease you into the next step of your strategy.

That’s why Santos likes storytelling; it can elevate your brand by telling relatable stories to consumers and then follow up on those stories. But many times complications arise from the start in multicultural marketing. Whether it’s the lack of multicultural representation in management, inaccurate audience measurement or a lack of creative assets, it’s still difficult to know how to market to Hispanic consumers, starting from the (still relevant) question of what language to use.

 

Problem: How to Market to Hispanic Consumers

“When people think ‘Hispanic’, they automatically assume they have to use Spanish,” told Santos. “It doesn’t have to be that way. So for the first time, we’re using English-language creative to reach Hispanics. Bilingual and bicultural creatives go a long way.”

But the problem persisted: how could they elevate the Kia brand in a meaningful way? There were many factors at play, like limited assets, recent leadership changes and a low budget. “For a long time people have assumed that Kia is a cheap Korean Brand, but for the last 5-6 years, Kia has been recognized with top quality distinctions with brands like Mercedes and Porsche,” pointed out Santos. “Kia has various brand messages, but the objective was to dilute it into one message that created top brand consideration.”

 

Answer: Brand Ambassadors Who Share the Consumers’ Stories

Influencers are a risk, and yet most marketers have experience with them. They all learn that the only effective influencer marketing is based on brand ambassadors that share a true affinity with the brand’s values. For that reason, Santos chose two unique influencers that could tell the Latino story, because it was theirs.

“How do we tell the underdog story, which is really the Kia story, and how do we tell the Latino story to them?” asked Santos rhetorically. “I want to talk about the professional who is trying to do something different and relate it to my key customer.”

Consequently, Kia worked with Andrea Londo, a self-proclaimed border child who commuted from Tijuana to San Diego every day to go to school. Now, she is living her dream of being an actress. “You probably don’t know her, but in 2-3 years you will,” assured Santos. On top of everything, Londo drives a Kia Optima, which made for a perfectly organic fit.

Click here to learn Andrea Londo’s story

Clara Pablo, the other influencer featured in the campaign, is the manager of Miami-based Latin Pop group CNCO and of Colombian singer Maluma. Music is one of Kia’s verticals, which allowed for an organic fit with Pablo. In addition, she’s a breast cancer survivor and awareness advocate, which adds “a humanistic element that allows us to send out a message not only about cars but beyond. Young Latinos want to connect with brands that stand for the same things they do.”

Watch Clara Pablo’s story here

 

Once You Have the Right Message, Put it In the Right Creative (and Get the Right Partner to Do It)

One of the first things to do if you wish to launch a successful campaign is choosing the right partner. Because of the various problems multicultural marketers have to face, an agency that can really carry your message is as important as the message itself. For the Driving Forces campaign, Kia partnered up with Verizon Media. “We knew they could programmatically expose our message to a wider audience that is bicultural. Also, their creative studio, RYOT, could help us with assets that allowed us to show our message in relation to the creative,” explained Santos.

Together, they came up with docu-style creatives and an array of branded formats to tell the story of Latinos and Latinas. Through the two “driving forces” the brand chose as ambassadors, they focused on upbringing, biculturalism, accomplishments and their will to tackle a challenge. “The main goal was for them to connect with us,” stressed Santos. “We wanted to hit them at different points of their journey to let them know that we’re here for them and we understand them.

 

Results (Spoiler: Cultural Marketing Works)

The results so far have been positive. The completion rates above the benchmark of both videos show that consumers are interested. Also, CTRs are the same in Spanish and English, so language doesn’t always matter as long as viewers really connect with the message. “If the emotional component is there, they’ll stick around and come back,” said Santos. Reach and engagement have also been good, which has given Santos the confidence to ask for more budget.

Ultimately, Santos concluded that it’s all about three key rules. First, define your strategy: be clear on what the content should speak to and ensure alignment to overall brand strategy. Second, listen to your gut. Pick a partner that can execute and deliver significant reach for your targeted audience. Finally, don’t forget to ask yourself this question: what’s my next move?

 

Featured image designed by welcomia / Freepik

thereforeNFL extends Facebook partnership until 2020. Here you’ll find a weekly summary of the most exciting news in multicultural sports marketing. If you’re trying to keep up, consider this your one-stop-shop.

partnershipNFL

The Oakland Raiders have named Twitch as the founding partner of their new Allegiant Stadium in Las Vegas. The deal, which starts in 2020, will see Twitch have a branded lounge in the lower level of the 65,000-seater stadium. The aim of the partnership is to make Las Vegas ‘the global hub for esports’.

The Philadelphia Eagles launched a redesigned mobile app. The platform includes a new content interface featuring live TV and radio streaming access from Eagles’ games for the first time. The app is available on iOS and Android devices.

The NFL extended its partnership with Facebook for two more years. Under the extension, the Facebook Watch video service will continue as a platform for three-minute game recaps of all regular-season contests. Similarly, video highlights will also be accessible from the NFL Draft, Pro Bowl, and scouting combine.

Subscribe to Portada’s weekly Sports Marketing Updates!

MLB

MLB signed a multiyear partnership with EquiLottery Games. The deal makes this the first North American pro league to tie in with lottery draw game. Looking to boost fan engagements, MLB has thrown out the first pitch on Baseball Bucks. “We are always aiming to work with partners who share our goal of providing innovative ways for fans to engage with live games,” said Kenny Gersh, MLB’s executive vice president for gaming and new business ventures.

UFC

UFC and Toyo Tires expanded their long-time partnership to launch a new annual end-of-year awards program that honors UFC’s top fighters, performances and moments. The winners of the ‘UFC Performance of the Year’ and ‘UFC Fight of the Year’ awards will be personally chosen by UFC President Dana White. Meanwhile winners in the ‘UFC Honors Fan Choice’ group will be determined through social and online voting.

Broadcast/Radio

Univision’s TUDN Radio network strengthened its affiliate base, signing 10 new deals. Therefore, with 38 stations TUDN Radio reaches more than 60% of all Hispanic adults in the U.S., thanks to its presence in top Latino markets including Los Angeles, New York, Miami, Houston, Dallas-Ft. Worth, Chicago, San Antonio, and Phoenix.

FuboTV is officially debuting its own free-to-view TV channel. Hence, the platform will expand its reach via third-party connected-TV platforms Xumo, which also powers LG Channels; Samsung TV Plus; and the Roku Channel. Therefore, Fubo Sports Network features a mix of original programming, licensed content from partners as well as some live college football and basketball games, soccer matches, horse racing, and cycling action.

What: Digo Hispanic Media and NGL Collective have announced an exclusive partnership. NGL’s Studio division will create custom content that will be anchored on Digo’s network of publishers and culturally relevant sites.
Why it matters: The combination of NGL Studio’s full-scale production services specialized in U.S. Hispanics and multicultural millennials and Digo’s culturally relevant premium publisher network, is tailor-made to deliver against the firms’ growing demand for content with distribution at scale.

Digo Hispanic Media and NGL Collective are companies with a lot in common. Both were born from the need to cater to the needs of U.S. Hispanics. While NGL Collective, co-founded by David Chitel and Ben Leff, focuses on media and entertainment for the “New Generation Latinos”, Digo was born from the need to address the specific subsegment of U.S. Hispanics whose roots are in Puerto Rico, Cuba or the Dominican Republic.

The leaders of these two companies have over half-a-century of experience in the field between them, and now they have officially joined forces. Augusto Romano, founder and CEO of Digo Hispanic Media, and NGL Collective’s co-founder and Chief Operating Officer, Ben Leff, will lead a strategic partnership of their firms. Together, they will leverage Digo’s audience and NGL’s production services in order to reach U.S. Hispanic audiences through the right channels and messages.

NGL’s Studio division will produce custom content, which will then be distributed and amplified via the NGL Media and NGL Social platforms, and anchored on Digo’s culturally relevant sites and social channels.

“We are super excited to have found the perfect match for Digo’s audience engagement and content strategy. With NGL, we will not only be able to continue offering our audience high-quality content, but we will also be able to offer very relevant, familiar and even nostalgic content to our U.S. Hispanic audience. Even though our audience lives in the U.S., they deeply connect to the different publisher sites in our network. There’s a strong need to know what’s going on in their countries of origin, and what’s impacting their friends and family back home. Our audience also loves to share stories of success of other Hispanic men and women just like them with their friends and family here in the U.S.,” said Romano.

The combination of NGL Studio’s full-scale production services specialized in U.S. Hispanics and multicultural millennials and Digo’s premium publisher network, is tailor-made to deliver against the firms’ growing demand for content with distribution at scale.

“It’s great to be partnering with Augusto and his team to extend NGL Studios’ best in class production capabilities to their clients looking to engage Digo’s audience with premium content,” said Leff.

“Digo’s unique publisher base, especially amongst Hispanic audiences from the Caribbean, represents a great complement to NGL’s existing massive video distribution platform,” adds Javier Chanfreau, President of NGL Publishing.

“This is perfect for brands that want to connect with a true premium U.S. Hispanic audience in a brand safe environment. Our Hispanic composition is the highest in the market at 93%. Brands will have access to sponsor these content series via our sales team and we will insert them in the storytelling to ensure their brand and products are showcased in a relevant and engaging manner,” said Aisha Burgos, SVP of Sales & Marketing for Digo Hispanic Media.

 

MLB teams could generate US$11 million from jersey patch deals. Here you’ll find a weekly summary of the most exciting news in multicultural sports marketing. If you’re trying to keep up, consider this your one-stop-shop.

jersey patch
Cleveland Indians pitcher Carlos Carrasco, via Wikipedia.

MLB

According to Nielsen, MLB teams could make more money from jersey patch deals than NBA franchises. If the league allows them to start selling the sponsorship inventory, an MLB sleeve sponsor would appear on camera almost three times as often. As a result, Nielsen estimates that these jersey deals could generate US$11 million in brand value per team each season.

MLB and the Chinese Baseball Association signed an agreement to help relaunch the China National Baseball League (CNBL). China’s top domestic baseball competition has been going through a challenging time since its inception in 2002. In 2012 and 2017 the league was suspended due to a lack of funding and exposure.

NFL

Former Jacksonville Jaguars and Oakland Raiders head coach, Jack Del Rio, will join ESPN as an NFL analyst. He will appear on NFL Live, SportsCenter, ESPN Radio and more throughout the year. “I’m really looking forward to the upcoming football season and my new role with ESPN!” said Del Rio.

Oakley became an official on-field partner and licensee of the NFL. The four-year partnership is the biggest sports deal in the brand’s history. Apart from becoming the official shields and eyewear Powered by Prizm Lens Technology, Oakley will provide Officially Licensed NFL Eyewear available for fans.

Subscribe to Portada’s weekly Sports Marketing Updates!

eSports

League of Legends reached the highest viewership in professional gaming, according to Newzoo. 23% of people who watch esports online prefer League of Legends. In comparison, Counter-Strike: Global Offensive (20 percent) and Overwatch (16 percent) have the next highest viewership of all esports titles.

NBA

The Boston Celtics could be ending their jersey patch sponsorship deal with General Electric (GE) a year early. Although, the NBA team signed signing a three-year deal worth US$7 million a season.

Tennis

Naomi Osaka is the world’s most marketable athlete for 2019, according to a SportsPro ranking. The Japanese tennis sensation is the second woman to top SportsPro’s annual list of the world’s 50 most marketable athletes. Osaka replaces Manchester United midfielder Paul Pogba at the top of the list, who now holds place 11.

What: For years, large chains have targeted Hispanics by adding a special aisle with select items from their home countries. These days, this approach can be a bit outdated. Here are some Hispanic grocery shopping insights, as diversity and globalization demand a more integrated approach.
Why it matters: Marketers are well aware that Hispanics are a huge consuming force that will only grow in time. It’s important to come up with ways to really cater to the community’s needs.

 

The Hispanic Cooking Rites

Us Latinos love our food. We love preparing it, we love planning it, we love buying fresh ingredients. Cooking and sharing is the ultimate family-bonding experience. Homemade meals are the first thing we miss when we’re away. We make them anywhere to feel at home. All these cultural traits not only make us great cooks, but also great produce and grocery shoppers. According to The State of the Plate, a 2015 Study on America’s Consumption of Fruits & Vegetables published by the Produce for Better Health Foundation, Hispanic grocery shoppers rank highest in produce consumption amongst 3 other ethnic groups (White/Non-Hispanics, Asians, and Black/Non-Hispanics).

There’s something all food marketers in the U.S. need to understand in order to cater to their Hispanic customers: From the moment the menu for a Hispanic table is conceived, every step of its preparation matters. Supermarkets appealing to the target can assert everything they must do to satisfy an ever-growing consumer base by being aware of the particularly ritualistic nature of Hispanic kitchens. Latinos love hand picking their food, buying enough ingredients to last for several meals, and trying out new ingredients on a permanent effort to enrich and expand their gastronomic experiences. But there’s one problem. Even though marketers are well aware that Hispanics are a consuming force, some have chosen to label and separate Hispanic (and generally ethnic) foods and products. This segregation rings counterintuitive and obsolete.

Finding the Balance Between Diversity and Globalization

Hispanics are widely diverse as a group. Every single Hispanic country has different ancestral dishes that require specific ingredients for their preparation. In addition, Millennials have been exposed to the culinary options of a globalized economy. This surely has an affect on traditional menus, even if Latino families have a specific and deep-rooted meal preparation routine.

Nearly six in ten Hispanics are Millennials or younger, according to Pew Research Center’s 2014 report, The Nations Latino Population is Defined by its Youth. 40% of American Millennials are multicultural, and more than half of this group are Latinos. As a global society would have it, we want to be able to make corn flour tortillas, but we want them filled with swiss cheese. According to The Why? Behind the Buy, a study conducted by Acosta Marketing and Univision in 2015, 57% of Hispanic Millennial Shoppers ages 25-34 say they often try new flavors/products.

 For years, the larger chains have catered to the Hispanic consumer (primarily) by adding an ‘Hispanic’ or ‘International’ aisle and placing select merchandise from Latin America. […] It is unclear if this format is successful.

Nothing more American than… Pizza?

As we have said before in other articles, foods that used to be foreign at some point, like pizza, sushi, and tacos, are such a big part of a global food culture that no one hardly ever questions their place in American households. These days, being able to find a wide variety of products from around the world is expected. In some cases it’s a given, because we live in a connected world in which boundaries are more blurry each day. As Rishad Tobaccowala, Chief Growth Officer at Publicis Groupe, said to Portada in a recent interview, “An idea that is not aligned with the unstoppable trends of diversity and globalization is doomed from the start.”

How to Include a Niche

For a minority seeking inclusion, all manifestations of inclusion are welcome. Supermarkets could start by dropping the label “Hispanic groceries” to call them just groceries. Yet, many supermarkets have tried to cater to the Hispanic audience by adding “exclusive” sections with the products Latino audiences may find at home. “For years, the larger chains have catered to the Hispanic consumer (primarily) by adding an ‘Hispanic’ or ‘International’ aisle and placing select merchandise from Latin America […] Some of the largest, such as HEB in Texas, developed their Mi Tienda (My Store) format which is located in a high dense Hispanic neighborhood. A larger store than a neighborhood store. It is unclear if this format is successful” says Randy Stockdale, director of Solex Marketing Solutions.

Problem is, inclusive as this effort may appear at first glance, Latinos already comprise 17% of the total American population. Inserting a Hispanic section surrounded by aisles of  “non-Hispanic” products might end up falling short for this ever-growing segment. “I don’t subscribe to a Hispanic aisle”, says Stockdale. “I would rather see the stores, particularly the larger chains, place like-items together and provide a greater convenience. Have you ever found Goya Olives in the general Olives section? Likely not.” Think of it this way: limiting their space is also limiting their consumption to one tiny section of an entire store.

Frozen Hispanic

In July 2017, a tweet got viral because one man saw the mockery potential of a supermarket freezer labeled “Frozen Hispanic.” He decided to pose as just that… a frozen Hispanic. The tweet got 152,278 retweets of people that didn’t see the need to separate frozen tamales from frozen chicken wings. Supermarkets would greatly profit from including Hispanic products without differentiation. It’s been proven that Hispanic consumers are generally willing to try new, different things.

An Emotional Connection

Brands like Jarritos spark the joy of feeling represented and identified while being abroad. Many people immediately purchase products that make them feel homesick when they’re abroad. This speaks of the great importance of having a supermarket experience that appeals not only to your needs, but to your emotions, comfort zone, and memories of home.

And just like it would at home the store needs to feel just like any other supermarket with staple sections. In Canadian supermarkets, for example, diversity is tangible all around. A variety of multicultural shoppers experience all kinds of international foods available to everyone. Anyone can add tzatziki, udon noodles, and jasmine-infused rice pudding to their shopping basket.

Just as the world’s boundaries are thinner, the gaps between demographic segments are narrower. We want to connect to our heritage, but we don’t want to feel isolated by it. We all want to feel human. So, if including a separate Hispanic grocery section on the supermarket is no longer a viable option, what is? How to attract Hispanics and make them feel welcome and included while strongly driving purchase intention? The answer lies in the power of emotions.

What Should Supermarkets Do, Then?

 In short? “Enhance their joy of shopping”, conclude Acosta and Univision on The Why? Behind the Buy. Perhaps general retailers could learn a thing or two from Hispanic grocery concept supermarkets like Northgate González Markets. The chain not only features an in-store tortillería, carnicería, and cocina, but that also offers children cooking classes and a gift certificate upon completing six lessons.

Or Fiesta Mart in Texas, offering a variety of fresh, organic, locally sourced produce with a side of social community programs to educate children and help feed the hungry. “I would not say [larger chains] are not doing a good job,” says Randy Stockdale. “They are trying at least. But, I would state that the larger chains should provide a friendlier-Hispanic atmosphere and improved merchandise. I am a strong proponent of bilingual in-store signage where the store is high-Hispanic density”. Therefore, the wisest move is to be inclusive and open-minded in both directions.

Both Fiesta Mart and Northgate Gonzalez are on the other side of the spectrum. Just as there are Hispanic aisles, there are entire stores that focus on the Hispanic community. But this doesn’t mean the general market should not come. There’s no reason to separate minorities, communities are not separate anymore. Everyone is welcome because everyone is from everywhere. No man is an aisle.

 

What: We talked to multicultural marketing experts, Rent-A-Center’s Maria Albrecht, NFL’s Marissa Fernandez, Group M’s LaToya Christian, and Intuit’s John Sandoval about key brand attributes for successful multicultural marketing.
Why it matters: As ethnic minorities become majorities in the U.S., companies will need to do multicultural marketing if they wish to survive.

When is the right time to do multicultural marketing? Who are the right brands to do it? Which are the right attributes for success? Portada talked to a group of multicultural marketing experts. Unsurprisingly, all their answers point unequivocally in the same direction. If you have a business and wish to be relevant, you have to do multicultural marketing. Take note of the following pieces of advice and be ready for the future.

1. Being Inclusive Isn’t Optional Anymore

Multicultural Marketing Experts
Group M’s LaToya Christian

“Diversity” and “inclusion” are two of today’s buzzwords, but they deserve every tiny part of the buzz. “At this stage of the game just understanding the U.S. landscape, demographics, and the way culture is being adapted is what all brands should be striving for,” says LaToya Christian, Associate Director of Marketing Analytics, Multicultural at Group M. “Work to be culturally inclusive and relevant across the board regardless of what segment you’re referring to.”

 

Multicultural marketing is no longer an afterthought or checked box; it has become a key strategy for business growth.
Multicultural Marketing Experts
NFL’s Marissa Fernandez

There’s no reason why any brand shouldn’t start thinking about doing multicultural marketing. In fact, they’d already be starting late. “Looking at the US population current data, as well as the projections, I’d be hard-pressed to believe there are many businesses that wouldn’t benefit from multicultural marketing,” observed Marissa Fernandez, Director, Marketing Strategy and Fan Development at the NFL. Multicultural consumers are already a significant part of the population, and their presence will continue to grow. Ignoring this would be a missed opportunity for any brand.

Multicultural Marketing Experts
Intuit’s John Sandoval

“Multicultural marketing is no longer an afterthought or checked box; it has become a key strategy for business growth,” explained along these lines John Sandoval, Senior Brand and Latino Marketing Manager at Intuit. “It’s time for brands to acknowledge this diversity as well. As long as you have customers purchasing your products, you should be considering multicultural marketing.”

 

 

2. The First Step is Pure Demographics

Even before thinking about brand attributes, you need to seriously consider whom you’re addressing. Deciding to do multicultural marketing is obviously not enough. The first steps are looking closely at your target, and also at your own positioning. “‘Multicultural consumers’ is a very heterogeneous group,” asserts NFL’s Marissa Fernandez. “Strive to narrow the target based on potential right to win and size of business opportunity.” There’s no way to reach all multicultural consumers at once just as it happens with non-multicultural consumers. Hence the importance of specific targeting.

If you’re not speaking to them, you’re not connecting with them. From a pure demographics perspective that raises a flag for me.
In 2015, Target spoke to multicultural consumers with its #SinTraduccion campaign. Sobremesa is an impossible-to-translate Spanish word referring to time spent at the table after a meal.

Moreover, as Group M’s Latoya Christian explains, looking at pure demographics gives you an idea of who you should try to reach. “If you’re a regional brand, like a brand we had from Georgia,” she tells us, “one of the first things that I think of is ‘What’s going on with your African-American consumers?‘ By pure demographics that is who is in that area. If you’re not speaking to them, you’re not connecting with them. From a pure demographics perspective that raises a flag for me.”

Also by Portada: Multicultural Marketing: How to Use Seamlessly in Total Marketing Campaigns

 

3. The Key to the Treasure: Be True to Yourself

Fenty Beauty is one of LaToya Christian’s favorite brands. It embodies the idea of inclusion by offering 40 shades of makeup, a feat that no brand had done ever before.

There is no magical recipe for successful multicultural marketing, except perhaps being true to your values and asking yourself the right questions. “You shouldn’t necessarily alter your brand essence or who you are as a brand to force a fit or to appeal to one specific audience,” noted LaToya Christian. “It should be less about the brand changing itself and more about how it’s positioning itself based on what consumers needs are.”

Multicultural marketing experts must ask brands a few questions to ensure they remain relevant. For example, according to John Sandoval, we need to ask “Is your brand connecting to this audience on an emotional level? Are you listening to them? Are you engaging in two-way conversations with them through social media? Do you have cultural consultants who can help ensure the messages are relevant? Where and how is your product being consumed? Does this differ from general market, or even within the various regions of the country?”

 

4. Don’t forget Universal Appeal and Relevance!

Multicultural Marketing Experts
Rent-A-Center’s Maria Albrecht

Having said that, it is possible to observe that brands who are successful in multicultural environments have a few important characteristics; the most important one, though ironically, is relevance independently from segment. In the words of Maria Albrecht, Hispanics Markets Lead Marketer at Rent-A-Center, “A brand’s attributes must have universal appeal and must also leverage the points of convergence and divergence that exists in the market, especially as they relate to customers’ needs, wants, aspirations, and expectations.”

Just as when addressing any audiences, brands targeting multicultural consumers must be sure to be relevant. As John Sandoval would ask, “Could a multicultural audience say ‘This is a brand for me’?”. He says brands also need to be functional and beneficial. In his words, ask yourself these questions: “Is this product something that consumers can use regardless of culture? How will my brand help improve the consumer’s life?” Among the tools Sandoval recommends to be more relevant, brands can try for bilingual/biculturally appealing information, credible brand ambassadors, and distribution in key markets.

5. According to Multicultural Marketing Experts, Here’s What You Shouldn’t Do

Mistakes are easy to make, and more often than not these stem from misconceptions or from going off a tangent. These are the 5 mistakes our interviewees identified as the most common, together with their advice to avoid them:

  • Misconceptions of the various segments:

“Sometimes a lot of what we see is misconceptions or biases about the various segments,” points out LaToya Christian. “I know in the Hispanic segment marketers sometimes get very lazy and they automatically go to language. So it’s like ‘Oh, if I just do it in Spanish, cool, I’m done.’ You really need to take some time to understand who the consumer group is, how to utilize brands within your category, how to speak to them, what are their nuances beyond just a language perspective”.

  • Looking at your product through your own biases:

As explained by Christian, “One of the things that unfortunately as marketers we sometimes do is we put ourselves into the minds of the consumers, which is not accurate because we’re not always the consumer of certain brand or product.” Then, marketers need to push their own looking glass aside and really take the time “to understand how consumers are behaving, what they say about their brand, and really taking it from that perspective,” she says.

 

 

Multicultural marketing experts must understand their field is an art and a science. Even with all the data in the world at your disposal, you can check off the “Science” box, but there’s still the “Art” side of the equation.
  • Waiting too long to act:

“I think sometimes companies overanalyze the opportunity and fail to see there is financial risk in inaction,” asserts Marissa Fernandez. “I encourage brands to test, start small, minimize the risk, measure, learn, do research, and grow multicultural efforts, even if it’s slowly over time.  The business opportunity is probably too big to pass up.”

  • Not using enough data:

“Any info needed to develop and execute a winning strategy must be triangulated by at least three sources such as the company’s performance results, internal and external surveys, customer focus groups, qualitative or quantitative research, targeting tools, store/location visits, customer polls, social media feedback, or competition’s moves,” recommends Maria Albrecht. “Relying on one or two sources will only lead to an incomplete view of the market’s landscape. Also, we’d be missing opportunities for the company.”

  • Relying too much on data:

“Multicultural marketing should not be about building data in order to start. Instead, it should be about leveraging existing data to launch a program and using those real-life examples and results to tailor and improve communication with this audience,” says John Sandoval. “Multicultural marketing experts must understand their field is an art and a science. Even with all the data in the world at your disposal, you can check off the “Science” box, but there’s still the “Art” side of the equation.”

In conclusion, keeping an eye on the future is important, but the future is already here. As Marissa Fernandez points out, “we know the future of our country IS diverse, IS multicultural.  I’m a believer that in our lifetime, multicultural marketing won’t be called that anymore— it will just be MARKETING.”

Digo Hispanic Media has opened an office in midtown New York to service its growing base of New York area based agency and brand direct clients. Digital Sales & Programmatic Specialist Stefan Garcia will be working out of the NYC office, which is led by Augusto Romano, CEO and Aisha Burgos, SVP.

Digo Hispanic Media has opened an office in midtown New York to service its growing base of New York area-based agency and brand direct clients.

Digo Hispanic MediaDigital Sales & Programmatic Specialist Stefan Garcia will be working out of the NYC office, which is led by Augusto Romano, CEO and Aisha Burgos, SVP of Digo Hispanic Media. Digo Hispanic Media was born when two of the largest media companies in the Caribbean, GFR Media from Puerto Rico and Grupo Corripio from the Dominican Republic. Digo exclusively represents premium publisher brand-safe websites, of which it owns and operates the majority.

According to the Comscore June 2019 report, Digo has the largest percentage of Hispanics (93%) as part of their audience compared to its competitors. Digo’s websites also exceed their competitors when comparing their audience engagement with an average of 4.7 minutes per visit, providing advertisers a more premium, pure and engaged U.S. Hispanic audience to connect with.

 

What: Members of Portada’s Agency Star Committee discuss how multicultural marketing can make “total market” campaigns more effective. In spite of the increasing awareness of the opportunities offered by multicultural marketing, brands could understand better how it connects to more universal audiences.
Why it matters: José Bello (Total Market, Senior Director, Hearts & Science), Dana Bonkowski (SVP, Multicultural Lead, Starcom), Darcy Bowe (SVP, Media Director, Starcom USA), Cynthia Dickson, David Queamante (SVP, Client Business Partner, UM Worldwide), and Jessica Román (VP, Media Director, Publicis Media) are agency executives with decades of experience in marketing and advertising. Their insights shed valuable light on how to approach multicultural marketing in complicated times as these.

multicultural marketing embraces diversity
Image by Rawpixel.com

Multicultural Marketing: A Growing Audience

As diversity keeps increasing, brands realize that establishing real connections with multicultural consumers is no longer an option, but a must. The numbers are clear: in the U.S., minority buying power is growing more quickly than the white consumer market. By 2060, the white population in America will constitute 44% of the total population, while 29% will be Hispanics, according to the U.S. Census Bureau.

Thus, businesses are more aware than before of the importance of tapping into this segment. Although they have more access to data and tools than ever, they still need much more information about best marketing practices for multicultural audiences.

Luckily for brands, agencies can help them understand what to do and avoid to leverage this opportunity. Therefore, Portada invited members of the Agency Star Committee to talk about how multicultural insights can make general market campaigns more effective. Around the table were José Bello (Total Market, Senior Director,Hearts & Science), Dana Bonkowski (SVP, Multicultural Lead, Starcom), Darcy Bowe (SVP, Media Director, Starcom USA), Cynthia Dickson, David Queamante (SVP, Client Business Partner, UM Worldwide), and Jessica Román (VP, Media Director, Publicis Media).

 

For an opportunity to attend thought-provoking sessions and discuss multicultural marketing with these and many more top-notch executives, join us at Portada New York 2019, on September 12 at the Hotel Westin, Times Square. To register, click here.

 

1. How to Start Doing Multicultural Marketing?

First, you have to integrate multicultural marketing into your business. Don’t ask whether there’s an opportunity there, understand what that opportunity is. Starcom’s Dana Bonkowski says: “The business-building power of multicultural America is the strongest it’s ever been. But right now it’s also the hardest time, even with the technologies and tools available. How can we keep our consumers’ attention? How can we keep up with new platforms and devices? And, most importantly, how can we establish an emotional connection with a population that’s more diverse each day?”

multicultural marketing expert Dana Bonkowski
Starcom’s Dana Bonkowski

According to Dana Bonkowski, multicultural should be included from the very first brief. “If the client doesn’t talk about it, make them. Always keep in mind that “multicultural is a group of people. It’s not a tactic or a box; it’s a group of individuals that could possibly solve whatever business challenge you might be faced with.” This is precisely what needs to be done as agencies face the task of making clients understand this chance to grow.

Education (and Introspection)

Multicultural Marketing expert Jessica Roman
Publicis Media’s Jessica Román

“Given the evolving landscape, we may need to take a step back and help clients identify the business opportunity that the multicultural segment represents for them,” explains Publicis Media’s Jessica Román. “For some clients, it means a re-education of this segment. And a reminder of the amazing buying power that it represents, among other things”.

Cynthia Dickson

For Cynthia Dickson, this “re-education” is about remembering when agencies were expected to do everything and the industry wasn’t so specialized in niches. “Something that we did at a full-service agency was focus groups. We really took the time to understand the consumer base,” says Dickinson. “If you don’t take the time nowadays, you don’t really understand what is driving your business“. Furthermore, she suggests heavy introspection work: look into yourself before you look into multicultural marketing. “Start first with your product and your company. Really do the research there. Start at the basics, that’s really going to help your partners understand your business and drive it forward.” 

2. Finding a Strategy Through Data

Hearts & Science’s José Bello

As Hearts & Science’s José Bello explains, some clients still want to test if multicultural would help their brand grow. “That’s not what we should be testing, we already know for sure. All the numbers show that most businesses will grow and be impacted,” he states. However, it’s not that easy to make brands understand where the testing efforts need to go. “We should be testing for the best tactics and the best creatives for specific targets“.

We’re pretty lucky to have quite a bit of data. Then we actually crunch it and tell the story, which is the biggest challenge.

UM’s David Queamante

The next step is crunching the data, but the question is how much data is enough to start. As the wheels of retail move more quickly, getting data is not nearly as difficult as what happens next. “Processing and boiling quite a bit of data down to useful insights can actually be the biggest challenge,” according to UM Worldwide’s David Queamante. “Sometimes you have to start with tactic tests and then refine your strategy as more data comes in”. 

But oftentimes, explains multicultural marketing expert Starcom USA’s Darcy Bowe, you just have to start talking to that audience. “We may not have time to do qualitative research to get deep insights,” she says. “But just by using quantitative research we can tell businesses, ‘Hey, you’re not even talking to some people’”.

3. Multicultural Marketing or Total Market: Segmentation vs. Inclusion

To what extent should brands segment their target? Is there a balance between “total market” and multicultural initiatives? In 2014, AHAA defined the concept of total market as: “A marketing approach which integrates segments to enhance value and growth effectiveness.” Using a universal dominant strategy might’ve been a good idea a few years ago but it simply does not work anymore.

Image by Jcomp

For José Bello, not segmenting is one of worst things that have happened to marketing in the last few years: “I think we all understand the total market philosophy. Unfortunately, it got lost in translation among non-multicultural agency teams and clients, and it hurt us all. Things would be more clear if we went back to multicultural; back to U.S. Hispanics, African-American, etc, instead of the total market bucket,” he reflects.

But perhaps it’s not that the “total market” concept doesn’t work, it’s that we pushed it too far. As Jessica Román asserts, “I don’t believe the ‘total market’ concept will go away. However, the pendulum may have swung too far, and we need to bring it back in order to find that balance. There are times when you have to pause, analyze, and tweak what’s before you. In some cases, you even may have to take a step back, before you can move forward with a truly successful total market approach.”

Trust Your Agency

Segmentation might sound complicated for clients, but agencies know it’s just a matter of understanding your position and addressing consumers as humans. To highlight their nuances, not to segregate their differences. However, agencies are often required to offer more “blatant” displays of divisive targeting, or to generalize campaigns so that one fits all. This puts a strain on the efforts to address specific audiences without singling them out. “Sometimes it’s easy [for clients] to find mistakes that are not grave enough just to make agencies feel they’re not doing a good job,” commented Dana Bonkowski. “But we have tons of research are at our disposal for clients to see. So the sooner we can use data to find the right segmentation strategy and set them off for success, the better.

 If you’re going to focus on the white half of the population, you’re going to miss the mark, period. If you’re not incorporating a multicultural media mix, you’re trying to move the needle but you’re only pushing on half of the audience.

So, trust that your agency knows how much segmentation you actually have to do. As Cynthia Dixon says, “If you don’t understand the basic platform of your product and the marketing position of your brand, it’s really hard for your partners to help you succeed. That’s really what’s gonna help us put your dollar in front of the person that’s gonna purchase your product.”

4. Collaboration Breeds Creativity

Multicultural marketing requires multiple creativity. We should be testing the best creatives, but what’s the best way to produce good creative, to begin with? The answer is a multicultural environment in every brief and every meeting. “Not having multicultural voices and eyes at the table is a miss,” asserts José Bello. “That’s what all clients need to do: never start a meeting without your multicultural eyes present. It’s the client’s prerogative to ask, ‘Where is the multicultural team? Where is my multicultural media person and my multicultural creative person?’ If there isn’t one, don’t start the meeting. Wait for them or postpone until they can be there, because that meeting would yield incomplete results.

Starcom USA’s Darcy Bowe

Once you have a skilled and diverse team, use it to really create a connection with your identified target. “We should be talking to audiences individually because they value our brand and we need to communicate which values the brand can offer them,” says Darcy Bowe. “If we don’t expand our creative capabilities and have more than one message to talk to more than one audience, we’re just trying to shove our message down everyone’s throats because we identify them as a potential customer, but we’re not really talking to them.”

The more individuals we can get comfortable talking about multicultural, the better chance we have to succeed. 

Working Together Towards Inclusion

Ultimately, a team must always be willing to cooperate to reach a common goal. “This collaborative process of wanting to move this marketplace forward should always be at the forefront,” declared Jessica Román. “It shouldn’t be ‘us against them’, we should all be ready to embark on this process together.”

multicultural marketing campaign "toma leche"
Agency Star Committee Members granted Gallegos United the 2018 Portada Award to the Top Multicultural Campaign Driven by Multicultural Insights. By using a strong Hispanic insight, their Toma Leche/El Chavo campaign in California generated total market success.

In short, multicultural insights are essential for success. “The buyer out there is multicultural, there’s no way around it,” declares David Queamante. “If you’re going to focus on the non-ethnic half of the population, you’re going to miss the mark, period. If you’re not incorporating a multicultural media mix, you’re trying to move the needle but you’re only pushing on half of the audience.” 

The main takeaway from the panel are these three concepts: self-evaluation, inclusion, and collaboration. Willingness to go back a few steps in order to go forward. A commitment to creating real connections with real people, the groups of individuals that constitute our market and our society. “This isn’t a secret,” shared Dana Bonkowski. “The one thing we have in common is that we’re nimble. We’re here to serve our clients. There are different paths to success. The key thing is that the more individuals are comfortable talking about multicultural, the better chance we have to succeed.”

Mark Sanchez joins ESPN for the college football season. Here you’ll find a weekly summary of the most exciting news in multicultural sports marketing. If you’re trying to keep up, consider this your one-stop-shop.

NFL

Former Southern California quarterback Mark Sanchez joins ESPN in a multi-year deal in an analyst role as an analyst. Sanchez will be in the studio each college football Saturday for ABC. The former player will also contribute to other ESPN shows, including College Football Live and Get Up! during the season.

NFLTony Gonzalez is joining the FOX NFL Thursday pregame show for the upcoming season. Debuting on Sept. 26, the collaboration will start with the revamped TNF pregame show. Michael Strahan, Terry Bradshaw, and Howie Long will be joining Gonzalez.

NBA

NBA team the Golden State Warriors signed a ten-year, omnichannel retail partnership with Fanatics. The global sports merchandiser company will become the exclusive online and on-site operator of all ‘Warriors Shop’ outlets throughout the San Francisco Bay Area. This includes the Warriors’ flagship store based at the recently developed Thrive City shopping complex, located near the Chase Center.

Subscribe to Portada’s weekly Sports Marketing Updates!

Wrestling

IMPACT Wrestling renewed and expanded its partnership with Twitch. This includes the weekly premiere of the flagship two-hour show IMPACT! and more exclusive content. In exchange, IMPACT Wrestling will facilitate co-streaming of the weekly flagship show and will be announcing details of a contest featuring co-streamers in the near future.

What: We talked to Solange Curutchet, General Manager at Pulpo, about her career in content and media, the importance of content monetization, and her predictions for the future.
Why it matters: Content is becoming more and more important each day. As Curutchet explains, there should be an integrated understanding of how marketing, sales, and content are intertwined in digital in order to have an effective monetization strategy.

 

Solange Curutchet Discusses Content Monetization
Pulpo’s General Manager Solange Curutchet

Solange Curutchet forged her career learning about content monetization when digital was just starting to acquire the relevance it has today. Before becoming Pulpo’s General Manager, she cleared/ a rough path to realize how profoundly intertwined web content is with sales and marketing. Simply put, everything is connected in digital. If you see an ad somewhere, you can be sure there’s a whole machinery of reasons why it’s there.

We sat down with Curutchet to discuss the evolution of content, reaching multicultural audiences, and effective content monetization.

 

 

From Traditional to Digital Media

Content marketing isn’t only about selling ads. In 1999, when she joined Univision Interactive Media, Curutchet learned that all the bricks of the house need to be well-structured. “In these early publisher-advertiser days, we really started from zero,” shared Curutchet. “Nobody knew what creating content for digital entailed. We learned together. There wasn’t a playbook that neatly laid out these rules.” It was a process, but she learned that she needed to package content according to each advertiser’s needs without “compromising its integrity“.

“We had to offer content in a way that the advertisers could showcase their brands while not diluting an online presence”, says Curutchet. The trick was finding suitable matches for both parties, not forcing either to fit with the other. Content and ads needed to be symbiotic. “In traditional media, you had a page marked with an X where the ad would go and that’s it. Now in digital, you really need to evaluate the brand and what it’s communicating to see where it fits,” she explained. “These principles of co-existing content and advertisements are still valid today.”

The trick is finding suitable matches for both parties, not forcing either to fit with the other.

 

The Need to Understand Content Monetization

Solange says one of the most frequent mistakes when launching content verticals isputting someone in charge that has deep subject matter expertise in a particular content theme but lacks a holistic knowledge of how content + ads need to co-exist.” “If we’re going to launch content property”, pointed out Curutchet, “then you assign someone that comes from content a hundred percent, right? So what happens is that you have a significant gap between producing content and how to monetize that property. We see this happening all the time. There’s great intention to produce valuable content but there’s no clear vision on content monetization.”

 

Social Media Ties Everything Together

Social media plays an important role in closing the loop on this strategy. Today, social media plays an important role in creating the emotional connection of your brand to content, to your advertisement. It’s not either or, it’s both. Social media is a much needed emotional value component that ties everything together.

Another tricky aspect, she said, is that people tend to believe that only articles can be called “content”. In fact, digital platforms allow consumers to access and share much more than just articles. “In digital, you can participate in what you’re reading and really give your opinion.” You can weave many elements into a site to engage with the user at higher levels and increase your sponsorship opportunities. “Finance and health sites do this very well,” illustrated Solange. “They use consumers’ input to drive useful wizards, calculators and other interactive features.”

 

 

 

Pulpo: the Rebirth of a Company

Taking from these learnings and from the concept of real engagement as the true motor of marketing, Pulpo has gone through a full rebranding. The goal is to create “its own environment of verticals for advertisers to talk to our audience and share their brand”, according to Curutchet. “The idea is to create products around them. A vertical where you sell customizable inventory, influencers interacting with audiences and advertisers, and a big data strategy around it. A lot of newsletters, personalization, and sharing products from our advertisers”, to mention just a few.

Hispanic culture goes way beyond speaking Spanish or not, it’s in their veins.

 

Focus on a Cultural Dimension, Reach Their Hearts

As these strategies fall into place, what are the most important cultural nuances Pulpo will tackle with this firm set of structures? One of Pulpo’s most important findings is that it’s all about talking to consumers in their language, and that doesn’t necessarily mean Spanish. “With U.S. Hispanics it’s more a cultural thing than a question of language. [Hispanic culture] goes way beyond speaking Spanish or not, it’s in their veins. […] The priority used to be having Spanish-language sites, which is still our main focus, but not only Spanish generates engagement with U.S. Hispanics”, says Curutchet.

So, all content must be focused on reaching them at a personal, more intimate cultural dimension. And in order to create intimate content, it’s necessary to delve deep into the customer’s heart. For Pulpo, the ideal partner is the one who fosters reciprocal participation with the audiences. “It’s not the one that has the best name for Latam, it’s the one that has the best engagement for our U.S. Hispanics reach, regardless of whether it’s a small company or group”, says Curutchet. “Content will become more and more important to reach audiences. […] Getting to the audiences with the right environment, the right content and the right language is key today”.

 

How to Face the Future?

So, what should brands do, and where is the future taking us? How will the reborn Pulpo address the new ways in which audiences engage and consume? For Solange, the market is getting better at understanding all these new behaviors, but brands really need to engage with their audience in a deep, meaningful way. “Content will become more and more important to reach audiences,” she declared.

Pulpo’s strategy is not only about making informed decisions based on hard data pointing to the direction of the market. The company listens to the clues consumers have to offer and pay attention to their needs and desires. “When you touch their soul they react differently”, says Curutchet. “Reaching them is not the problem, the challenge is how you get to them. Engage them in a way that you end up touching their hearts.”

 

Time to Discuss Diversity

According to ANA Educational Foundation’s research, the marketing industry’s efforts to recruit a more diverse workforce are still not enough, as the overwhelming majority of the talent is still predominantly white. The report explores, among other factors, the documented benefits of recruiting and retaining diverse talent. Among others:  higher performance standards, better team dynamics, more organizational agility, and, better business results overall.

And it’s the same when we think about the percentage of women in leadership positions. “We tend to focus on CEO positions and are alarmed about the fact that there are only 24 Women CEO’s within 2018 Fortunes top 500 companies,” said Mebrulin Francisco, Managing Partner, Director Marketing Analytics, Multicultural at GroupM, in an article that looks more closely at this issue. “But we also need to look a couple of steps lower in the corporate ladder and address the fact that women’s progress is stalling at lower levels of a company’s pipeline.” For any woman looking to break with conventions, the numbers on equality dabble on the realm of disturbing. Not just for high-management levels but onset from the very first step of the ladder as well. And the numbers get worse when we look at the presence of Hispanic or African-American women in the talent pool.

Start from little, build your personality, and don’t be afraid to speak your mind.

 

Speak Your Mind, No Matter Who You Are

Solange knows first hand what it’s like to speak your mind “in a room with 20 people that are mainly men.” She said she was probably not the best example, as she has never been afraid of saying what she thinks. But not every girl knows that they have the right to do so. That’s why she has taught her two daughters to fight for what they believe. “One of the things is to start from a young age, build your personality and don’t be afraid to speak your mind,” she suggested. “Always do it with respect, but whatever you need to say, just say it, don’t be afraid to express it.”

Just as she encourages her daughters to speak their minds, Solange firmly believes that knowledge is more important than from whom it comes from. And this is the philosophy that she brings to work every day. If you have an opinion and you have a way of doing things better, it’s welcome. “Everyone here can share his or her ideas,” she told Portada. “Titles are not important, really. I can have people that have worked here for six years and people that started two days ago in the same meeting and we all discuss how to improve things.” In fact, she concluded, “the moment they start being afraid of expressing their opinion, that’s when we stop growing.”

 

What: Eugene Santos, Senior Manager, Advertising & Marketing, Multicultural at Kia Motors gave Portada his 4 key insights on automotive brand marketing and how to win Hispanics’ hearts.
Why it matters: It’s no secret that Hispanics love a good car. The auto industry in the U.S. is growing, just as well as the multicultural population in the U.S. According to a Statista timeline, digital advertising spending of the U.S. automotive industry is expected to reach US $15.5 billion this year.

 

Automotive brand marketing is just like marketing in any other industry. In order to get it right, marketers need to approach it with the right set of tools and a great deal of creativity. Add a multicultural component to the mix, and you’ll get a more complicated task. However, if brands take the time to really understand the target and the way consumers relate to the category, they might end up getting a recipe to success.

Eugene Santos

When the 2018 Kia Rio was named one of the top 10 best vehicles for Hispanics by the Hispanic Motor Press Foundation, the company had already been targeting this multicultural segment for years. However, Kia Motors only started selling cars in the U.S. in the 90’s. How does a relatively new brand compete with powerhouses of the automotive industry in order to gain Hispanics’ hearts?

We talked to Eugene Santos, Senior Manager, Advertising & Marketing, Multicultural at Kia Motors to get his key insights about what the brand is planning to engage Hispanic consumers more effectively.

 

We use AI to engage consumers who are in the ‘discovery’ and ‘research phases of their consumer journey.

1. Automotive Brand Marketing 101: Make Sure You Engage Your Consumers

Firstly, says Eugene Santos, you have to ensure you understand how your consumers engage with your content. Like any other brand, Kia uses a mix of KPI’s and likes/dislikes ratios, but it is also aware of the important role of the right technologies. “We use AI to engage consumers who are in the ‘discovery’ and ‘research phases of their consumer journey,” explains Santos. ” This gives us an opportunity to look at the multicultural aspect as well.”

 

2. When Targeting Hispanics, Always Think In-Culture

According to Kia’s latest reports, sales grew 1% in May, mostly thanks to a rise in sales of a favorite of Hispanics— the Kia Soul. “Hispanics are a big part of our success, especially in a flat market,” reveals Santos. “The multicultural segment growth has allowed us to stay on pace or ahead of business plans. The Soul has traditionally over-indexed within the Hispanic segment. It tends to skew towards a younger audience and mirrors the demographics of the Hispanic consumer.”

Kia Soul - Automotive Brand Marketing Case StudyTherefore, these results show the brand is already doing something right. When asked about the approach Kia takes when marketing to Hispanics, Santos hits the nail in the head. “We don’t like to approach this segment by thinking ‘Spanish or English’? But rather, ‘How do we communicate in-culture? And that can be a combination of either language as it relates to our target audience and the look/feel of our campaign.”

 

 

3. Choose the Right Message, Make it Emotional

When asked about messaging, Santos explains that the brand continuously tries to build an emotional connection with the Hispanic segment. The new campaign will “tell the story of the ‘unsung heroes’ who work hard to accomplish their life’s mission but don’t necessarily crave the spotlight.” Kia has previously incorporated into their narrative real stories of hard-working Latinos (watch below). Santos says “this will bring a connection Hispanic consumers by showing Kia lives by the same values as them.”

4. Learn From Your (More Experienced) Competitors

In 2017, Dealer Marketing Magazine reported that vehicle purchases by Hispanics would double from 2010 to 2020. Because of tradition from their origin countries, Hispanics have a famous fondness for Japanese cars. In fact, in 2014, Hispanics were contributing to nearly 40% and 30% of total brand growth for Toyota and Nissan, respectively.

Thus, we wanted to know Santos’s thoughts on how the relatively new player from Korea competes with these brands. “They’ve been communicating with the Hispanic segment for a very long time, longer than Kia,” agrees Santos. “I started my automotive career at Honda, and having seen their work ethic first hand, I am proud to say that Kia is on its way.”

But what sets Kia apart? Its “Give it Everything” philosophy, that “underdog spirit that has helped us improve our vehicle quality, and technology that has allowed us to outperform even luxury brands,” shares Santos.

In conclusion, Kia is young, but it is on the right track towards Hispanics’ hearts. To find out more about automotive brand marketing first-hand from the experts, join Portada New York!

 

 

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

  • Amazon Web ServicesAmazon Web Services has become NASCAR’s standard for cloud-based machine learning and artificial intelligence workloads. NASCAR will use the AWS technologies to build cloud-based services and automate processes, including a new video series on NASCAR.com called ‘This Moment in NASCAR History’ powered by AWS.

 

  • As part of the organization’s diversity and inclusion initiative, Minor League Baseball announced the official launch of MiLB Pride, the largest documented Pride celebration in professional sports. Nearly 70 MiLB teams will host Pride Nights or events this season, including teams holding LGBTQ-themed nights, incorporating Pride into scheduled promotions, providing discounted tickets to LGBTQ organizations, and/or engaging with the LGBTQ community both in the ballpark and beyond.

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  • Chicago CubsMajor League Baseball announced that the St Louis Cardinals will host the Chicago Cubs in a rivalry matchup on June 13 and 14 2020 in London. “The Cardinals-Cubs rivalry is one of the best in sports, and it will be exciting to bring it to Europe for a new audience to experience,” said William DeWitt Jr, Cardinals chairman, and chief executive. “I have no doubt that the passionate sports fans in London will love these games and we look forward to creating some new Cardinals fans overseas.”

 

  • As part of Minor League Baseball’s Copa de la Diversión initiative, the Braves’ Triple-A affiliate will rebrand as Xolos de Gwinnett, and open the doors to the 200,000 Hispanic citizens of Gwinnett County, north of Atlanta. Close to 30% of Major League players are Latino, based on 2019 Opening Day rosters. “Sometimes in this country, we feel not wanted at all,” Luis Covarrubias, the owner of Super Mercado Jalisco, a grocery store chain, who was setting up a tent on the concourse at the stadium, told Forbes. “This helps.”

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

  • The Chicago Cubs’ new TV network, Marquee Sports Network, will cost $4 a month to audiences, the Chicago Tribune reported. Scheduled to launch in February, the network will be the exclusive local TV home of Cubs games.

 

  • MastercardGrand Slam champion Naomi Osaka became a Mastercard ambassador, becoming the first professional tennis player to wear the Mastercard logo – on her visor – in competition. “As Asia’s first world number one player, she is an inspiration not just to her fans in Japan and the region, but to young girls and boys the world over. We see our relationship as an opportunity for us to enable her – as a consumer and our brand ambassador – to experience all the security and convenience of our payment products and services,” said Raja Rajamannar, chief marketing, and communications officer, Mastercard.

 

  • Major League Baseball is bringing its All-Star Game to Atlanta, cementing plans for a 2021 appearance at SunTrust Park. The game had previously been played at Atlanta Stadium in 1972 and at Turner Field in 2000.

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  • Facebook and Instagram announced fan engagements that will run throughout the NBA Finals, which include Facebook Stories contribution stickers, Fan stickers and Polling on Facebook, while Instagram will serve up Instagram Shopping, and an Instagram Story takeover, that will see the NBA partner with the official @Instagram account to help generate Instagram Stories content from Game 2 of the NBA Finals.

 

  • Combate AmericasCombate Americas announced that Cricket Wireless will continue to serve as the exclusive wireless sponsor of the organization. In addition to its presenting sponsorship at “Reinas” and upcoming events, Cricket and Combate have developed a 17-piece video series to give fans a closer look into fighters’ everyday lives.

 

  • Social Finance, a private lender that specializes in refinancing student loans, has reportedly acquired naming rights for the new US$5.2 billion stadium in Los Angeles that will be home to the National Football League’s (NFL) Rams and Chargers.

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

  • NikeAccording to RepTrak, Nike has been named the brand with the best reputation in Mexico. Next in the ranking came Nintendo, Netflix, Google and Microsoft

 

  • BeIN Sports has locked exclusive rights to this year’s Copa América in Brazil, in 27 international markets. The deal includes South America’s international soccer tournament broadcast in Australia and New Zealand, in addition to contracts in France and the Middle East and North Africa (MENA) region, which were agreed earlier in the year.

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  • The NBA has been named the most popular sports league in China, according to Ampere Analysis. On second and third place came the English Premier The GEICO GeckoLeague and Uefa Champions League respectively.

 

  • GEICO has locked a partnership with the Professional Fighters League to become the “Official Insurance Partner of the PFL. “PFL partners with leaders and we are proud to align with another premium brand in GEICO as we continue to grow in just our second season,” said Peter Murray, CEO of the PFL.

 

  • The NFL is planning to host a regular season game in São Paulo, Brazil according to UOL. The game would be played in the Arena Corinthians, home to the top flight soccer side Corinthians.

What: Toyota has launched a campaign centered around young Latinos to promote its new Corolla sedan.
Why it matters: One-third of Toyota’s Corolla buyers are Hispanic, and the company expects this number to grow by targeting young Latino’s via emotional connections and a multi-channel strategy.

 

Toyota, one of the brands that are already known for great success among Hispanic consumers, has launched a campaign to promote the new Corolla sedan. Developed by Conill, Toyota’s Hispanic marketing agency, the campaign tries to convey the spirit of the new Latino generation: expressive, straightforward and determined. The commercial, titled “WE” and directed by David Vergés, features the voice of Mexican actor, director, and producer, Diego Luna; as well as a mural by Mexican graphic designer and artist Ricardo Gonzalez.

For some years now, Toyota has put great effort into multicultural marketing, and it’s been known as an example of success in the matter. The new campaign follows this path and draws a comparison between the new Corolla and the most important traits of the young Hispanic generation: as Gonzalez’s mural Mas Loud implies, a generation that will speak up, loud and clear.

For Toyota’s vision of how to reach Hispanic millennials, one only need to listen to Luna’s words: “True. We’ve changed,” he says in Spanish as we see the driver’s sneakers pushing the car’s pedals. “We are a whole new generation. Confident, more expressive, adding our touch everywhere we go.” Portada talked to Samuel De La Garza, Small Car Group, Senior Manager, Toyota Motor, North America, to find out more about the campaign’s conception.

 

Portada: What are the key insights about the Hispanic car buyer behind this campaign?

S.G.: In the campaign, Corolla celebrates young Latinos’ unique points of view, stories, and contribution to culture. Their creativity and ingenuity are bringing freshness to the mainstream. The new Corolla’s more progressive style, connectivity, and power make it an ideal partner for building their own stories, free of labels. Young Latinos are also the most open and curious about hybrid vehicles. Corolla also offers a hybrid engine which gives them the option to choose the Corolla that suits their story best.  And to reach younger Latinos, we use multiple channels combining digital and social, featuring dynamic copy lines and various creative assets.

Portada: What is the growth potential of Toyota in the Hispanic market? Is it larger than in the overall U.S. market?

S.G.: Over 50% of Corolla buyers are multicultural and most importantly, the compact sedan segment is the top volume segment in the Hispanic market. With the new redesigned Corolla and a campaign aimed to connect with young Latinos, we plan on regaining our segment leadership. It’s no secret that the auto industry is seeing a shift in sales from sedans to SUVs and trucks. This shift is happening at a slower pace in the Hispanic market, which makes Latinos a bigger priority for the brand in terms of overall Corolla sales.

 

Portada: How many of the 46 million Toyota Corollas were sold in the U.S? How many of those had Hispanic specific buyers?

S.G.: Currently, one out of three Corollas are sold to Hispanics, and we expect this number to increase.

 

Portada: Has the mural by Ricardo Gonzalez become viral? What social metrics can you share?

S.G.: The intention of the mural and Toyota’s partnership with its creator, graphic artist Ricardo Gonzalez, is to illustrate the bold spirit and cultural pride of Latinos. Hispanic youth resonated with the branded mural driving user-generated content. We have been very pleased with the feedback we have received for the mural in the commercial, located in Los Angeles, as well as murals we created in Las Vegas for the Latin Billboard Music Awards and at our Corolla plant in Blue Springs, Mississippi.

 

Portada: How does Toyota measure brand-lift through campaigns (overall and Hispanic specific)?

S.G.: We measure brand-lift through campaign ad trackers and/or specific brand lift studies via third-party vendors such as Kantar Added Value, Facebook, etc.

 

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

  • NFLThe NFL started an initiative, as part of the NFL Academy in the UK, designed to use American football to create “life-changing educational and professional opportunities for young people.” The NFL Academy will begin operations in September 2019 and offer student athletes aged 16-18 the opportunity to combine education with life skills and intensive training in the sport under full-time professional coaches. The initiative will be supported by Nike and based at Barnet and Southgate College, in North London.

 

  • According to the NBA’s data, the League Pass has recorded a 400% consumer growth driven by the popularity of the league’s overseas players, including a 400 per cent spike in subscriptions to the over-the-top (OTT) service in Serbia. Denver Nuggets’ Serbian center Nikola Jokić has been instrumental to that huge increase in subscribers in his native country throughout the 2018/19 season.

 

  • Disney is considering the option to acquire streaming rights to the NFL Sunday Ticket, as part of plans to boost ESPN’s professional football portfolio. AT&T currently holds the streaming rights until 2022, though a clause in the contract indicates that the league does have an option to opt out of its exclusive agreement at the end of the 2019 regular season. Amazon is also thinking about entering the bidding.

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  • MLB presented its promotional plans for the London Series 2019, looking to highlight the growth of baseball & softball in the UK as the Red Sox face the Yankees on June 29 and 30. Activities include a baseball cultural festival, known as “London Yards,” that will include music, baseball virtual reality activations, Boston & New York cuisine, and, a live screening of the game.

 

  • Copa AméricaCopa America has signed a content deal with Facebook to produce behind-the-scenes content for all 12 teams this summer. The partnership will allow official tournament profiles on both Facebook and Instagram to produce content from training centers, hotels and team transportation. “This agreement will enable the production of unique content that will bring all football fans behind the scenes of the world’s oldest national team tournament and some of the top stars in today’s football,” said Thiago Jannuzzi, competition general manager at Copa America.

 

  • More than 500,000 viewers switched on Univision to watch Combate Americas’ “Cricket Wireless Presents Combate Americas: Reinas” event, the first all-women’s Mixed Martial Arts fight lineup, which was broadcast live on network television on April 26. Viewership among adults 18-49 shot up by a margin of 28% from the previous Combate Americas event.

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

  • Titulares Y MásTitulares y Más, Telemundo Deportes’ Spanish-language sports and entertainment studio show, is expanding to a one-hour special edition throughout the FIFA Women’s World Cup France and Copa América Brazil, starting June 7. Running Monday-Friday at 11:35pm and Saturdays and Sundays at 11pm, the show will offer daily recaps and previews of both tournaments.

 

  • According to NBC News, Amazon or Disney could be getting the NFL’s out-of-market streaming rights, which are now with DIRECTV. The new chosen streaming platform would provide fans access to the full slate of NFL games not already being broadcast in their market. By the end of the 2019 season, the NFL has the option to end its exclusive deal for Sunday Ticket with AT&T. Meanwhile, AT&T announced last week that it was dropping the NFL Network from DirecTV Now and U-verse.

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  • Chipotle has announced a partnership with ESL and DreamHack to launch the Chipotle Challenger Series, described as “a unique onsite amateur esports competition that gives attendees at DreamHack Dallas and DreamHack Atlanta the opportunity to compete in the world’s most popular game titles for prizes.” The deal will see Chipotle serve as an official partner of DreamHack Masters Dallas as well as the presenting partner of DreamHack Open Atlanta with an additional presence at of ESL’s Intel Extreme Masters (IEM) Chicago. Activations will also include player and VIP hospitality programs and digital content surrounding the events.

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

  • WNBAThe Women’s National Basketball Association (WNBA) has locked a multi-year partnership with AT&T, as the first non-apparel partner of the league to have its logo featured on the team’s jersey. AT&T will also be the title sponsor of the annual WNBA All-Star Game, gaining on-court logo placement, signage, and unique activation opportunities.

 

  • Combate Americas will have an MMA event at Stockton Arena on May 10, carried on television in Spanish in the U.S. on both Univision and UDN at midnight, as well as in English in the US and Canada on DAZN at 10p. Women’s flyweight Zoila “The Warrior Princess” Frausto will fight an opponent to be announced soon. “We are bringing Combate Americas’ style of Mucha Más Acción to the city of Stockton for the first time ever with some of our sport’s worst men and women, beginning with Zoila Frausto, who exemplifies the essence of a world-class fighter and proud Latina,” said Combate Americas CEO Campbell McLaren.

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  • Rugby Football LeagueEnglish Rugby Football League (RFL) is expanding in North America with teams from New York and Ottawa entering the league structure in 2020. Representatives from New York and Ottawa presented their proposals at a meeting of RFL clubs on 11th April.

 

  • Chipotle announced a partnership with ESL and DreamHack to launch the Chipotle Challenger Series, “a unique onsite amateur esports competition that gives attendees at DreamHack Dallas and DreamHack Atlanta the opportunity to compete in the world’s most popular game titles for prizes.” The deal also sees Chipotle serve as an official partner of DreamHack Masters Dallas as well as as the presenting partner of DreamHack Open Atlanta with an additional presence at of ESL’s Intel Extreme Masters (IEM) Chicago. Activations will also include player and VIP hospitality programs and digital content surrounding the events.

 

  • The NBA, the International Basketball Federation, and the Latvian Basketball Association announced that the 18th edition of Basketball Without Borders Europe will be held June 9-12 at Elektrum Olympic Center in Riga, Latvia, marking the first time that the NBA and FIBA’s global basketball development and community outreach program will be held in Latvia. NIKE, a global partner of BWB since 2002, will outfit the campers and coaches with NIKE apparel and footwear.