What: FIFA has announced its plans for growing women’s soccer worldwide. Why it matters: For FIFA, increased participation will mean increased interest in the women’s game, leading to more marketing opportunities for brands as well.
If for years it has seemed like FIFA (@FIFAcom) has concentrated, say, 99 44/100% of its energies on the men’s game, it’s probably not an illusion. And while the Women’s World Cup (@FIFAWWC) has helped the ladies version gain popularity since the U.S. won the inaugural event in 1991, soar after the American victory in 1999, and reach new heights following the 2015 U.S. win over Japan in Canada, the lion’s share of the organizing body’s attention has focused on the men in the 100+ years since its 1904 founding.
The Portada Brand-Sports Summit in Los Angeles on March 15, 2019 (Hotel Loews Santa Monica) will provide a unique setting for brand marketers to learn about the opportunities sports and soccer content offers to engage consumers in the U.S. and Latin America.
Most importantly it will make football more accessible to girls and women and encourage female empowerment.
In what many followers of the women’s game saw as at least a good first step, two years ago FIFA set up its first Women’s Football Division, run by Chief Women’s Football Officer Sarai Bareman (@SarBareman), a New Zealand native who competed for Samoa, the homeland of her mother. That same year, Fatma Samoura (@fatma_samoura) of Senegal was appointed as the first female Secretary General of FIFA. These were two of the first significant moves by Gianni Infantino after replacing Sepp Blatter as FIFA’s president.
“As FIFA’s first female Secretary General I am proud to launch our first-ever global strategy for women’s football,” said Samoura in a statement. “The women’s game is a top priority for FIFA and via our new strategy we will work hand-in-hand with our 211 member associations around the world to increase grassroots participation, enhance the commercial value of the women’s game and strengthen the structures surrounding women’s football to ensure that everything we do is sustainable and has strong results. Most importantly it will make football more accessible to girls and women and encourage female empowerment, a subject of great importance, now more than ever before.”
In 2015, with the Canada location providing more TV-friendly match times than the previous two Cups in China (2007) and Germany (2011), FIFA broadcast partner Fox attracted brands like Nationwide (@Nationwide) and Fiat (@fiat) along with U.S. Soccer’s official sponsors Mondelez, Budweiser, Coca-Cola, Chevrolet and Johnson & Johnson.
Now, pool prize money increases, additional grassroots plans, and commitments to placing women in leadership positions on FIFA committees and in every member association are also part of the initiative. With the U.S. vs. Japan 2015 final attracting nearly 27 million viewers here, the most for any soccer match involving a U.S. team (men or women), interest among sponsors for the 2019 tournament should be at an all-time high.
What: The NFL has increased its work engaging the Latino community through various efforts including games in Mexico City and the new Hispanic Leadership Alliance. Why it matters: The power of the Latino dollar and influence over brands is ever-increasing, and programs like this reinforce their desire to connect.
Earlier this year the NFL announced an expansion of its efforts to better engage the Latino audience in Mexico, which included more grassroots efforts and the extension of their series of regular season games in Mexico City. For brands looking to take the power of the NFL and marry it with the growing and engaged fans, not just in Mexico but Latino fans in the U.S., the effort makes great sense as the league finds ways to grow its massive following.
This past week the league announced another extension of that effort, bringing on Nationwide Insurance to launch the Hispanic Leaders Alliance, in conjunction with the Hispanic Heritage Foundation. The program will expand the relationship between the NFL and HHF, which has existed since 2011, through webinars, community events and other efforts to better position the league with a community they have been steadily growing. Nationwide’s involvement will give the program a much-needed corporate boost as well, providing a longtime NFL partner with a bigger avenue into the growing Latino market and expanding a leadership position in the community.
One of those key growth areas remains the Latino community, and the great success the league enjoyed this past season in Mexico will be expanded by efforts like this one and others to come.
“The launch of the Hispanic Leaders Alliance signifies a continued commitment by the NFL, the Hispanic Heritage Foundation and Nationwide to connect with and serve Latino communities across the country,” said Dawn Hudson, NFL Chief Marketing Officer this past week. “We are excited to connect with this network of leaders on a year-round basis and continue to impact the local communities of our 32 teams.”
A key part of the existing program has been acknowledging leaders during Hispanic Heritage Month, with more than 200 Hispanic leaders from across the country already recognized and more than $400,000 granted to non-profit organizations. The efforts will now focus in every market, as well as with the NFL’s Latino community outreach which can bolster its efforts south of the border as well.
“Nationwide is honored to partner with the NFL and Hispanic Heritage Foundation to support this newly formed Hispanic Leaders Alliance,” added Mike Boyd, Senior Vice-President of Marketing at Nationwide. “Our sponsorship along with the Hispanic Heritage Leadership Awards align with Nationwide’s goal of partnering with organizations that share our values of improving the lives of others and giving back to their communities.”
With Super Bowl week here, the NFL will look to wrap up what has been a tumultuous season and continue its push to marry brands that they have gotten great benefit from to their dedicated extended community programs. These programs will be great currency for the league as it continues to reshape its public persona and grow from the many positive efforts its players and teams are doing in the community. One of those key growth areas remains the Latino community, and the great success the league enjoyed this past season in Mexico will be expanded by efforts like this one and others to come.
The power of the Latino dollar and influence over brands has never been stronger, so marrying Nationwide to this program is a great sign of the future and sets a nice benchmark for future work.
Telemundo Media and Chevrolet have teamed up to create a new digital sports reality series, “La Cueva de la Fiera,” available on www.Telemundo.com/lacuevadelafiera. The first-ever reality digital exclusive series produced by Deportes Telemundo,is supported by a 360° degree promotional campaign.The weekly episodes, which launched in February, offer fans a glimpse inside Mexican professional soccer’s Club Leon. On-air promotion of the series involves promotional segments on Telemundo series including “Un Nuevo Dia,” “Titulares y Mas,” “Titulares Telemundo” and “Ritmo Deportivo.” The campaign also includes a digital hub with player profiles, game highlights and post-game interviews. Plus, “Pregúntale al Leon,” a social engagement program featuring Twitter chats and digital shorts with players from Club Leon, in addition to a custom hashtag fan engagement. Further digital content includes livestreams of Leon games and a special VOD episode of the complete “La Cueva de la Fiera” series.Viewers will be shown challenges faced by the Mexican soccer champion, including access to training camp, the stadium, the secrets of the locker room and moving stories of the fans. Fans will also experience game day situations along with the players, Gustavo Matosas and his team of coaches, and share moments with Rafa Marquez, the captain and star player of the league and the Mexican national team. Celebrity integrations with Club Leon captain Rafael “Rafa” Marquez with the Chevy Silverado will also be featured throughout the 10-episode run of “La Cueva de la Fiera.”
New York-based Prime Access has been appointed agency of record for the US Hispanic market for Novo Nordisk, a global health company focused on diabetes care. The agency will be in charge of branded and unbranded strategy development and execution as well as digital and traditional media planning and buying. It will also lead strategic development of Novo Nordisk’s diabetes franchise across other US multicultural markets.Both firms aim helping to improve diabetes prevention, care, and control for Hispanic health care consumers by addressing the psychosocial cultural aspects of the disease.
WK Media will no longer handle Electronic Arts media business. The agency had been holding the company´s media business since 2005.Now Electronic Arts is in search for an agency. Resources International in Santa Monica, Calif. is managing the search expected to be finished in March, Adweek reports.. A’s relationships with its creative agencies and MediaCom, its media shop in overseas markets, remain in place. The company´s game titles include Madden NFL, The Sims, FIFA Soccer, Need for Speed and Battlefield.
Nationwide is launching this month a new TV Spot in which a leather-clad insurance pitchwoman is sneaking into a new dwelling: an apartment. The new ad, which will debut Thursday, was made by McKinney, Durham, N.C. Nationwide intends to transmit the company’s shift for the insurer as it puts more emphasis on selling renter’s insurance in addition to home insurance. The company´s goal is to sign up more young-adult customers who continue to delay home-buying in favor of renting and who are still truly not covered.However, while Nationwide is targeting renters, the insurer wanted the ad to also resonate for potential homeowners-insurance customers.The lead character, played by country singer Jana Kramer, replaces fire-damaged appliances like a toaster and coffee maker with new versions. As opposed to last year´s ad, the spot, which will get heavy play during March Madness, is set in an urban apartment rather than a home.
AOL has signed a native ad pact with MillerCoors, which is worth about US $5 million, according to what industry sources have told Mediapost. Through this deal, audience data will be fielded from both social media channels and proprietary data from AOL Advertising, according to AOL Advertising’s CMO Erika Nardini. AOL has agreed to produce about 350 pieces of original content — including 100 videos -before the end of the year. At Miller’s request, each piece will appeal to male millennials, and plug Miller Lite, Coors Lite, Blue Moon, or Redd’s Apple Ale.The editorial content series, “Brew Pub Newsroom,” will extend to AOL properties including Huffington Post, Huff Post Live and the male-focused Mandatory.com.Among other integrations, Miller Lite is sponsoring a segment on HuffPost Live titled “Huff Bros Live,” which will feature millennial men and their thoughts on dating, sports and pop culture.
Ashley Furniture is looking for a new creative and media agency. The Wisconsin-based chain’s search is in the early stages and the retailer is offering up US$ 50 million of its annual media spending, according to what sources have told Adweek. Pile + Co., a Boston-based consulting firm, is managing the review.Zimmerman, a unit of Omnicom Group and Ashley Furniture´s current agency, has been working as its´ creative and media shop since April 2009.The agency intends to participate in the review process.
Trulia has launched its first national campaign called ´The Moment of Trulia´, in an attempt to draw the attention of home buyers, sellers, and renters to the online marketplace. According to Mediapost, US $45 million were invested in this campaign, which targets women ages 25 to 44. It will run across TV, radio, outdoor, online and mobile. The company´s goal is to get home buyers and sellers to download Trulia’s mobile app.
The campaign was created by FCB San Francisco with media strategy and planning by Initiative Media .It kicks off with “Look,” an ad showing a couple’s journey to find a home and how Trulia turns a moment of confusion into clarity:
AT&T,State Farm®, Kohl’s, Chrysler , Universal Orlando Resort
Telemundo Media announced a 360° degree sponsorship initiative in support of season two of Telemundo’s singing competition “La Voz Kids,” which premiered this Sunday on Telemundo. AT&T, State Farm, Kohl’s Department Stores, Chrysler and Universal Orlando Resort have been secured as Telemundo’s advertising partners for its’ reality program.“La Voz Kids” follows the journey of young Hispanic contestants aged seven and fifteen years of age on their road to stardom, beginning with Blind Auditions and followed by the Battle Rounds as celebrity music coaches Natalia Jimenez, Prince Royce and Roberto Tapia develop them as music stars of the future.
AT&T returns as the official wireless and voting sponsor that will present a US $50,000 prize in support of Winner’s education. The brand will sponsor a branded Friends and Family Room throughout the first six episodes and will offer fans informative and entertaining custom video content featuring Roberto Tapia and “La Voz Kids” season one winner, Paola Guanche. AT&T integrations will feature devices from the Friends & Family Room with show hosts Daisy Fuentes and Jorge Bernal during various moments within the first six episodes of the Blind Auditions and again when featuring the “La Voz Kids” Digital Reporter, Paola Pedroza, on the AT&T section of www.telemundo.com. Its’ sponsorship also extends to zeebox with the following features: Spot Sync, numerous custom zeetags for each show, sponsored content driving to the “La Voz Kids” homepage and sponsored polling and voting within the platform.
State Farm ,the insurance sponsor for “La Voz Kids,” will bring its “Get to a Better State” messaging to life featuring thematic integrations, branded out-of-show content and a branded video channel. From two branded lounges, one during the battle rounds and one during the final stage of the competition, the brand will offer viewers a different perspective of the action within the show. A State Farm branded video channel will host the on-air interviews as well as digital interviews and content on the best coaching advice contestants have received during their time on the show. In addition, blind auditions´ content will be shared on State Farm’s Latino Facebook page. Prior to the announcement of the season two winner of “La Voz Kids,” State Farm will bring viewers a custom recap featuring the most inspiring highlights from the season. The brand will also sponsor some airings of “Quiero Tu Voz,” a daily highlight on the competition, as well as promotional segments in the daily newsmagazine show “Al Rojo Vivo.”
Kohl’s will feature a broadcast and online content series with host Daisy Fuentes, titled “Ritmo En Moda.” During the Blind Audition and Live Performance episodes, viewers will be able to visit the La Voz Kids Style Clubhouse, where Daisy Fuentes and show’s stylist will discuss the looks and trends from the show featuring Kohl’s apparel and home décor items. A custom Kohl’s hub on Telemundo digital platforms will host extended versions of the content and a “Shop the Look” photo gallery.
Chrysler, the auto partner for “La Voz Kids,” will unveil the 2015 Chrysler 200 through broadcast and online integrations that provide viewers with a detailed look into the contestant’s “journeys” and moments during Battles and Live Performances featuring “La Voz Kids” hosts Daisy Fuentes and Jorge Bernal.
Universal Orlando Resort will be “La Voz Kids,” new home .In addition, it will build the momentum leading in to the new season with weekly “Watch & Win” tune-in promos reminding viewers about upcoming episodes and to participate in the “La Voz Kids Question of the Week” to win weekly prizes or the grand prize: a trip to Universal Orlando Resort and its two theme parks, Universal Studios Florida and Universal’s Islands of Adventure. As part of their prize package, the season two winner of “La Voz Kids” will receive a four day, three night family vacation for four to Universal Orlando Resort.
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Walgreens Walgreens announced it has selected OMD to be its new media planning and buying agency of record. OMD will be responsible for U.S. and Puerto Rico activity related to traditional, multicultural, digital and mobile media planning and buying. The business will be led from OMD’s Chicago office. “To support our vision of becoming the first choice for health and daily living, we are pleased to select OMD to manage Walgreens key media channels and look forward to working with them,” said Graham Atkinson, Chief Marketing and Customer Experience Officer, Walgreens. “The agency’s expertise across all media channels will help us efficiently deliver our marketing messages in both the evolving retail and healthcare markets.” The media review, which was overseen by consultancy R3:JLB, followed a creative review last year that made OMD’s sibling agency, GSD&M in Austin, Texas, Walgreen’s creative agency of record. The review ends the company’s decade-long relationship with Publicis Groupe’s Starcom. According to Kantar Media, the national pharmacy and retail chain spent $291.8 million on U.S. measured media in 2012, up from $223.9 in 2011.The agency change comes as the national pharmacy chain, which has about 8,000 locations in the U.S., is expanding its offerings, adding: services at its pharmacies and clinics, grocery items and fresh food in stores, enhanced beauty departments and more investment in private label. The first work from OMD is expected to occur in the spring of 2013.
Cancer Treatment Centers of America (CTCA) Cancer Treatment Centers of America (CTCA) has hired San Antonio advertising and public relations firm Creative Civilization as its Hispanic agency of record. Creative Civilization will work to build brand awareness for CTCA to Hispanic consumers and will promote various cancer treatment options offered by the hospital network. CTCA cares for patients from all 50 states via treatment facilities in Atlanta, Chicago, Philadelphia and Tulsa.
Amazon is conducting a media-agency review. Minshare handles the e-tailers offline media work and MEC supports digital media. Interpublic’s Mullen handles media buying and planning for the company’s Zappos megabrand. It’s unclear whether or not this review affects the digital business or the separate Zappos account. According to Kantar Media, the Seattle-based company and its Zappos.com and Quidsi brands spent $298.8 million on U.S. measured media in 2012. Amazon is an important network TV and magazine advertising buyer. Separately, Amazon announced its first TV ad campaign promoting its fashion offerings. Cathy Beaudoin, president of Amazon Fashion, told Women’s Wear Daily that the company hopes a TV campaign will create greater awareness of Amazon.com’s fashion editorial content and brands. The outlet reported: “The overall campaign spans TV, print, outdoor, online display and social platforms and ties back to a ‘really immersive site experience,’ she said.”
Nationwide Insurer Nationwide Insurance is reviewing its Media buying and planning agencies. McKinney currently handles media planning and UM handles media buying for the Columbus, Ohio-based insurance company. UM has done media buying since 2001, defending during a review in 2009 when McKinney was awarded the planning and creative account. Both incumbents are expected to defend. Nationwide CMO Matt Jauchius recently said that the company plans to increase its media spending even more in 2013.
Unilever Unilever is expanding its sponsorship deal with the Mexican National Soccer team for three more years until 2015. Since 2009 the Mexican National Soccer Team has been sponsored exclusively by Unilever deodorant brand Degree Men. Perhaps because of budget reasons, several food brands have been now added to the roster: Hellmann’s®, Best Foods®, Ragú®, Knorr®, Country Crock®, Bertolli®, Breyers® and Popsicle®.
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