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What: Coca-Cola, Sprint, Volkswagen, BuzzFeed and VICE are among the international partners for Telemundo Deportes’ coverage of FIFA World Cup 2018.
Why it matters: Power brands providing sponsorship and Spanish-language content across multimedia platforms, even without a U.S. team presence in Russia, demonstrates the desire to connect with this audience.

The countdown to FIFA World Cup (@FIFAWorldCupis on for fútbol fans across the globe, and nowhere is that fervor stronger than in Latin America. Argentina, Brazil, Colombia, Costa Rica, Mexico, Panama, Peru, and Uruguay will represent the region in various Groups in Russia beginning on June 14, and for many fans, Telemundo Deportes (@TelemundoSportswill be the preferred outlet to follow the world’s largest sporting event.

Telemundo has unveiled its top-level slate of partners, including worldwide sponsors like Coca-Cola (@CocaCola), Sprint (@sprintand Volkswagen (@Volkswagen), and content creators NBCU Digital Lab, BuzzFeed (@BuzzFeedand VICE (@VICESports).

On the content side, in which Telemundo plans more than 1,000 hours, VICE will create short features and stories geared toward the younger soccer audience.

“We are kicking off the 100-day countdown in a big way to celebrate this historic moment for Telemundo Deportes,” said Ray Warren, President of Telemundo Deportes, in a statement. “This will be the most consumed and most widely distributed digital event in Spanish-language television history. All of the initiatives announced today support our mission to bring our viewers the most authentic and complete coverage in the history of the tournament.”

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On the sponsorship side, Coca-Cola will present the post-game shows and will appear on the in-game clocks on Telemundo’s coverage. Sprint will serve as the halftime sponsor and will allow its customers access to a portal with exclusive Spanish-language content. VW gains the lead on the primetime show, airing highlights and commentary nightly from 7-8 p.m.

On the content side, in which Telemundo plans more than 1,000 hours, VICE will create short features and stories geared toward the younger soccer audience. NBCU Digital Lab will work with Telemundo on the digital docu-series “Somos el Mundial” (“We are the World”), while BuzzFeed will create other short-form content for its multimedia platforms.

Some of the personalities on Telemundo Deportes’ coverage include Tab Ramos, Diego Forlán, Jesús “Chucho” Ramírez and Teófilo Cubillas.

Check out the stars of Portada’s Sports Marketing Board, who will meet at Portada Miami on April 18-19 to discuss various topics related to the future of marketing and innovation in sports. Register now!

cover image: 2014 World Cup Final (Danilo Borges-copa2014.gov.br)

What: Latino US Olympians such as Alex Ferreira and Jonathan Garcia have not had their backgrounds highlighted in media coverage of the games.
Why it matters: A major opportunity is being missed to market to the Hispanic market with these athletes during the Winter Olympic Games.

Little Promotion of USA’s Latino Olympians

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USA speed skater Jonathan Garcia (credit: Houston Style Magazine)

Though the Team USA roster for the 2018 Winter Olympic Games does not have many Latino faces, there are a handful of athletes competing for Red, White, and Blue who have Hispanic roots. These athletes include speed skater Jonathan Garcia (@jagarcia23), bobsledder Carlo Valdes (CarloValdes_USA), and freestyle skier Alex Ferreira, whose father Marcelo played for Argentina’s historic soccer club River Plate. Carlo Valdes has been interviewed about his Latino heritage and even got a shout-out from Mario Lopez wishing him good luck at the Games. Ferreira and Garcia, though, have had little to no coverage on their unique backgrounds, and all three of them could certainly be celebrated further for thriving in sports for which Latin Americans are less well-known. Other Latino athletes such as Puerto Rico’s Charles Flaherty have gotten attention throughout the country, but those representing the USA are, in fact, underrepresented.

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It is hard to imagine that many of the 69,800 followers of this account would not turn on their television to watch Ferreira, Garcia, or Valdes… and this type of oversight has been unfortunately typical throughout the Winter Olympics.

A Missed Opportunity for Olympics Engagement

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NBC Universo should have more focus on the Olympics (credit: Billboard.com)

Seeing as how the Winter Olympics have historically suffered poor engagement from the Latino community, brands are missing a tremendous chance to promote athletes who could become heroes in the eyes of at least 18% of the United States population. NBC, who holds the US television broadcasting rights for the Games, could have easily boosted its ratings within this demographic by having athletes such as Valdes, Ferreira, and Garcia invite fans to watch the Olympics in advertisements leading up to the competition. At the time of this article, the Olympics are being shown on NBC, while NBC Universo’s website does not mention the Games at all, and the only posts that the NBC Universo Instagram account has on the Olympics are to announce their start date. It is hard to imagine that many of the 69,800 followers of this account would not turn on their television to watch Ferreira, Garcia, or Valdes if their events were advertised on this feed, and this type of oversight has been unfortunately typical throughout the Winter Olympics.

it is time for brands to realize that promoting the likes of Garcia, Valdes, and Ferreira should be common practice every time the Winter Olympics comes around.

Sponsors Can Step Up as Well

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U.S. Olympian Skier Alex Ferreira (credit: Anna Stonehouse The Aspen Times)

On the other hand, brands sponsoring these athletes should also be utilizing them for marketing opportunities to a far greater extent. For example, Alex Ferreira is sponsored by Rock Star Energy, but the company does not have an Instagram post featuring him since the X Games almost a month ago. Another one of his listed sponsors, Waiakea water, does not have a post about him on their feed either. In interviews, Ferreira is an energetic, engaging character, and he is incredibly entertaining to watch as he flies through the air, twisting and turning down the half-pipe: he is the type of athlete that should be easy to market. As of now, his sponsors are missing out on easy dollars, for promoting him to any extent would be wise, but accentuating his Latino background would excite a portion of the United States market that is waiting for people like them to represent the USA in these Games. This latter point is true for sponsors of all Latinos competing in the games: these athletes are the ticket to engaging with a so far under-engaged demographic, and it is time for brands to realize that promoting the likes of Garcia, Valdes, and Ferreira should be common practice every time the Winter Olympics comes around.

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What: Ray Flores has become one of the most prominent broadcasters and ring announcers in MMA and boxing.
Why it matters: Flores has set a high standard and serves as an outstanding role model for Latinos in the sports broadcasting word, particularly in combat sports.

The sport of mixed martial arts has grown a lot in the last decade. Top stars have become more recognized outside just its main fandom and the UFC, the sport’s leading organization, is covered by most major media outlets, in line with other top leagues.

As a teen growing up in East Chicago, Ind., Ray Flores‘s love of boxing grew from his family’s fandom and frequent gatherings to watch big fights. When a fellow East Chicago native, Miguel Torres, broke into the sweet science (and eventually moved to MMA), the 17-year-old Flores (@SBRFlores) decided to bring his love of combat sports and intrigue with the world of broadcasting together.

“It started at smaller shows, at the Hammond (Ind.) Civic Center, I did a local interview with Miguel, then I started doing commentary for his fights, that was back in 2005,” Flores told Portada this week via telephone from his current Chicago home, in between international trips to cover the sport. “I paid my way to cover fights in Las Vegas, Columbus, wherever, got to meet the UFC people, and finally got to cover my first UFC fight in 2011, Miguel vs. Antonio Banuelos in Las Vegas, UFC 126.”

Flores […] was tabbed last July as the in-arena host for the whirlwind, four-day Floyd Mayweather/Conor McGregor press tour which included stops in Los Angeles, Toronto, Brooklyn and London.

Through this and other experiences, Flores caught the attention of MMA’s most influential executives. It’s led to work as a ring announcer on the fast-growing Premier Boxing Champions (PBC) on NBC, ESPN, Fox, FS1 and NBCN, and last June the now 31-year-old was selected as the lead play-by-play commentator for PBC on FS1.

Boxing: His First Love

Flores has kept to his boxing roots as well, as he was tabbed last July as the in-arena host for the whirlwind, four-day Floyd Mayweather/Conor McGregor press tour which included stops in Los Angeles, Toronto, Brooklyn, and London.

And while Flores believes boxing is still supreme among the Hispanic fan base, he thinks that with the right marketing MMA can achieve the same level of success in the community.

“I definitely see going ahead more people getting involved,” he noted. “The UFC is trying to expand to Mexico, Latin America. ‘Goyito’ Perez, Cain Velasquez, they’re out there educating the fan base about what’s going on. With the right marketing, the UFC and Bellator can do that. There’s so many boxing fans, they just need a big star to come to the forefront and mobilize fans towards MMA.”

Though he downplays his role, Flores is paving the way for Hispanics on the broadcasting front in the sport. His work with mainstream outlets like ESPN Radio, CBS, NBC as well as top Hispanic media such as Galavision and Telefutura have gained him acclaim.

“A lot of other people have paved the way,” added Flores, “like [ESPN and ESPN Deportes’] Bernardo Osuna. I’m just trying to carry the torch in combat sports.”

Fans can catch Flores’ work on beIN Sports on February 8 for Roy Jones Jr. vs. Scott Signon, PBC on Fox on February 17 and on Facebook Boxing on February 24 alongside Paulie Malignaggi.

 

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Palladium Equity Partners has announced the following changes:

 

 

 

Luis Zaldivar has been promoted to senior managing director. Before joining the firm in 2004, he was Vice President of corporate development and strategic investments at Univision. He will be serving on the boards of directors of the Palladium portfolio companies Del Real, HealthSun, TransForce, DolEx, Raben Tire and Hy Cite.

 

 

 

 

 

Caleb Clark has been promoted to managing director since his arrival to the company in 2014. He serves on the boards of directors of the Palladium portfolio companies Jordan, Cannella, and GoodWest.

 

 

 

 

 

Chris Allen has left his position at Arlon Capital Partners in order to join Palladium as a new principal. He serves on the Board of Directors of Palladium portfolio companies Del Real and Kar’s Nuts.

 

 

 

 

 

Raze, the digital media company co-founded by Sofía Vergara, has named Mari Urdaneta SVP and chief content officer. She will lead all creative and production efforts, as well as manage the programming and production strategy for the Raze digital video platform and its remote teams.

 

 

 

Vic Pierni has been appointed Chief Financial Officer at ViralGains, where he will be in charge of the company’s financial strategy, as well as heading the legal and human resources departments.

 

 

 

 

The U.S. Small Business Administration has announced the appointment of Kathleen McShane as the Assistant Administrator for the SBA’s Office of Women’s Business Ownership. In this capacity, she will oversee the agency’s efforts to promote the growth of women-owned businesses.

 

Jonas Tåhlin has been named CMO Spirits at Pernod Ricard USA. After working for the company for 10 years and being appointed CEO of Absolut Elyx USA in 2014, he has acquired enough experience to head all marketing operations.

 

 

 

 

Blackbaud Inc., a leading cloud software company promoting social good, has appointed Catherine Cook LaCour as Chief Marketing Officer. Over the last three years as marketing VP, she has completely restructured the firm’s marketing function. As CMO, she will lead global marketing and the Blackbaud Institute for Philanthropic Impact™.

 

 

 

Altierre Corp., a leader in wireless Internet-of-Things (IoT) technology, has named Tony Alvarez Chief Executive Officer.

 

 

 

 

 

Transportation and logistics company Daseke Inc. has promoted CFO Scott Wheeler to president.

 

 

 

 

 

NBC Universal Telemundo Enterprises has announced the creation of Telemundo Global Studios, a new unit to be led by veteran media executive Marcos Santana. He will be responsible for Telemundo Studios, Telemundo International Studios, Telemundo International, as well as all of the company’s co-production partnerships.

 

 

 

 

 

IPG Mediabrands, a culturally-driven media agency, has named Pele Cortizo-Burgess chief strategy officer for the United States, reported AdWeek. He will lead a team of 20 strategists and answer directly to CEO Amy Armstrong.

 

 

 

 

What: Entravision Communications Corporation has entered into an agreement with OTA Broadcasting (PSP), LLC to acquire Stations KMIR-TV, the NBC affiliate, and KPSE-LD, the MyNetworkTV affiliate, serving Palm Springs, California, for US$21 million. The transaction is expected to close in the fourth quarter of 2017.

Why it matters: The Palm Springs market is ranked as the #49 in Hispanic population.

 

Entravision  has entered into an agreement with OTA Broadcasting (PSP), LLC to acquire Stations KMIR-TV, the NBC affiliate, and KPSE-LD, the MyNetworkTV affiliate, serving Palm Springs, California, for US$21 million.  Including anticipated synergies, the transaction represents an attractive purchase price multiple of less than 6.5 times expected blended 2016-2017 pro forma broadcast cash flow, is expected to be immediately free cash flow accretive and is expected to be funded on a tax efficient basis with proceeds from the FCC broadcast incentive auction and treated as a like-kind exchange pursuant to Section 1031 of the Internal Revenue Code of 1986, as amended.  The transaction, which is subject to customary closing conditions, including the prior consent of the Federal Communications Commission, is expected to close in the fourth quarter of 2017.

Walter F. Ulloa, Chairman and Chief Executive Officer of Entravision, said, “Palm Springs is a growing and vibrant market that we know very well and have served for more than 20 years.  Our existing television and radio assets located in the market have helped us build strong relationships with the Palm Springs community and our local news programming, Noticias Ya, is highly rated.  We are excited to add KMIR’s impactful and significant local news presence to our portfolio in Palm Springs.  This is a strategic transaction that is extremely attractive on a financial basis, allowing us to broaden the services we provide the Palm Springs market and positions us to continue to build on the success of KMIR and KPSE.”

Bill Tolpegin, Chief Executive Officer of OTA Broadcasting, said, “We are grateful for the hard work and dedication of KMIR’s terrific employees during our ownership of the station.  We are confident that Entravision will be a great new home for the station and its team, and look forward to following their continued success.”

Entravision currently owns and operates the UniMas and Univision affiliated television stations (KVER-CD, KEVC-CD, and KVES-LD) and 94.7 FM Jose and 103.5 FM Tricolor radio stations (KLOB-FM and KPST-FM) serving the Palm Springs, CA market, which is ranked #146 in total population and #49 in Hispanic population.  Entravision’s Univision affiliate, KVER-TV is the leading station in the market, number one in full week ratings, Mon-Sun 3am-3am among Adults 18-34, 18-49 and 25-54 [1].

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What: Chivas TV announces an alliance with Playmaker Media, part of NBC Sports, for the launch of Chivas TV 2.0; while Univision maintains U.S. broadcasting rights.
Why it matters: In 2016, Chivas TV bet on independent streaming and stopped broadcasting its games on open television in Mexico.

Amaury Vergara, Director of Chivas TV.

When the Chivas TV project was born a year ago, it was a small disaster—the signal was bad, its platform at the time was not ideal to support a large number of fans on it, and system faults caused inconvenience among end users. The Chivas team ended up closing deals with Cinépolis and Claro Video to be able to safely reach more people, both through TV and Internet.

“It was a year spent learning what the most real solution (to improve the platform) was in terms of investment and time,” Amaury Vergara, Director of Chivas TV, told Portada. “Broadcasting games every fortnight, [while at the same time] analyzing and planning improvements to the platform in order to comply with user requirements, is complicated,” he added.

Now, in its 2017 opening tournament, Chivas will be defending its League and Cup titles along with the debut of its broadcasts on a new world-class platform.

Chivas announced an agreement with Playmaker Media, a world-class platform backed by NBC, a pioneer in broadcasting sporting events online. Playmaker Media was launched in May 2016 to provide a point-to-point video support service to businesses in need of best-in-class live streaming and on-demand videos. Its portfolio includes the Olympic Games, the Tour de France, and World Cup Russia, with more than 100 million users connected simultaneously.

“We are looking for an ally that doesn’t sees us as only one more customer, but as [part of] a commercial strategy,” said Vergara. Chivas TV sought an ally that understood the team and was willing to commit long-term to the brand

We are looking for an ally that doesn’t sees us as only one more customer, but as [part of] a commercial strategy.

This means that NBC will be lending 100% of its infrastructure and support to reach the more than 80 million potential users in Mexico through mobile, and about 70 million users online. Of course, only a part of these numbers represent Chivas fans.

Chivas TV is the clearest example of the evolution of sports event broadcasting over the Internet. The team is globally innovative, being the only team so far – of any sport – that has decided to leave TV to broadcast its games exclusively on its own streaming platform.

It is the only team so far – of any sport – that has decided to leave TV to broadcast its games exclusively on its own streaming platform.

According to a statement by Amaury Vergara, Director of Chivas TV, the platform supports high and low-speed connections. Users in Mexico are affected by a lack of stable Internet connections, so NBC is promising that its platform will adapt automatically to the type of connection users have, be it cable, wireless or telephone.

For Vergara, the alliance with Playmaker and NBC “will place Chivas as a world-class platform.”

In commercial terms, Playmaker represents a strictly technical ally. “Everything related to sales and content remains in the hands of Chivas TV,” explained Vergara. What will be adjusted is the advertising, which will be maintained more comprehensively within the platform, so that it doesn’t invade the games but rather run alongside them.

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ChivasTVThe new and improved Chivas TV will cost 111 pesos per month and will be charged as a recurring payment. Users will have access to all LigaMX, Copa, U17, and U20 live matches.

As part of the promotion for the retooled Chivas TV, users who register now will be able to enjoy free access to the presentation of the team uniform, the Champion of Champions‘ match against the Tigres, and the friendly against Porto in Chivas Stadium.

In the U.S. and Puerto Rico, Chivas TV will offer different content, including live commentary and statistics, as well as post-match broadcasts and on-demand videos for its MX League and MX Cup home games. However, in these markets, Univision will continue to retain exclusive broadcast rights to the games.

“Univision has been a great ally, so we are open to negotiating for the league to continue its relationship with the channel,” Vergara said. There is still some time left on that contract, so the executive did not share what specific plans he may have in store with the U.S. channel.

For now, Chivas TV will broadcast portfolio matches in its U20 and U17 divisions, including live video and commentary, in the United States and Puerto Rico. The goal is for American users to become familiarized with using the platform, even if they cannot view the Chivas games live (although it does offer audio access to the games).

“What we want is to position the project as a digital platform, not as another channel,” Vergara adde.

What we want is to position the project as a digital platform, not as another channel.

The app is now available for IOS and Android.

A recap of news and trends in the Sports Marketing world as compiled by Portada’s Editorial team….

ESPN Deportes to Carry Spanish-language Telecast of Super Bowl 50

Super_Bowl_50_logoDisney owned ESPN in late December made a deal with CBS according to which the Spanish-language cable network ESPN Deportes will simulcast the Super Bowl 50 on February7. This is the first time ESPN Deportes is carrying the championship game, annually the most watched event on television. The move is a result of CBS’s lack of a Spanish-language cable network of its own, it also highlights the increasing popularity of American Football among Hispanics.

This is only the third time the Super Bowl will get the full Spanish-language simulcast.

Super Bowl 50 only will be the third NFL title to get the full Spanish-language simulcast treatment. Fox gave the Super Bowl the first full Spanish-language Super Bowl simulcast in February 2014 with a parallel feed on Fox Deportes that averaged 561,000 viewers, while NBC Universal leveraged last winter’s Patriots-Seahawks showdown as a launch vehicle for NBC Universo, (formerly known as mun2.). Per Nielsen, Hispanic football fans in 2014 made up 9% of the overall audience for NFL broadcasts, or about 1.5 million viewers per game. During that same season, the league invested some $230 million in Hispanic TV spend, up nearly $100 million compared to the 2009 campaign.

 

La Liga Opens Office in the U.S. Led by Raúl

Liga_de_Fútbol_Profesional_(emblem).svgSpanish Soccer League “La Liga” (LFP-Liga de Fútbol Profesional) just opened an office in New York City. The “La Liga” U.S. Country Manager is no less than ex Real Madrid Captain and Soccer legend Raúl González Blanco (“Raúl”). Raúl made his first appearance as La Liga’s country manager during a presentation held in Miami at BeIn Sports studios. BeIn Sports holds the broadcast rights for La Liga in the U.S. The establishment of an LFP New York office is part of LFP’s growth strategy which attempts to brand “La Liga” as the main national soccer league. Other offices are based in Bejing, Dubai and Johannesburg.

Spanish-Sports Site As Introduces As USA

AsA new arrival to the 2016 U.S. Hispanic sports media scene. Spanish-sports site As, owned and operated by Grupo Prisa, is launching As USA, a U.S. Hispanic edition of the site at http://us.as.com/us/. Read the full story of this Portada exclusive here.

Cristiano Ronaldo invests in his own Hotel Brand

Cristiano RonaldoReal Madrid Soccer Star Cristiano Ronaldo has invested close to US$ 40 million in hotels bearing his CR7 brand. The Portuguese captain has become a shareholder in Portugal’s biggest tourism and leisure group, Pestana, and the deal will see hotels opened in Madeira, Lisbon, Madrid and New York. The first ‘CR7’ hotel will open in his home town of Madeira this summer, according to reports. “My job is to play football, but life won’t always be like this,” Sky Sports reported Ronaldo as saying. “I have to dedicate myself to this new project and I have the best team in the world around me.”

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