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What: Hispanic players, which make up nearly a third of opening day rosters, are starting to be used in national campaigns, even for non-sports brands.
Why it matters: Brands may be catching up to the crossover appeal of the sport’s top Latino stars.

With Hispanic players making up more of the rosters of Major League Baseball clubs than ever, it’s interesting to see which mainstream, national brands are employing these crossover stars in their campaigns. Two notable examples were announced as Opening Day arrived across the country. New Era (@NewEraCap), in its “We Who Reign” campaign (see video below), has included Astros second baseman (and reigning A.L. MVP) José Altuve (@JoseAltuve27); eight-time All-Star Robinson Canó (@RobinsonCano); New York Yankees pitcher Dellin Betances (@DBetances68and Cubs infielder Javier Baez (@javy23baezas part of a broad effort: “transcending just baseball alone, and spanning sports, music, art, and culture,” according to its release.

Another is Lamps Plus (@LampsPlus), about as mainstream a brand as you can get, partnering with Dodgers utility man Kiké Hernandez (@kikehndezand his fiancée —and former Miss Universe Puerto Rico— Mariana Vicente. According to the Lamps Plus announcement, Hernandez and Vicente will promote the nation’s largest specialty lighting retailer through social media and other activations during the year.

While it’s clear that Hispanic MLB players are increasingly making their mark on the field…, their impact as brand spokespeople hasn’t caught up.

“Kiké Hernandez has a passionate fan base resulting from his positive persona,” said Dennis Swanson, CEO of Lamps Plus, in a statement. “As a utility player, Kiké can be counted on to be plugged into the lineup wherever he’s needed for his team. It’s like lighting – you add a chandelier or a lamp to a room where it’s needed and it makes a dramatic difference to the ambiance.”

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Baseball fans also saw Altuve utilized in Five Hour Energy’s (@5hourenergy) TV and digital spots in 2017, in an example of a brand that has a sports connection but targets active adults. The light “José Altuve is Everywhere” ads had him fielding a grounder, signing autographs, even selling hot dogs, highlighting his status as the league’s top player— perhaps on the way to becoming among its most marketable. After all, who doesn’t love that the shortest guy on the field (5’6″) can also be the best?

While it’s clear that Hispanic MLB players are increasingly making their mark on the field —reportedly nearly a third on opening day rosters are Latino—, their impact as brand spokespeople hasn’t caught up. It will be interesting to see which other brands look to connect not just with the Latino community but a broader audience through these stars.

https://youtu.be/ZYHmZSDh8mE

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Cover photo: Lamps Plus

A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the Latin American market and/or targeting Latin American consumers right now.

CHECK OUT PORTADA’S INTERACTIVE DIRECTORY OF CORPORATE MARKETERS AND AGENCY EXECUTIVES TARGETING LATIN AMERICAN CONSUMERS! with newly introduced upgraded features (see at the bottom of this article. 15 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please contact Silvina Poirier at 1-800-397-5322  or e-mail her at silvina@portada-online.com.

Click here for previous Latam Sales Leads editions

 

  • Marriott Hotels

descargaTourism and hospitality agency Diamond Public Relations has been named agency of record for Marriott International’s portfolio of Caribbean and Latin America properties.Marriott International’s 115 hotels in 26 countries and territories throughout Latin America and the Caribbean — which includes brands such as Ritz-Carlton, Courtyard Marriott, Renaissance Hotels and JW Marriott Hotels & Resorts — currently makes it the fastest growing region for the international hospitality giant. Diamond will oversee brand awareness and manage North American PR efforts for Marriott International’s Caribbean and Latin America brands, for the purpose of driving awareness and travel to hotel properties in that region.Miami-based Diamond manages PR efforts for more than two-dozen resorts throughout the U.S., Caribbean, Central/South America and Europe.

  • Safilo Group

descarga (2)Italian eyewear manufacturer and distributer Safilo Group, which distributes licensed brands including Fendi and Dior, has re-entered the Latin American market of Argentina after a hiatus.Safilo has closed a distribution agreement with OCSA SLR of Messrs. Cosentino. Through its new terms with OSCA, Safilo plans to further develop and strengthen its business in Latin America countries.Safilo’s re-entrance into Argentina is part of the brand’s larger development plans for the Latin American region, as outlined in its 2020 Strategic Plan. Safilo has also forged strong relationships with consumers in the Brazilian and Mexican markets and is planning on similar successes in Argentina, and the whole of Latin America as it continues to set a foundation for growth in the region.

  • Cath Kidston

descarga (1)The vintage fashion and home retailer Cath Kidston is set to open stand-alone stores and concessions in Latin America as it presses on with its global expansion plans.The retailer will initially concentrate on launching operations in Mexico and Chile.However, Cath Kidston chief executive Kenny Wilson is eyeing expansion across the region and as far as Brazil.The retailer, which recently launched a brand collaboration with Disney, is planning to enter the region with stand-alone stores and concessions following indications from online sales in Latin America that the brand has a market there.Cath Kidston has recruited Under Armour’s head of international franchising Michael Engelhaupt to lead the venture.

  • Holiday Inn Express

c58b279ae8516d7abd38a0eddd4b7946_400x400InterContinental Hotels Group has signed the Holiday Inn Express Asuncion Aviadores hotel, the first Holiday Inn Express hotel in Paraguay.The new-build 120-room hotel will be centrally located in Paraguay’s capital city of Asuncion and joins IHG’s Crowne Plaza Asuncion hotel, already open in Paraguay.Expected to be open by the end of 2018, the hotel will be in close proximity to the World Trade Centre Asuncion, Shopping del Sol and Paseo La Galeria.

 

 

  • Radisson Blu  

02Radisson Blu announced the opening of Radisson Blu Santiago La Dehesa, its first location in Chile. The opening of this hotel follows Radisson Blu Sao Paulo and Radisson Blu Belo Horizonte, Savassi in Brazil which opened earlier this year.

 

 

  • New Era/Chivas

New Era, the sports and lifestyle headwear brand, is proud to announce a partnership with Club Deportivo Guadalajara, the soccer club with the biggest Mexican fan base in the world.The debut collection, launching in Mexico in August and in the US later this year, celebrates 110 years of Chivas history. The collection is made up of 69 different styles and features six different club logos from the clubs history. The brand’s iconic 59FIFTY fitted cap will be featured alongside the 9FIFTY Snapback, 39THIRTY stretch fit and specific styles for kids and women.With 96 years of traditional sports heritage and as the official cap supplier for MLB, and the NFL, New Era is dedicated to bring consumers a mix of fan and lifestyle-inspired products through innovative designs and global partnerships.

  • Jamberry

descarga (2)Patented nail wraps brand Jamberry is now extending its’ business to Mexico – their second major international market expansion in 2016. Mexico residents will be eligible to become Jamberry Independent Consultants and order product online beginning late 2016.Created by women, for women, Jamberry’s mission is to extend economic opportunity to all women and their families. Boasting a thriving network of over 100,000 Independent Consultants throughout the US, Canada and Puerto Rico, Australia and New Zealand, and the United Kingdom, Jamberry’s business model aims to enhance women’s lives and give women around the world flexibility to earn income on their schedule.

 

INTRODUCING NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
We have incorporated new features to the interactive database of corporate marketers and agency executives targeting Latin American consumers:
New Sales Leads: Weekly more than 20 new leads uploaded to the Database by the Portada Team as well as the contacts related to the above weekly Sales Leads column written by our editorial team.
Download the Database: Download the full Database in Excel Format.
Search Database: You can search through a user-friendly interactive Interface: Search Fields include: Name, Company/Agency, Job – Title, Address, Zip, E-mail, Accounts (Agency), Phone, Related News.
SPECIAL INTRODUCTORY OFFER:
For a short period of time we are offering the database for an introductory annual subscription of US$ 899!
Read the Frequently Answered Questions. (click on link “the most commonly asked questions…” and/or contact Research/Databases Sales Manager Silvina Poirier at silvina@portada-online.com.

A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the Hispanic market and/or targeting Hispanic consumers right now.

Check out Portada’s Interactive Database of Corporate Marketers and Agency Executives with newly introduced upgraded features (see details at the bottom of this article). 20 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please contact Silvina Poirier at 1-800-397-5322 or e-mail her at silvina@portada-online.com.

For prior Sales Leads editions, click here.

  • Loews Hotels  

descargaLoews Hotels is apparently looking for a new agency to handle creative and media in the U.S.Catch New York was the incumbent on the account. Avidan Strategies is leading the review. Loews Hotels has 23 hotels and resorts across the U.S. and Canada, with 7,900 employees. The New York-based company spent more than US$4.8 million on measured media in 2015, according to Kantar.

 

  • Swarovski  

Precision-cut crystal maker Swarovski has teamed with publishing house Condé Nast to relaunch Salt, a glossy print title. Salt will be published twice a year by Condé Nast Contract Publishing Division and will be available in English, Mandarin and Japanese editions. Darius Sanai, the editor in chief of Condé Nast Contract Publishing, conceived the title alongside Swarovski as a way for the brand to explore the many facets of its narrative. The first relaunched issue of Salt will hit newsstands this month, with a second issue set to launch in February. Swarovski and Condé Nast will distribute the title in the United States, United Kingdom, Europe, China, Japan and Southeast Asian markets. Salt will be available to Swarovski’s consumers as well as for purchase at select newsstands.

  • New Era/Chivas

New Era, the sports and lifestyle headwear brand, is proud to announce a partnership with Club Deportivo Guadalajara, the soccer club with the biggest Mexican fan base in the world.The debut collection, launching in Mexico in August and in the US later this year, celebrates 110 years of Chivas history. The collection is made up of 69 different styles and features six different club logos from the clubs history. The brand’s iconic 59FIFTY fitted cap will be featured alongside the 9FIFTY Snapback, 39THIRTY stretch fit and specific styles for kids and women.With 96 years of traditional sports heritage and as the official cap supplier for MLB, and the NFL, New Era is dedicated to bring consumers a mix of fan and lifestyle-inspired products through innovative designs and global partnerships.

  • MillerCoors

nnnmnMillerCoors will release an alcoholic version of aguas frescas, a traditional Mexican drink made with fruit, water and sugar, Adage reports. The brand is called Zumbida and is made with the Alcohol and Tobacco Tax and Trade Bureau. The label, which is in Spanish, shows a mango flavor with the words “aguas frescas” at top. “The label includes the words “con un toque de piquete” which means “with a touch of alcohol.” MillerCoors does not have a Mexican beer in its portfolio. While Zumbida will be made in the U.S., not Mexico, MillerCoors seems to be aiming to gain credibility with Hispanics by referencing aqua frescas.

 

 

 

  • Rémy Martin®

Rémy Martin Cognac is launching its 2016 Circle of Centaurs mentorship program with multi-talented actor, singer and photographer Jackie Cruz. The program is an extension of the brand’s One Life/Live Them campaign. The mentorship initiative with Jackie Cruz is one in a series of Rémy Martin Circle of Centaurs programs this year. Each initiative will give one individual the opportunity to be mentored by someone who has demonstrated an ability to explore his or her many inner talents.While Cruz is best known for her role as an actress on the Netflix hit series Orange Is The New Black, she is also an exceptional singer, talented musician, and aspiring photographer. Rémy Martin will launch the Circle of Centaurs mentorship contest with Jackie Cruz in the U.S. on August 17, 2016 and close on September 23, 2016. Entrants are asked to upload a video of themselves singing an original song and share on their personal Instagram page by tagging @remymartin along with #circleofcentaursjackie hashtag, or share on Facebook by posting on the Rémy Martin brand page along with #circleofcentaursjackie hashtag.

 

  • Domino’s®

bbDomino’s Pizza is bringing pizza and salad lovers to the same table. Domino’s is now delivering salads nationwide, because sometimes, there’s that one person who only wants a salad on pizza night.The prepackaged salads are now available in three varieties: Classic Garden, Chicken Caesar and the new Chicken Apple Pecan. Domino’s has teamed up with fresh foods innovator Ready Pac Foods, so that stores nationwide can deliver a salad option to customers looking to keep everyone happy, making Domino’s the largest national pizza chain to deliver salads.

 

  • INTUR

descarga (1)INTUR, Nicaragua’s national tourism board, tapped Myriad as its agency of record for U.S. and Canada. The agency will handle all tourism marketing, trade relations and press relations.

 

 

INTRODUCING NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
We have incorporated new features to the interactive database of corporate marketers and agency executives targeting U.S. consumers:
New Sales Leads: Weekly more than 20 new leads uploaded to the Database by the Portada Team as well as the contacts related to the above weekly Sales Leads column written by our editorial team.
Download the Database: Download the full Database in Excel Format.
Search Database: You can search through a user-friendly interactive Interface: Search Fields include: Name, Company/Agency, Job – Title, Address, Zip, E-mail, Accounts (Agency), Phone, Related News.
SPECIAL INTRODUCTORY OFFER:
For a short period of time we are offering the database for an introductory annual subscription of US$ 899!
Read the Frequently Answered Questions. (click on link “the most commonly asked questions…” and/or contact Research/Databases Sales Manager Silvina Poirier at silvina@portada-online.com.

Join us at PORTADA Mexico!