Oscar de la Hoya


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

  • David OrtizMLB All-Star David Ortiz announced a multi-year deal to appear on FOX Sports as a studio analyst for the network’s game coverage. Ortiz contributed as studio analyst throughout FOX Sports’ coverage of the 2017 postseason and will again be alongside Frank Thomas, Alex Rodriguez, and Kevin Burkhardt. Ortiz will make his 2018 debut during the network’s coverage of the 89th All-Star Game presented by Mastercard from Nationals Park in Washington, DC.


  • Gatorade has become the first primary partner for the Jr. NBA World Championship. The energy drink brand will have a variety of products for the participants and signage opportunities at each regional competition as well as the global event. In addition, Gatorade will manage the event’s off-court programming, including Gatorade Sports Science Institute athlete testing as well as heat safety and hydration sessions with professional athlete speakers.


  • The NFL and CBS expanded their streaming agreement. The deal includes game streaming access via mobile devices for CBS All Access and paid TV subscribers. Through 2017, mobile streaming rights had previously been exclusive to Verizon.
    “The 2018 season will mark a new era for NFL fans with unprecedented access to NFL games across digital platforms,” stated Hans Schroeder, Chief Operating Officer of NFL Media and Business, in a statement. Every NFL ON CBS game will be available to fans on mobile, including Super Bowl LIII next February.

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  • Golden Boy BoxingOscar De La Hoya’s Golden Boy Promotions is partnering with Facebook to produce five live fight nights. The events will air exclusively on Facebook Watch. The first encounter will be between WBA World Featherweight champion Jesus Rojas defending his title against Joseph “JoJo” Diaz Jr. at the Avalon Theater in Hollywood, on Saturday, Aug. 11. De La Hoya will be executive producer for both the fight cards and complementary programming.


  • Telemundo’s morning show Un Nuevo Dia hosts, “Chef James” Tahhan and Janice Bencosme, have been suspended indefinitely after being seen making slant-eye gestures referring to South Korea. In a statement released to USA TODAY Sports on Thursday, Telemundo said the behavior was “contrary to our values and standards.”


  • Minor League Baseball and Cartoon Network are teaming up for a summer-long promotion for the in-park “Best Summer Ever” program. The campaign will bring together baseball games and CN original series. Activities include pre- and post-game screenings, high-energy video mashups mixed with MiLB game and ballpark experience highlights, including in-game vignettes featuring Cartoon Network’s Stop Bullying Speak-Up campaign.


  • WENN Digital Inc., creator, and operator of KODAKOne Image Rights Management Platform, is talking about a partnership with Fernando Alonso, as the exclusive image registration, protection and license-monitoring solution for certain images and videos of Alonso.


  • Boxer Timothy “Desert Storm” Bradley Jr., inked a new multiyear contract extension with ESPN to continue to serve as a boxing analyst for Top Rank on ESPN, alongside Joe Tessitore and Mark Kriegel.

What: Portada talked to Gustavo Guerra, brand director of Tecate Equity at Heineken U.S., about how the beer brand has changed its marketing strategy to target the overall U.S. market. A campaign using actor Silvester Stallone is intended to appeal to target audiences nationwide. In addition, boxing sponsorship deals are a major element behind this new marketing push.
Why it matters: In 2016, Tecate signed a multiyear sponsorship deal with management/promotions firm Golden Boy Promotions, and with current WBC Light Middleweight Champion Saul ‘Canelo’ Alvarez. “Canelo”  just competed last Saturday May 6 against Julio César Chávez Jr, The multi-year sponsorship contract has Tecate featured prominently in the center ring, around the mat, and throughout the arena. Boxing allows Tecate to really leverage sponsorships through in-store promotions, which help them sell more products.

Gustavo Guerra Maza
Gustavo Guerra, brand director of Tecate Equity in Heineken U.S.

On last Saturday night, May 6, all boxing fans’ eyes were set on Las Vegas to experience one of boxing history’s most exciting encounters: current WBC Light Middleweight Champion Saul ‘Canelo’ Alvarez, against Julio César Chávez Jr. During what seemed to be the longest twelve rounds in boxing history, Canelo reminded the world of what a great fighter he is.  Canelo, once again, won the WBC Light Middleweight Championship. But the Mexican boxer wasn’t the only winner last Saturday night. Printed on his shorts, and with a presence on every corner of the MGM Grand Arena in Las Vegas, Tecate made sure to leverage one of its most relevant sponsorship deals.

Tecate’s marketing push in 2017 did not start with the Canelo-Chavez fight. On April 18 Tecate launched a new campaign (TV, Digital, and Social Media)  in collaboration with Canelo Álvarez and Sylvester Stallone.

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“Stallone was key to the strategy because, although he is no boxer, he allowed us to reach an audience beyond Hispanics, which already connect with Canelo,” explains Guerra.“We are expanding our brand towards a market, which had been foreign to us, which is the American market.”

We are expanding our brand towards a market, which had been foreign to us, which is the American market.

Tecate has a multiyear agreement with promotions company Golden Boy, founded by former boxer Óscar de la Hoya. Alone in 2016, Golden Boy received an audience share of 42% of all boxing fights, explains Guerra. The multi-year sponsorship contract has Tecate featured prominently in the center ring, around the mat, and throughout the arena. (Saúl El Canelo  Álvarez, is among professional boxers who have contracts with Golden Boy.)

“It wasn’t enough to sign a partnership with Golden Boy. For the first time, we signed a deal with a boxer. Canelo Álvarez became the brand’s ambassador last year,” explains Guerra.

Sponsorship of InfluencersMovie star Sylvester StalloneTo reach U.S. Americans
Boxer Canelo AlvarezTo reach Hispanic audience
MediaTV advertising on 10 English speaking channels, and 13 Hispanic channels. Print advertisingTo reach the masses
Retail ActivationsIn-store activations in more than 17000 stores, plus special edition cansFor immediate conversion
Digital ActivationsSocial media plus online advertisingTo reach a younger and connected audience

The History of Tecate’s Marketing in the U.S.

Some say you can reach men through their belly (stomach), but Tecate found a better way to do it: through sports, particularly boxing.

When Tecate started expanding in the U.S., in 2007, its marketing strategy focused on reaching first-generation Hispanics who already knew the Mexican brand and wanted to buy it in the U.S. But later, in 2015, Tecate decided to go after the next generation, whose natural context is bicultural.

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“These consumers don’t feel like native U.S. Americans, but neither like Hispanics. This is why they represent the best of both worlds, “explains Guerra. They connect both with the American culture and with the Latin American.

“To us, this is the most relevant strategic change. It  represents 64% of Hispanics, who  live in both cultures, and move around like a fish in the sea.”

For us, this is the most relevant strategic change.

With this in mind, starting in  2016, Tecate expanded its reach beyond the “the sunny belt” states -California, Arizona, New Mexico, and Texas-  to the whole territory of the U.S.

Tecate started to use boxing to target the Hispanic consumer in May 2015. The boxing “Fight of the Century” between Manny Pacquiao and Floyd Mayweather was one of the most exciting moments in boxing history. Box office sales reached US $74 million (just 14 million less than Super Bowl, with a quarter of the seats available).

Along Las Vegas Boulevard, 275 activation points reminded people walking by that the “Fight of the Century” was presented  Tecate. “The moment you left the plane, at the airport, you had an impact by Tecate. This was a very important way to leverage our sponsorship,” remembers Gustavo Guerra, brand director of Tecate Equity in Heineken U.S.

(Photo: @Canelo)
For the first time we signed a deal with a boxer. Canelo Álvarez became the brand’s ambassador last year.

Boxing allows Tecate to really leverage sponsorships through in-store promotions, which automatically lead them to sell more products. In addition, Tecate pushes the brand through social media and digital advertising. Including its Bold Punch app, which makes your phone vibrate every time Canelo connects a punch on his opponent.

“These features help us connect with our target consumers, and allow us to tell a story,” says Guerra.

Now, the key to keeping growing  is to continue innovating to connect with all our audiences, Guerra concludes.

Gabriela Gutiérrez M contributed to this article.


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

“Hot” Content Distribution and Monetization Play

Switzerland-based marketing firm Infront Sports & Media has acquired 51% in Omnigon, which specializes in developing digital content distribution platforms for teams, leagues and entertainment companies. Infront Sports & Media is owned by Chinese Conglomerate Dalian Wanda Group, which is investing in companies that are at the intersection of sports and entertainment. Omnigon is a consulting firm that helps sports, media and entertainment providers to develop mobile apps and websites. Omnigon’s client list includes World Rugby, PGA Tour, NASCAR, AS Roma, Fox, Fox Sports, Miami Heat and WWE. The New York-based firm will continue to operate as a stand-alone entity, keeping its brand name.

Portada’s 2016 Hispanic Sports Marketing Guide will be published on March 1. To reserve your spot in this marquee lead-gen and branding tool please reach out to Sales and Marketing Director Kelley Eberhardt at kelley@portada-online.com.

ESPN: OTT or no OTT, That is the Question

Hispanic Online VideoA survey conducted by the marketing firm Civic Science and highlighted in a note by BTIG notes that more than half of cable subscribers would be happy to drop ESPN to save US $8 a month. Additionally, only 6% of the survey’s respondents said they would be willing to pay US $20 a month for a Netflix-like ESPN offering. ESPN currently charges providers more than US $6 a subscriber to carry the network. So if consumers had the choice, usually only given with direct-to-consumer online video options, they would not pay much for an ESPN offering. Reports have indicated ESPN would need to charge $30 for a similar bundle for it to make economic sense. Myles Udland writes in Business Insider that “Disney cannot take ESPN direct-to-consumer and they know it, whether they admit that publicly or not….The math for a direct-to-consumer offering for a basic cable network does not work, especially for channel(s) with very high monthly fees embedded within the current MVPD bundle. Per Disney’s, the owner of ESPN, November SEC filing, ESPN lost nearly 7 million subscribers over the last two years as the number of cord cutters continues to increase. At the end of the fourth quarter of fiscal 2015, ESPN had a subscriber base of 92 million in comparison to 95 million at the end of the prior-year quarter and regressing to the level it had a decade ago.

Oscar de la Hoya’s Channels Now on OTT

Two new boxing channels are coming to streaming TV service FilmOn TV Networks, thanks to a new partnership announced by Oscar De La Hoya, Chairman and CEO of Golden Boy Promotions, and FilmOn TV Networks CEO Alki David. Both channels will go live at the end of January and will be free as part of filmon.com’s ad-supported OTT service. 10-time world champion De La Hoya’s classic fights will air on the Golden Boy Channel, while Golden Boy Promotions’ monthly boxing series LA FIGHT CLUB will live stream its bi-weekly fights on The Ring, with the first kicking off at 5:30 PST on January 29th. “Past, present or future, Golden Boy Promotions has, is and always will be about pitting the best against the best,” said Oscar De La Hoya, Chairman and CEO of Golden Boy Promotions. “This new partnership with FilmOn will only further showcase our mission by offering fans the best fights from today and yesterday.”

ESPN Extends Australian Open Rights

For those of you watching the Australian Open, know that if you move to the Caribbean or AustraliaLatin America you will be able to continue watching it through ESPN for the foreseeable future. ESPN International reached a five-year extension of its agreement with Tennis Australia for exclusive distribution rights in Latin America and the Caribbean of the Australian Open, the tennis season’s first Grand Slam event, it was announced by Richard Heaselgrave, commercial director of Tennis Australia and Tim Bunnell, senior vice president of production, programming, marketing and advertising sales for ESPN International. The agreement extends ESPN’s current distribution agreement through 2021. Under terms of the extension, ESPN will continue to have exclusive pay television and digital distribution rights throughout Latin America and the Caribbean. In addition, beginning in 2017, ESPN will have the distribution rights to several lead-up events to the Australian Open, including the Hopman Cup, World Tennis Challenge, Brisbane International and Apia International. Also, ESPN will have the rights to select coverage of the Australian Open qualifiers, “Legends,” Juniors and Wheelchair events.

Milwaukee Bucks go Hispanic

MilwaukeeThe Milwaukee Bucks announced a new initiative to expand the team’s presence in Milwaukee’s Hispanic community, highlighted by Spanish language radio broadcasts of five upcoming Bucks games. This year’s Spanish broadcasts are the cornerstone of a new partnership between the team and Bustos Media, which operates WDDW 104.7 FM “La Gran D” in Milwaukee. “We are very pleased to announce this partnership with the Milwaukee Bucks,” John Bustos, managing partner of WDDW 104.7 FM, said. “As this innovative new ownership group and management team return this proud franchise to prominence, they also are changing the landscape of Greater Milwaukee and will make a huge impact on the community. We look forward to working with them to bring that excitement to the fast-growing Hispanic community that we serve so well.”

Fox Attempts to Make Uefa League More Popular

Fox Sports kicked off its marketing campaign for the return of the Bundesliga, half a year after the network started airing matches from Germany’s top soccer league on its networks worldwide. That launch was hyped as groundbreaking, but the results have been mixed. Ratings in the U.S. for Bundesliga matches have been poor, averaging 55,000 per match for the first 17 games Fox aired in the 2015/2016 season, or around a tenth of what NBC draws for its English Premier League matches stateside. Only Leverkusen has averaged over 100,000 viewers per match in the U.S., largely due to Mexican star Javier Hernandez, aka Chicharito, who is a big draw for U.S. Hispanic fans. The biggest single draw in the U.S. was for a one-off, tape-delayed airing of the Sept. 13 match between Bayern Munich and Augsburg, which reached 926,000 viewers.

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