What: Forbes has issued its annual Top 100 Highest Paid Athletes list, with a record of 17 Latinos earning mention.
Why it matters: The earning power of Latinos worldwide is stronger than ever, with opportunities for these athletes, whether primarily English or Spanish speaking, continues to increase.

This past week Forbes (@Forbescame out with its annual list of the Top 100 Highest Paid athletes in the past year, and for brands looking to engage Latino athletes, the news is stronger than ever.

Of the 100, 17 are Latino, the highest amount ever on the list, with sports ranging from soccer and basketball to boxing and auto racing. Their appeal is global, and their brand resonance and the loyalty of their followers is higher than most athletes on the list.

Forbes’ earnings figures for the list included all prize money, salaries, and bonuses earned between June 1, 2017 and June 1, 2018. In the case of baseball players, the listed salary will include salary from the 2017 and 2018 seasons, as well as any signing, award or playoff bonuses.

Endorsement incomes are an estimate of sponsorship deals, appearance fees and licensing income for the 12 months through June 1 based on conversations with dozens of industry insiders. The golfers’ income includes course design work. Forbes does not deduct for taxes or agents’ fees, and does not include investment income. The list includes athletes active at any point during the last 12 months.

Now you see more young kids with Barcelona jerseys than Knicks jerseys sometimes.

While Americans naturally dominated the list with 65 athletes thanks to the sky-high salaries in the major U.S. sports leagues, The Dominican Republic and Spain had three athletes each, while Argentina, Brazil, and Venezuela all have two.

The world’s elite soccer players, Messi, Ronaldo, and Neymar are all top five earners, and with World Cup in the horizon, their brand value will continue to rise. Other soccer stars on the list include Oscar (at 56), Luis Suarez (60), and Sergio Aguero (86). Three MLB stars with deep Latino roots, Miguel Cabrera (54), Yoenis Cespedes (71), Felix Hernandez (63) and Albert Pujols (49) are there, along with NBA players Al Horford (51), Brook Lopez (95), Carmelo Anthony (38) and Marc Gasol (84).

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Boxer Canelo Alvarez (US $44.5 million) was a big mover up the list. Alvarez jumped 28 spots to 15, while tennis star Rafa Nadal was again among that sport’s elite.

Messi (credit: Wikimedia/Oemar)

“We are in a time now where I think the global success of athletes is becoming clearer, especially due to social media and philanthropy,” said Harrie Bakst, co-founder of Weinstein Carnegie (@wcpgco), a firm which specializes in cause marketing around athletes and celebrities, including Pele’s foundation. “There was a time when you would walk the streets of New York or Chicago and mention a global soccer star like Messi and people would not know who he was. Now you see more young kids with Barcelona jerseys than Knicks jerseys sometimes. The language, especially Spanish, is less of a barrier and that’s great news for the athletes, brands, and sports in general. The opportunity is only going to get bigger.”

The list is a great reflection of what the marketplace is seeing, that ROI for brands no longer has to be hyper-local, if athletes are engaged they can create demand around the globe, and with the rise of Latino buying power in North America, their athletes, whether they are English or Spanish language first, are becoming more and more of a force in the business world.

Cover image: Keith Allison

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.

  • Oscar

OscarOscar, a new health insurance provider, has named New York-based The Vidal Partnership (TVP) as its agency of record for all their Hispanic marketing needs. Oscar announced it would be offering health insurance across New York City and the surrounding areas starting this fall. Oscar is a new type of health insurance designed specifically for New Yorkers, providing an experience never before available. Oscar is fully licensed with New York State and will offer individual and family health insurance coverage. Oscar can be purchased on New York’s health insurance exchange, New York State of Health, the organized marketplace for New Yorkers to shop, compare and enroll in health insurance coverage. Customers can begin enrolling on October 1, 2013 and will begin receiving benefits January 1, 2014. Oscar has already raised $40 million from Thrive Capital, Founders Fund, General Catalyst and Khosla Ventures.

  • Campbell Soup

Campbell SoupIn its newest campaign, an 8-year-old boy named Wisest Kid in the Whole World pontificates about the joy of eating Campbell’s soups. He will appear in TV commercials, print ads, online and in social media and apps. He will also appear at events. MEC is handling media services for the campaign; BBDO New York did the creative; Proximity Worldwide is the digital agency; and Weber Shandwick is handling PR. Campbell is planning to spend about $450 million on marketing in the current fiscal year, compared to $400 million last year. The campaign’s goal is to remind parents that soups offer more options to feeding kids and that kids really like soup.



  • Lavidge Co/Mosaic Multicultural

Lavidge Co. — one of the Phoenix market’s largest advertising firms — has formed a new venture aimed at Hispanic and multicultural market segments. The new venture is called Mosaic Multicultural and is headed by Mark Suarez, Phoenix Business Journals reports.
Suarez previously held advertising and marketing positions at three other ad firms — Inspire and Moroch Partners in Dallas and Moses Anshell in Phoenix. At those two Dallas-based agencies, Suarez has handled Hispanic advertising and marketing for McDonald’s. Mosaic has been formed as its own company with Lavidge Co. and Suarez as its corporate managers, according to the Arizona Corporation Commission. Lavidge’s client list includes the Heard Museum, McDonald’s, Phoenix International Raceway, Phoenix Zoo, Phoenix Suns and Bashas’ supermarkets, according to the company’s website.

  • WatchCollectingLifestyle.com

The destination for content about luxury watches and lifestyle, celebrates Hispanic Heritage Month by launching a special bespoke section of its content ‘En Español’. The new section will include culturally relevant and in-language content about watch reviews of some of the most prestigious watch brands —Audemars Piguet, Rolex, Omega, Patek Philippe, Richard Mille, Glashütte Original, Breguet, Blancpain, Jaquet Droz and Zenith amongst others—, watch industry news, fashion and style, food, wine and cigars, luxury vehicles, travel, watch shopping guides and full coverage of the three largest watch events in the world —Baselworld, Salon International de la Haute Horlogerie and the Salón Internacional de Alta Relojería. WatchCollectingLifestyle.com’s Founder is Halim Trujillo. Trujillo is also the site’s Editor & Publisher. Trujillo previously worked at several major Hispanic advertising and media agencies.

GET ALL THE LEADS YOU NEED WITH PORTADA’S INTERACTIVE DIRECTORY OF CORPORATE MARKETERS AND MEDIA BUYERS! For detailed contact information on Corporate Marketers at these companies and the decision makers at their Advertising Agencies, get access to Portada’s Interactive Directory of Corporate Marketers and Agencies targeting Hispanics with more than 3,000 Leading Agency and Marketing/Advertising Directors. (Downloadable into an Excel Spreadsheet for seamless integration into your own database!). If you are a Subscriber to the Directory login and access the Directory.

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