A summary of the most exciting news in multicultural sports marketing. If you’re trying to keep up, consider this your one-stop shop.
The Yankees/Red Sox game played on Saturday March 3 has become the most-watched Spring Training telecast ever on MLB Network, with an average of 322,000 viewers.
The BIG EAST Conference, in alliance with FOX Sports Media Group, announced new and returning partners for the 2018 BIG EAST Men’s Basketball Tournament. Jeep returns as the presenting sponsor for all 22 BIG EAST championships. Returning sponsors include Nike, Gatorade, Geico, Primesport, SUNKIST, Continental Tire, Westwood One and Sirius XM Radio.
Pac-12 Networks and OTT DAZN Canada announced a multi-year partnership to stream more US college sports across Canada.
WWE is working on its deal with SNICKERS for WrestleMania 34. SNICKERS’ presenting partnership of the event includes custom content produced by WWE for SNICKERS.
MLB signed a deal with Facebook for an expanded partnership for the 2018 MLB season. Facebook will exclusively carry one game every week to a global audience on Facebook Watch in a 25-game package. MLB Network will produce games specifically for Facebook. 31% of MLB players are Latino, according to ESPN.
Dallas Maverickslocked a sponsorship deal with online and app marketplace company 5miles. 5miles will be listed as the official marketplace partner of the Mavericks, and its logo will appear on the NBA team’s jersey.
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!
A summary of the most exciting recent news in multicultural sports marketing in the U.S., U.S.-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.
Constellation Brands reported strong performance of its beer portfolio with net sales increasing 7.8% in Q3 2018 as its Mexican import brands have claimed four of the top share gainer positions in the total US beer category. Modelo Especial, Corona, Modelo Chelada Picante Tamarindo, and Pacifico have had the best results. Part of it due to the brand’s sports marketing deals. Corona Extra is the official imported beer sponsor of four US National Football League Teams, and Modelo Especial showed the Fighting Spirit campaign on TV plus promotional activities during the NFL schedule.
OTT VIVA Entertainment Group, which broadcasts content for Latinos, including sports, announced it finished debugging the Flixfling media library interface and conducted beta testing. The company expects that this content, which includes over 15,000 movies and live television streaming, will be available on Viva Live as soon as next week. Viva is also launching a DVR feature for Viva Live TV, targeted to be up and running the first week of February.
PepsiCo signed with former NFL stars Greg Jennings, Nick Mangold, and Rashad Jennings for its Game Day Grub Match. Vox Creative launched the promotion and it features the three players challenged to prepare game day dishes using PepsiCo food and beverage products as ingredients. All three episodes are now on YouTube.
Serbian tennis player Novak Djokovic signed a global footwear deal with Asics, ending his association with Adidas.
Dan Lovinger, NBCU Exec VP/Sales & Marketing, said that the channel expects to take in $500M in ad revenue on Super Bowl Sunday. This is a similar amount to what it earned last year.
Shaquille O’Neal has become Carnival Cruise Line brand ambassador in its new “Choose Fun” advertising campaign as CFO (chief fun officer).
Snickers is about to sign a deal to become the “official chocolate” of FlyQuest, an esports organization that fields teams in the League of Legends Championship Series and Rocket League. This will be Snickers’ first team-level deal in esports.
Yahoo Sportsstarted streaming NFL playoff games during the past weekend as part of the company’s new streaming deal with Verizon. The first game streamed on mobile via the Yahoo Sports app was the Falcons/Eagles, on Saturday.
NASCAR has given Monster Energy an extension to decide whether it wants to remain the Cup series sponsor or not. The two companies are in the midst of a two-year deal with a two-year option. Monster’s deadline to determine the extension of the partnership was Dec. 31.
UM, the IPG Mediabrands’ unit, has been tapped as media agency for luxury fashion accessory marketer Coach Inc, according to Mediapost.The agency’s appointment follows a review that began last year.UM will run the account from its New York headquarters, coming up with and delivering customised media buying and integrated planning services for Coach across nine markets in the Americas and Asia.
Tecate, the official beer of boxing and sponsor for the mega-fight between Canelo Alvarez vs. Julio Cesar Chavez, Jr., will welcome the fighters and fans to Las Vegas in true Mexican fashion including an impressive mariachi orchestrated ‘Grand Arrival’ at the MGM Grand – all livestreamed on Tecate’s Facebook page to start the Cinco de Mayo celebration early.Fans 21+ not able to make it to Las Vegas can still feel every Canelo power punch through their iOS or Android phone with the latest Tecate Bold Punch app. The free app is available with fight specific content being refreshed up to the final moments before Canelo jumps in the ring.Tecate started thematic national fight promotions across more than 7,000 off-premise locations in early April including more than 200 on-premise accounts in Las Vegas driving beer trials. Starting on Tuesday, April 18, national general market and Hispanic broadcasters including NBC Sports, Comedy Central, Spike TV, ESPN, FX, Univision, Telemundo, Fox Deportes, NBC Universo, ESPN Deportes and many others will air or will have aired the recently announced Tecate “Born Bold” branded commercial “Beehive BBQ” featuring Canelo and Sylvester Stallone.Additional fight week promotions include Friday’s tripleheader card for the Golden Boy Boxing on ESPN Presented by Tecate along with the brand being featured prominently on Canelo’s trunks, at the center ring, around the mat and throughout the fight.
NEW PORTADA RESEARCH REPORT: “Content Marketing Initiatives targeting Hispanic and Multicultural Audiences”. The report is filled with intelligence for brand marketing executives targeting multicultural consumers – the majority of consumers in many major U.S. markets – as well as for media and marketing tech vendors. This report provides a description of 20 content marketing initiatives. Each program’s main elements (Brands involved, Target Audience, Owned Properties, Paid Media Program, Key Influencers) are summarized and the agencies and brand decision makers behind them are listed. Described companies include: Avocados from Mexico, Barilla, Best Western, Ford, General Mills, Hershey’s, Kellogg, Kimberly Clark, Kraft, Makita, Miller Coors, Nestle, Procter & Gamble, State Farm, Sprint, Unilever, Verizon, Vilore and Wonderful Pistachios. Buy the report here! Upgrade to “Research Plus Membership” for only US$ 999 and access this report and 9 more!
Hispanica International Delights of America, Inc., a diversified food and beverage company in the Hispanic and ethnic food industry, has secured manufacturing for its exclusive brand, GRAN NEVADA® and its flagship products, the Ready To Drink (RTD) Horchatas®. The Company will commence production this week at a facility owned by an International beverage company. The first production run will be for the Horchata De Morro® which has booked a six-month backlog followed by the new Horchata Aguas Frescas® commencing shortly thereafter.Hispanic International Delights of America, Inc. (HISP) is a public company, founded in 2013. HISP is engaged in the distribution of proprietary, licensed and third party Hispanic and Ethnic food and beverages throughout the United States. HISP is headquartered in New York State with distribution operations under way in the New York City Tri-State Region, the Washington, D.C. Metro Area, the Houston Metropolitan Area, and in Los Angeles and the Northern California Region.
Procter & Gamble, one of the largest advetiser’s globally, is planning to cut annual marketing spend by US$2bn, more than half of which will come from reducing media supply chain “waste”.Last year, the firm promised to eliminate US$1.5bn in agency-related costs in the 2017 financial year.The firm is working to lead the effort on media transparency, eliminating costs in the media supply chain.
NEW PORTADA RESEARCH REPORT: “Content Marketing Initiatives targeting Hispanic and Multicultural Audiences”. The report is filled with intelligence for brand marketing executives targeting multicultural consumers – the majority of consumers in many major U.S. markets – as well as for media and marketing tech vendors. This report provides a description of 20 content marketing initiatives. Each program’s main elements are described (Brands involved, Target Audience, Owned Properties, Paid Media Program, Key Influencers) are summarized and the agencies and brand decision makers behind them are listed. Described companies include: Avocados from Mexico, Barilla, Best Western, Ford, General Mills, Hershey’s, Kellogg, Kimberly Clark, Kraft, Makita, Miller Coors, Nestle, Procter & Gamble, State Farm, Sprint, Unilever, Verizon, Vilore and Wonderful Pistachios. Buy the report here Upgrade to “Research Plus Membership” for only US$ 999 and access this report and 9 more!
Snickers is targeting Millennial Hispanics with videos for two line extensions made by Latinworks.The videos play off the theme of the brand’s long-running “You’re Not You When You’re Hungry” campaign, from BBDO New York. The vignettes are meant to illustrate the tagline message for the two varieties: “Same on the outside. Different on the inside.”The latest 30-second videois for the newly launched Snickers & Hazelnut.The other video, released in mid-April,is for Snickers Almondis and is currently showing more than 67,000 views on YouTube.The new campaign aims to raise awareness and support wider distribution while reflecting that U.S. Hispanics over-index seek variety in their candy choices. In addition to promotion of video clips on owned social channels, the videos are receiving 12 weeks of paid support via programmatic online network buys. The campaign also includes other promotions and in-store displays.
DDB Chicago is said to had been assigned Miller Lite digital and social business, according to people familiar with the matter. The agency lost the Anheuser-Busch InBev account in 2011. DDB and MillerCoors both declined comment, likely because the agreement has not been finalized.Publicis Groupe’s DigitasLBi is the digital incumbent on Lite.
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 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.
WPP’s Mindshare has been named cereal giant General Mills’ new media agency. The agency’s Chicago and New York office will oversee buying and planning for the snack food and cereal giant starting October 1. General Mills will spend US$823 million on advertising during fiscal 2015, down from us$866.4 million last year. The incumbent agency Publicis Groupe’s Zenith Media had held the account since 2001. (Check out today’s Interview with General Mills’ Monica Granados on its relaunched Que Rica Vida content marketing initiative.)
Citi has consolidated its global media business with Publicis Groupe following a review that began in May.Publicis Groupe created One Citi Global to house creative, digital and production duties on the Citi account one year ago. One Citi Global will now hold all of the work Citi puts out, including the new media assignments.Media incumbents include WPP’s MEC, which handles Citi media in the U.S. and international regions, and Publicis Groupe’s Starcom MediaVest Group, which supports the client in a couple international markets through One Citi Global.Through separate media operations, Publicis Groupe now supports Visa (Starcom), Bank of America (Starcom) and Citi (One Citi Global).The financial services company spent US$332.5 million on domestic measured media in 2014, according to the Ad Age DataCenter.
Pepsi-Cola is releasing a new spot together with Omnicom’S BBDO, New York in the U.S..The new spot features Seattle Seahawks star Marshawn Lynch that plays off his notoriously evasive approach with the media. The ad was quietly posted on Pepsi’s YouTube page last weekend and has since garnered more than 720,000 views.The brand would soon be running it on TV. She also confirmed that BBDO, New York is the agency. BBDO, New York has regularly produced work for PepsiCo-owned Mtn Dew and the company has a long-running relationship with Omnicom. BBDO has also been involved in global Pepsi work in recent years. But BBDO, New York has not made a TV ad for brand Pepsi for the U.S. since 2008.
Snickers has launched a new packaging gimmick featured in a new ad.The Mars-owned candy bar’s personalized wrappers jibe with its “You’re not you when you’re hungry” campaign. The bars feature 20 words like Cranky, Grouchy, Snippy, Loopy, Sleepy, Rebellious and Whiny.In the ad, named “Dial-A-Snickers,” a call center operator takes phone calls from people requesting a Snickers for a hungry loved one. The operator seeks to diagnose which bar would be appropriate for that person, given his or her “symptoms.” A bike messenger then brings the designated Snickers to the needy party.Snickers has 20 versions of the new packaging.
PayNearMe, a financial services technology company, has partnered with 7-Eleven, Inc. to introduce the PayNearMe Bill Pay app, enabling U.S. consumers to pay over 17,000 national and local billers with cash using a convenient barcode scan at participating 7-Eleven stores. The domestic bill payment service is the first in a line of affordable financial services that the company plans to offer cash-preferring U.S. consumers and extends the reach of PayNearMe’s existing cash merchant processing offering for businesses.The PayNearMe Bill Pay app serves as a full-service bill payment center, allowing cash users to keep track of payment history, set reminders, and securely pay their bills in under 60 seconds with one trip to their local 7-Eleven store. Most of 7-Eleven’s nearly 8,000 U.S. stores are open 24/7, allowing users with even the tightest schedules to easily and conveniently stay on top of their bills.The wide range of billers that are payable include cable companies, utilities providers and insurance companies, as well as PayNearMe’s existing merchants such as Greyhound bus, and Indego, the city of Philadelphia’s bike share program. With money transmitter licenses already secured in all 48 states where they are required, PayNearMe expects to add national and regional retailers to its payment location network in the coming months. Other financial services are expected to follow.Both the PayNearMe Bill Pay and 7-Eleven Bill Pay Operated by PayNearMe apps are available to download for free in the Google Play store or iTunes App Store. Consumers can begin paying bills in three easy steps.