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What: Ed Carias, Sr. Brand Manager at el Jimador Tequila – North American Region, Brown-Forman, and a speaker at our upcoming PortadaLat conference next month speaks to Portada about what he has learned about strategizing and activating sport sponsorships and sports related ad campaigns. 
Why it matters:
 Sports marketing, particularly as it relates to sponsorships is an area that is strongly growing in the overall U.S. marketing landscape.

Sports background Free VectorWhen you build a sports marketing strategy for your brand, it is very important to first understand what you are trying to accomplish if you want your investment to be successful, explains Ed Carias, Sr. Brand Manager at el Jimador Tequila – North American Region, Brown-Forman.

“To sponsor a sports team or a particular player (celebrity)  may not necessarily  be the right choice. The decision to sponsor a particular property has to be aligned with the brands overall goals,” Carias adds.

The decision to sponsor a particular property has to be aligned with the brands overall goals.

According to Carias,  Sports marketing has become a widely used and accepted piece of the marketer’s toolbox,”  “Of course,  this doesn’t mean that because the opportunity is there you have to grab it. The sponsorship needs to make sense within the overall sports marketing framework. If a sports property can help you advance your overall brand or business goals then it becomes a really good opportunity and conversation, whether you are looking for awareness, or to make a connection with your target consumer.”

Choosing the Right Sport

Another challenge is to choose the right sport, Carias notes. There are so many sports to choose from, that you have to focus on the one that suits your brand best. A great example is what companies like Red Bull and Monster Energy have done through their association with extreme sports. “Once you decide that a sports partnership can help your overall business goals,” says Carias, “you have to take a look at what you want to accomplish with that, and at what resources you have available in order to  leverage  the sponsorship.”

Carias, a  member of Portada’s Sports Marketing Board,  notes that throughout his career he has had experiences with partnerships where he has not been able to fully leverage the rights or the name of the team. “We didn’t activate the partnership as well as we could have. That was a big learning for me,” he explains.

If you don’t have a plan that fully leverages the sports partnership then maybe you are better off doing advertisement around the sport.”

Through learning by doing it became clear to Carias that “if you don’t have a plan that fully leverages the sports partnership then you might be better off  doing advertisement around the sport.”

To know what works best in advance, you have to look at your overall plan and at the resources you have available, and then make a decision. Also, you might have a great marketing plan around a team sponsorship, but if you don’t have the money to invest in activities around the sponsorship,  you might be better off doing  something else.”

Carias has the following rule in order to make sure that a brand has the right level of resources to fund sports marketing efforts: “You need two dollars for every dollar invested in  a sponsorship in order to be able to fully leverage it.”

You need two dollars for every dollar associated with a sponsorship in order to be able to fully leverage it.

Major League SoccerSoccer Marketing…

“In the last ten years, soccer in the U.S. has continued to grow and to get bigger. The difference between  soccer and hockey is very small. They have almost the same popularity right now.” Carias believes.

“I don’t think soccer is approached  just as a way to target multicultural or Hispanic consumers anymore,” Carias emphasizes. In the last decade brands and fans have experienced that in addition to large metropolitan marketers, there is growth in smaller markets. MLS teams such as Seattle and Portland have shown that general market fans are as interested in soccer, “or maybe more interested in soccer,” than they are in other sports.

But soccer brands need to be careful when planning a sponsorship. There are many ways to advertise around soccer, you don’t need a partnership or a main sponsorship. “Billboard advertising as well as  stadium signage and other smaller sponsorship elements are also available.”

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What brands should be really looking for, is for customizable content that only they can provide to sports fans. The truth is, “soccer fans don’t need our brands to be fans, they already are, and they can find information about their team in one thousand different locations,” explains Carias.

Soccer fans don’t need our brands to be fans, they already are.

The key is to come up with content that really engages a brand’s target audience to interact with the brand. “That’s pushing us to do more custom content, and things that are unique.” For example, EL Jimador did a program with Tim Howard, the goalkeeper of the Colorado Rapids and the United States national team. The program  provided consumers a once-in-a-lifetime opportunity to shoot a penalty kick against Howard and potentially win one million dollars.”

“More brands are getting into these  kinds of unique partnerships and custom opportunities versus just having our name on the shirt, or making posters with the team logo for display.”

Carias believes that brands have gotten smarter and savvier on what it takes to leverage sports properties. But part of the challenge is that fans are smarter too. “We have to be more and more creative on how we provide value to the fandom.”

A brand that did a great job, according to Carias, is Heineken and their official sponsorship of MLS rivalry week. “It is a great idea because the rivalry is what fans really get excited about.” Heineken found the way to connect with fans with something that they already want. “They want to celebrate their team and show how their team is better than yours.” (Heineken became the MLS’s official beer starting January 2015. The Dutch brand replaced 20-year associate Budweiser, with a $50 million five-year deal.)

el Jimador Tequila…and why El Jimador Chose Soccer: Celebrations

The place where El Jimador fits into soccer is when a celebrations takes place. That is a natural connection where soccer and sports fans are comfortable engaging with an alcohol partner.

Celebrations are natural connections where soccer fans are comfortable engaging with an alcoholic brand.

Soccer for us feels like the right platform for the strategy that we are carrying out today in the US and in Canada,  because we are trying to connect with a multicultural audience. As a platform soccer allows us to speak to a Hispanic audience and the general market in the U.S. It is a very flexible platform.

Carias notes that soccer is one of the most alcohol friendly sports, “as it is a sport you watch together with friends at a bar, or with a drink in your hand.”

Soccer fans are very smart about their fandom, so you have to be as committed to the sport as they are.

El Jimador’s biggest challenge, Carias concludes, is to understand the sport and the fans. “We have seen over the last few years that soccer fans are very smart around their fandom, so you have to be as committed to the sport as they are.”

PortadaLat Registration: We have added new Ticket Types to Meet Your Needs!

DAY 1: SPORTS AND TRAVEL MARKETING DAY (June 7):  The first day of PortadaLat will focus on how technological innovation is impacting key segments of business and marketing with emphasis on Travel and Sports. All sessions, keynotes and marketing-tech showcases are included as well as light food, sandwiches and beverages. (US $199)
GENERAL PASS: Attend the overall PortadaLat event on June 7 and June 8. All sessions, keynotes, networking, food and beverage included! (US$549)
VIP ATTENDEE: Meet up to 5 high-level brand, agency or media executives of your choice attending or speaking PortadaLat. These 10 minute meetings will take place in a separate room during the first and second day of PortadaLat and are designed to help you build valuable relationships. General Pass offering is included. (US $ 1,999).
DAY 2: BRAND INNOVATION DAY  (June 8)
The second day at PortadaLat will celebrate Brand Innovation and showcase how leading companies are boosting brand equity and increasing their relevance in a disruptive environment in Latin America and the U.S. Breakfast, Lunch and Evening Reception Food and Beverages included. (US$ 549!)
Secure your spot and start the PortadaLat journey!

What: Insurer Allianz announced its global partnership with the FIA Formula E Championship.
Why It Matters: The recent alliance is part of the insurer’s growing sports sponsorship portfolio, which also includes its recent partnership with the Drone Racing League.

Today international insurer company Allianz announced its partnership with the FIA Formula E Championship.

Beginning at Mexico City’s ePrix on April 1st, Allianz will be hosting the newly named Allianz eVillage, where fans can enjoy an interactive experience during each ePrix event. As part of the partnership agreement, the brand’s logo will also be displayed on a Formula E show car. In addition, the company’s logo will be visible during “Roborace,” the world’s first driverless electric race series that takes place on Formula E city street circuits.

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“We believe that now is the time to engage in the development of new ecosystems, defining the future of urban mobility in a sustainable way,” explained Jean-Marc Pailhol, head of Group Market Management and Distribution at Allianz SE.

Focused on new technologies and development, the insurer also signed a deal with the Drone Racing League at the beginning of this month.

What: The reaction over its Messi sponsorship sets off alarm bells for Adidas.
Why it matters: Because marketing analysts warn that although the German brand sponsors one of the two best soccer players in the world, it has failed to capitalize on that relationship, resulting in ineffective promotion strategies.

When Adidas renewed its sponsorship deal with Leonel Messi, the German multinational began to hear warnings that the famous FC Barcelona player – one of the best in the world – is identified by fans as being sponsored by its competitor Nike, the Barcelona club’s sponsor.

adidas-messi-patrocinioMarketing experts argue that the German brand lacks an effective strategy to take advantage of its relationship with the Argentine player. However, it will remain its technical sponsor over the next few years based on a multi-year agreement whose terms – both financial and duration – have not been revealed.

Neither does Adidas seem to want to comment publicly on fans confusing Messi’s sponsor with Nike. The company’s relationship with Messi goes back many years and will continue for many more, according to comments made by the Argentine player.

Nevertheless, recent results published by the Barómetro del Patrocinio Deportivo 2016 (2016 Sports Sponsorship Barometer), an interesting survey carried out by the Asociación de Marketing de España and the ESADE International School of Business, which is considered an X-ray of sports marketing in Spain, warns of a Adidas-Messi-Nike conflict.

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The report sets forth a comparative study on fan identification of the main sponsoring firms within Spain’s soccer world, detailing the clubs and players they represent and sponsor, and as such is considered a reflection of the success or failure of brands’ strategies to activate their relationship with their sponsorees.

barometro-messiAccording to the study, based on a Sponsorship Association Index of 100 points, the brand association between Messi and Nike received 71.1 points in the minds of fans, who clearly identify him as Barcelona player. Meanwhile, fans’ association of Messi with Adidas only received 50.81 points.

The opposite happened with Nike and Portuguese player Cristiano Ronaldo. According to the survey, the activation strategies of the U.S. company are more successful among fans than those of Adidas with Messi.

Nike received an Association Index of 72 points with Cristiano Ronaldo, whereas the association of Cristiano Ronaldo with the Adidas brand only garnered 63.03 points.

What: Constellation Brands has teamed up with Barclays Center for its most comprehensive arena sponsorship for its brands Corona Extra, Modelo Especial and Ballast Point.
Why it matters: The agreement, which also includes a sponsorship of the Brooklyn Nets, features three individually branded bars at Barclays Center, “official beer” marketing designations and marketing assets.

latam_database-2Constellation Brands is announcing its most comprehensive arena sponsorship for Corona Extra, Modelo Especial and Ballast Point by aligning with Barclays Center. The agreement, which also includes a sponsorship of the Brooklyn Nets, features three individually branded bars at Barclays Center, “official beer” marketing designations and a wide-ranging array of marketing assets.

The new marketing alliance between Constellation Brands, a leading producer and marketer of beer, wine and spirits, and Brooklyn Sports & Entertainment, which controls and manages Barclays Center and the Nets, has designated Corona Extra as the Official Import Beer Sponsor of Barclays Center, Modelo Especial as the Official Import Beer Sponsor of the Brooklyn Nets, and Ballast Point as an Official Craft Beer Sponsor of Barclays Center.

Corona Extra will bring the beach to Barclays Center with the Corona Extra Beach House Bar, which will be located on the main concourse. The soon-to-open branded bar will have a beach-like aesthetic, with island imagery and décor.

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Casa Modelo, a Modelo Especial branded bar will be open soon on the upper concourse. The bar will feature a fusion of Brooklyn and Mexican imagery and décor. A Ballast Point branded bar will be located on Barclays Center’s main concourse.

Corona Extra and Modelo Especial are the nation’s number one and number two imported beers, respectively. Ballast Point is one of the fastest-growing craft brands in the country, featuring dozens of unique and distinctive styles of beer. Corona Extra and Modelo Especial will receive marketing exposure during a wide variety of programming events at Barclays Center, including Brooklyn Nets games, as well as through digital platforms and in-arena signage.

Highlights of the sponsorship include marketing exclusivity in the imported beer category for Corona Extra and Modelo Especial, along with:

Corona Extra

  • Prominent indoor and outdoor arena signage
  • In-arena brand activations
  • Corona Extra Beach House branded bar on the main concourse
  • Brand exposure during Barclays Center BROOKLYN SHOW and BROOKLYN BOXING events.
  • Consumer VIP ticket experiences for select Barclays Center events

Modelo Especial

  • Modelo Especial branded bar, Casa Modelo, on upper concourse
  • In-arena game-night activations
  • Use of the Nets’ marks at point-of-sale
  • Consumer VIP courtside experiences for select games

Ballast Point

  • Ballast Point branded bar on the main concourse

“Barclays Center has become a modern icon in the sports and music world – a truly can’t-miss venue for entertainment,” said Jim Sabia, chief marketing officer for Constellation Brands’ Beer Division. “We’re thrilled to align with Brooklyn Sports & Entertainment to further promote and build our iconic Corona Extra and Modelo Especial brands in Brooklyn.”

“We are delighted that Constellations Brands sees the exposure and brand-building opportunities for Corona Extra, Modelo Especial, and Ballast Point by forming an alliance with BSE,” said Brooklyn Sports & Entertainment EVP of Global Partnerships Mike Zavodsky.

What: Brazil 2014 sponsorships will reap FIFA revenues of $1.4 billion
Why it matter: Because the FIFA World Cup is sponsored by 24 leading brands, most notably Coca-Cola, the sponsor with the highest demand among all South American teams.

Translated by Candice Carmel
Brasil 2014 - mascota -

With only a few months to go before the start of the 2014 soccer world cup in Brazil, there is already a clear winner: the Fédération Internationale de Football Association (FIFA), which will rake in at least $4 billion (3 billion euros) in sponsorships and television rights for the sporting event.

The revenue projections were made by FIFA secretary general Jerome Valcke above, who said that $2.6 billion (1.95 billion euros) of the total will come from worldwide TV rights of the matches, with the other $1.4 billion (1.05 billion euros) raised from sponsorships deals with 20 major companies, most notably Coca Cola, the sponsor in highest demand among the different participating teams.

Cash boost

Sponsorship revenues projected by FIFA Brasil 2014 - patrocinadores -are 10% higher than those obtained in the last World Cup in South Africa, and are divided among three categories of affiliated marketers: partners, national sponsors, and international sponsors.
In the first category, the partners are Adidas, Coca-Cola, Hyundai, Emirates, Sony, and Visa. They are followed by international sponsors: Budweiser (which will finally be able to sell beer, despite the fact that Brazilian law prohibits its consumption in sports facilities), Castrol, McDonalds, Continental, Johnson & Johnson, Oi, Moypark, and Yinglisolar.

The third group is composed of national sponsors: ApexBrasil, Centauro, Garoto, Itaú, Liberty Seguros, WiseUp, Fifa.com, and Football for Hope.

In the 2010 South Africa World Cup, FIFA earned approximately 2.73 billion euros in television and sponsorship rights, and posted expenses of 970 million euros. For Brazil 2014, FIFA expects to post revenues of 3 billion euros, or 10% more than the last World Cup, confirming that even in times of crisis, elite soccer continues to be big business.

Protecting the brand

FIFA also reported that revenues from ticket sales are a minor source of income compared to the previous two categories, since TV rights and sponsors are the main revenue sources of the international soccer body, which is more than willing to protect its business and take action against piracy.

Valcke said that FIFA will intensify its fight against piracy in Brazil, because in the past six months, the soccer body presided over by Joseph Blatter has detected “some 100 cases of brand infringement in Brazil.”

Eighty percent of those brand infringement cases come from small businesses “using the mascot or emblem of the World Cup,” which cause only a small economic impact. “The remaining 20% are caused by large corporations, who are aware of what they are doing, and it is this group that we will pursue through legal action,” said Auke-Jan Bossenbroek, head of brand protection for FIFA.

In addition, FIFA wants to limit the peddling of World Cup-related products in and around the soccer stadiums where the matches will be held. During all games, two or three members of the organization will tour the perimeter of the stadiums and remain in contact with the authorities to avoid any unauthorized commercial activity.

The top banana of sponsorships

fifa-coca cola -Coca-Cola is one of the most solicited brands for sponsorships by the soccer teams participating in the World Cup. In fact, it holds the most sponsorship contracts among the South American teams. The multinational is one of the official sponsors of the Argentina, Chile, Uruguay, and Ecuador soccer teams―four of the six teams selected by CONMEBOL, the South American Soccer Federation, to play in the world championship starting in June.

The six South American teams will receive a total of $180 million from their sponsors, according to a study by Euroamericas Sport Marketing, a marketing agency.

The firm notes that this is the highest sponsorship investment in the history of the World Cup, surpassing that of many European teams that will be participating in the event.

After Coca-Cola, the most prominent sponsors include Adidas, Claro, Gillette, and SanCor. The countries whose soccer teams have snagged the largest sponsorship contracts to date are Argentina, followed by Brazil, Colombia, Ecuador, Chile, and Uruguay.

And the beer?

Beer will enjoy the greatest product sponsorship presence at the World Cup. The Budweiser brand will be visible in Brazil 2014 thanks to its contract with FIFA, while each national team from the region will have its own local beer sponsor: Argentina with Quilmes; Colombia with Águila; Chile with Cristal; Ecuador with Pilsener; and Uruguay with Pilsen.

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