Tag

sports marketing forum

Browsing

Portada17 Sports Marketing Forum took place yesterday at the Yotel Hotel in New York City. All the pictures below!

Mike Tasevski, VP, North America Sponsorships at MasterCard, Dan Donnelly, EVP, Managing Director, Publicis Media Sports and Michael Neuman, EVP, Managing Partner, Scout Sports and Entertainment are some of the marketing trailblazers participating  at the Sports Marketing Forum in New York City’s Yotel on September 13. The forum is part of Portada17 which also comprehends the 11th Annual Multicultural Marketing and Media Conference set to take place on September 14 in the same venue.

MasterCard has been at the forefront of innovation in sports marketing and  Mike Tasevski, VP, North America Sponsorships at MasterCard, will explain how the global payments and technology company determines which sports and events offer opportunities and uses sports sponsorships to shape brand experiences.

In another session Publicis’ Dan Donnelly and Scout Sport and Entertainment’s Michael Neuman will explain why any marketer overlooking soccer’s tremendous appeal to engage U.S. audiences, is making a huge mistake. The above  cited  thought leaders will also discuss content preferences of U.S. soccer audiences as well as opportunities around the 2018 Soccer World Cup in Russia.

Portada Sports Marketing ForumeSports, Sports Marketing Strategies for 2020 as well as Sports Streaming Technologies are also prominently featured in the agenda.  The Golazo Award final pitch contest will be another highlight. Members of Portada’s Sports Marketing Board will ask the award finalists (AT&T, Audi and Inter Milan) to provide solutions to specific soccer marketing related challenges.

DYNAMIC, INTERACTIVE AND MAXIMIZING NETWORKING OPPS

The agendas of both the Sports Marketing Forum and the 11th Annual Multicultural Marketing and Media Conference are designed to provide attendees face to face contact with the most important executives in sports and multicultural marketing. Dynamic and interactive sessions will maximize attendees learning experience. In addition, meetings at the speed networking function will provide attendees the opportunity to develop contacts with key brand and agency executives.

REGISTRATION:

Register to  the Sports Marketing Forum  on September 13 in New York City’s Hotel and/or  to the 11th Annual Multicultural Marketing Conference on Sept. 14:

 

ALREADY CONFIRMED PORTADA 17 SPONSORS

Sports Marketing Forum

Penalty Level
-La Vida Baseball 
-PM3 

11th Annual Multicultural Marketing and Media Conference

Silver Sponsor
CNN

Bronze Sponsors
Acuity 

Hcode Media

Attendee Bag Sponsor
Fluvip and Adsmovil

Media Partner
PR Newswire

To align your brand with #Portada17  (Sports Marketing Forum, Sept. 13 and the  11th Annual Multicultural Marketing Conference, Sept. 14) and connect with Portada’s audience of tens of thousands of brand, agency and media trailblazers, please reach out to Marcos Baer marcos@portada-online.com or call him at 1347 840 13 11.

Subscribe to Portada E-letters:

 

The first presenter at the Hispanic Sports Marketing Forum, #PORTADA13, in New York on Wednesday was AC&M Group CEO and Founder Jamie Cardenas, who described a week-old study of the US Hispanic soccer market, conducted by his agency in partnership with Giltedge and Sports Endeavors.

cardenasThe study of 3100 respondents included 1900 foreign-born Hispanics and 600 US-born Hispanics. At the forum, Cardenas focused on the research of 600 US-born Hispanic soccer fans, which included 87% males with an average age of 23, five years higher than the average age of the US-born Hispanic. In addition, 62% were single and 67% lived in a household with children.

Cardenas said that Hispanics are a “a challenging group to target and very elusive.” Of the 50 million Hispanics in the US, 64% are US-born. Cardenas said that “every thirty seconds, a Hispanic turns 18,” making them the fastest growing population. Foreignborn Hispanics and US-born Hispanics have cultural similarities between first generation and second generations but not media consumption. US-born Hispanics are much more similar in media consumption to the general market.

Understanding how to reach Hispanics may be the marketer’s greatest challenge and soccer may be the answer.

Soccer is very important to Hispanics, said Cardenas, because many grew up in “soccerloving households.” Moreover, he said “soccer is global and global is cool.” Third, most Hispanics “grew up playing and watching soccer” at home. In fact, most Hispanics begin  watching soccer between the age of five and ten, while only 23% non-Hispanics do so.

What makes Hispanics different than the general market is how they express their passion for the sport. On a scale of 1 to 10, Hispanic soccer fans rated their love of soccer at 9.6. Additionally, Hispanic soccer fans are avid consumers of soccer-related products such as jerseys and cleats, and they enjoy documenting their experience about their purchases online on sites such as YouTube where Cardenas said thousands of fans uploaded videos describing their soccer-related products in detail. In a clip Cardenas shared at the forum, the fan also described brand sponsors.

Regarding team preferences, 41% of the respondents said they followed the teams of both the US and their country of origin, while 20% said they followed the US all the time, 12% only cheered for their country of origin, and 28% enjoyed watching other countries.

According to the research, television still reigns among US-born Hispanics as the most watched medium for soccer content. For “hyper media users,” 7% listened to the radio, 9% used Facebook, 10% used print, 37% used tablets, 88% used mobile, and 99% still watched soccer on television. For soccer content, Facebook still rules social media with 46%, while 46% used YouTube and 37% used Instagram. (That last figure is growing.)

cardenas2Regarding language preferences, 3% of US-born answered the survey in Spanish, 95% of US-born considered themselves bilingual, 44% of foreign-born Hispanics answered in Spanish, and 7% preferred Spanish.

When it comes to watching soccer, Spanish is the preferred language. In the study, 20% of Hispanics said they preferred English while 37% preferred Spanish, and 43% chose either. 32% only watched Spanish TV for soccer and a whopping 84% spent more than half of their time on Spanish TV watching soccer.

In the sample, foreign-born Hispanics follow the same trends as US-born Hispanics among a variety of sports. The study revealed that both foreign-born and US-born Hispanics showed a greater preference for boxing and less interest in hockey. With other sports like major league football and baseball, US-born Hispanics are similar as the general market.

For US-born Hispanics, European soccer is popular, while foreign-born Hispanics follow Latin-American soccer, and non-Hispanics follow both International and MLS. Barcelona and Real Madrid are the top teams that both US-born and foreign-born Hispanics follow.

Cardenas emphasized that “what soccer brings is an extra dimension” with a variety of leagues that can appeal directly to the Hispanic market. “Soccer shouldn’t be considered the alternative for the hispanic market,” he said, adding that “companies are missing an opportunity to use soccer for both US born and foreign-born Hispanics.

Read the full coverage of the Hispanic Sport Marketing Forum:
At #PORTADA13: Hispanic Sports Marketing Forum: “Bloggers as Players in the New Landscape”
At #PORTADA 13: Hispanics Sports Marketing Forum: “Slices in the Soccer Pie
At #PORTADA13:Hispanic Sports Marketing Forum: “Digital: Same Meaning in Both Languages”

Marketers who want to connect with the 60 million Hispanics in the U.S. need to learn how to shout Goooooooool!

Particularly with the 2014 Soccer World Cup taking place next year in Brazil. In cooperation with sports marketing agency AC&M Group, Portada invites you to The Hispanic Sports Marketing Forum next Wednesday September 25, 2013. The event will take place in New York City’s Scholastic Auditorium.

Check out the path breaking agenda of the Sports Marketing Forum!

Attendees to the Forum will be able to meet a ‘who is who’ of client side marketers, agencies and media executives in the high-growth Sports Marketing sector:

  • Jason Riveiro, Multicultural Marketing Manager, The Sherwin-Williams Company
  • Maria-Teresa Garcia-Rosell, Senior Multicultural Marketing Manager, Unilever
  • Olga Serna, Senior Marketing Manager, AT&T Wireless
  • Eric Krasnoo, Vice President, MLS Digital Properties, Major League Soccer
  • Elisa Padilla, Vice President of Marketing, Brooklyn Nets
  • Jesus Ostos, Brand Marketing Group Manager, Tequila Brands Brown Forman
  • Fernando Schwartz, Anchor, ESPN Deportes
  • Joel Bary, CEO, Latinmedios
  • Hector Vallejo, Multicultural Marketing Manager, Stanley Black & Decker
  • Jaime Cardenas, CEO – Founder, AC&M Group
  • John Guppy, Founder, Gilt Edge Soccer Marketing
  • Vicente Navarro, Director Hispanic Marketing, Sports Endeavors
  • Jose Maria Garriga, Vice President Sports Sales, Univision Network
  • Juan Vallejo, VP-Sales, FOX Deportes
  • Ernesto Chavarin, Director, Windows 8 Advertising, Microsoft
  • Hector Ruiz, Regional Sales Manager, Latin America, Delta Airlines

Themes they will be exploring:

  • The U.S. Hispanic Soccer Market: Brand New Research
  • Navigating the Complex Media Landscape of Hispanic Sports
  • Sports Activation: Case Studies about successful Sports Marketing Programs
  • Going Digital, Sports properties’ efforts to connect with Hispanics online, sports blogs and more…

REGISTRATION

The Hispanic Sports Marketing Forum can be attended in combination with Portada’s 7th Annual Hispanic Advertising and Media Conference, which takes place in the same venue on September 26. Make sure to get your tickets to both events at the special Combo Promotion (only US$ 100 more!)

Premium Sponsors

Gol Level

Soccer.com

Penalty Level

Fox Deportes

Regate Level

Alcance Media Group
Al Dia Texas

Please contact Nicolas Miranda for more information: 800-397-5322.

Marketers who want to connect with the 60 million Hispanics in the U.S. need to learn how to shout Goooooooool!

Particularly with the 2014 Soccer World Cup taking place next year in Brazil. In cooperation with sports marketing agency AC&M Group, Portada invites you to The Hispanic Sports Marketing Forum next Wednesday September 25, 2013. The event will take place in New York City’s Scholastic Auditorium.

Check out the path breaking agenda of the Sports Marketing Forum!

Attendees to the Forum will be able to meet a ‘who is who’ of client side marketers, agencies and media executives in the high-growth Sports Marketing sector:

  • Jason Riveiro, Multicultural Marketing Manager, The Sherwin-Williams Company
  • Maria-Teresa Garcia-Rosell, Senior Multicultural Marketing Manager, Unilever
  • Olga Serna, Senior Marketing Manager, AT&T Wireless
  • Eric Krasnoo, Vice President, MLS Digital Properties, Major League Soccer
  • Elisa Padilla, Vice President of Marketing, Brooklyn Nets
  • Jesus Ostos, Brand Marketing Group Manager, Tequila Brands Brown Forman
  • Fernando Schwartz, Anchor, ESPN Deportes
  • Joel Bary, CEO, Latinmedios
  • Hector Vallejo, Multicultural Marketing Manager, Stanley Black & Decker
  • Jaime Cardenas, CEO – Founder, AC&M Group
  • John Guppy, Founder, Gilt Edge Soccer Marketing
  • Vicente Navarro, Director Hispanic Marketing, Sports Endeavors
  • Jose Maria Garriga, Vice President Sports Sales, Univision Network
  • Juan Vallejo, VP-Sales, FOX Deportes
  • Ernesto Chavarin, Director, Windows 8 Advertising, Microsoft
  • Hector Ruiz, Regional Sales Manager, Latin America, Delta Airlines

Themes they will be exploring:

  • The U.S. Hispanic Soccer Market: Brand New Research
  • Navigating the Complex Media Landscape of Hispanic Sports
  • Sports Activation: Case Studies about successful Sports Marketing Programs
  • Going Digital, Sports properties’ efforts to connect with Hispanics online, sports blogs and more…

REGISTRATION

The Hispanic Sports Marketing Forum can be attended in combination with Portada’s 7th Annual Hispanic Advertising and Media Conference, which takes place in the same venue on September 26. Make sure to get your tickets to both events at the special Combo Promotion (only US$ 100 more!)

Premium Sponsors

Gol Level

Soccer.com

Penalty Level

Fox Deportes

Regate Level

Alcance Media Group
Al Dia Texas

Please contact Nicolas Miranda for more information: 800-397-5322.

Get our e-letters packed with news and intelligence!