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What: Engagement with an increasingly diverse audience is critical for brands.
Why it matters: Winning off or on the field, be it team or brand, comes down to doing the homework. The chemistry, the timing, and the ethos have to align.

Jay Sharman

While there is still a great deal of hand-wringing over the future of media consumption, especially around sports in a younger and more ethnically diverse landscape, the fact remains that effective engagement and correct partnering, no matter what the medium or the device, is still key.

A look back at 2018 shows that the most eyeballs—88 of the top 100 shows—were live and, other than the Academy Awards, were all sporting events in English. In Spanish, the numbers were very much the same. The question now continues to be on the brand side: how, and with whom do you align to get the return on investment that you are looking for? The result remains very fluid.

“I believe the best consumer engagement campaigns are far beyond heart-tugging or inspirational messages on TV and social media,” said Jay Sharman (@_JaySharman), veteran sports media expert. “The gold standard initiatives literally bring together the community where they can heighten their connectivity around a common passion – on site.”

So what are some of those platforms—and also the brands—that have found the niche in the very crowded landscape? Some of the answers might surprise you.

Minor League Baseball

Long thought to be a hyper-local, almost mom-and-pop offering to brands, MILB (@MiLB) has consolidated its offerings into a national effort and has created some very unique branding and engagement platforms that have made the unified property both cost-effective and impactful.

The best example of a new and impressive offering is Copa de la Diversion. In three years, CMO David Wright and his savvy marketing team have created a blueprint for engaging the U.S. Latino population with a season-long Latino-specific tournament, Copa de la Diversion. This year 72 MiLB teams have created Latino alter-ego brands–logos, uniforms, traditions–and are competing for bragging rights for a league-wide sub-brand. The authenticity of this campaign is what sets it apart. It’s a true collaboration with each community to sensibly reflect the Latino passion for baseball and it’s transforming MiLB’s business.

When driver Carl Edwards took home a NASCAR race in the spring at Atlanta Motor Speedway, the brand used a fertilizer on the hood of his car. When they got to September, the brand message had switched to a winterizer.

Atlanta United

Many thought that Major League Soccer’s (@MLS) startup successes in the Pacific Northwest with the Seattle Sounders (@SoundersFC) and Portland Timbers (@TimbersFC) could not be topped, but Arthur Blank’s Atlanta United (@ATLUTD) re-created the startup launch and have been a massive win not just for the thousands of fans who support the club, but for brands who have gotten in on the engagement side.

“Atlanta United’s creativity connecting authentically with the community has been a series of smart, marketing moves and tactics,” Sharman added. “Pregame traditions like “the Spike” can many times feel contrived, but at almost every step of the way – from naming the team to picking the right partners and then showing them how to seamlessly integrate with the club supporters has been nothing but impressive and successful.”

Whether it was Wisconsin-based American Family Insurance (@amfam) signing on as the club’s kit sponsor, or New York-based luxury men’s wear line Knot Standard (@KnotStandard) coming aboard as the club’s men’s wear partner, companies have gone to Atlanta United with the expectation that a business partnership will resonate well beyond the field, and will match their quality messaging with a quality brand experience.

The Changing Measurement Landscape

Chris Lencheski

“The days of just slapping a logo on a sponsorship and picking up some tickets at the game or the race are long gone,” added Chris Lencheski, a veteran sports marketer who has created some of the most effective brand activation platforms in sports ranging from Formula One (@F1) and NASCAR (@NASCAR) to Major League Baseball (@MLB) and the NHL (@NHL). “Now, you as a brand make your selections after taking analytics and living and breathing the DNA of the property, team or league over time to see how you can marry your objectives with theirs. It has to be both emotional and executional to work.”

Some of those examples of brands that have won on both sides, according to Lencheski (who now also teaches sports marketing at Columbia University), are deals that he has done with brands like Scotts for NASCAR, a partnership which also spread to MLB in recent years. When driver Carl Edwards took home a NASCAR race at Atlanta Motor Speedway, the brand used a fertilizer on the hood of his car. When they got to September, the brand message had switched to a winterizer. “It’s smart,” Lencheski added. “It’s the first day of spring and you’re supposed to fertilize. They ran that car at the first, second and third stages of spring. Then you adapt to make sure it works. That’s what we’re talking about— making sure our market is right. That does not happen if you are not in the room and listening to what makes the most sense for the brand. It is not ‘one size fits all.’”

That changing message also works well for Scotts (@ScottsLawnCare) with its relatively new partnership with MLB. Grass, yes, is a natural fit (no pun intended) for America’s national pastime. But making sure that the products are matched to the season is key in integration and messaging, so that the result of sales and affinity is tied to the right offering at the right time of year. You sell more seed in the spring, so match the message to the season. Timing, something often missed in brand partnerships, is also key to success.

Emotional Equity

While the hard sell timing is very important today, so are emotional ties. The ability for brands to deliver an emotive message tied to sports immediately around a social campaign is also key. A recent case in point, two actually, are Budweiser (@budweiserusa) and Nike (@Nike).

Budweiser made not one but two very emotive statements in recent weeks, one tied to a yearlong campaign around the Centennial of Jackie Robinson’s birth (@JRFoundation) and the other one to the retirement of Miami Heat star Dwyane Wade. The Robinson example is a detailed multimedia campaign with unique consumer packaging, while the Wade tribute was a fairly long but very emotional video with the future Hall of Famer being surprised by several people whom he had impacted in his life well beyond the court. That play was huge on the social connection because of its length and did not have the direct consumer sales impact that a Robinson display in a store would have, but they both pulled at the heartstrings to get fans of varied ethnic and socioeconomic backgrounds to align with Bud over their other beer of choice.

“We sometimes forget that certain groups, especially millennials, are driven by emotion first in their brand choices,” added Harrie Bakst, the cofounder of WCPG, a firm that partners, athletes, celebrities and brands with philanthropic campaigns. “The emotional connection may not always be a direct call to buy, like we see with Bud and the Jackie Robinson campaign, but its subtle messaging as we see with Dwyane Wade, can have even more of a long tail effect, and that return, if crafted correctly, can be even more valuable as a whisper to the consumer than a direct shout.”

Now the packaging of the message, whether bold or subtle, has to be correct. Even in the Wade campaign, which had zero in terms of people drinking beer, the “Bud” branding was front and center. In the print campaign around Jackie Robinson, you can’t miss the Budweiser logo, so little is left to chance. “The return on those two campaigns really bookend how you can deliver correctly to consumers,” Bakst added. “One is direct and overt, one is a subtle build, but both emote positive feelings and messages which resonate with the consumer for the short and long term.”

Then there is Nike. The apparel brand has had its peaks and valleys in recent years, and as the landscape continues to be more and more competitive, the swoosh keeps adjusting. Case in point in recent weeks was the riding of the wave that brought Tiger Woods (@TigerWoods) back to the top of the golf world at The Masters. Nike’s response in the social space after Woods’ win at Augusta was emotional, multigenerational, and left nothing to chance, especially as it was delivered on a massive social platform before it ever made it to the traditional platforms of print and broadcast. That sent a message to the athletic world that the brand supports the success of the human condition as seen through the eyes of one of the world’s most legendary athletes.

https://twitter.com/Nike/status/1117497381832933376

“Nike has never been a brand looking at the short term,” Lencheski added. “Their investments, especially in elite athletes, teams, and leagues, go through as deep an evaluation and brand match process as anything in the consumer space. The result is an ethos that works for all, and that message, and to return, has a huge payoff when something like Tiger Woods’ comeback reaches the point it did a few weeks ago.”

Finding the White Space

Anna Gasser (Mirja Geh/Red Bull Content Pool)

The other careful match that brands have to take into consideration is that window of opportunity that others are not realizing. For companies big on disruption and ones that can move quickly, the “lightning in a bottle,” or the speaking to a niche audience, can have a pretty unique return. Case in point is Red Bull (@redbull), and its plays away from the mainstream into the worlds of extreme sports.

“Red Bull has found that the white space of entertainment aligns with their brand, and they create content and experiences that connect their community in unique and memorable ways,” Sharman said. “By treating themselves like a sponsor that supports this approach they’ve built tremendous brand equity in themselves.”

While mass consumer sales is the goal, the unconventional approach, being short form video, event activation and athlete supported as the first step, not the traditional second, has given Red Bull a leg up in the competitive beverage category that few saw coming years ago, and has made it the brand to measure against and challenge among that thrill seeking demo.

Winning With Latinos

As 2019 unfolds, this brand activation space in sports continues to be one of the more elusive ones. We have written on the brand success stories seen by companies that have gone all in on consumer ROI targeted to the demo, from Tecate (@tecate) to Wells Fargo (@WellsFargo). However the overall engagement in “Latino” or “Hispanic” is still evolving.

“Whether you are the NBA or MLB, the brand identification in this space still means many things to many people; a product that plays well with Liga MX and a Mexican fan base may not work with the Brooklyn Nets who are trying to tie in with a Dominican supporter and so on,” Elisa Padilla, the senior VP of marketing & community relations for the Miami Marlins (@Marlins) told us last fall. “We see it here in Miami as well. You really have to know the segments of your fan base and understand what they are asking and what you can deliver for them. It is certainly not a one size fits all opportunity, especially in terms of expectations or return. It is a challenge, but an interesting one that is a great opportunity for those who can manage and figure out the mix.”

In the end the marrying of brands to the sports space is still a slippery slope for some, especially given the fluidity of budgets, and frankly, the various and sundry ways that content, live or packaged, can be delivered today to audiences big or small.

“You have to have a clear understanding of the market segment you want to reach, and be well versed in all forms of message delivery, today more than ever,” Lencheski added. “The message for a brand needs to be sincere and compelling, and those brands also have to understand that the famous John Wannamaker line: ‘I know half my advertising works, trouble is I never know what half’ may be adapted but can still be true today. Your social strategy has to align with broadcast and if you have a cause that too has to speak to the audience correctly, otherwise you lose the message effectiveness. Picking the right team, league or personality is a challenge, but it all comes down to homework. Just like in school, if you put in the work, you get the grades.”

Winning off or on the field, be it team or brand, comes down to doing the homework. The chemistry, the timing, and the ethos have to align. Without putting the work in, the results may be costly.

Cover Image: Carl Edwards (credit: Maverick Helicopters, Tom Donoghue)

What: CNN’s Robin Garfield, Tecate’s Belen Pamukoff, and GroupM’s LaToya Christian kicked off the Portada Data and Content Marketing Forum with a panel titled How Data and Content Continue to Fuel the Evolving World of Advertising.
Why it matters: With 2.5 quintillion bytes of data created each day and 90% of the world’s recorded data being created in the last 2 years, the need to understand data is quite apparent.

By Dane C. Rogers

(L to R) Robin Garfield, Belen Pamukoff, LaToya Christian.

Wednesday’s Portada Data and Content Marketing Forum kicked off with a panel discussion on How Data and Content Continue to Fuel the Evolving World of Advertising. CNN en Español Anchor and Correspondent Guillermo Arduino moderated the panel which was composed of the following representatives from the network, brand, and advertising media agency areas: Robin Garfield, SVP of Research and Scheduling for CNN, who oversees consumer research and audience analysis in order to schedule programming for various channels and platforms across the network. Belen Pamukoff, Brand Director for Tecate (Heineken), specializes in building healthy brands and improving sales performance. LaToya Christian, Managing Partner, Marketing and Analytics at GroupM, has a 10-year track record of creating and implementing brand strategies for high-impact marking campaigns for various Fortune 500 companies (Target, Google, Unilever, NBCUniversal, and others).

CNN en Español and Portada will partner up again at Portada Miami to offer yet another perspective on the question addressed here. Christine Esteve, VP E-Commerce, Carnival Cruise Lines; Andrew W. Russo, VP Data Science, Starmark; Ana Crandell, Group Account Director, OMD Multicultural; and Seth Holladay, VP of Digital Research & Analytics for CNN will explain how content influences commerce and analyze how data determines their content strategies.

The question-and-answer format brought up a variety of topics that led to an illustrative discussion of the key issues facing media marketing professionals.

With 2.5 quintillion bytes of data created each day and 90% of the world’s recorded data being created in the last 2 years, the need to understand data is quite apparent.

62% of marketers feel that there is too much data out there and they don’t know where to start.

The first major question was: When you look at content and data what comes to mind first? From the network perspective, Robin Garfield said CNN considers data, “What people are watching, which platform they are coming from, and where they are going next. We use that information to program on a real-time basis and also over the long-term, to build products and programming to meet those demands.”

Belen mentioned that data is used in a two-part process to carry out a brand’s strategy. Brands can use data to first, make a message more relevant and, second, to inform that strategy of how to deploy and distribute its content to an audience.

LaToya shared the statistic that 62% of marketers feel that there is too much data out there and they don’t know where to start. The key is to “remember that each data point is an interactive event in which consumers are telling us their preferences” and reiterated the important to “humanize the data.”

When asked about how a news organization weighs discovering the truth with creating targeted content, Robin mentioned the importance of understanding that consumers are people first, and that delivering the news and information that people care about is core to the brand. CNN has been able to couple its user data with surveys and focus groups in order to figure out the interests of its audience to best present the most relevant facts.

LaToya reiterated the question that often arises, Whether data stifles creativity? Her belief is that “data and content live together and fuel one another.” She explains that data is able to present concrete facts that drive engaging stories. It can fuel opinions and grounds vibrant discussions in reality.

Also read CNN en Español: What Are the Ways Data Can Fuel the World of Advertising?

Robin added that in her experience, “people love to geek out on data,” especially when it comes to polling and tracking data involving political coverage. In fact, the consumers who really love data often move from television to digital platforms and those multi-platform consumers spend the most total time interacting with CNN, and are the most attractive to advertisers.

Belen opened up about some of the shortcomings of the data available to an alcohol brand that knows its customers primarily through their spending patterns. There are certain limitations that come from the absence of online shopping information, and the data Heineken gets is primarily where its Tecate customers shop and their zip codes. The brand knows it is playing without a full deck, as many suppliers are unwilling to share their sensitive customer data.

People will remain willing to share data, provided that a good value proposition exists for the consumer.

Belen also mentioned the importance of understanding the level of diversity that exists within the hispanic audience. A major distinction exists between acculturated and un-acculturated Hispanics, the former who may not even speak Spanish may respond to different tactics than those totally immersed in Hispanic culture. These differences are not often seen on paper, and many decision-making executives only know of the “power of the hispanic market” but oftentimes fail to understand the intricacies of the segment itself. Explaining those differences can sometimes be challenging to non-Hispanic managers. “Even within the LA market, there are significant differences between those who identify as chicanas vs cholos.”

Data, Content and Privacy

A hot topic for any consumer. Latoya said that as she considers things from both the customer and the marketer side, the importance is for those with access to data must act ethically with it, and those questions are being asked more frequently from consumers.

Robin presented the notion of a data exchange, an unwritten contract that exists between consumer and marketer. People will remain willing to share data, provided that a good value proposition exists for the consumer. She made the analogy of a patient being willing to share their health information if it could potentially save their life or offer better treatment. Marketers, too, should offer a benefit.

The panel ended with the major topic of granularity and the quest for a common currency when dealing with Hispanic audience measurement. LaToya said that while granularity may be important, there will always be gaps in data unless a multi-source approach can be reached. As for a common currency of data, Belen believes that it probably cannot be achieved, due to the complex nature of the audience. LaToya said that from a large marketer perspective, because trying to segment the market with only one data source is generally ineffective, it is unlikely that we will ever see one.

What: We talked to Belen Pamukoff, Tecate Brand Director, on introducing Tecate Titanium to the U.S. market, offering the first Mexican high-strength beer available in the country. We also talked about the importance of Tecate’s soccer sponsorships.
Why it matters: The Tecate group discovered that high-strength beer is consumed most by Mexican-American Millennials, which represents a huge opportunity to introduce Tecate Titanium in the country, mainly in the Sun Belt states.

 

In early March, Tecate announced it is introducing Tecate Titanium to the U.S. market, making the brand the first Mexican import to offer a high-ABV (7.5% Alcohol by Volume) beer. Available in 24-ounce, single-serving cans, the beer has started to appear in convenience stores throughout the country including in New York and the Sun Belt states.

Titanium,” the brand says in a press release, “will capitalize on the increased popularity of Mexican Imports, and the growing demand for high-strength beers.”

We talked to Belen Pamukoff, Tecate Brand Director, on why the brand decided to introduce the high-strength beer now, who they hope to target and how they are planning on growing the brand through marketing.

Portada: Why did you decide to launch Tecate Titanium in the US now?

BP: The high-alcohol beer category is growing in the US, specifically in the convenience channel. We saw an opportunity because within the Mexican beer category there are no high-alcohol beer brands.

We did more research to see who is the target consumer and who buys high-ABV beer. What we have found is that Hispanics and bicultural Millennial consumers are driving the category. And within the category, there was no Mexican beer option. So it was a perfect opportunity.”

What we have found is that Hispanics and bicultural Millennial consumers are driving the category.

Portada: How will you reach this consumer?

BP:The consumers are specifically Mexican bicultural Millennials. They are second- and third-generation Americans with Mexican heritage. We are concentrating the launch of Tecate Titanium in the Sunbelt area (California, Texas, New Mexico, Arizona, Nevada) and we also are bringing it to New York. We are focusing on the sunbelt area because it has a high Hispanic population.

Right now we are distributing specifically to convenience stores, and by the end of April, we’re going to start with our media efforts. We want to work on the distribution first. We want to have Titanium in at least half of the stores before we start generating awareness through media.”

We want to have Titanium in at least half of the stores before we start generating awareness through the media.

Portada: What marketing platforms will you use in your marketing strategy?

BP: We are going to use out-of-home, mainly in-store, so people can taste the product. Then we’ll also use radio and, of course, social media.

We are going to use Instagram and Facebook because both platforms allow us to target very locally. They allow us to have a very customized message in each market. Content will be very simple because our goal is only to generate awareness. We won’t create a whole advertising campaign, we just want to inform people that we have launched a new product and where you can get it.”

We won’t create a whole advertising campaign. We just want to inform people that we have launched a new product.

Belen Pamukoff will take the stage tomorrow at the Portada New York Data & Content Marketing Forum to discuss How Data & Content Continue to Fuel the Evolving World of Advertising. Don’t miss her and fellow panelists LaToya Christian (Managing Partner Marketing Strategy and Analytics, GroupM) and Robin Garfield (SVP, Research & Scheduling, CNN), get tickets.

Portada: How will you expand the brand beyond the Hispanic and bicultural market in the US?

BP: During the next two years we’ll only be concentrating on the Hispanic Mexican-American consumer. All the communication we have is very targeted but we’re still not alienating the general market. We don’t want to spread out our investment trying to reach two markets. Once we have reached our objective, we might expand to the general market after two or three years.

We don’t want to spread out our investment trying to reach two markets.

Portada: Which challenges are you prepared to face?

BP: The challenge will be when a new competitor comes, maybe in a month or maybe in a year, with more investment. We have the support of our Tecate franchise, so we are ready to fight that challenge when it comes.

Switching to Soccer

Portada: How relevant is soccer marketing for the Tecate brand in the U.S.?

BP: Soccer is a passion point among Mexican-Americans in the U.S., as it is a passion point for Mexicans in Mexico. We use our local Mexican sponsorships to market in the U.S., in grocery stores and convenience stores.

We use our local Mexican sponsorships to market in the U.S.

Portada: How do your soccer sponsorships of Mexican teams and leagues help you reach a bigger market in the U.S.?

BP: We are sponsoring Tigres, Rayados, and Chivas so these teams come to the U.S. for friendly games in L.A., San Diego, Chicago, Dallas… When they come to the U.S., we amplify our outreach during the days around the games.

Portada: How do you leverage these local sponsorships in the U.S.?

BP: We usually tie that to a retail program. In addition to that, during the summer, we have a program focused on local games (played in Mexico or elsewhere outside the U.S.) which you can watch on TV, so each week we develop our program so you can win soccer merchandising on the weekends in exchange for your participation.

Also, we are creating a whole retail program to interact with our consumer through which they can win merchandising. We leverage the games in the US because our target consumer is very engaged with them.

Also, we have a TV buy. Every week during the game you will see a Tecate commercial.

We leverage the game in the U.S. because our target consumer is very engaged with the game.

Portada: How do you measure ROI or fan engagement in experiential marketing platforms?

BP: We look at the volume (sold), and not the number of impressions or engagements. We measure how we drive volume as a whole.

Portada: Is there any interest in sponsoring a local U.S. soccer team?

BP: Not at the moment. We want to focus on Mexican soccer.

A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting U.S. consumers right now.

For prior Sales Leads editions, click here.

 

  • Northgate Gonzalez Market

Independent grocer Northgate Gonzalez Market is moving its point-of-sale system to the cloud by integrating NCR Emerald, which will transform the Hispanic retailer’s digital services and help innovate the customer experience. Atlanta-based NCR is a software- and services-led enterprise provider in the retail industry. Northgate is among the retailers that are moving into a digital-first world and engage customers before they ever set foot in a store. With NCR Emerald, the grocer gains the benefits of a cloud-based point-of-sale infrastructure that will help it quickly deploy new customer-facing applications. Additionally, the open architecture of NCR Emerald will help Northgate leverage and integrate its previous investments in loyalty, payments and merchandising.Anaheim, Calif.-based Northgate Gonzalez Market operates 40 full-service supermarkets in three California counties: Los Angeles, Orange and San Diego. Caro D’Antuono, Vice President of Marketing at Northgate Markets is a member of Portada´s Sports Marketing Board. 

 

  • Tecate

Mexican beer brand Tecate, owned by Heineken USA, is expanding the “We are Bold” campaign with new video spots.Created with agency Nómades, the ‘We Are Bold’ campaign centers on the cultural insight that guys everywhere become friends, but bicultural Hispanic men become brothers. The campaign is supported with online video, broadcast, digital and social, radio and out-of-home. The brand is also releasing  a higher-alcohol beer called Tecate Titanium.The new Tecate Titanium doesn’t have a televised marketing element, but is an important growth area for the brand. At 7.5% ABV, Titanium will be available in 24-ounce, single serve cans, and will launch in select markets throughout the country including New York and the Sun Belt states. Titanium will capitalize on the increased popularity of Mexican Imports, and the growing demand for higher-strength beers.Titanium will be promoted through out-of-home advertising close to the stores and with radio and sampling events. Belen Pamukoff, Tecate brand director, told The Drum that Tecate is also concentrating on expanding social media efforts through Facebook, Instagram, Snapchat and Twitter, along with a series of six-second gifs. The brand will be localizing communications to be very direct to local markets, with a lot of the volume going to the Sun Belt in California, Dallas, Houston and New Mexico. Pamukoff is a member of Portada´s Brand Star Committee.

 

  • MCM Worldwide

MCM Worldwide, a leather luxury goods brand founded by Michael Cromer and bought out by Sungjoo Group in 2005, has appointed Spark Foundry as its global media agency following a competitive review. PGR Media was the incumbent.Spark Foundry will handle strategy, content, digital buying and data & analytics, across the brand’s U.S., EMEA and APAC markets.

 

2019 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@portada-online.com.

 

 

  • Goya Foods

Goya Foods, the largest Hispanic owned food company in the United States, was voted as America’s number two most loved U.S. food brand and placed in the top 10 most loved brands in the country, according to the second annual Engagement Labs’ TotalSocial® brand awards.Founded in 1936 in New York City, Goya has provided consumers with over 2,500 high quality, authentic, and affordable products ranging from everyday staples like olive oil and seasonings to classic ingredients like rice and beans; cultural foods that remind people of their native homes and often times, their grandmother’s cooking. Goya’s improvement is related to continued strong performance with positive conversations, both online and offline, as well as more offline conversation among non-Hispanic consumers.

  • Café Bustelo®

Café Bustelo®, the rich espresso-style Latin coffee brand, launched a café inside a shipping container where residents can explore the brand’s Sabor Latino and purchase coffee drinks such as cafecito, colada, cortadito and café con leche. The café will also serve traditional Latin indulgences including pastelitos and empanadas. Located at 3615 Montrose Boulevard, the café will be open from 7 am until 4 pm daily now through May 25. Houston’s Montrose area boasts a vibrant and diverse culture that speaks to Café Bustelo® brand’s roots in Latin tradition and dedication to celebrating community. Through May 25Café Bustelo® will host a variety of organizations, providing a platform for art and live performance. A portion of the proceeds from the café will be donated directly to the organizations involved.

 

What: Boxing has experienced a rebirth of sorts in the American sports landscape, in part driven by Latinos’ continued affinity for the sport.
Why it matters: Brands, not just those most associated with fight sports, are more invested in boxing than ever, evidenced by mainstream marketers’ connection with network bouts and boxing-based TV shows and films.

“People have been saying boxing is dead for years, it’s an easy target. Yet every time there is a big fight where do the eyes and the dollars go? If it were dying, why would media companies and networks now doing streaming like ESPN and the others be spending and showing more? It’s because it is good content, and it’s not going anywhere.”

Those words by the retired undefeated champion, now commentator and entrepreneur, Andre Ward on “The Rich Eisen Show” (@RichEisenShowlast week are ringing truer than an opening round bell these days, as boxing more than any other fight sport, is really taking center stage again.

… [E]veryone likes a good fight, and if the platforms showing boxing can tell stories and build those fighters into larger than life heroes with a following, that’s great news for all.

In recent weeks we have continued to see a flood of big networks, from NBC (@nbcto FOX (@FOXTVto ESPN (@espn), up the ante in the fight game on the content side, both for traditional broadcast on the streaming side. Then you have the massive input of DAZN (@DAZN_USA) and its boxing-first entry into the market which is already leading to other sports rights relevance, along with the ever-present push of Showtime (@ShowtimeBoxing) and any series of both English and Spanish language niche platforms dedicated to both boxing and all sorts of fight sports, and the craze for growth seems pretty solid. The only hiccups are a longstanding boxing stalwart, HBO (@HBO), exiting the fight game at year end, and the real question of who the audience is. Also let’s not forget another nice boost for boxing comes next week with the release of CREED II (@creedmovie), right on the heels of EPIX relaunching “The Contender” (@TheContenderwith a live finale a week ago Friday.

Speaking of CREED II, the film, which had its premiere last week in New York, certainly won’t be lost in the mix to engage both the boxing and Latino audience, and help lift the sport and the brands looking to engage. Nike (@Nikeand ironically Jersey Mike’s (@jerseymikeshave a heavy presence in the film, and the marketing team went into the field to have not just college and professional teams like the New York Knicks (@nyknicksand Los Angeles Lakers (@Lakersand Rams (@RamsNFL) get a first look, they also worked with some elite boxers like the team at Brooklyn Boxing (@Brooklyn_Boxingand rising star and former super middleweight champion Caleb Truax to host screenings with inner-city kids as well.

The Portada Los Angeles Summit in Los Angeles on March 15, 2019 (Hotel Loews Santa Monica) will provide a unique setting for brand marketers to learn about the opportunities sports and soccer content offers to engage consumers in the U.S. and Latin America.

“The audience for this film is very wide, but there is no doubt that it will resonate with young Latinos, not just because of the fight scenes and the stars but because of the personal life struggles that the characters go through,” said director Steven Caple Jr. (@stevencapleJR), whose family has Mexican roots as well. “I learned a lot about boxing and the power the sport has in the Latino community today still, and we think this can really help the sport keep growing.”

On the brand side, those looking to engage in the marketplace, be it stalwarts like Modelo (@ModeloUSAand Tecate (@tecateshould get another boost from the resonance of the ring and all the places bouts big and small will be shown on every device in the coming months, but it also represents a lower cost and high impact opportunity for brands to toe dip into the marriage of Latinos and sports, a trip inside that is only matched or sometimes eclipsed by soccer with that audience.

Promising young Latino boxers like Mexicans Alex Saucedo, whose bout against WBO junior welterweight champion Maurice Hooker in Oklahoma City was live on ESPN last Friday, and Eduardo Hernandez from Mexico and Mario Barrios from San Antonio among a strong crop of up-and-comers keep interest high in the Hispanic community.

“Boxing’s big fights will always draw a crowd, we know that,” added veteran marketer and Columbia professor Chris Lencheski. “However what we are seeing is great content that plays to every screen and appeals to a very strong niche audience, both younger and older Latinos, that is readily available and very shareable. Maybe we missed that aspect of boxing content and thought it was old school. However one thing is clear, everyone likes a good fight, and if the platforms showing boxing can tell stories and build those fighters into larger than life heroes with a following, that’s great news for all.”

And great news even more importantly, for those involved in the fight game, be it the fictional kind on the big screen or real life on a smaller one streamed to millions.

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Cover Image: Brooklyn Boxing

A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting Multicultural consumers right now.

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the below campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@portada-online.com.

For prior Sales Leads editions, click here. 

  • California Milk Processor Board

The California Milk Processor Board (CMPB) has placed its entire media-planning and buying business with Milner Butcher Media Group (MBMG). The firm also consolidated its creative account with Gallegos United around two months ago.MBMG was already the incumbente on the multicultural portion of the account. CMPB general market media planning and buying was previously handled by Omnicom’s PHD.MBMG has also recently won the Postmates media account,  buying duties for Nokia Health and luxury hospitality company Inspirato.CMPB spent around US$4.4 million on measured media in 2016 according to Kantar Media.

 

 

  • Tecate

Tecate, the official beer of boxing, announces its sponsorship of GGG Promotions’ global sensation, reigning unified WBC, WBA (Super), IBF, and IBO world middleweight champion, Gennady “GGG” Golovkin, in advance of the most anticipated rematch of 2018 between Canelo Alvarez and Gennady Golovkin on May 5, 2018.As the exclusive beer and presenting sponsor for both the first Canelo vs. Golovkin fight and the rematch, this will be the first time in Tecate’s history of sponsoring boxing where two Tecate fighters will go head-to-head. Tecate first entered the ring in 2007 by sponsoring the Oscar De La Hoya vs. Floyd Mayweather fight.Gennady will receive Tecate’s immersive 360-degree marketing muscle and 21+ consumer activations ahead of his 2018 fights.

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!

  • P&G

P&G is planning to cut advertising costs by US$400m by implementing new agency models and reducing the number of agencies it works with by 50%, So far, the company has already reduced ad agency and production costs by US$750 million and expected to save another US$400 million “in the next phase.”The number of agencies went from 6,000 to 2,500 since it began its cost-saving spree in 2015. P&G anticipates a total of US$2bn in savings across marketing productivity efforts through fiscal year 2021.

 

 

  • General Mills

General Mills is said to have acquired Blue Buffalo Pet Products for roughly US$8 billion in cash.The company expects the deal to close by the end of this year.The acquisition would be General Mills first move into the pet food business, which has been a high-growth sector in the consumer industry. Pet food and care remains a point of growth in the consumer industry. In 2017, consumers spent US$20 billion on pet care, US$10 billion of which was on dog food, according to Nielsen.

 

  • Pollo Tropical®

Pollo Tropical®, the quick-service restaurant chain famous for its 24-hour fire-grilled chicken, is ringing in a new era of chicken, adding to its already impressive history of flavorful and crave-able chicken, by launching crispy Pollo Bites. Representing the first step in a bold new platform, Pollo Bites expands the brand’s culinary offerings into the popular crispy chicken category. With the introduction of Pollo Bites—as well as impending menu additions that will round out the new crispy chicken platform—Pollo Tropical® has created an entirely new way for guests to enjoy its Caribbean-inspired, 24-hour citrus marinated chicken. Pollo Bites will soon be joined by other innovative crispy chicken offers that will carry on the fresh and flavorful legacy Pollo Tropical® has established through its special blend of citrus juices and spices.

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@portada-online.com.

What: Tecate has signed a sponsorship deal with boxer Gennady Gennadievich Golovkin.
Why it matters: The addition of GGG to Tecate’s influencers is a powerful marketing boost for the beer brand, and adds an interesting twist to the promotion of the boxer’s rematch with El Canelo Álvarez, also sponsored by Tecate.

Tecate has just announced a sponsorship deal with Gennady Gennadievich Golovkin “GGG”, the Kazakhstani professional boxer who currently holds the unified WBA (Super), WBC, IBF, and IBO middleweight titles. This will be a powerful addition to their list of brand ambassadors. Together with Sylvester Stallone and El Canelo Álvarez, Tecate hopes to reach the boxing audiences more effectively than ever, especially in preparation of the expected rematch between GGG and El Canelo in May this year.

Tecate became the box-sponsoring beer when it activated the fight between Oscar De La Hoya and Floyd Mayweather in 2007, and has gone on to sponsor the most important fights ever since, like Mayweather vs. Pacquiao in 2015, Canelo vs. Khan in 2016, and Canelo vs. Golovkin in 2017, just to mention a couple of examples. The beer company has been El Canelo’s official sponsor since 2016, and this year will be Tecate’s first time sponsoring boxers fighting each other. Gennady will receive a 360-marketing campaign to promote his 2018 fights.

“Boxing remains Tecate’s biggest passion point and we continue to see more opportunity to authentically build the sport with true fans,” said Gustavo Guerra, Tecate brand director, in a press release. “With Golovkin’s unique style and his global popularity, we can’t wait for him to get back in the ring.”

“Tecate is a partner whose reverence for the sport, the fighters and the fans is truly impressive,” added Tom Loeffler, GGG Promotions Managing Director. “We’re very happy to have signed the 2018 fight contract with Golovkin and GGG Promotions where Tecate will be featured prominently in the center ring, around the mat and throughout future arenas.”

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

  • Alex Rodriguez joined ESPN for this season’s Sunday Night Baseball as an analyst in a new multi-year agreement. He’s joined by Matt Vasgersian, the third-ever voice of Sunday Night Baseball, also in a multi-year deal.
  • Tecate announced an evolution to their “Born Bold” campaign introduced in 2015 called “We Are Bold,” rooted in consumer insights for the beer brand’s core demographic, the bicultural Hispanic male, and the role that the BBQ grilling plays culturally as a social forum to grow closer to their friends and as a key consumption occasion. Canelo Alvarez, the world champion Mexican boxer, will once again reprise his role for a third consecutive year within the brand’s campaign.

 

  • Endurance race producer RAM Racing and Allstate Insurance Company announced a three-year title sponsorship through the creation of the newly-named Allstate Hot Chocolate 15k/5k. The partnership marks the longest sustained commitment by Allstate in the endurance world and the first series title sponsorship for the running company.

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  • The Houston Rockets held on Monday, January 29, their Trading Places campaign with Southwest Airlines. Three of the team’s players went to the Hubby Airport, in Houston, to perform some of the activities the airline’s employees would perform, such as welcoming the passengers on board and uploading luggage to the airplane. According to the Rocket’s marketing spokesperson, the second largest audience who follow the NBA team is Hispanics.

https://twitter.com/HoustonRockets/status/958119331660955648

  • Reuters announced that customers will now have access to expanded sports content through partnerships with Field Level Media and Opta, across sports events in North America, including NFL, NBA, MLB, NHL, NASCAR. Opta, meanwhile, will provide live, detailed for Reuters’ multimedia sports coverage and real-time results.
  • American Express and Fanatics are teaming up to launch American Express Jersey Assurance for both American Express Card Members and all NBA fans. Under this new partnership, American Express is both backing the current 90-day protection and extending the exchange window for up to one year after the purchase. According to a Nielsen report from 2015, 63% of NBA viewers were African-American and 14% Hispanic.

A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting Multicultural consumers right now.

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the below campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@portada-online.com.

For prior Sales Leads editions, click here. 

  • Shell

Energy giant Shell has launched a global review of its creative and media business, after working with WPP-owned agencies JWT and MediaCom for decades. Incumbent MediaCom built ‘Team Media for Shell’ designed to handle planning and buying for the firm’s global retail business as well as its corporate and recruitment advertising when it won the global account. Shell is estimated to spend around US$200m on marketing each year.

 

 

 

 

 

  • TurboTax

TurboTax®, the nation’s leading online tax preparation service from Intuit Inc., announced the launch of its new integrated Latino marketing campaign aimed at giving Latinos the confidence that with TurboTax their taxes are done right with a guaranteed maximum refund.   The integrated program includes TV, radio and digital advertising, community events and social media activations, in both English and Spanish, to ensure relevancy among acculturated and unacculturated consumers. The Hispanic marketing campaign kicked off with “No hay por que tener miedo” (There’s Nothing to Be Afraid Of) advertising theme.  The TV spot creative was concepted by Multicultural agency GALLEGOS United in collaboration with TurboTax’s AOR Wieden+ Kennedy. The Spanish language spot is running on Univision, Telemundo and Azteca America among others and will air through the end of tax season.Through key media integrations on the leading networks and Spanish-language programming including Univision’s “Despierta América” and Telemundo’s “Don Francisco Te Invita”, the brand will be providing insight into the benefits of filing taxes with TurboTax. These are being executed in partnership with GALLEGOS United and Hispanic public relations agency, Havas FORMULATIN.

https://youtu.be/9W-eMoislWY

  • Netflix

Netflix has announced its quarterly results, and they plan to increase their ad spend from US $1.3 billion to $2 billion in 2018. Netflix is a major global advertiser, particularly in the digital category. The ad spend is producing a positive ROI: “We’re taking marketing spend up a little faster than revenue for this year (from about US $1.3 billion to approximately US $2 billion) because our testing results indicate this is wise, ” Netflix Q4 earnings release says.

 

 

 

  • Domino’s

Domino’s has appointed The Community as its U.S. Hispanic agency of record, following a review.The Community will be tasked with creating campaigns encompassing traditional, social, digital, and mobile advertising for the U.S. Hispanic market. Its first work is expected to launch in mid-2018.

 

 

 

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!

  • Modell’s

Dennis Holt’s independent media agency USIM has been named print and broadcast media agency of apparel retailer Modell’s Sporting Goods, Mediapost has reported. USIM was selected following a formal review.Omnicom’s Zimmerman Advertising was the incumbent.USIM will be in charge of providing insights, strategy, planning and execution, and the business will be managed out of USIM’s New York City office.

 

 

 

 

  • Bacardi – Patrón Tequila

Family-owned Bacardi Limited, one of the largest privately held spirits company in the world, announced it is expanding its portfolio of premium spirits with a definitive agreement to acquire 100% ownership of Patrón Spirits International AG and its PATRÓN® brand, the world’s top-selling ultra-premium tequila. According to the most recent IWSR data, this transaction will make Bacardi the number one spirits player in the super-premium segment in the U.S. and the second largest spirits company in market share by value in the critically important United States market.The Patrón leadership team, including Chief Executive Officer Edward Brown, Chief Operating Officer David R. Wilson, and Chief Marketing Officer Lee Applbaum, will continue in their roles.

 

  • San Antonio International Airport

Fort Worth-based PAVLOV Advertising has been named agency of record for San Antonio International Airport (SAT) and the San Antonio Airport System (SAAS), according to a news release. The US$4 million contract covers an initial three-year term, with the option to extend for two additional one-year periods.The provided services include: advertising creative, graphic design, traditional and digital media planning and placement, public relations and interactive to promote SAT’s service offerings from new routes and in-airport concessions to the SAT “Meet Me” loyalty program and parking.

 

  • HSBC

HSBC, the British banking and financial services company, has launched a review of its global media account.The incumbent on the account is GroupM’s Mindshare. ID Comms, the U.K.-based media consulting company, will be running the pitch. It is thought the bank spends about US$400m a year on media but the bank does not disclose its spend.

 

 

 

 

  • P&G

Procter & Gamble Co., one of the world’s biggest ad spender, Procter & Gamble Co., It’s  moving more media planning and buying in-house, according to Chief Financial Officer Jon Moeller.P&G has already cut agency and production costs by US$750 million annually in recent years, and looks to cut another US$400 million in the future.The firm will automate more media planning, production and distribution, bringing more of it in-house and more likely affecting its’ North American media shops: Omnicom’s Hearts & Science and Dentsu Aegis Network’s Carat.

 

 

 

  • Tecate

Tecate, the Mexican growth engine inside the Heineken USA portfolio, announced an evolution to their award winning “Born Bold” campaign introduced in 2015 called “We Are Bold.” The new campaign is built around four friends’ brotherly bond while emphasizing the camaraderie, rivalries and unspoken, yet understood inside jokes during their regular barbecues (BBQ). The “We Are Bold” campaign is rooted in consumer insights for the beer brand’s core demographic, the bicultural Hispanic male, and the role that the BBQ grilling occasion or Carne Asada, as literally translated by this group, plays culturally as a social forum to grow closer to their friends and as a key consumption occasion.The campaign will launch on national Hispanic and English television with two 30-second spots created by Tecate with Nómades including “CHILL” and “GYM” with a third, “COMPETITION,” debuting closer to May.Tecate will increase their investment in paid media by five-fold in 2018 with the campaign running for 52 weeks, up from 17 in 2017, across online video, broadcast, digital, social, PR and out-of-home. Billboards will start appearing in select Sun Belt states (AZ, CA, NM, NV and TX) in the coming weeks and expanding to 30 key markets including New York, Chicago, Atlanta, Orlando and others by early Spring.

 

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@portada-online.com.

What: Portada spoke with Arno Trabesinger, FC Barcelona’s Managing Director Americas, about the Spanish club’s expansion plans for Latin America.
Why it matters: Last September, FC Barcelona opened new offices in New York, in an effort to boost its growth throughout the American continent, with a special focus on Latin America.

Arno Trabesinger

Since FC Barcelona Director Ramón Adell’s arrival two years ago, the team has embarked on the road to globalization. “We want to be the most global team of all sports, and Latin America is the base because soccer here is already [the] number one [sport],” said Arno Trabesinger, FC Barcelona’s Managing Director Americas.

To fulfill this goal, FC Barcelona is looking to solidify its presence in Latin America in 2017 through strategic efforts. “Latin America is very important for us, due to the fact that we have so many fans following the team in the region,” added Trabesinger.

Latin America is very important for us, due to the fact that we have so many fans following the team in the region.

According to the team’s social networks analysis, Mexico is the second largest country with the largest number of followers worldwide on the club’s Facebook page, surpassed only by Indonesia. In Latin America, Mexico is the largest, followed by Brazil and Colombia.

COUNTRYCONTINENTREGIONFACEBOOK FANS (21 mar – 2017)
IndonesiaAsiaAsia Pacific9,611,980
MexicoAmericaLatam6,128,601
BrazilAmericaLatam5,858,192
EgyptAfricaMena / North Africa3,639,034
IndiaAsiaAsia3,553,152
United StatesAmericaNorth America3,478,937
BangladeshAsiaAsia2,620,188
ColombiaAmericaLatam2,464,470
ArgentinaAmericaLatam2,373,952
TurkeyEuropeEurope / (Mena)2,359,360
SpainEuropeEurope2,327,154

In Mexico, football fans follow their favorite local team, but also support and follow one or more European teams, explained Trabesinger. “That’s where we want to be number one. In addition, we have nine Latin American players on our team, so that gets us more fans in the region.”

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The goal now is to take advantage of the attention that the club already has to keep it growing. In addition to its social networks strategies, which are dictated from Barcelona, “a relevant marketing tool for Latin America is the team’s soccer schools for children ages 8-16. We have several already in Peru, Guatemala, Brazil, and Mexico, and we want to open more throughout the year,” he added.

A relevant marketing tool for Latin America is the team’s soccer schools.

These schools represent an opportunity for brand development and brand building among children and young soccer fans.

Looking for more sponsors

Growing its network of followers is undoubtedly one of Barça’s objectives, but “growing our business opportunities” is also a goal, said Trabesinger.

In 2015, the team signed a regional agreement in Latin America with Canada’s Scotiabank, which will run through the 2018-2019 season. It also has local sponsorship deals with foot deodorant brand Baruel Tenysa Pe in Brazil, and with Tecate beer in Mexico, in addition to its global sponsorship agreements with Nike, Gatorade, Gillette, and Stanley Black & Decker.

“We are looking for partnerships in Latin America, especially in Mexico and Brazil. That’s why we came to New York, to strengthen our LatAm efforts from here,” he explained.

The club seeks to add marketers to its New York office who know the Latin American market well, and know how to bring together partners in this region.

When adding brands, the most important thing is that they support the philosophy of the club. “We want sponsors who are proud to be part of the family, and are interested in activating at the local level,” said Trabesinger.

Register, nominate, and participate in the Premio Golazo Best Soccer Campaign Award!

In addition, the team wants to sign agreements lasting a minimum of three to four years. “We want partners who will stay with the team in the long run,” he said.

We want partners who will stay with the team in the long run.

Sports Marketing will play an Important Role at Day 1 of PortadaLat: We have added new Ticket Types to Meet Your Needs!

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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 $199)
DAY 2: BRAND INNOVATION DAY (June 8)
The second day at PortadaLat will celebrate Brand Innovation and showcase how leading companies are boosting brand equity and increasing their relevance in a disruptive environment in Latin America and the U.S. Breakfast, Lunch and Evening Reception Food and Beverages included. (US$ 549!)
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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.

HOW TECATE MARKETS TO U.S. MENWHO? WHAT?RATIONAL
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 summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting Multicultural consumers right now.

To subscribe to Portada’s Interactive Database of Marketers targeting U.S. consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com.

For prior Sales Leads editions, click here.

  • Coach Inc

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 

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 

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.

  • P&G 

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 

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 video is 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.

https://youtu.be/O9KBsP73vBI

  • Miller Lite 

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.

Join us at PORTADA Mexico!

What: Mexican beer Tecate will be sold in 70 markets worldwide.
Why it matters: Because Heineken is building a new 7 billion peso plant in the northern state of Chihuahua, slated to start operations by the end of 2017. The plant will produce the Tecate Light, Tecate original, XX, and XX Light brands, in addition to several other beers to be exported to the United States.

Heineken announced that it will integrate Mexican beer Tecate into its international brand portfolio, expanding its reach to 70 countries. It will become the second Mexican brand to be launched globally by the Dutch company after Sol, which was the first to go international.

Dolf van den Brink, CEO and President of Heineken Mexico, highlighted Tecate’s good reception in international markets.

“Tecate is already Heineken’s second world brand by size, and as of this year will become part of our international portfolio. As of now, Tecate is already sold in 17 countries, but we are looking to position the brand in many more markets—this is a great moment for the brand,” said van den Brink.

Tecate is already Heineken’s second world brand by size, and as of this year will become part of our international portfolio.

The company recently launched Tecate in the Colombian market. However, no details regarding which new countries the brand would be positioned in during 2017 were disclosed.

The company announced at a press conference that the new Heineken plant, located in the state of Chihuahua, is already 50 percent built, and is slated to begin operations by the end of 2017. The new plant will increase Heineken’s production volume in the country by 15 percent.

“The Meoqui plant (in Chihuahua) has a capacity of 6 million hectoliters, which will expand our production capacity by 15 percent in the coming years. Mexico already represents 15 percent of the Heineken Group, and this new plant will make up 15 percent of that 15 percent,” said van den Brink.

Construction on the plant began at the end of 2015, with an investment of more than 7 billion pesos, and is part of the brewery’s plan to generate US $2 billion between 2015 and 2019 in the country, double that of the previous five years.

“It’s the largest (Heineken) plant in America and the world. We’ve never built such a large plant in any other country before and we hope to start operations by the end of this year—that was our first commitment,” said Van den Brink.

Photo: Cervecería Cuauhtémoc Moctezuma Heineken.

A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting Multicultural consumers right now.

To subscribe to Portada’s Interactive Database of Marketers targeting U.S. consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com.

For prior Sales Leads editions, click here.

  • Accenture

descarga (1)Accenture has appointed IPG’s UM as its Global strategic media planning and buying partner, following a formal review. MEC was the incumbent agency.UM will work alongside Accenture’s creative shop TBWA Worldwide as well as its other partners to develop cohesive messaging. This will include developing targeted engagement strategies that bring the company’s “New. Applied. Now” insights and industry updates to key audiences.

 

  • Dos Equis

descarga (2)This year, Cinco de Mayo finally falls on a Friday and Heineken’s Dos Equis is giving fans everywhere the tools they need to ignite their fiestas early. Dos Equis is challenging consumers 21+ to “Spice Up Your Cinco” and embrace the adventurous side of the holiday.On April 27, fans in New York City will experience this year’s hottest Cinco de Mayo Party as Dos Equis brings “Spice Up Your Cinco” to. Inspired by the bold colors, flavors and bustle of a Mexican street market, guests will be captivated by the sights, sounds, and tastes of a busy day spent at a market south of the border. To accentuate the brand’s “Stay Thirsty” mindset and to continue to encourage our drinkers to seek interesting experiences, Dos Equis is enlisting DJ Questlove to spin a fiery soundtrack for the night. Attendees will also have the chance to mingle with The Most Interesting Man in the World.Dos Equis is offering the chance to win daily prizes and a grand prize trip to Mexico, including an exclusive tour of the Dos Equis Brewery and vacation time in Cancun. The Most Interesting Man in the World is also featured in a new English and Spanish campaign-themed commercials slated to run today through May. The spot features The Most Interesting Man daringly eating ghost peppers with ease, as he goes head-to-head against his helpless challenger: “attending his Cinco de Mayo party, requires signing a release form.”

https://youtu.be/C_1aiMfproU

  • Tecate

mmmmTecate, the Mexican beer with bold flavor, announced the latest evolution of its successful multiyear “Born Bold” advertising campaign, featuring the addition of legendary actor, Sylvester Stallone.Debuting alongside Mexican fighter Canelo Alvarez, who reprises his role following last year’s “Flashy,” Stallone and Canelo will be placed in multiple scenarios throughout the two 30-second spots entitled “Beehive:BBQ” and “Belt:Tub,” with the screen icon and star fighter humorously challenging each other to be bolder. The two will be featured alongside Tecate’s Black Eagle, who continues his iconic role as the brand’s symbol of masculinity and connection to its bi-cultural Hispanic consumer.The commercials, created by Tecate and Nómades, will be part of a refreshed 37-week campaign, that debuted on national broadcast and online on April 20, with heavy promotion leading into Canelo’s first fight of 2017 with Julio Cesar Chavez Jr. on May 6th in Las Vegas. The campaign also includes PR, digital content across social channels, and OOH in the form of prize card point-of-sale materials at the retail level.

To get detailed contact information about the DECISION MAKERS BEHIND THESE CAMPAIGNS AND ACCESS AN INTERACTIVE DATABASE OF MORE THAN 2,500 MARKETERS targeting U.S. consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com to activate your subscription!.

  • Estrella Jalisco

nnnnnnnnOn April 30, Estrella Jalisco, a Mexican beer with more than 100 years of brewing tradition, is celebrating its Mexican heritage and pride in by bringing Lotería, a traditional Mexican game of chance, to Fiesta Broadway to attempt the GUINNESS WORLD RECORDS™ title for the Largest game of lotería. Fiesta Broadway, the largest Cinco de Mayo festival in the country, unites over 300,000 Angelenos in a celebration that includes musical performances, food, and fun—setting the perfect backdrop for a record-setting game of Loteria.Lotería – similar to “bingo” – utilizes pictures of traditional Mexican icons in place of numbered spaces to fill the board. The winner of the record-setting game will be celebrated by Estrella Jalisco in the true spirit of Fiesta Broadway.Estrella Jalisco will publish the Lotería cards drawn on its Facebook page by May 5. Consumers 21 and older can view the results of the lotería drawing, and learn more about the brand, by visiting the Estrella Jalisco Facebook page.

  • Johnny Rockets

Just in time for the longer days and spring festivities, international restaurant franchise Johnny Rockets is offering new limited time menu  that delivers fresh new flavor combinations at restaurants across the country.The new seasonal menu will surprise fans of the diner’s Stay Original classic quality dining experience by adding a new twist to select menu items, from burgers to starter appetizers.Founded in 1986, Johnny Rockets operates more than 400 franchise and corporate locations in 28 countries around the world.

 

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.

Join us at PORTADA Mexico!

A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting Multicultural consumers right now.

To subscribe to Portada’s Interactive Database of Marketers targeting U.S. consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com.

For prior Sales Leads editions, click here.

  • Tequila Corralejo®

descarga (2)Tequila Corralejo®, marketed by Infinium Spirits, unveiled the premium brand’s first out-of-home advertising campaign in the U.S. created by NYC-based SwellShark, the outdoor ads will run for six weeks in California (Los Angeles & Sacramento) and Texas (Austin, Dallas, Houston & San Antonio). A beloved brand in its home country of Mexico, the line of tequila has been gaining traction in the U.S. in recent years, especially among acculturated and unacculturated Hispanics in the U.S. The new advertisements seek to raise awareness of Tequila Corralejo among second and third generation Hispanics between the ages of 25-45. The brand chose locations concentrated around Hispanic communities and high traffic/night life areas. The bottles featured in the ads, which stand out above other tequilas, inspired the campaign slogan: Those With Pride Stand Tall. Infinium Spirits is a family-owned spirits company founded in 2005 and based in Aliso Viejo, California, Infinium Spirits specializes in the import, sales, and marketing of its distinctive portfolio of brands.This is an out-of-home campaign only, that’s running in CA & TX for six weeks.

 

  • Ashley HomeStore

UiWzv4oc_400x400Furniture retailer Ashley HomeStore has appointed Cincinnati, Ohio-based agency Empower Media Marketing for media planning and strategy across all markets. Icon International will continue to handle media buying.Empower clients include Footwear and Gorilla Glue. HomeStore has 700 mostly licensee-owned locations across 36 countries.The incumbent was McCann Minneapolis. Ashley Furniture Industries spent US$161.7 million in measured media in 2016 for its HomeStore furniture stores, according to Kantar Media.

 

 

  • Jagermeister

Pvl-7Rt3_400x400Agency Crossmedia has been named media agency of record for Jägermeister, following a review.  The agency previously handled the account in 2014. Crossmedia together with Opperman Weiss, Ogilvy, Geometry and Red Peg will launch a multi-channel integrated campaign in the second quarter of 2017 to run though the end of the year. Jägermeister spent US$522,000 on measured media the first 11 months of 2016, down from US$756,000 spent in 2015, according to Kantar Media.

 

To get detailed contact information about the DECISION MAKERS BEHIND THESE CAMPAIGNS AND ACCESS AN INTERACTIVE DATABASE OF MORE THAN 2,500 MARKETERS targeting U.S. consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com to activate your subscription!.

  • Dynamic International Airways

imagesDynamic International Airways, a low cost carrier, has announced they have launched a new airways route between JFK in New York and Guayaquil, Ecuador.Scheduled to provide one daily rotation beginning in JFK, arriving at GYE, and returning back to JFK, Dynamic International Airways will be offering the route five times per week with the exclusion of Tuesdays and Wednesdays from June 1 to the 30, 2017.After the initial launch in June, the airlines will offer one daily rotation, seven times per week, from July 1 to October 28, 2017.Customers will enjoy the comfort of bilingual – Spanish and English speaking – flight attendants and customer support agents.

 

  • Heineken USA

descarga (3) - copiaHeineken has shifted U.S. creative duties on Tecate to Mexican-based agency Nomades, ending beer marketer’s relationship with Saatchi & Saatchi New York. The brew’s new shop is Nomades, which was founded in Mexico and Argentina in 2013 by Pablo Batlle, an Argentine creative and DDB veteran. The agency would handle Tecate from its Mexico City office. Mediavest Spark handles Heineken USA’s media business while TracyLocke is Heineken’s agency for shopper marketing and InMarketing and for channel driven retail solutions.

 

  • Chipotle

images - copiaChipotle Mexican Grill has released “As Real as it Gets” campaign, the biggest to date. The campaign includes  TV and online videos and features comedians Jillian Bell, John Mulaney and Sam Richardson walking into a burrito and entering a luxurious circular living room. The campaign from Venables Bell & Partners. In January, Chipotle picked Venables for creative and MullenLowe Mediahub for media, each replacing GSD&M. Chipotle plans to spend about 2% of projected sales on marketing and 1% on promotions in 2017. Last year it spent 2.6% of sales on marketing and 2.4% of sales on promotions. The “As Real as it Gets” campaign is set to run in the spring and fall, with the majority of the media buy spent on TV and other forms of video, along with radio, social, search and out-of-home.The effort will likely include reward for its best customers and will debut when Chipotle is ready to launch new versions of its iOS and Android apps.

https://youtu.be/jSnmiKVBvvs

  • Taco Bell

descarga (1)The Ethical Treatment of Animals (PETA) has launched an out-of-home campaign encouraging people to eat at Taco Bell, particularly for its vegan menu.The ad, running on billboards and in bus shelters in Florida, Georgia, and New York, plays off Taco Bell’s brand tagline, showing a chicken confronting passersby with copy demanding: “Let’s All ‘Live Más.’ Would It Kill You to Get a Bean Burrito?”Taco Bell is owned by Yum Brands. Although bean burritos are among its best-selling items, Taco Bell isn’t publicly embracing PETA’s campaign.

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.

Join us at PORTADA Mexico!

The just ended first quarter of 2017 was certainly eventful for politics and marketing. 7 essential insights  that impact your multicultural marketing  business. Questions we answer: Is Univision back on track?; Trump’s impact on Hispanic advertising, Are agencies winning multicultural accounts…and more.

1. Is Univision back on track? Well….

Early in January  the Federal Communications Commission announced that it would  allow foreign ownership of Univision to exceed the mandatory 25% ceiling up to 49%.  As a result of the ruling, Televisa increased its stake to 40%. The larger Televisa stake also allows both companies to work closer together and they announced  an expansion of their relationship by unifying both of their content development and production efforts with Isaac Lee becoming Chief Content Officer of both Univision and Televisa. The Televisa deal provides breathing room on the financing side (Univision has a high debt load). But the company is still facing substantial headwinds, excepting perhaps its Univision Deportes unit, in its main business of Spanish-language broadcast ad sales. Are Univision investors including Saban Capital Group, Madison Dearborn Partners, Providence Equity Partners, TPG Capital, and Thomas H. Lee Partners going to be able to recover their investment at the US$ 12.5 billion valuation they bought Univision back in 20017? Very unlikely, if we look at Univision’s current growth rate and the current stock market valuations for media companies.

2. Trump’s Impact on Advertising Expenditures Targeting Hispanics…..

donald_trump_8567813820_2No one is going to say this openly, but first quarter sales at most Hispanic broadcast and radio companies have not been great (BTW: Check out how Radio and Broadcast company Entravision is “buying growth” with the recent acquisition of digital advertising company Headway).
President Trump’s comments, and intended new legislation, about immigration and the deporting of undocumented immigrants have substantially increased the uncertainty of that sector of the Hispanic population. Some advertisers that target this Spanish-dominant sector of the Hispanic population have reduced their spend.  Even in the mobile world, we have heard that first quarter activity of Hispanic inventory at mobile exchanges was relatively low.

3….but ObamaCare Lives On and so Does Health Care Marketing to Hispanics…

House majority Speaker Paul Ryan said it two weeks ago after the Trump’s administration healthcare bill defeat: “Obamacare is the law of the land” and will remain so “for the foreseeable future.” This also implies that 2017 (Hispanic) Healthcare marketing will remain in place and health care solution providers like Emblem Health, (check out our interview with CEO Karen Ignani) and others will keep their marketing plans.

We are revealing the  agenda of the ninth annual edition of PortadaLat in Miami on June 7-8, 2017.
Portada has been the leading source of expert analysis on the US multicultural and Latin American marketing and innovation spaces since 2003. For the 9th annual edition of PortadaLat our team is gathering a unique set of key decision  makers and thought leaders in one place to share insights, brainstorm solutions and debate the future of marketing technology, digital platforms, brand marketing and more. Register at early bird ticket (deadline April 14!).

4. …and Agencies Continue to win Multicultural Specific Accounts

While some major CPGs (P&G, Kellogg, General Mills) have been cutting marketing expenditures (and  Hispanic/multicultural has been one of the first line items to be cut), other blue chip companies are putting resources to work to target the Hispanic consumer. E.g. We hear that Atlanta headquartered PM3 just won the Paychex Hispanic account. A major executive at a big four ad holding company also tells us about renewed interest of major companies in the Hispanic market opportunity.

5. High Growth in Native

Photo: Xosé Castro. Under CC Licence.
Photo: Xosé Castro. Under CC Licence.

Native advertising is growing at a high rate and there are more solutions that tap this opportunity from a programmatic and scalable standpoint (e.g. see Headways’s  introduction of a Spanish-language native ad marketplace and Kickads recent launch of a mobile SSP for Spanish-speaking markets.

6. Sports, a Growing Passion Point

Millennial Marketing efforts, often are related to sports content. For instance Kellogg did a deal with the MLS for sports content. Sports championships also have the allure of “appointment viewing” be it over broadcast or streaming and the content be amplified via paid and organic social efforts.  With programmatic dominating the digital display ad space, there is also a shift of more customized efforts using influencers and content marketing services through sponsorship deals.

7. Multicultural Marketing as a Base for Cross-over General Market Efforts (Buchanan’s and Tecate)

1 - J Balvin and Buchanan’s “Es Nuestro Momento Ft. J Balvin” contest“Buchanan Whisky Scotch was focused on the Hispanic market and now they are expanding their targeted consumer base to the overall market. They have defined the blended scotch whisky category, which is declining in size, but they are breaking through because they focused on the Hispanic market,”  a brand marketing executive for a major alcoholic beverage brand  recently told Portada.  Similarly, another alcoholic beverage, Tecate in 2017 is crossing over to the general market and now is one of  the four top brands that beer behemoth Heineken is marketing in the U.S. (Dos Equis, Stromboli Cider and Heineken are the other three). BTW: Don’t forget that Mexican imported beers are the fastest growing category in the U.S. beer market.”

 

What: Uniform manufacturers, banks, cement companies, and casinos top the list of Mexican soccer sponsors.
Why it matters: Knowing what Mexican brands are targeting Mexican soccer fans also offers interesting clues about brand affinity of Mexican-Americans in the U.S. In addition, having the exclusive for making and selling team uniforms, or having your beer logo on a team jersey – in addition to selling the beverage at the stadium – are profitable investments for brands, even if sponsorship figures for Mexican soccer remain undisclosed.

descarga (7)Liga Mx, which according to statistics is followed by at least 60% of the Mexican population, has a series of sponsoring brands that are split among those which produce team uniforms, and those which stamp their names or logos on the garments used by the players on each of the 18 teams that make up the largest Mexican soccer league.

First are the brands that manufacture and provide the teams with their uniforms:

Puma leads the league with five teams (Atlas, Santos, Monterrey, Guadalajara, and Querétaro); Charly with three clubs (Veracruz, Puebla, and Chiapas); Nike with three teams (Pumas, América, and Pachuca); Pirma with two clubs (Morelia and Leon); Under Armour with two teams (Cruz Azul and Toluca); Adidas with two clubs (Tigres and Tijuana), and Umbro with one team (Necaxa).

The dollar value of the sponsorships is guarded with great secrecy, and neither the brands nor the teams generally divulge the numbers that grant them the exclusive rights to the manufacture and sale of team jerseys. With retail prices that range from 900 to 1,300 pesos, it translates into a very profitable business for sponsors.

 

Las marcas que visten a los equipos de la Liga MX
MarcaEquipo
PumaAtlas
Santos
Monterrey
Guadalajara
Querétaro
CharlyVeracruz
Puebla
Chiapas
NikePumas
América
Pachuca
PirmaMorelia
León
Under ArmourCruz Azul
Toluca
AdidasTigres
Tijuana
HumbroNecaxa

descarga (8)But even when sportswear brands are globally renowned, industry experts say that the crux of the sponsorship business is not in who makes the uniforms, but in the brand that supports each of the teams – and whose logo appears on team jerseys – as is the case of beer brands in markets like Germany, Brazil, and  Mexico.

The relationship between beer and soccer fans does not seem to be a coincidence, since the three countries (Mexico, Brazil and Germany) are the most important beer producers. Beer has thus become the sponsor of such important sports events as the Super Bowl, Europe’s Champions League, Formula One, and Mexico’s Liga Mx.

When the Liga Mx championship was defined, the Tigres wore the Tecate brand on their jersey, while the América wore the Corona brand. As all the fans know today, the corona or crown, was taken by the Nuevo León team.

Liga MX Beer Brand Sponsors
Brand Team
CoronaAtlas
CoronaSantos
TecateMonterrey
TecateGuadalajara
CoronaQuerétaro
TecateVeracruz
CoronaPuebla
CoronaChiapas
_______Pumas
CoronaAmérica
CoronaPachuca
CoronaMorelia
CoronaLeón
TecateCruz Azul
CoronaToluca
TecateTigres
Bud LightTijuana
CoronaNecaxa

But other brands also want the attention their product would get by being printed on a uniform. This is the case with cement companies that sponsor their own teams, such as Cruz Azul, Cementos Fortaleza (Pachuca), and Cemex (Tigres); banks such as Banamex (Toluca and Pumas), BBVA Bancomer (Monterrey), Multiva (Querétaro), and Compartamos Banco (Chiapas); and, most recently, casino chain Caliente.

In fact, Caliente – which includes the online betting site Caliente.mx – is the brand that arrived in mid-2016 and went on to become one of the main sponsors of Mexican soccer, with its support of four teams: Tijuana, Puebla , Morelia, and Chiapas, and is poised to increase its sponsorship efforts starting in the second half of 2017.

Debora Montesinos contributed in this article

 

 

We are thrilled to present Portada Sports Marketing Board, which will feature 12 brand marketing and agency luminaries. This announcement underscores our new commitment to serving the vibrant sports and soccer marketing sectors.As members of the Sports Marketing Board, these leaders and innovators will participate in Portada’s marquee events and provide thought leadership to Portada writers and researchers.

Portada Sports Marketing Board Members

    • John Alvarado, VP Brand Marketing, Crown Imports
    • Analia Benedetti, Director of Shopper Marketing and Multicultural, Kellogg
    • Ed Carias, Sr. Brand Manager el Jimador Tequila – North American Region, Brown-Forman
    • Ramiro Crespo, Multicultural Channel Strategy, Sprint
    • Jeff Garrant, Senior Partner, Director Sports & Entertainment Marketing, Maxus
    • Jorge Inda Meza, Marketing Director Region West, Anheuser Busch
    • Daniel Keats, Director Sports and Sponsorships, Consumer Marketing Allstate Insurance
    • Michael Neuman, EVP, Managing Partner, Scout Sports and Entertainment
    • Felix Palau, VP Tecate, Heineken
    • Mike Tasevsky, SVP U.S. Sponsorship, MasterCard
    • Ivonne Kinser, AFM ‎Director Digital Strategy & Innovation, Avocados From Mexico
    • Kymber Umana, ‎Hispanic Marketing Manager, Sprint

Meet the Board

Subscribe to Portada daily Sports Marketing Updates!

Creating a space to learn from each other

As members of the Sports Marketing Board, these leaders and innovators will participate in Portada’s marquee events and provide thought leadership to Portada writers and researchers.
“Sports offer the opportunity to establish a meaningful, authentic connection with our consumers and create (and deliver) great content, and successful shopper programs. I personally love Portada’s initiative: by putting this board together, Portada is creating a great space for us to learn from each other, share best practices and bounce ideas,” says Analia Benedetti, Director of Shopper Marketing and Multicultural.

Daniel Keats, the Director of Sports and Sponsorships for consumer marketing at Allstate Insurance, notes that “sports are a major passion point impacting consumers across all segments,” and that t is important to have a specific focus on unique content, programming, and market intelligence when engaging consumers through this powerful medium.”
“It is a real privilege to have the backing of this outstanding group of brand marketing and agency executives. This sports marketing board will be essential to our efforts to produce high-quality events and provide value for our partners and sponsors,” says Marcos Baer, the publisher of Portada. “Due to their rapidly growing popularity among overall U.S. and multicultural audiences, we are substantially increasing our coverage of soccer and sports marketing,” Baer adds.

Portada Sports Marketing Programming

March 22: Launch of Portada’s Sports Marketing site in Beta
April-May 2017: The 2018 Soccer World Cup Golazo Marketing Pitch Contest
June 7, 2017: The Portada Sports Marketing Platform Launch Party and Webinar at the PortadaLat conference, Miami
September 13,2017: The Portada Sports Marketing Forum, NYC, part of Portada17 (September 13-14)

For information on sponsorship opportunities and other creative ways to align your brand with Portada’s Sports Marketing Platform, please reach out to Sales/Marketing Director Kelley Eberhardt at kelley@portada-online.com

What: Superama and Tecate Mexico took advantage of the context of the Super Bowl without investing millions in advertising during the NFL championship, on February 5th.
Why It Matters: Last Sunday, about 114 million viewers in the United States alone watched the Atlanta Falcons face off against the New England Patriots during the televised event with the world’s most expensive ads per-second.

According to The Wall Street Journal, each 30-second commercial broadcast during Super Bowl LI cost $5 million, or $166,666 per second.

But not all brands need to spend large sums to benefit from Super Bowl exposure. Companies are increasingly getting more out of the excitement surrounding the NFL championship without necessarily placing commercials during the game.

“The Super Bowl has a lot of emotional impact that companies want to leverage to tie their brand to the passion of American football,” says Jose Manuel D. Covadies, managing partner of Espiral, a BTL agency in Mexico.

For example, Superama (of Grupo Walmart) launched an on-site activation event for a thousand people at the Alboa restaurant in Mexico, where the main attraction was a performance (at different times throughout the match) by the Seahawks cheerleaders.

Marcelo Castro Cardona
Marcelo Castro, Deputy Director of Commercial Planning, Superama.

“In Mexico, there are 21 million fans of American football. As a brand, we share a passion for sports and well-being with these fans,” says Marcelo Castro, Deputy Director of Commercial Planning for Superama.

The on-site activation was complemented by a dynamic ad on Instagram, under the hashtag #SuperamaNFL, where people uploaded pictures they took of themselves in the restaurant that were then flashed on jumbo screens.

NFL ratings will definitely deliver brand exposure, however ROI and recall are more related to the sponsors activation than to the property,” explains Vicente Navarro, Vice-President of Product Development at marketing agency AC&M Group.

Covadies agrees, saying that while advertising gives reach, activations generate engagement with consumers, and although the cost per impact is greater, the effectiveness and linkage is much deeper.

Image result for tecate logoAdvertising and activations can work synergistically at times, such as with Tecate (of Cervecería Moctezuma), which ran spots announcing, in Mexico, that it would donate a sum equivalent to advertising during the Patriots-Hawks championship game to Red Nacional de Refugios, a women’s association. In addition, the brewing company announced it would match one peso for each tweet with the hashtag #PorEllasAsiSomos, garnering 3.7 million impressions for the brand.

“It’s a good strategy— in the end, the main motive was the Super Bowl. Social marketing, accompanied by a social sporting phenomenon such as the Super Bowl, results in impact and capture of a secondary market,” adds Covadies, noting that the hashtag was tweeted even by those who are not NFL followers, to support the donation.

Written by Gabriela Gutiérrez M.

We spoke with major brand and media executives about their sports marketing plans and expectations for 2017.

The 4 questions we asked:
1. What sports will you invest in/work with during 2017?
2. Which platforms will you use/spend on for your sports marketing campaigns?
3. What sports marketing trends should we keep an eye on during 2017?
4. In terms of marketing in general, what would you like see more of next year?

Gustavo Guerra, Brand Director for Tecate

  1. We will continue to support our target consumer’s biggest passion points: Boxing and Soccer. The soccer games and the PPV Boxing fights are the highest rating TV shows for the target and represent the highest beer consumption occasion for Mexican bi-culturals.
  2. Our target over indexes heavily in digital, so we will continue to focus our efforts in social media and mobile as our key media channels to reach and interact with our consumers. We will also continue to raise the bar in event marketing. We will continue with our traditional focus at retail by securing a flawless execution to ensure we offer the most attractive programs to consumers – bringing them closer to the action in both sports.
  3. Trends from a Tecate POV will definitely be behind boxing, as we will make our biggest splash ever with some exciting new initiatives in the pipeline to support the mega fights in 2017.
  4. Big and bold ideas around sports that can effectively travel to the digital space –  different from TV. We need to remember that sports are one of the highest priorities when it comes to entertainment and that social media is the biggest and only channel to enable conversations and interactions with consumer’s pre, during and post events.

img_2024Antonio Briceno, beIN SPORTS Deputy Managing Director

  1. Looking ahead to 2017, we are very excited about working with the Women’s Tennis Association (WTA), the global leader in women’s professional tennis. Starting in January, the 2017 WTA season kicks off, and beIN SPORTS will air all matches airing outside the U.S., as well as broadcast the internationally renowned Rogers Cup in Toronto, Canada.
    In 2017, another cornerstone of beIN SPORTS will continue to be live soccer coverage, which includes live matches from LaLiga, Serie A, Ligue 1, NASL, and CONMEBOL/ CONCACAF/CAF World Cup Qualifiers, as well as news and in-depth analysis of all the top leagues from around the world.
    In 2017 our coverage of MotoGP, MotoAmerica, WorldSBK and Rallycross will continue to grow and evolve.
    Similarly, in 2016 we introduced U.S. college sports to the network and will further enhance in 2017 through our partnership with Conference USA. Additional sports you will also continue to see on our channels include boxing and MMA.
  1. In 2017, beIN SPORTS is working with a mix of traditional and modern media, including social, OOH and mobile. As we continue to build the brand and cultivate our audience, we may even consider activating via OTT platforms.
  2. Social media continues to evolve, as does the interactive nature of sports programming viewership, so it’s crucial sports marketers keep ahead of the trends and use this form of media to their advantage. Mobile will continue to be a major component of marketing campaigns in 2017. To successfully engage with fans and viewers, mobile is critical as sports fans remain connected to their devices 24/7 to stay up-to-date on their favorite teams and players.
  3. We’re really looking for innovation, a better use of content and integration that will make the entire landscape more entertaining and more engaging. We’d like to see dollars really start to shift from traditional ads and focus more on impactful, creative placements and activations.

Drew Gehringer, COO at Eat The Bear

(ETB is a sports nutrition-based lifestyle business, providing clean and lean supplements to support achievement.)

  1. Eat the Bear recently signed a multi-year endorsement deal with Luke Kuechly from the NFL Carolina Panthers. While Luke Kuechly will be our main focus in 2017, we are also looking to add a female counterpart as 60% of our demographics is a female consumer.
  1. We will continue to invest in social media (Facebook/Instagram/Youtube/Snapchat) as well as in-store marketing.
  1. We see user generated content and unique video content continuing to surge. We’re confident that 2017 will take this even further – using digital channels and platforms as well to give consumers additional unique experiences.
  1. In terms of marketing trends, I’d like to see brands increase their focus on customer loyalty programs. While almost every brand has a program dedicated to consumer loyalty, many of them are very two-dimensional. Whether through markdowns through subscription based buying programs or branded experiences that bring the brand to life, we as marketers need to figure out ways to give more back to our consumers – particularly ones that have shown their dedication to the brand.

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Freddy Rolon, VP and general manager of ESPN Deportes, and Michelle Bella, VP of consumer and ad sales marketing for ESPN Deportes.

  1. Our focus next year will continue to be the power of live events to continue developing the U.S. Hispanic audiences. We have an unmatched line-up of diverse programming next year that will allow us to do this such as the return of the World Baseball Classic taking place in March. In its fourth edition, the WBC has become one of the most popular international sports events featuring some of the best baseball players from the MLB and around the world.
    Other key programming next year across our platforms includes UEFA Champions League, Mexican League soccer, international friendlies, MLB, NBA, NFL, College Football.

Image result for Michelle Bella, VP of consumer and ad sales marketing for ESPN Deportes.

  1. In 2016 we made significant enhancements to our platforms, from our television production, to ESPN.com, ESPNDeportes.com and ESPN App…All with the goal of better presenting our content to the Hispanic fan in the most relevant way possible and in the language they want to consume it. Next year, we will continue with this approach emphasizing our video efforts across platforms with the goal of enhancing quality and consistency in our user-experience.
  2. Brands and agencies are increasingly interested in activating campaigns with social influencers. What’s great is that they’re all engaging with a super engaged fan base for each Live event we carry on TV or Radio or both.
  3. ESPN launched Live Connect this year  – a data rich solution for partners looking to gain deeper insights of how their target audiences behave within our content and sites.   For Live Connect, we work together with clients to build campaigns or programs with the KPIs that matter most to each brand. We will soon be able to roll this out for advertisers wanting to reach Hispanic and African American audiences on ESPN platforms.

Image result for Ray Warren, EVP Chief Revenue Officer at NBC Sports Regional NetworksRay Warren, EVP Chief Revenue Officer at NBC Sports Regional Networks

  1. We are very excited about next year as our FIFA partnership will enter a critical phase with the Confederations Cup, a very important lead up to the biggest global sports event, The FIFA World Cup, which will take place in 2018 in the same country. Telemundo Deportes aired Rio 2016, its fourth summer Olympic games, but the FIFA World Cup 2018 will be the first-time we can showcase this premiere global event and will position us as the premiere destination with global properties in Spanish language in the U.S.
    The Confederation Cup and 2017 will be key in positioning us as “World Cup Ready, World Cup Great.”  Also in 2017, we will take Premiere League to the next level by leveraging the unprecedented investment in players and coaches that English soccer is seeing.
  1. In 2018, and closely tied to the NBC Sports Group we will partnering with some of NBCUniversal’s people, some of their new technology and all of their experience as the worlds best at bringing big, global events to television and digital audiences.
  2. We are a technology company. The X1 service from Xfinity drew approximately 20% more Olympic viewers than other video providers and we are excited to see what other new creations might be available in 2017 and 2018.

Laura Molen, EVP, Cable Advertising Sales at NBCUniversal 

  1. We are investing in programming and live events like the World Cup so we can continue this momentum and growth. With the power of NBCU behind out brands, Telemundo Enterpises is primed for the future.
  1. We’re seeing an emphasis across our company in investment in content, data and distribution and this is going to be key as we continue to emphasize our leadership position.
  1. As I mentioned we are committed to our content, data and distribution opportunities for clients and we need our sales teams to be teammates with the agencies and marketers, to help them navigate all we have to give them.
  1. We have some of the best teams in the business who are finding the most unique, authentic ways to partner our advertisers with our content. I’d love to see more companies engage with us from the beginning of a partnership and work with our teams to come up with more innovative campaigns.

Paola Garzón, Marketing Manager at Fox Deportes

  1. Football, Super Bowl specifically and the UEFA Champions league final (soccer).
  2. TV, radio, digital and social media.
  3. Interactive trends that allow the consumer to feel part of the sport experience and in connection with their sports super stars.
  4. Improved measurement for digital marketing campaigns.

 

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