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What: The Los Angeles Dodgers and San Diego Padres will play three games in the “MLB Mexico Series” this weekend in Monterrey.
Why it matters: Much like the Puerto Rico Series in April, the Mexico games represent an embracing of the Latino influence on baseball and a signal to marketers that the sport is thriving across Latin America.

Fans of a certain age will remember a time, more than 35 years ago, when “Fernandomania” ruled the land. Like a comet out of Navojoa, Mexico, Fernando Valenzuela burst onto the Major League Baseball (@MLB) scene in 1981, a thousand or so miles north but a million miles away in the sports world, to Los Angeles, where he promptly won a World Series, the hearts of Dodgers (@Dodgers) fans, and a place in baseball lore forever.

It was, for some, the first taste of baseball, South of the Border style. But for legions of Mexicans and others of Hispanic heritage living in Southern California, Fernandomania was the entry point to really feeling like this team, transplanted just over two decades earlier from Brooklyn, was really theirs.

Partners like Toyota, Telcel, Claro, Marriott, Purina and others are on board, with the league hoping to match the atmosphere, excitement and success they experienced in San Juan.

Things move slowly in the baseball world, but MLB finally came around to hosting games in Mexico some years later (1996). And this weekend, for the first time in nearly two decades (the Padres hosted the Rockies there in 1999 in the only other series there), the Padres and Dodgers will head south to Monterrey for a three-game set in what the league has dubbed the “MLB Mexico Series,” Friday through Sunday at Estadio de Beisbol. The weekend will include Fan Fest in Macroplaza, a series of youth and community initiatives, special kids ‘Play Ball’ event and Little League games, in an effort to involve everyone. And Valenzuela will throw out the first pitch in Friday’s game.

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Fernando Valenzuela (image: Wikimedia Commons/Jim Accordino)

This, like the Puerto Rico Series last month, is an opportunity to highlight the strong Latino connection to the game. Partners like Toyota, Telcel, Claro, Marriott, Purina and others are on board, with the league hoping to match the atmosphere, excitement and success they experienced in San Juan, when Puerto Rican stars José Berríos of the Twins and Francisco Lindor of the Indians stole the show, each leading his team to a win in the two-game series.

While a second series outside the contiguous U.S. states and Canada in one season may not signal the dawn of full-time baseball in either market, it’s a clear recognition by MLB that embracing its Latino player and fan bases is good for business.

It’s something Fernando and his outsized Dodger fandom could have told you more than a generation ago.

What: Brazilian beer brand Skol is the most valuable brand in Latin America, with 20% growth in 2015, taking its brand value to US$8.5bn. Last year’s number one Corona moves to second position with growth of 6% to US$8.5bn.
Why it matters: The ranking is once again dominated by Mexican brands with their contribution by value rising from 33% last year to 37% in 2015, led by the strong performance of Corona, Telcel and Televisa.Value of the top 50 increases 2% despite region’s economic struggles.

For the first time, Brazilian beer brand Skol is the most valuable brand in Latin America, according to the fourth annual BrandZ™ Top 50 Most Valuable Latin American Brands ranking announced by WPP and Millward Brown. The AB InBev beer brand has risen 20% in 2015, taking its brand value to US$8.5bn. Corona, last year’s number one moves to second position with growth of 6% to US$8.5bn.

The ranking reveals that Latin America’s leading brands have continued to defy tough economic conditions, growing the Top 50’s cumulative value to US$132bn, an increase of 2% in US dollar terms. The BrandZ™ Top 50 has consistently outperformed local stock indexes and 2015 was no exception. By comparison, a composite index from the six key exchanges in the region dropped by 14% this year. This proves the importance of investing in brands even in hard times.

The BrandZ Top 10 Most Valuable Latin American Brands 2015

Rank 2015BrandCategoryBrand Value 2015($M)Brand Value Change YoYRank Change  YoYCountry
1SkolBeer8,50020%+1Brazil
2CoronaBeer8,4766%−1Mexico
3TelcecCommunication Provider6,17416%+1Mexico
4BradescoFinancial Institution5,20225%+1Brazil
5FalavellaRetail4,709-23%−2Chile
6TelevisaCommunication Provider4,42322%+1Mexico
7ItaúFinancial Institution4,31528%+6Brazil
8BrahmaBeer4,18517%0Brazil
9AguilaBeer3,6723%0Colombia
10ModeloBeer3,6044%0Mexico

The ranking is once again dominated by Mexican brands with their contribution by value rising from 33% last year to 37% in 2015, led by the strong performance of Corona, Telcel and Televisa.

  • Brazilian brands took 24% of the listing value, with Beer, Food and Personal Care brands contributing 47% of that total.
  • Chile lost share down to 15% from 20% in 2014.
  • Colombia declined one point year on year to 15%.
  • while Peru and Argentina both gained a single point to contribute 5% and 2% of the total value respectively.

Breaking Ads Mexico, presented by Portada and Media Economics Group, today analyzes a selection of Mexican digital campaigns active in  June and July. The advertising campaigns were tracked through Media Economics Group´s MexicoWebMonitor™. Below are digital campaigns from Bayer Yazmin, TelCel and Gerber.

 

 

Gerber

gre

Advertiser: Nestle S.A.

Campaign: “Jugos Gerber”

Lenguage: Spanish

Descripction: Gerber baby juices

Sites: ProdigyMSN.com, Starmedia Mexico

Servers: atdmt.com (Atlas DMS); msads.net (Microsoft Advertising); GoogleSyndication.com

 

TelCel

telcel

Advertiser: America Movil

Campaign: “Amigo – #DeNoStaraStar”

Lenguage: Spanish

Description: Telcel “Recarga Amigo” promotion.

Sites: Batanga.com, MetroFlog.com

Servers: ds.Serving-Sys.com (MediaMInd)

 

Bayer Yazmin

y

Advertiser: Bayer AG

Campaign: “La Pastilla de la Y”

Lenguage: Spanish

Description: LaPastilladeLa-Y.com Bayer Mexico site for Yazmin birth control pill.

Sites: Diario.com.mx, Musica.com (from Mexico), Publimetro.com.mx, Record.com.mx, RincondelVago.com (Mexico), SoyEntrepreneur.com, Terra.com.mx

Server: GoogleSyndication.com

Source: Media Economics Group, MexicoWebMonitor™. For more information please call: 1 (704) 841-2030.