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

  • WWEMinute Maid Park in Houston will host the WWE Royal Rumble on Jan. 26, 2020. This will be WWE’s debut at Minute Maid Park and the second time the Royal Rumble is held at a baseball stadium. “We are thrilled to bring one of WWE’s biggest events of 2020 to Minute Maid Park,” said Janis Burke, CEO of the Harris County – Houston Sports Authority. “We look forward to WWE fans from around the world descending on Houston for the Royal Rumble.”


  • The NBA is supporting The Basketball Africa League (BAL), a new professional basketball league in Africa, born of a collaboration between the NBA and the sport’s global governing body Fiba. The 12-team league will begin play in January 2020. This will be the first time the NBA has been involved with the operation of a league outside of North America. “As we’ve been talking about this concept over the last several months, there’s been a tremendous reception from several of our NBA team owners,” Adam Silver, NBA commissioner, said. “Several of our partners have also expressed an interest to work with us in Africa.”

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  • https://pbs.twimg.com/profile_images/3273122922/47aaf806b4241d81282383c75bc44f19_400x400.jpegBoxeo Telemundo is celebrating 30 years on the air, serving as the longest-running sports program in Spanish-language television. “We are proud of the successful run Boxeo Telemundo has had over the last 30 years bringing boxing fans the best of up-and-coming Hispanic contenders vying for championship titles,” said Ray Warren, President of Telemundo Deportes. “We look forward to continue serving our fans with the best boxing as part of our efforts to continue positioning Telemundo Deportes as the leading Spanish-language destination for the Biggest, Best, Global sports events.”


  • Indonesia submitted a bid to host the 2032 Olympic Games. The IOC is scheduled to announce the 2032 host by 2025.

People change positions, get promoted or move to other companies. Portada is here to tell you about it.

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iProspect has promoted Brittany Richter to SVP, Head of Products and Services. Reporting to Michael Gullaksen, Chief Operating Officer at iProspect US, Richter is responsible for overseeing the delivery of all products and services at the agency, including search, social, SEO and display.





Iván Adaime has been appointed CEO of ImpreMedia. He previously occupied the position of Executive Vice President, Digital. Adaime succeeds Gabriel Dantur, who led the company since January 1, 2016.






Romina Rosado has been promoted to SVP, Digital Media at Telemundo, barely three months after joining the company as SVP of Noticias and Digital News. She’ll now lead digital, social, and mobile experiences for Hispanic audiences in the U.S. and abroad. Meanwhile, Borja Perez, who previously filled this role, assumes the newly-created position of SVP, Revenue Strategy, and Innovation.




Ogilvy has appointed Piyush Pandey to the role of Global Chief Creative officer, replacing Tham Khai Meng who was dismissed earlier this year following an internal investigation. Pandey is chairman of the group’s India office and will retain his current responsibilities but will also be tasked with upping the quality of creativity across the  Ogilvy network. He will remain based in Mumbai.





Lynn Lewis has been appointed UM‘s new U.S. CEO, confirms the division of IPG Mediabrands. Lewis, who has worked at the shop for 15 years and held multiple positions, most recently served as UM’s East Coast regional president and global CMO.





Nigel Vaz, chief executive EMEA and APAC for Publicis.Sapient, is to succeed Sarah Golding as the president of the Institute of Practitioners in Advertising (IPA). Vaz will pick up the mantle from Golding, who is chief executive and partner at The &Partnership, when her two-year term comes to an end in March.





After almost four decades with Unilever, Chief Marketing Officer Keith Weed is to retire from the business. Weed will leave the role in May next year. Unilever has not yet announced a new CMO.






People change positions, get promoted or move to other companies. Portada is here to tell you about it.

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Kasha Cacy has been named global CEO by Engine. Previously, she was U.S. CEO of Interpublic Group of Cos.-owned media agency UM.






Romina Rosado is leaving her position as SVP of Global Content at E! to become SVP of Digital News for Telemundo. Romina will lead the development and execution of all digital programs across Noticias Telemundo and Digital News.





Airbnb Inc. has named Ann Mather as the first woman on its board. Mather joins from Pixar Studios where she held the role of chief financial officer.






Pete Blackshaw is leaving Nestle to take over as CEO of Cintrifuse. He joined Nestle in 2011 as Nestle’s VP for digital innovation and service models.






Alex Bogusky has been appointed as chief creative engineer at  Crispin Porter + Bogusky. After swearing off advertising altogether 8 years ago, Bogusky returns to the agency world.






Zipcar has appointed Sherrill Kaplan as head of marketing. Kaplan joins from Dunkin’ Donuts and her mission will be to accelerate growth among Zipcar’s consumer, university and business customers.






With more than 25 years of experience in sports management, Tom Glick is joining the Carolina Panthers as team president on September 16. In his role, Glick will oversee the team’s day-to-day operations.






Carat has named two new client managing directors. Kim James will lead the Diageo portfolio and Grant Burke has been promoted to handle the Wickes and Debenhams accounts. James joins from Amplifi while Grant has worked at Carat for ten years.





Antonio Lucio has joined Facebook as CMO after three years as HP’s CMO. He also held the position at Visa and PepsiCo. He is starting on September 4th and replacing Gary Briggs since he announced his retirement in January.






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

  • VisaTelemundo Deportes is adding to its sports content portfolio the exclusive Spanish-language U.S. media rights to the 2019 Copa America to be held in Brazil. Organized by South America’s soccer ruling body CONMEBOL, Copa America is the oldest international continental soccer competition and it determines the continental champion of South America.
    “We are extremely pleased to join forces with CONMEBOL and the Copa America tournament,” said Ray Warren, President, Telemundo Deportes. “It is a world-class event and perfectly aligns with our approach to partner with owners of the biggest and best global sporting events to bring them to our Spanish-language audience in the U.S.”


  • Visa, the Official Payment Services Partner of FIFA, released an analysis of foreign travelers’ spending during opening days of 2018 FIFA World Cup, discovering that in the stadiums, the share of contactless payments grew to 54%, inclusive of purchases made by fans from Russia and abroad.

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  • AeroméxicoOn Saturday, June 30, Aeromexico sponsored the short #FutSinGénero ( with no gender) tournament to promote equal rights among women and men in soccer. Soccer celebrities like Charlyn Corral, Lucero Cuevas, and Kenti Robles joined the event. The project has managed to create the Female Professional Soccer League in Mexico, and also to develop a strategic growth plan for professional female players.


  • It seems that Nike is close to becoming the winner of the World Cup jersey sponsorship battle. The Nike swoosh appears on the outfits of Brazil, France, and England, favorite teams to win the World Cup, plus Croatia, according to betting websites. Archrival Adidas still has Belgium, Russia, and Sweden in the quarter-finals, and Puma is adding Uruguay to the game.


  • As the MLS expansion process continues, Detroit remains in the mix. The bidders are hoping to bring Major League Soccer to the Ford Field. “I think MLS has now accepted the fact that Ford Field is the right place,” said Arn Tellem, vice chairman of the Pistons, who has been charged by owner Tom Gores with coordinating the bid in Detroit.


  • Wayne Rooney has confirmed he’ll be joining the MLS, through a 3 1/2 year designated-player contract with D.C. United. The British soccer player follows the lead of Swede Zlatan Ibrahimovic and retired countryman David Beckham by leaving Europe for MLS later in their careers. Rooney is expected to make his debut July 14 when the team opens its new stadium in Southeast Washington against the Vancouver Whitecaps.

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

  • David OrtizMLB All-Star David Ortiz announced a multi-year deal to appear on FOX Sports as a studio analyst for the network’s game coverage. Ortiz contributed as studio analyst throughout FOX Sports’ coverage of the 2017 postseason and will again be alongside Frank Thomas, Alex Rodriguez, and Kevin Burkhardt. Ortiz will make his 2018 debut during the network’s coverage of the 89th All-Star Game presented by Mastercard from Nationals Park in Washington, DC.


  • Gatorade has become the first primary partner for the Jr. NBA World Championship. The energy drink brand will have a variety of products for the participants and signage opportunities at each regional competition as well as the global event. In addition, Gatorade will manage the event’s off-court programming, including Gatorade Sports Science Institute athlete testing as well as heat safety and hydration sessions with professional athlete speakers.


  • The NFL and CBS expanded their streaming agreement. The deal includes game streaming access via mobile devices for CBS All Access and paid TV subscribers. Through 2017, mobile streaming rights had previously been exclusive to Verizon.
    “The 2018 season will mark a new era for NFL fans with unprecedented access to NFL games across digital platforms,” stated Hans Schroeder, Chief Operating Officer of NFL Media and Business, in a statement. Every NFL ON CBS game will be available to fans on mobile, including Super Bowl LIII next February.

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  • Golden Boy BoxingOscar De La Hoya’s Golden Boy Promotions is partnering with Facebook to produce five live fight nights. The events will air exclusively on Facebook Watch. The first encounter will be between WBA World Featherweight champion Jesus Rojas defending his title against Joseph “JoJo” Diaz Jr. at the Avalon Theater in Hollywood, on Saturday, Aug. 11. De La Hoya will be executive producer for both the fight cards and complementary programming.


  • Telemundo’s morning show Un Nuevo Dia hosts, “Chef James” Tahhan and Janice Bencosme, have been suspended indefinitely after being seen making slant-eye gestures referring to South Korea. In a statement released to USA TODAY Sports on Thursday, Telemundo said the behavior was “contrary to our values and standards.”


  • Minor League Baseball and Cartoon Network are teaming up for a summer-long promotion for the in-park “Best Summer Ever” program. The campaign will bring together baseball games and CN original series. Activities include pre- and post-game screenings, high-energy video mashups mixed with MiLB game and ballpark experience highlights, including in-game vignettes featuring Cartoon Network’s Stop Bullying Speak-Up campaign.


  • WENN Digital Inc., creator, and operator of KODAKOne Image Rights Management Platform, is talking about a partnership with Fernando Alonso, as the exclusive image registration, protection and license-monitoring solution for certain images and videos of Alonso.


  • Boxer Timothy “Desert Storm” Bradley Jr., inked a new multiyear contract extension with ESPN to continue to serve as a boxing analyst for Top Rank on ESPN, alongside Joe Tessitore and Mark Kriegel.

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

  • Las Vegas Lights FCUSL team Las Vegas Lights extended its deal with bookmaker William Hill as a sponsor to promote the team’s Nevada mobile betting platform to fans. Lights fans will also be able to activate their own mobile sports account at William Hill syndicated sports betting properties across Nevada.
  • Hyundai and Italian soccer club Atletico Madrid signed a new partnership, which will run until 2021. The South Korean car manufacturer will replace Alfa Romeo as the team’s automotive sponsor. The company will provide cars for the club, and their logo will be placed on the team’s shirt sleeves. Hyundai has also signed a similar partnership with English Premier League club Chelsea.
  • Oculus has been streaming some of FIFA World Cup matches in virtual reality (VR) for free. Starting with Sunday’s face-off between Mexico and Germany, Facebook-owned Oculus will stream four games via its social co-viewing app Oculus Venues. Matches include Portugal vs. Morocco on June 20, Brazil vs. Costa Rica on June 22 and England vs. Panama on June 24.

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  • The Laughing Cow®The Laughing Cow has been named as the official snack cheese sponsor of the 2018 Kick It 3v3 National Tour. The National Soccer hosts over 70 events per year.
  • The American Youth Soccer Organization (AYSO) and BAND locked a sponsorship agreement to bring BAND’s communications and management app to AYSO’s National Office and youth soccer teams. The goal is to enhance their organization and communication. “AYSO is pleased to announce our new partnership with BAND. By helping to adopt BAND, we expect to help build stronger communications through its rich features. We are excited to bring this opportunity to coaches to help them communicate more efficiently with parents and other AYSO volunteers,” stated Yvonne Lara, AYSO’s Director of Marketing and Communications.
  • NBCSN televised its first-ever FIFA World Cup match in Spanish last Sunday, June 17, when Brazil faced Switzerland. The match was simulcast in Spanish from Telemundo and livestreamed in Spanish via the Telemundo Deportes En Vivo and NBC Sports apps.

People change positions, get promoted or move to other companies. Portada is here to tell you about it.

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Jacqueline Bracamontes, an important figure of Latin American television, has signed a multi-project long-term deal with Telemundo to include hosting and her return to acting. She will host the new primetime sports and entertainment show “Viva el Mundial y Más”, and will be joined by Karim Mendiburu of “Titulares y Más.”





Veteran programming executive Suzanne Scott was named CEO of Fox News. She has been with Fox News since its launch in 1996, and now she will be the first female chief executive the unit has ever had.






Campbell Soup chief executive officer Denise Morrison is retiring from her role, which she’s held since 2011. Her retirement is effective immediately. Keith McLoughlin, a member of the company’s board since 2016, has been named interim chief executive.





AdMarketplace, the search advertising technology company, appointed Ariff Quli as its new Chief Revenue Officer (CRO). Quli brings extensive industry experience to adMarketplace’s sales and marketing teams and a proven track record of driving growth.





Kris Magel is leaving IPG Mediabrands’ Initiative for a role at Dentsu Aegis Network. Magel was shifted into the role of East Coast president over a year ago to handle accounts such as Merck, Dr Pepper Snapple Group, Arby’s and Papa John’s.





Arc Worldwide has named Elizabeth Harris chief strategy officer, North America. In her role, she will join the executive leadership team, reporting to Soche Picard, chief executive officer, Arc Worldwide North America.





Lisa De Bonis, one of the founding partners of Work Club, which was acquired by Havas in 2014, has left to take a managing director role at Accenture. She will focus on strategic accounts and on scaling Accenture Interactive’s creative futures offer.





Manny Ruiz, who founded Hispanicize Media Group, is stepping down to start a new business venture. “I am encouraged that the original Hispanicize partners will remain to scale the company in collaboration with our CEO Joe Uva, a very capable management team and a dedicated board of directors,” says Ruiz. “Although I will not be day to day at HMG, I am not fully leaving the company.”




Huge has announced seven new executive roles in the wake of co-founder Aaron Shapiro’s departure earlier this year. He stepped aside in March and appointed Michael Koziol as CEO. The new additions are (L to R): Gela Fridman, president, technology; Derek Fridman, chief design officer; Michael Horn, chief data officer; Holly Mason, president, Brooklyn; Jason Musante, chief creative officer; Alexandra Lutz, chief strategy officer; and Thomas Prommer, president, platform strategy.

What: Teams are seeing the success of working in new ways to improve sports fan engagement with their Latino fan bases.
Why it matters: This growing demographic is critical to franchises and brands, and the more ingrained franchises and brands are in the community, the more effective their marketing can be.

“We’ve gone away from the Mariachi band.”

That statement was made with tongue in cheek by the L.A. Galaxy’s (@LAGalaxyVP of Communications Brendan Hannan (@brendanhannan ‏). Brennan participated at 2018’s  Portada LA event. His comment signals how teams, especially those in the U.S. and in the business of soccer and basketball, are realizing the need to effectively engage in an authentic way with the Latino audience, and make that audience a key part of their marketing focus.

Connecting with Latinos

The key to success? Authenticity. For years, teams in North America would slap “los” on a jersey, sell some tacos, play some salsa music and call it a day. Box checked, and move on. Now, we see more teams being bilingual, especially Spanish, a priority in their marketing plans. They are engaging a growing demographic to make them fans for life. It’s becoming more and more important.

…[C]hange is not easy. Sometimes for those not willing to take the risk, the safer road is the first one traveled.

Teams like the Arizona Diamondbacks (@LosDbacks ‏) and the New York Mets (@LosMets ‏) dedicate more than one third of their budget to multicultural sports fan engagement at social, broadcast and community events. They know that the spillover effect for mainstream marketing will also grow. At the same time, young Latinos, whether they speak Spanish first or English first, will benefit down the road.

Success story

sports fan engagementA case in point of an authentic crossover was demonstrated L.A. The Las Vegas Lights’ Steve Pastorino talked about their deal with La Bonita Supermarkets (@LaBonitaMarkets). While the deal was a boon for credibility in the Latino community and for the expansion USL club and their brand, the real success was in getting non-Spanish speaking Anglo fans to go and check out the offerings at the chain.

The campaign got new faces into the store because of an authentic connection to all things associated with the team,” Pastorino added. “Our fans see and hear about the chain through our club, and it grows the overall community.” He added that this crossover was also seen in and around Las Vegas by brands like T-Mobile (@TMobileand Metro PCS (@MetroPCS). They also engage heavily in acquiring rising Latinos but can do so more easily, and more authentically, through sports. “We have become the great connector as a community. That connection really helps all tides rise, even in the desert,” he said.

Brands need time

Still, this is an evolving process for brands. Decision-makers tend to be older non-Spanish speaking risk-averse buyers.

“It’s easy to buy ESPN if you are a brand. No one will question it if you go and buy Telemundo or Spanish radio. Even if they buy association with an elite sporting event, there is still a challenge,” added Chris Lencheski, longtime sports marketer and professor at Columbia University. “That is certainly changing in sports like soccer, basketball, and baseball. But change is not easy. And sometimes the safer road is the first one traveled for those who won’t take the risk.”

Teams, however, can invoke such change with their dedication. They can show return at the grassroots level. Hannan pointed to several inner-city smaller field projects, five-on-five and even three-on-three, where Galaxy has built tremendous affinity. In turn, the projects opened doors for sponsors who might not have been able to identify a way to connect to a Latino fan base that can be elusive. “Our players enjoy the interaction because many times those kids are who they were, growing up,” he said. “It made great sense. You see the return much easier at the grassroots. It’s a great pathway into the community which we need to keep taking advantage of.”

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New chances

sports fan engagementThe next opportunity, especially for soccer and brands, will come with the World Cup. The Spanish-speaking consumer will be more attuned to all the goings-on around the games than ever before through all forms of media, and the nations they support, from Mexico and Spain to Peru and Argentina. It will be a way for soccer especially to engage with a community that may or may not be following MLS, or USL, or even the U.S. national team that closely. “If you are a brand and you have waited to try and engage with the World Cup until now, you may have missed the boat,” added Panini’s Jason Haworth (@sportsmktgguy), whose company will produce millions of sticker books and reap the benefits of brand affinity that comes with the World Cup.

Will teams be able to ride that wave as well? The answer appears to be a universal yes. “We will follow and engage with all the games. We will be right there with the segment of our fan base celebrating,” Pastorino added. “Soccer is the great unifier, regardless of language or culture.”

It seems like in multicultural sports fan engagement, especially around soccer, the universal sound of the victory bell replaces the Mariachi Band.

Cover image: VoicesOfNY.org

What: Telemundo may have benefited from the U.S. not qualifying for FIFA World Cup, reportedly selling 90% of its inventory to date.
Why it matters: At least some of those sales are from companies that might have gone with Fox Sports’ English-language broadcasts.

Most of the talk in the U.S. about FIFA World Cup (@FIFAWorldCuphas been the absence of the American team from the contest for the first time since 1986. And while that may be working to the detriment of U.S. English language rightsholder FOX Sports (@FOXSports) it may be having the opposite effect for Telemundo (@Telemundo), which will broadcast the games in Spanish. With power players like Coca-Cola (presenting postgame show sponsor), Sprint (halftime) and Volkswagen (primetime show presenting sponsor) on board, the broadcaster has announced a near sellout of its ad inventory.

The international soccer business is indeed booming, and FIFA is leveraging that for everything it’s worth—and more. In an attempt to enliven the North American bid, a combined effort by the U.S., Mexico and Canada, for the 2026 tournament, with selection looming next month, the N.Y. Times this week reported that organizers have offered visas to all visitors attending the games, regardless of where they are coming from, as well as a minimum US $11 billion profit for the sport’s international governing body, which has been plagued with corruption for decades. How that fits into the current political climate and U.S. laws is still to be determined.

With media rights reported at US $425 million for Fox and US $600 million for Telemundo, they’ll need every bit of ad sales to help make up what has been projected as tens of millions lost when the U.S. didn’t qualify.

It follows that a significant portion of that US $11 billion would flow from marketers who would be eager to capture the fans of many nationalities already in the three North American countries as well as those who would otherwise have only a passing interest in the tournament. With the 2026 World Cup expanding to 48 teams and 80 matches, there would be more inventory for all types of sponsorship, from stadium signage to broadcasts to special events.

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But what if Morocco, the other bidder for 2026, gets the games? At 5 hours ahead of Eastern Time (8 hours ahead of Pacific), broadcasters would face less of a challenge than this summer in Russia (between 7-9 hours ahead of ET) and Qatar (7 hours) in 2022, but clearly having the games in this hemisphere would make broadcasts more palatable and sponsor activations logistically simpler and more targeted to North American consumers.

All is not lost for FOX in its World Cup coverage starting next month, as interest in the event is still high among the growing soccer fan base as well as first- and second-generation Americans with roots in Russia, France, Brazil, Germany, England, Poland, Japan and other countries rooting on their native national squads among the 32 qualifiers. 23andMe (@23andMe), a DNA testing site, is an official Fox World Cup partner, and has a campaign tying in fans’ ancestry with teams they can support. With media rights reported at $425 million for Fox and $600 million for Telemundo, they’ll need every bit of ad sales to help make up what has been projected as tens of millions lost when the U.S. didn’t qualify.

Cover Image: FIFA World Cup 2014 (credit: Danilo Borges/Portal da Copa)

People change positions, get promoted or move to other companies. Portada is here to tell you about it.

(Looking for your next Career move? Check out Portada’s Career Board!)


Republica has announced the promotion of Ana Echenique to new Director of Communications. Echenique joined Republica’s communications team in 2015 as Account Manager. She was quickly promoted to Senior Account Manager, and most recently, to Account Supervisor. At Republica she has worked with several high-profile clients including Walmart, Nielsen, Toyota, Telemundo, Dyson, and Google.





Jeff Perkins has been appointed as the New Ambassador of Re-Fuel by Digipower. The brand chose him because of his amazing racing skills and capacity for testing new Jeep products.






Elizabeth Vargas has struck a deal with the A&E Network as a show host for their A&E Investigates format. Vargas will collaborate with A+E Networks to develop and produce new nonfiction programming for the company’s other networks, including Lifetime, HISTORY, LMN and FYI.






Jo Coombs will be leaving OgilvyOne only a year after being promoted to the top role in 2013. She was named UK managing director in 2012, and she is yet to announce a new leadership team as part of WPP global plans, reported campaignlive.co.uk







Telemundo Enterprises has appointed three new executives in order to boost its position as the leading hispanic authority: Amanda Calpin is the new Chief Financial Officer for Telemundo Networks, Ronald Day has been named Programming VP, and Ignacio Barrera joins the company in the newly created role of SVP of Sales and Business Development for Telemundo Global Studios.

People change positions, get promoted or move to other companies. Portada is here to tell you about it.

(Looking for your next Career move? Check out Portada’s Career Board!)

Chipotle Mexican Grill has announced that it has hired Chris Brandt as chief marketing officer, effective April 2. Brandt will report to chief executive officer Brian Niccol.







Krystyna Hall steps into the role of Telemundo VP of Corporate Communications. Based in New York, Hall will partner with the NBCUniversal Corporate Communications team and enhance the company’s presence in the New York media market.





Eduardo Kachscovsky, who retired as Univision Television Group VP of Production in January after 37 years with the company, has been named Director of Studio and Production Operations at U.S. government international broadcast agency Voice of America. He’ll head a staff of 200 production personnel involved in the production of radio, television, and web content in 46 languages.





ViralGains has announced the appointment of Mark Connon to its board of directors. He’ll be a key voice in the firm’s next step in its mission to better predict and drive business outcomes through video advertising using deep consumer insights.





Abigail Comber, global head of Brands and marketing for British Airways is leaving the airline after a career that spans 26 years. A spokeswoman confirmed the departure of Comber and named her replacement as newly-appointed head of brands and marketing, Hamish McVey.




Dominique Delport, the well-regarded president of Vivendi Content and global managing director of advertising powerhouse Havas, is in advanced negotiations to join Vice as its head of international operations.






Duke has hired former MullenLowe global planning director Sandya Piyasena as strategy partner. Piyasena, who has already started in her new role, said she was going to “unashamedly champion our new equal gender, equal pay partnership”.





Ben Sharpe, executive producer at Blink Productions, has joined Adam & Eve/DDB as head of film and joint head of integrated production. He replaces Matt Craigie Atherton who left in August last year to join Mother.





What: Miami’s “Vice City Rollers” are riding a wave of popularity in the sport of roller derby with a strong Latino fan base and team makeup.
Why it matters: The revival of roller derby over the past couple of decades has given rise to hundreds of teams and thousands of players, and is a fun way for brands to connect with this passionate fan base.

Roller derby has experienced something of a renaissance in recent years, with recreational and semi-professional leagues springing up all over the country and future Olympics inclusion becoming a real possibility. The sport gained a big following in the 1940’s and 1950’s, through the 1970’s with the “Roller Derby Stars,” which later found a new audience on Classic Sports Network, reviving names like “Skinny Minnie” Gwen Miller, Bad-girl Ann Calvello and hotshot Frankie Macedo, mixing athleticism with a healthy dose of not-quite-on-the level, WWE-style scripting.

Today the sport is flourishing, with the Women’s Flat Track Derby Association (@WFTDAboasting more than 400 full-member leagues in nearly 30 countries, including the U.S., Argentina, Brazil, Chile, and Colombia. And USA Roller Sports, the official governing body that has sponsored amateur competitions for more than 80 years, is leading the charge for Olympism.

We relate to our local community in a way that only we can. We are well-versed in ‘Spanglish’ and communicate this through our media efforts.

Meanwhile, teams and leagues dot the country, finding fans across many demographics. In Miami, the Vice City Rollers (@MVCRollers), who began competing in 2012, are preparing for their season debut on March 24 vs. the Key West Derby Dames, and according to Jessica “Shakesfear” Giraldo (@ShakesFear1616), team standout and de facto marketing/PR maven, the Latino base is important to the team’s and league’s growth.

“Being based in a culturally diverse city, it is essential to be able to communicate our message to as many people as possible,” said Giraldo. “Having many bilingual players expands our social impact to the Latino population. We have also worked with Al Rojo Vivo, Telemundo, Univision and are working on a feature by ESPN’s Woman Latin America. A majority of our skaters are also bilingual and multi-racial.”

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Jessica “Shakesfear” Giraldo (credit: Eric Vicario)

Vice City’s main audience is 24-34-year-old females living in Miami, according to Giraldo. Having that Latino base of players with such monikers as Assaulty Peanut, Velociraptor, Powerpuff, Ivanna Pachanga and Lil Hellvana add to the fun—and marketability.

That has led to sponsorship by Sixpoint Brewing (@sixpoint), as well as partnerships with Miami Rescue Mission, local media partner 24/7 Miami radio and local businesses that Girardo notes are part of the team’s Vendor Village.

“We’ve also recently partnered with the Miami Heat’s Xtreme team,” added Girardo, “to bring the Heat dancers, mascot, announcer and DJ for our upcoming March 24th game.”

Being in Miami makes multicultural marketing natural. “We relate to our local community in a way that only we can,” said Girardo. “We are well-versed in ‘Spanglish’ and communicate this through our media efforts.”

And, Girardo told Portada, they’re not stopping there.

“Our plans for the future include taking over the world!” she exclaimed. “That’s actually Plan B. Plan A is to spread the word of Derby so much that it reaches any and every woman wanting to better herself in a unique, fun and empowering way! We would love to be a leg in spreading the universal sport of women’s flat track roller derby!”

Check out the stars of Portada’s Sports Marketing Board, who will meet at Portada Miami on April 18-19 to discuss various topics related to the future of marketing and innovation in sports. Register now!

cover image credit: Pedro Rubio

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.

For prior Sales Leads editions, click here. 

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.


  • Mondelez

Mondelez International, one of the world’s largest advertisers, has named Spark Foundry as one of its’ new partners for MDLZ North America as part of a global media review effort, Adweek has reported. Publicis Groupe agency will handle media buying duties in North America, while VaynerMedia gets the digital and planning portions of the business. According to Kantar Media, Mondelez spent approximately US$210 million on measured media in the U.S. in 2016 and just under US$170 million last year. International consultancy R3 estimates the company spends between $1 billion and US$1.5 billion around the world annually.



  • Coke, Sprint, VW

Telemundo teams up with Coca-Cola®, Sprint and Volkswagen for the network’s exclusive Spanish-language coverage of the 2018 FIFA World Cup Russia™. Match halftimes and post-games will be presented exclusively by Sprint and Coca-Cola, respectively, and Volkswagen will present the network’s primetime show.As an official FIFA partner, Coca-Cola will be the presenting sponsor of the Telemundo Deportes Post-Game, “El Resumen del Partido,” for all 64 World Cup matches as well as the in-game match clocks. Powerade, also a part of The Coca-Cola Company family of brands, will have brand exposure during the tournament window with socially-led activations.Sprint will work with Telemundo Deportes as the official halftime sponsor of all 64 matches. Volkswagen will bring audiences the best action, highlights and commentary from the tournament as presenting sponsor of the network’s primetime show exclusively dedicated to the FIFA World Cup, airing nightly from 7-8 p.m. ET. Telemundo will offer some 1,500 hours of coverage and according to Adweek, with 100 days to go before the Cup competition begins, the network’s ad inventory is almost 75% sold with more than 20 total advertisers on board. U.S. men’s soccer team failed to make it into Cup competition. While that could hurt Fox’s English-language broadcast in the U.S., there are a number of teams from Spanish-language countries in the Cup that will appeal to Telemundo viewers.



  • Danone

Yogurt maker Danone has named WPP’s Wavemaker as its’ new media agency in North America, Adage has reported. Carat was the incumbente on Danone’s media business and Spark had WhiteWave’s media account. The assignment covers the Danone portfolio across the United States and Canada.





  • Marriott International 

Marriott International has appointed Publicis Groupe’s SapientRazorfish and Spark Foundry as its global media agency of record to oversee all media planning and purchasing. The collaboration with Publicis Groupe will take a performance-driven, customer-centric approach to the art and science of marketing through a dedicated Marriott One Media team working with Marriott’s internal media teams around the world. Pubicis Groupe will optimize international marketing campaigns, personalize and localize targeted media efforts across a diverse set of markets to showcase Marriott’s best-in-class commerce and first-to-market technology. Publicis Groupe will leverage pioneering technology and a forward-thinking approach to reach and connect with consumers at the right moment among established and emerging markets including North America, Europe, China, Africa and Latin America.Over the past year, Marriott has grown to 30 brands with 6,500 hotels located in 127 countries, and more than 110 million members of its loyalty programs – Marriott Rewards, which includes The Ritz-Carlton Rewards, and Starwood Preferred Guest (SPG).



  • Mazda Motor Corporation & Toyota Motor Corporation

Mazda Motor Corporation and Toyota Motor Corporation have established their new joint-venture company “Mazda Toyota Manufacturing, U.S.A., Inc.” (MTMUS) that will produce vehicles in Huntsville, Alabama starting in 2021.The new plant will have the capacity to produce 150,000 units of Mazda’s crossover model that will be newly introduced to the North American market and 150,000 units of the Toyota Corolla. The facility is expected to create up to 4,000 jobs. Toyota and Mazda are investing $1.6 billion towards this project with equal funding contributions. The new plant, which will be Toyota’s 11th manufacturing facility in the U.S.


  • Tempting Paradise by Sofia Vergara

Entrepreneur, actress and Beauty icon, Sofia Vergara, announces the launch of her new fragrance, Tempting Paradise by Sofia Vergara.The latest addition to Vergara’s scent portfolio evokes the lush sensuality of an island paradise, with delectable fruit and floral notes native to Vergara’s vibrant Colombian homeland.Tempting Paradise by Sofia Vergara launches at Perfumania, Perfumania.com and other retailers nationwide March 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!

  • Squarespace

Language shouldn’t be a barrier for chasing dreams — which is why Squarespace is now available in Spanish! customers can now use the all-in-one platform with custom templates, a fully translated backend editing experience, and seamlessly integrated e-commerce and analytics capabilities, all in Spanish. Additionally, Squarespace’s award-winning support is available 24/7 for our Spanish-speaking customers.




  • Kimberly-Clark

Consumer packaged goods giant Kimberly-Clark has launched a global creative review, Adweek first reported.  The review includes only creative. WPP’s Mindshare, part of its GroupM unit, handles media planning and buying and is not part of the review. Although K-C has increasingly taken programmatic operations in-house.



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.

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

  • The Portland Timbers announced a multiyear partnership extension with Alaska Airlines. As part of the continued partnership, the airline’s wordmark will continue to be featured prominently on Timbers game kits and club apparel. In addition, Alaska Airlines will continue to serve as the team’s official airline. As Founding Partner of the Timbers, Alaska Airlines has been the club’s jersey partner since its inaugural 2011 MLS season.

  • Telemundo, the exclusive Spanish-language home of the 2018 FIFA World Cup Russia, announced the launch of “El 12”, a new, bilingual digital initiative to search for the next generation of top soccer influencers in partnership with the global soccer media company COPA90. The selected creators will be tasked to share their passions, experiences and Vancouver Whitecapshow they celebrate their national team with family and friends while building excitement and awareness of Telemundo’s Spanish-language coverage of the 2018 FIFA World Cup Russia.
  • The Vancouver Whitecaps (of MLS) announced a multi-year sponsorship agreement with Ford, as the official automobile of the franchise. In addition, the carmaker will attach its name to a family zone in a designated seating section of BC Place Stadium during Whitecaps home games. Ford will also sponsor the ‘Caps Clubhouse presented by Ford,’ a concourse activation space targeted towards parents and kids.

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  • PepsiCo extended its partnership with UEFA. The company will continue to sponsor the Champions League for three more years with six PepsiCo brands including Pepsi Zero Sugar, Lay’s Neymar Jrand Gatorade.
  • Neymar Jr announced his plans to bring his global five-a-side team tournament to the US. The tournament will take place in 17 US cities and crown new champions in both the male and female divisions. This will be the third season of Neymar’s signature tournament.
  • FOX Sports launched a new weekly soccer podcast, Alexi Lalas’ State of the Union, expanding its digital offerings and podcast portfolio ahead of the World Cup this summer.


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. 

  • Telemundo & NBC Universo

Publicis Groupe-owned Spark Foundry has been appointed Agency of Record for NBC’s Universal’s Telemundo and NBC Universo following a formal review. Horizon Media was the incumbent for 11 years.Spark Foundry will handle strategic planning, activation and analytics responsibilities across all communications channels for both networks. The account will be handled out of Spark Foundry NYC office and will be led by Stephen Paez, senior VP, multicultural lead. In addition, Spark Foundry will be responsible for promoting Telemundo’s telenovela, super series, and reality programming formats. The shop will handle similar chores for NBC Universo.


  • Avocados from Mexico

Avocados from Mexico has placed its creative advertising business in review, according to Adweek. Avocados From Mexico media agency Havas Media will not be affected by this review.Avocados from Mexico spends US$20 million on paid media last year and US$12.6 million during the first 9 months of 2017, according to Kantar Media.





  • Toyota Motor North America

Toyota is returning to the 2018 Super Bowl like never before. For the first time in the company’s history, Toyota will have three primetime commercials from two different campaigns leading the first quarter, post-halftime and fourth quarter. Two spots will air from its first-ever global campaign, “Start Your Impossible,” which communicates the company’s shift to a mobility company and aims to inspire consumers to take their first step to unleash their potential. The third spot will air from its domestic U.S., longtime campaign “Let’s Go Places,” empowering viewers to see what they’re capable of when unity is embraced.View the :60-second “Good Odds” and “Mobility Anthem” :30-second spot  or full-length version from Toyota’s “Start Your Impossible” Campaign or visit YouTube.com/Toyota. Toyota’s “One Team” spot from the “Let’s Go Places” campaign will first premiere the morning of Saturday, February 3.


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!

  • Ford 

Global auto giant Ford is said to be reviewing its future marketing plans and evaluating its relationship with agency holding company WPP, Ad Age reports. WPP’s dedicated unit Global Team Blue handles most of the automaker’s global advertising. Ad Age interviewed new Ford Motor global chief marketing officer Kumar Galhotra, who says he wants the brand to build up its trust with the consumer. It is still uncertain whether WPP will remain as Ford’s agency or the firm is planning to work with other agency holding companies.




  • Goya Foods

Goya Foods, America’s largest Hispanic-owned food company, launches its Real-Life Chefs Sweepstakes for a chance to win a five-day chef boot camp experience at The Culinary Institute of America (CIA) in Napa Valley, California.Two grand prize winners, each with a guest, will receive a seven-day/six-night trip, including five days of boot camp cooking classes with professional chef instructors at the CIA, round-trip travel, hotel accommodations, a dinner for two at a CIA restaurant, an official CIA chef’s uniform, a chef’s kitchen tools and knives kit and $1,000 to cover additional costs, all provided by Goya Foods. In addition, Goya will roll out a series of 24 short cooking videos featuring tips, tricks and hacks, and delicious recipe ideas, from professional chefs at the CIA.Users must visit goya.com/procheftips from January 22 through March 31, 2018. Founded in 1936, Goya Foods, Inc. is America’s largest Hispanic-owned food company, and has established itself as the leader in Latin American food and condiments. Goya manufactures, packages, and distributes over 2,500 high-quality food products from Spain, the Caribbean Islands, Mexico, Central and South America. Goya products have their roots in the culinary traditions of Hispanic communities around the world.

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: Spark Foundry will handle media planning and buying duties for Telemundo and Universo, both NBCU’s brands.
Why it matters: 
The two NBCU brands had not spent that much on advertising before Spark Foundry took over. We can expect an increase in ad spend starting now that the agency will promote two shows scheduled to air in February.

Publicis Groupe-owned Spark Foundry has announced it has won AOR duties for Telemundo and NBC, brands of NBCUniversal Telemundo Enterprises. Spark Foundry attributed its success to its “Hispanic and tune-in expertise,” along with its ability to tap into data and tech to produce solutions.

“We’re thrilled to team up with these powerhouse Spanish-language networks,” said Chris Boothe, CEO of Spark Foundry. “Both networks have been riding a remarkable wave of ratings success, and we’re excited to leverage our multicultural and data expertise to continue bolstering their outstanding growth.”

Spark Foundry will manage strategic planning, activation and analytics across all communications channels for both networks. Stephen Paez, senior VP and director of Spark Foundry’s multicultural initiatives, will handle the account from the agency’s New York office.

The win comes at a great time just before the Super-Bowl, which will be aired in Spanish by Universo. Subsequently, the agency will launch two upcoming series, Al Otro Lado del Muro and Enemigo Intimo, for Telemundo. Apart from marketing top sports franchises for each network, including the FIFA World Cup, Spark Foundry will promote Telemundo’s telenovela, super series, and reality programming formats.

According to Kantar Media NBC/Universo’s ad budget was US $427,000 between January and September 2017, down from US $551,000 year-over-year. Telemundo spent US $6.44 million on advertising during the first nine months of 2017, compared to US $10.07 million during the prior year period. Combined the two networks spent nearly US $11 million on measured media in 2016, per Kantar.

What: NBCUniversal’s Telemundo Station Group has announced the completion of its acquisition of nine TV stations from ZGS Communications.
Why it matters: This acquisition shows renewed efforts to consolidate traditional media.

Telemundo Station Group has announced today the acquisition of nine television stations from Hispanic-owned ZGS Communications. With this purchase, Telemundo Station Group will expand its market footprint from 18 markets to 24 markets in the U.S. and in Puerto Rico.

“We believe in the power of local news and information and that people’s desire for it is only strengthening,” stated Telemundo Station Group President Manuel Martínez in December 2017, when their intentions to acquire the stations were made public. “The timing was right for us to carry that torch and build on what ZGS created in these 10 markets. We hope to continue the investment of resources and furthering our own commitment to our Hispanic audiences.

Two months ago, Telemundo filed applications with the FCC, trying to get an approval of its acquisition of 13 ZGS television stations for US $75 million in cash. The company is also working on arrangements for two more stations, in Providence and Raleigh, and will file applications once those arrangements have been finalized.

Also by the end of 2017, HC2 Network acquired Spanish-language broadcaster Azteca America, which shows generalized interest by TV broadcasters to expand investment in predominantly Hispanic markets.

“As local broadcasters, we look forward to working with these new communities to deliver our best-in-class journalism to help keep viewers informed,” said Martínez in today’s press release. “[Telemundo’s growth] has revolutionized the way Spanish-speaking audiences receive their local news.” And they certainly hope to continue doing so.

People change positions, get promoted or move to other companies. Portada is here to tell you about it.

(Looking for your next Career move? Check out Portada’s Career Board!)

Publicis Groupe has named Nick Law as chief creative officer of the holding company and president of Publicis Communications. He will officially take on the newly created role in May. He will also join the executive committee and report directly to Publicis Groupe Chairman and CEO Arthur Sadoun.






Univision Communications Inc. (UCI) has promoted Jessica Rodríguez to the newly-created role of President and Chief Operating Officer (COO) of UCI Networks. Rodríguez will continue to serve in her existing role as Chief Marketing Officer, and additionally, she will oversee daily operations of UCI’s television networks and play an integral role in developing and executing the networks’ strategies.




PebblePost, the inventor of the Programmatic Direct Mail solution, has announced Jacquelyn Goldberg‘s appointment to VP Sales, Financial Services. Previously, Jacquelyn served as PebblePost’s first Director of Sales. In this new role, she will help financial service companies connect with consumers through physical mail, as PebblePost continues to expand into new verticals.





Ben Alexander is now Senior Vice President Of National Digital Sales at Pulpo (An Entravision Company).






Univision Communications Inc. (UCI) has announced Lisa Valentino‘s appointment to Executive Vice President, Revenue Innovation for UCI. Valentino, who was most recently Chief Revenue Officer for Industry and Agency at Condé Nast, will report to Tonia O’Connor, Chief Revenue Officer, and be based in New York.





Andrew Deschapelles has been named President and General Manager at Telemundo Phoenix / KTAZ and Telemundo Tucson / KHRR,  the local Telemundo stations owned by NBCUniversal that serve Spanish-speaking viewers in Arizona. In this role, Deschapelles will oversee all operations of both stations including: news, sales, marketing and promotions, technology, digital and community affairs.




Patricia Flores will join Live Nation as VP of Marketing for its newly formed Latin group, the company has announced. Based in Los Angeles, Flores will report to Hans Schafer, SVP of Live Nation Latin. She joins Live Nation with 15 years of experience in Latin music, including several years on the live sector of the industry at Goldenvoice and AEG Concerts.





Standard General and Soohyung Kim have reported a boosted stake in National CineMedia, and Kim is looking to put representatives on the company’s board. Kim met with the company regarding appointing two of three qualified individuals for board seats: Colleen Brown, Andrew Glaze, and Kurt Hall (former president/CEO/chairman of National CineMedia).






Airbnb‘s global marketing director, Alexandra Dimiziani, is to depart the business, marking the latest internal change for the brand following the exit of chief marketing officer Jonathan Mildenhall.





Claudia Sandoval, the winner of Master Chef Season 6, is one of the three judges of the Spanish language version of the show.

Born and raised in San Diego from a Mexican family, Claudia Sandoval‘s life changed when she won the sixth season of MasterChef in 2015. She published a best-selling cooking book in 2016, titled Claudia’s Cocina: a Taste of Mexico. She describes her culinary style as “a modern take on Mexican coastal cuisine”, and she is one of the three judges of MasterChef Latino, airing on Telemundo for the first time.

“My hope for this season of MasterChef Latino is that we are able to harness the love that goes into Latino cooking and elevate it to the level of MasterChef,” said Sandoval in an interview with Forbes. “Cooking and food are a universal language. Fans of MasterChef can watch this show using closed captioning and can learn about the diversity that is Latino cooking. So I’m excited for people to see Latino food as something more elevated than just tacos, burritos, and enchiladas.”

The two-hour premiere of MasterChef Latino delivered strong ratings for Telemundo, making it the No. 1 Spanish-language program in primetime among all adults 18-34 with more than a million people tuning in on Sunday, January 14 from 8 to 10 p.m., according to Nielsen.

The show is hosted by Mexican actress Aracely Arámbula. The other two judges are chefs Benito Molina and Italian Ennio Carota, who have judged for MasterChef Mexico and MasterChef Chile respectively.






People change positions, get promoted or move to other companies. Portada is here to tell you about it.

(Looking for your next Career move? Check out Portada’s Career Board!)

Telemundo-owned WNJU New York has named John Gonzalez vice president of technology and operations. In his new role, Gonzalez will implement digital upgrades to station operational infrastructure and further expansion of the station’s online platforms.





Jeffrey Duque is the new Vice President at H Code Media. He’s leading the launch of a newly formed division at H Code Media named H Code Studio – a full-service content studio that combines the identity of a brand, the storytelling of a production house, and the scale of a digital platform. Previously Duque, worked at impreMedia’s Studio ñ.





ROI Influencer Media has appointed former IPG Mediabrands strategist Mary Hill as director, brand & content strategy. In the new role, Hill is tasked with growing the firm’s multicultural division by both expanding the company’s media offerings and its influencer talent roster.





Wal-Mart Stores Inc. has announced Judith McKenna‘s promotion to President and Chief Executive Officer (CEO) of Walmart International, the company’s second-largest operating segment. She will be succeeding David Cheesewright, who has been in the role since 2014 and recently shared his desire to retire from a full-time role.




Veritas Technologies, a leader in multi-cloud data management, has appointed Greg Hughes as chief executive officer, part of a planned succession strategy to lead the next phase of the company’s evolution.





Bobby Hershfield was named VP and executive creative director at multicultural agency The Community.






GALLEGOS United has announced it has hired Dino Spadavecchia as executive creative director. Spadavecchia will oversee development and execution of creative concepts for all clients. He reports directly to Harvey Marco, co-president and chief creative officer.





NIKE, Inc. has promoted Dirk-Jan “DJ” van Hameren to VP, Chief Marketing Officer. In this role, van Hameren will lead Nike’s Global Marketing organization to authentically connect with every consumer who interacts with the NIKE brand and deepen relationships with them.






Facebook has appointed Eurosport CEO Peter Hutton to lead the firm’s multibillion-dollar drive to secure  rights for live sports streaming. He will start his partnership with the social network after the winter Olympic Games in South Korea.





Rubén Correa is now copyeditor and writer for CNN Español at CNN.






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