A summary of the most exciting news in soccer marketing. If you’re trying to keep up, consider this your one-stop shop.
Major League Soccer and Audi of America extended their multi-year partnership. With the highest percentage of the millennial audience of any major U.S. sport, the partnership enables Audi to combine its commitment to innovation and technology to engage fans, raise the profile of the game and reach the next generation of young buyers. As part of the agreement, Audi will remain the League’s Official Automotive Partner and the title sponsor of the Audi MLS Cup Playoffs.
Visa has announced its final results for the FIFA World Cup. The Official Payment Services Partner of FIFA reports that contactless payments accounted for 45% of all Visa purchases in the 11 host cities. Fans from Poland made the most of the contactless purchasing options in-stadium, making 74% of Visa transactions using contactless technology.
Univision Deportes announced that Univision Deportes Radio is now available nationwide onSiriusXM on channel 467. The lineup will offer “the best in live matches, original content and insightful commentary from a team of renowned sports journalists and analysts and bring more than 350 soccer matches annually to SiriusXM from UEFA Champions League, Europa League and National Team competitions, Liga MX, MLS, CONCACAF, the US Men’s National Team and others.”
Global sports agency MP & Silva has failed to meet payments to multiple rights holders, according to a report from Sports Business. The firm, which is owned by Chinese companies Everbright and Baofeng Group, has apparently defaulted on scheduled payments to England’s Premier League and the European Handball Federation, among others. The agency is also in arbitration with Fifa, over its advisory contract for rights to the 2018 and 2022 Fifa World Cups in Italy.
MLS team Chicago Fire have announced a multi-year partnership with telecommunications giant AT&T. The deal will see AT&T’s branding integrated through broadcast, digital, video, content and in-stadium exposure, as well as on-site activation at Fire-related events. The company will also present exclusive content and experiences to Fire fans, including a behind-the-scenes series and activations tied to competitive gaming.
Manchester City has announced their first esports-specific partnership, securing a deal with the gaming headset and audio accessory brand Turtle Beach. The contract sees Manchester City esports players using Turtle Beach’s line of professional gaming audio equipment, as well as other Turtle Beach gear and accessories.
Tom Glick, Chief Commercial Officer at City Football Club, will be a speaker in our upcoming Portada NY conference. Sign up here.
Turner Sportsdetailed plans for its upcoming coverage of theUEFA Champions League. On TV, Turner will televise 47 UEFA matches on TNT throughout the season. Meanwhile, B/R Live, Turner’s new premium live sports streaming service will offer fans live UEFA Champions League and UEFA Europa League action, with content branded B/R Football across all platforms.
Allstate InsuranceCompany will launch its first-ever Allstate All-America Soccer platform to honor the country’s rising high school soccer stars. In collaboration with MaxPreps, Allstate will identify the nation’s top high school soccer players in their junior year and award the “Allstate All-American” title to an elite group of 125 male and 125 female players. From the total 250 high school players, 40 males and 40 females will then be selected for the unique opportunity to compete in the inaugural Allstate All-America Cup that that will take place in summer 2019 in the city that hosts the Major League Soccer All-Star Game presented by Target.
IPG media agency Initiative has resigned as Papa John’s media agency, after originally saying it would continue to work with the pizza chain amid controversy surrounding racist comments made by founder John Schnatter, Ad Age first reported. The move follows the resignations of Papa John’s PR agency Olson Engage last week and creative agency Fallon this week. Papa John’s is a large advertiser with more than 3,500 locations nationwide and an ad budget of around US$130 million annually.
Chinese multinational technology company Lenovo has appointed Publicis Media to handle is global media strategy, planning and buying, as it consolidated agencies. Lenovo spends some US$125 million on advertising annually globally and Publicis Media will set up a new dedicated unit, Lenovo One Media, to handle the account. The unit will combine staff from Publicis Media agencies Spark Foundry and Performics. It will be responsible for 28 markets across the Americas, Europe, Middle East and Asia and Asia Pacific. Both traditional and digital media platforms are included as part of the account. Lenovo One Media will be overseen by Andre Marciano who will serve as chief operating officer.
In an effort to strengthen its appeal to Hispanic drinkers, Constellation Brands, distributor of Corona, Modelo Especial, and Pacifico bought Four Corners Brewing last week. Corona President Bill Newlands said Four Corners has been able to capitalize on a hot beer trend: Hispanic-influenced products.Four Corners, a Dallas craft brewer, produces Local Buzz Honey-Rye Golden Ale and El Chingón IPA, among other beers.Buying Four Corners signals Constellation’s increased focus on marketing its beer lineup to Hispanic people, one of the fastest-growing segments of the American population.The group is a key demographic for Constellation, accounting for 40% of the company’s sales.The companies did not disclose terms of the deal and expects the beers to appeal to the broader consumer market because of the popularity of Hispanic-themed drinks and foods, and drinkers’ desire to experiment with new brands. John Alvarado, VP, Brand Marketing, Constellation Brands is a member of Portada´s Sports Marketing Board.
Swiftpage, the provider of Act! CRM software, a lcloud-enabled platform aimed at helping small and mid-sized businesses grow, announced the availability of Act! 365, an all-new sales productivity and emarketing solution tightly integrated with Office 365 in Spanish in North America. Act! 365 is the most effective SMB-focused sales productivity and emarketing solution on the market and is designed to meet the needs of the Spanish-speaking and Latino-owned business community.Designed specifically for Office 365 users, Act! 365 is purpose-built to boost sales and marketing results for fast-growing small businesses. Powerful, easy to use, and cost-effective at just $10 per user/per month, Act! 365 provides customer management features, sales productivity and pipeline management tools, and practical emarketing capabilities, integrated with Office 365 and accessible on mobile devices. Swiftpage has also launched a dedicated Spanish language Act! 365 website with features, pricing and customer resources. New users can sign up for a free trial here to start taking advantage of the powerful software’s sales management and email marketing capabilities to fuel their business growth.
Ecommerce giant Amazon has increasingly been making attempts to work directly with bigger brands making large media buys on its platform, and, as a result, many of those brands are bypassing their ad agencies, Digiday has reported. Amazon is said to be sending its sales team to meet directly with marketers and chief marketing officers, offering them to use Amazon Marketing Services not only for media buying but also to get help with other strategies for using the platform. HP and Lego are among the brands working directly with Amazon. Guillermo Rivera Hernández, Sr. Marketing and Content Manager, Amazon MX is a member of Portada´s Brand Star Committee LatAm.
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.
Independent, full-service agency Chemistry announced it has added a series of new business to its roster including Atlanta Botanical Garden, Turner and Flower Child. Flower Child is a healthy, happy, fast-casual restaurant that is revolutionizing the way we eat out. The brand has named Chemistry Agency of Record to centralize all creative, media and social efforts. Work will launch this month through end of year to grow the Flower Child Tribe, evolve the brand in the lifestyle category, build buzz and sales nationally.Atlanta Botanical Garden namedChemistry digital dotcom partner. The agency will lead a redesign of the Atlanta Botanical Garden’s website, to create a mobile-first, responsive experience that is as rich, innovative, immersive as the experience itself. The work is expected to launch in the fall of this year.Chemistry is partnering with Turner’s instant classic film streaming service, FilmStruck. The agency is developing social campaigns to increase subscriptions and engage its cinephile users. Work will launch this summer. The agency recently began working with COX Media, Sweet Leaf Tea and Atlanta CVB. To support this growth, Chemistry moved to a larger office in the West Midtown district of Atlanta, transforming a former oil warehouse into a space to accommodate a team that grew almost 60 percent in 2017.
Sprint and their ad agency, Alma are keeping up with the latest and incorporating robots and technology into their new spots. Sprint Latino’s Robots Campaign was created with the message to enhance people’s lives through the latest technology at the best price with the help of robots. Robots have analyzed data and know that too many people are still paying too much for their wireless network. They have made it their mission to tell humans that Sprint is the only logical choice and that Sprint offers put wireless within everyone’s reach.
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.
Telemundo Deportespresented the second episode of its first-ever, original documentary sports production “Que Momento” on Saturday at 7p on Telemundo. The second instalment focuses on the final 60 seconds of three CONCACAF World Cup qualifiers for Russia 2018 that were played on October 10, 2017.
Major League Soccerwill face Italian team Juventus during the 2018 MLS All-Star Game, in Atlanta’s Mercedes-Benz Stadium on Aug. 1. ESPN and UniMas have the broadcasting rights for the game. “Our midseason showcase annually attracts the most prominent clubs in global soccer, and this year our All-Stars will face one of the sport’s most historically successful teams. And we can’t think of a better city to host the game than in Atlanta, which due to the incredible success and popularity of Atlanta United, has rapidly captured the attention of the entire soccer world,” said MLS Commissioner Don Garber in a press release.
Turnerannounced the launch of its new premium live sports streaming service,“Bleacher Report Live”, in April. B/R Live will implement flexible pricing options, beginning this summer, providing direct access to live games for purchase on an individual or subscription basis. Streaming will include the UEFA Champions League and UEFA Europa League, NBA League Pass games, 65 NCAA Championships, PGA Championship, National Lacrosse League, The Spring League, Red Bull Global Rallycross, World Arm Wrestling League and more.
The LA Galaxy and home stadium, StubHub Center, launched a multiyear partnership with Kinecta Federal Credit Union. The agreement establishes Kinecta as the exclusive financial services partner of the LA Galaxy and StubHub Center as well as a Founding Partner of StubHub Center and the first-ever naming rights partner of the LA Galaxy’s Torrance-based indoor soccer and recreational facility.
NBCUniversal Telemundo Enterprises is launching “El Campeón en Ti” (The Champion Within You), promoting the positive benefits of participating in sports, in partnership with the U.S. Soccer Foundation, Alianza U Foundation and local community organizations. As the Spanish-language home of the World Cup, the initiative will invest more than a quarter million in focusing its first efforts on soccer, and to expand access to organized soccer for underserved Latino youth.
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!
Publicis WW México has announced the arrival of Luis Sordo as new Head of Art.
Ranjiv Rangolam has been named Chief Strategy Officer at Ogilvy Latin America. In this newly-created role, he’ll be in charge of all operations related to strategy, consulting, social and business intelligence.
Orlando E. Castelblanco is now Director of Business Development at Media Response Group. His main responsibilities include media and strategic support, mobile-oriented solutions, and performance.
Antoinette van den Berg has been appointed as VP of Sales & Marketing for Latin America and the Caribbean at Marriott International Inc. In addition to heading the Area Directors of Sales & Marketing for the region, she will be the Luxury Lead for the Discipline as part of the Luxury Team.
Turner Latin America has named Pablo Zuccarino as new senior VP and general manager of Cartoon Network, Boomerang, and Tooncast in Latin America. In this role, he will oversee all aspects of Turner’s brands for children, including programming, digital strategy, marketing, business, and operations.
Burson-Marsteller has announced Jonathan Stern‘s arrival as Managing Director and Market Leader of the firm’s Miami office, a key component of the firm’s Latin America business. Stern will lead a team serving diverse clients, will be responsible for the strategic growth of the Miami operation, and provide senior counsel to key clients.
Adsmovil has announced the appointment of Alejandro Leyva as (CDO) Chief Data Officer. Based in Miami, he’ll be in charge of developing the data area for the Latin American and US Hispanic markets.
Dataxu, a software provider for marketing professionals, has announced the promotion of Tiffany Mosher to Chief People Officer. In this newly created role, she will expand upon her previous role leading global human resource operations and initiatives for the team of more than 350 employees.
Spanish Broadcasting System, Inc. has named Geraldo Arriaga as Vice President, Digital Media Sales of SBS, LaMusica App. In this role, Geraldo will spearhead all of the Company’s digital revenue efforts at the national scale and ensure SBS’s Digital Media programs are fully integrated into the network’s growing “Original Content Strategy.”
Luis Solis is now Director, Integrated Sales (Eastern Seaboard) at Meredith Corporation.
Michael Strober, previously VP of client strategy and ad innovation at Turner, is leaving the company. He has also been an integral member of OpenAP, the consortium developed by Turner, Fox and Viacom last year to help standardize audience buying on TV that goes beyond traditional, basic demographics.
The New York Times has promoted Gilbert Cruz, previously television editor and an innovative digital journalist in the world of entertainment and the arts, to Culture Editor of The Times. In the years ahead, Gilbert’s primary task will be to build and expand a powerful digital culture report to complement the journal’s print sections.
Ingrid Ciprian-Matthews has been promoted to Executive Vice President at CBS News, starting this month. She’ll continue to work directly with CBS News President David Rhodes overseeing day-to-day news coverage.
Chiqui Esteban is the Washington Post’s new Graphics Director. The paper’s Executive Editor Martin Baron and Managing Editor Emilio Garcia-Ruiz announced his promotion, praising Esteban’s skills an influence as department head for a year and a half.
Nuno Teles, a 14-year Heineken veteran who has been U.S. chief marketing officer since early 2014, is departing to take over as the president of Diageo’s beer division, which includes Guinness, starting in March. His replacement as of April 15 is Jonnie Cahill.
Marta Fontcuberta has announced her departure from The Coca-Cola Company, where she was global head of marketing communications based in Atlanta. She was distinguished by Adlatina and AdAge as one of the 14 Women to Watch when she was head of marketing communications in Latin America.
Paraguayan agency Lupe has announced the appointment of Ricardo Ovelar as creative manager after Hernán Rodas’ departure. He has 15 years of experience in agencies such as Grey, BBDO Argentina, and Gallegos in the US.
Ogilvy & Mather Colombia has named Juan Pablo Álvarez creative VP. He will share this position with John Raúl Forero, who is also CCO in Latin America.
MediaCom Spain has announced the arrival of Orlanda Aragón as their new performance manager and digital director of Sony PS. She will use her expertise in digital marketing to contribute to client businesses’ growth.
IPG Mediabrands Spain has appointed Pilar “Mapi” Merchante as the new head of analytics and insights for all the group’s clients. She’ll answer directly to IPG Mediabrands Iberia CEO David Colomer.
Turner Latin America has named Andrés Mendoza executive director of acquisitions. Based in Miami, he will be in charge of content and programmatic acquisition. He will replace Ángel Zambrano, senior VP of content, who worked for the company during 18 years.
After 30 years at KCET, journalist Val Zavala has decided to retire, leaving her role as anchor and VP of News & Public Affairs.
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.
Andrés Polo is now Global Head of Innovation & Strategic Partnerships Marketing at Visa. He has over 10 years of experience leading the firm’s digital marketing efforts in Latin America.
Natura, the Brazilian cosmetics company, has named Agenor Leão Vice President of all Latin American operations. Previously, he was VP of digital technology throughout the region.
Florian Adamski, the new chief executive of OMD Worldwide, has named Brian Crotty as chief executive of Latam. As the chief position did not previously exist for the region, Crotty will be fulfilling a new role.
English-language soccer broadcasting is becoming more relevant in the U.S. for everyone involved: fans, broadcasters, soccer teams and brands. NBC, Univision Deportes, Turner, BeINSports and others are jumping at the opportunity.
On February, Facebook and Univision announced a partnership by which the social media platform would start broadcasting Mexican Liga MX live soccer matches in English and a similar agreement was struck for MLS matches.
“Broadcasting soccer in English responds to a dynamic in our bilingual Hispanic fan which is English-dominant,” explains Rafael Ramírez, Chief Creative Officer at Newlink.
“We need to acknowledge that our audience is bi-national and bilingual,” adds Juan Carlos Rodríguez, president of Univision Deportes. “Mexican and Latino children don’t want to speak Spanish anymore. Through socio-economic and demographic studies, we discovered that they play soccer since they were kids, but they did it in English. Their switch has changed, they want to watch El América and Las Chivas, but they want to listen to it in English.”
Soccer continues to be the number one sport for Hispanic audiences, but the way it is consumed is what has changed.
In addition, soccer is becoming more popular among English natives. According to Ramírez, soccer has become the favorite sports for teenagers in the U.S., independently of their culture.
Mexican and Latinos’ children don’t want to speak Spanish anymore.
In the annual High School Athletics Participation Survey 2015-2016, conducted by the National Federation of State High School Associations (NFHS), soccer came in in fifth place in terms of number of participants, with 440,322 young men playing the sport.
Soccer Teams want the Attention
Due to the increased interest in soccer of English-dominant audiences in the U.S., Mexican soccer teams are also looking to sell their rights for English-language broadcasts.
“We urgently need sports anchors for radio and TV to give audiences the chance to listen to our game match broadcasts in English. We need to take this into account when broadcasting our games in the U.S.,” said Esteban de Anda, Commercial Alliances and Communications Director of Xolos, Tijuana’s soccer team.
A marketing executive at Club America, who asked to remain anonymous, explained that English-natives represent a relevant opportunity for the team, but the broadcasters are the ones who choose how to use their soccer rights. “The U.S. is a relevant market for us, but it is the broadcaster who chooses how to use our rights over there.”
Broadcasters pay more to a university in Albuquerque for their English-match rights than for ours in Spanish, although in terms of investment return we give them much more money.
For Grupo Chivas Omnilife’sCEO, José Luis Higuera, it is very clear that the money is where the English-spoken games are. “It seems that even cricket has a higher budget than Chivas. Broadcasters pay more to a university in Albuquerque for their English-match rights than for ours in Spanish, although in terms of investment return we give them much more money.”
Liga MX still has the overall highest rating regardless of language.
If switching their broadcasts to English will let the teams get more investment, both from broadcasters and brands, then this definitely represents an opportunity for soccer teams.
According to Vicente Navarro, Vice-President of Product Development at marketing agency AC&M Group, about two-thirds of all the games broadcasted in the U.S. are broadcasted in English. “There are plenty of examples of English language soccer on TV showing really good numbers. NBC and Premier League has been a great success, and numbers for properties like Bundesliga and MLS keep getting stronger. However, Liga MX still has the overall highest rating regardless of language.”
Broadcasters agree on the opportunity
Although English-language broadcasts only represents 3% of Univision’s audience, Rodríguez admits the numbers keep growing. “It isn’t a trend jet, but it is a proof of it working.”
This explains why Univision is making strategic alliances with Facebook to broadcast LigaMX games in English.
But not only Mexican-league’s games are relevant to English-natives. “There used to be a pretty strong influx of Spanish-language soccer games being broadcasted to the U.S.,” explains Michael Neuman, theEVP and Managing Partner at Scout Sports and Entertainment. “Now we are seeing NBC making an enormous effort to bring Premier League soccer from the UK into the U.S. during season, on weekend mornings. They are really trying to train the American soccer fan that is seeking that experience.”
The audience is there and it is growing. There is definitely an interest on behalf of broadcasters to exploit the opportunity. A great example is Turner, which in February acquired the UEFA Champions League English-language media rights, starting in fall 2018, after 27 years without carrying any soccer programming. The company will pay more than $60 million annually for the rights, outbidding FOX and NBC.
“The ability for an English-speaking soccer fan to see high quality games has never been as accessible as it is today,” Neuman ads.
What brands are missing
“For us, English-language properties are always something we recommend to our clients if the target market makes sense. We buy media with FOX, NBC, BeIN Sports and others regularly, because we know there is a growing viewership and we have to be talking to them,” says Navarro.
We know there is a growing viewership and we have to be talking to them.
According to Rodríguez the opportunity is great, but brands are still missing out because of their local strategies. Mexican brands should take more advantage of their binational businesses. “Comex, for example, has business both in Mexico and in the U.S., they should be able to pay soccer sponsorships in both countries.”
To this, Navarro ads that “some brands might want to stick to Spanish-language only but for most having a mix of both is a better approach.”
Soccer and Sports Marketing content will be very important at Portada’s major PortadaLat event on June 7-8 in Miami. Programming will include: THE GOLAZO 2018 SOCCER WORLD CUP CAMPAIGN PITCH: JURY: Mike Tasevsky, SVP of U.S. Sponsorship at MasterCard Felix Palau, VP at Tecate, Heineken Ed Carias, Sr. Brand Manager at el Jimador Tequila – North American Region, Brown-Forman (Shortlisted candidates will be voted on by Portada’s audience in May.) DESCRIPTION: Nine shortlisted nominees for the Golazo 2018 Soccer Marketing pitch battle it out in front of a jury! Who will come out on top? HOW BRANDS SHOULD LEVERAGE SPORTS CONTENT Mike Tasevsky, SVP of U.S. Sponsorship at MasterCard Felix Palau, VP of Tecate at Heineken John Alvarado, VP Brand Marketing at Crown Imports Ed Carias, Sr. Brand Manager at el Jimador Tequila – North American Region, Brown-Forman DESCRIPTION: Sports marketing experts discuss opportunities for brands to leverage sports content in order to better connect with the U.S. and Latin American consumer. HAPPY HOUR IN HONOR OF THE LAUNCH OF PORTADA’S SPORTS MARKETING PROGRAM Enjoy a glass of wine and toast to the launch of Portada’s new sports marketing initiative. Register at early bird price here!
Q1 out, Q2 in. After the year’s busy takeoff, we are now at cruising speed, with clear skies with no turbulence in sight. Its t’s perfect moment to recline your seat, read the month’s news and adjust your seat belt (just in case). This new digital world never ceases to surprise us.
Nestlé and Crisis Management on Social Networks
I was at the first breakfast of the year thrown by AMDIA, at which Ines Attales (a digital specialist at Nestlé) spoke about the seven things you need to know about crisis management on social networks. During the presentation, she shared recommendations (from her own experience managing concrete situations between the brand and its users). If you are interested in learning more, you can see the whole presentation here.
MEC Argentina Hires New Digital and Data Director
Recently, MEC Argentina added Leila Beraja as the director of digital and data. She comes from an operations manager role at Intellignos, a Google partner and consultant. Good luck, Leila!
From IMS to SocialLive
SocialLive, a company that specializes in monitoring social media in real time, recently incorporated Agustín Gimenez as their regional commercial director. Previously, Agustín worked as a senior sales manager at IMS. This move is a part of SocialLive’s regional expansion efforts in Latin America.
ShowMe Buenos Aires
Gonza Arzuaga invited me to the 2016 edition of ShowMe Buenos Aires, at which seven Internet entrepreneurs talked about the secret to their successes (and some of their failures). I was at the 2015 edition, and I left very inspired. Save me a spot at the next one, Gonza. Let me see if I can finally come up with a good business idea!
Kicks Takes Off in Mexico
Those Kickads guys are killing it! Now it looks like they have opened an office in our lovely, beloved Mexico. The operation will be under the direction of Alejandro Durand, ex Havas Media Mexico mobile advertising specialist. Let me know if there’s going to be a launch party. I have my passport ready.
Turner Will Purchase Telefe
It seems like Turner, the American TV giant, is interested in buying an open TV channel in Argentina, and everything is indicating that they are in advanced negotiations with Telefe (the signal operated by Grupo Telefónica). Apparently, the idea is to launch an CNN Argentina. We’ll see how this unfolds.
That’s all for now, friends. We’ll “read each other” again next month with more news!