What: England’s Football Association is using Brexit as a catalyst to lower the number of overseas players allowed to play on English Premier League clubs.
Why it matters: The FA’s Brexit policy could shake up the transfer market for South American players.

Brexit may have repercussions on the salaries of players such as Manchester City’s Sergio Agüero, as the English Football Association considers implementing new quotas on foreign players English Premier League clubs can sign to their squads.

The politics of Brexit have spilled over onto the English Premier League (@PremierLeague) as the Football Association (@England), England’s governing soccer association football, is looking to cap the number of foreign players club teams can sign to their squads.

Brexit is the nickname given to the 2016 British referendum in which the citizens of the United Kingdom (U.K.) voted to leave the European Union (@EUCouncil) —  the 28 nation political and economic bloc that enacts regional policies in trade, agriculture, the fishing industry; as well as ensuring free movement of people, goods, services and capital among member nations.

The divisive 2016 referendum ended up with 52 percent of British voters demanding the U.K. leave the EU, though plans to leave the bloc have been slow as the country decides how to approach their departure.

The EU, for their part, approved an agreement, in late November, that gives the English government a road map to exit the bloc, warning British Prime Minister Theresa May that “there is no Plan B,” should the Parliament reject the EU’s map towards an exit of the continental bloc.

Individual teams, particularly mid-table teams, are very concerned about being able to compete at a high level if the FA creates barriers to prevent foreign players from competing in the Premier League

“Those who think that, by rejecting the deal, they would get a better deal, will be disappointed,” European Commission President Jean-Claude Juncker.

The back-and-forth between the UK and the EU is affecting every aspect of British life — from trade to travel to immigration to national security to the business of soccer.  As the English government figures out their next steps, the FA is contemplating using Brexit as an opportunity to potentially reduce the number of foreign players allowed to play in the EPL, reducing the allotment of foreigner players on a roster from 17 to 13.

Currently, there are 260 overseas players competing in the Premier League, with 52 of them (20 percent) originating from The Americas and the Caribbean. Overall, players from the Western Hemisphere make up 10 percent of men on the pitch competing in England’s top league.

Considering England’s national team semifinals run in the 2018 World Cup (@FIFAWorldCup), the FA believes that reducing the number of foreigners in the EPL will allow for more homegrown talent to compete at the highest levels of European soccer, enhancing their chances to win their first World Cup since 1966.

“There has to be sensible center ground where world-class players are welcomed in the Premier League but not journeymen who are displacing the young English talent coming through and are hopefully the future of the English national game and the international game and can’t get in the first team,” said FA chairman Greg Clarke. “We now have an opportunity to see what’s right for the game and I don’t just mean the international game, I mean getting young English players into the first team. If Manchester City (@ManCity) or United (@ManUtd) want to buy Neymar (@neymarjr) or someone like that, then bring it on, that’s wonderful. We want to see wonderful Premier League football and competitive sides, that’s good for the game. It’s the next tier down, the international players who may be only as good as the talent coming through but are proven and easy to pick. I want to make sure if you are going to displace a young English player it’s by a world-class player and not an average player.”

EPL officials are opposed to the FA’s plan, arguing that blocking foreigners from playing in the league will not help improve the English national team or their ambitions to win a World Cup.

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Join us at PORTADA LOS ANGELES on March 15, 2019 at the Loews Beach Hotel Santa Monica, where we will dive deep into sports and soccer marketing’s preeminent topics. Felix Palau, VP Marketing, Heineken will discuss “How to measure ROI and transfer best practices between sports marketing platforms”. Other speaking engagements include Tiago Pinto, Global Marketing Director, Gatorade who will provide answers to the question: “Will Corporate America jump on the soccer opportunity?”Attendees will also be able to benefit from Portada’s meet-up service of three-eight-minute meetings with top brand executives!

Teams like Manchester United and Arsenal may be greatly affected in their efforts to bolster their teams with talent from the Western Hemisphere, thanks to the FA’s Brexit plans.

“We currently operate rules that limit the number of non-homegrown players clubs can have in senior squads, while also working with clubs to operate a world-leading player development system which delivers for England teams at every level,” the league said in a recent statement. “This was demonstrated by the many Premier League club Academy and senior players whom FA coaches molded so well into Under-17 and Under-20 FIFA World Cup winners and men’s FIFA (@FIFAcom) 2018 World Cup semi-finalists. There is no evidence that stronger quotas that exist now would have a positive impact on national teams.”

Individual teams, particularly mid-table teams, are very concerned about being able to compete at a high level if the FA creates barriers to prevent foreign players from competing in the Premier League.

It threatens to make the widening inequality gap in our top division even worse,” Burnley (@BurnleyOfficial) chairman Mike Garlick. “The hit to the value of the pound against the euro, largely caused by Brexit uncertainty, is already making it harder for clubs to sign players.”

Brexit will also inevitably affect the lower half of the Premier League table as well as the upper rungs of the English Football League Championship (@EFL), with millions at stake in relegation and promotions between the EFL and EPL clubs.

“The negative consequences are plain for all to see,” said Stoke City (@stokecity) chairman Peter Coates to the BBC. “The fall in the value of the pound that we’ve already seen, as well as the risk to our country’s economic prosperity, cannot be brushed under the carpet. Depending on the Brexit deal, the Premier League, one of our country’s success stories, could be damaged by freedom-of-movement restrictions. This could also affect the Championship. If this goes badly, it will be places like Stoke that suffer the most.”

Scott Rosner (@scottrosner), Academic Director of the Master of Science in Sports Management program in the School of Professional Studies at Columbia University and lead author of The Business of Sports, concurs that it may be the mid-table teams attempting to push themselves into a UEFA Europa League berth, such as Burnley, as well as clubs staving off relegation, that may bear the brunt of Brexit. Rosner believes that South American players likely to look at other alternatives besides the Premier League, as a result of the new quotas imposed by the FA.

“If there is a limit placed on international players, it would likely lead to more players headed to the other European Big Four leagues as the EPL would no longer be an option for as many players,” said Rosner. “That could have a trickle-down effect on the somewhat lesser quality players who would not receive as generous offers from European clubs and could wind up staying in their home nations – or at least wind up in their next best options, which is often Brazil or Argentina. Salaries would likely be impacted, though how much is uncertain, as the decreased demand for those players would lead to decreases in salaries for some.”

Cover Image: Flickr/Nick Sarebi

What: After losing the World Cup broadcast rights to Telemundo, Univision expanded their soccer coverage by adding UEFA Champions League and UEFA Europa League.
Why it matters: Univision’s expanded coverage of UEFA Champions League is drawing record viewership, including non-Spanish language soccer fans.

Losing the rights to the FIFA World Cup (@FIFAWorldCup) can be crippling for any broadcast company, especially one like Univision (@Univision) that depends on soccer for its sports programming.

Univision previously owned the Spanish-language broadcast rights to the quadrennial soccer tournament, since the 1978 Argentina World Cup up until the 2014 Brazil World Cup, before losing the bid to Telemundo.

Telemundo (@Telemundo) paid FIFA (@FIFAcom) $600 million for the Spanish-language broadcast rights of the 2018 Russia World Cup and 2022 Qatar World Cups; upped from the $325 million that Univision paid for the 2010 South Africa World Cup and 2014 Brazil World Cup.

UEFA Champions Leagues matches, such as the CSKA Moscow 1-0 upset over Real Madrid on the October 2nd, 2018, are bringing in record viewership for Univision.

Telemundo also won the rights to the 2026 World Cup, being hosted by Mexico (@miseleccionmxEN), Canada (@CanadaSoccerEN) and the United States, much to the chagrin of Univision. Telemundo won the bid for the 2026 World Cup in a closed auction that excluded Univision (as well as ESPN) in order to make up for moving the 2022 World Cup tournament from June-July to November-December due to weather conditions in Qatar.

Losing the broadcast rights to Telemundo was a huge blow for Univision.

“In addition to the games themselves, Univision would program their news, talk show, and morning show segments around the World Cup,” said Walter Franco, Project Manager at Victus Advisors (@VictusAdvisors).

But rather than stand pat, Univision looked to towards Europe to adapt. Univision won the bid for the Spanish-language rights to the UEFA Champions League (@ChampionsLeague) and UEFA Europa League (@EuropaLeague), paying $105 million over three years, adding the European sports properties alongside their Liga MX (@LIGABancomerMX), Major League Soccer (@MLS), Bundesliga (@Bundesliga_EN), CONCACAF Champions League, the U.S. Men’s (@ussoccer_mnt) and Women’s teams (@ussoccer_wnt), and Mexico’s national team media rights.

“With the Champions League on Tuesdays and Wednesdays and the Europa League on Thursdays, we are able to give fans access to the best clubs and players in the world in a timeslot where we previously didn’t have live matches,” said Univision’s Senior VP/Sports Programming & Acquisitions Eric Conrad. “With these matches during the week, league matches from Liga MX, MLS, Bundesliga and more on the weekends, and top international competition throughout the year, we are now the all-week, all-year ‘Home of Soccer’ in the U.S.

From a viewership perspective, we have already elevated the group stage of this premiere soccer property to unprecedented heights in the U.S.

As part of the new deal, Univision has expanded coverage, compared to Fox Deportes (@FOXDeportes) previous efforts, carrying 137 lives games across all of their platforms, including 97 matches split throughout their Univision, Univision Deportes Network, UniMás and Galavisión networks, 51 more games than TNT’s linear English-language broadcasts.

“Given that we are making every single game available live, with most airing on our highly distributed linear networks, we are giving Champions League exposure it simply has never had before,” said Conrad.

Univision is banking that UEFA (@UEFA) Champions League coverage will grow their soccer viewership, drawing non-Spanish speakers to their platforms. The move is paying off thus far, with PSV Eindhoven’s (@psveindhoven) 4-0 drubbing at hands of Barcelona (@FCBarcelona) averaging 618,000 viewers in the early game of a double-header of Match Day 1, and Liverpool’s (@LFC) 3-2 win over Paris St-Germain (@PSG_English) averaging 672,000 viewers, the most-viewed Group Stage telecast in UEFA Champions League history.

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“European soccer has allowed us to broaden our audience a bit, as we are seeing greater non-Hispanic audiences,” said Conrad. Conrad goes on to say that “from a viewership perspective, we have already elevated the group stage of this premiere soccer property to unprecedented heights in the U.S., and we only foresee greater growth as Champions League moves into its later, more intense stages.”

As part of their efforts to expand their viewership, Univision is streaming UEFA Champions Leagues matches for free, with a cable subscription. Turner Sports B/R Live (@brlive) streaming service is charging viewers, from individual matches ($2.99 per game) as well as monthly ($9.99) and yearly plans ($79.99). And while Univision is airing UEFA Europa League matches on their linear platforms, TNT has relegated all UEFA Europa League action behind a paywall on their B/R Live platform.

“One factor that would be interesting to consider is that all games will not be behind a paywall, which will not be the case for English-language coverage on TNT / Bleacher Report,” said Franco. “I would imagine many folks that typically watch in English may switch to Spanish to avoid paying for Bleacher Report matches.”

With so much expanded Spanish-language coverage and high expectations to retain new viewers, Univision has ambitions to do more with their UEFA Champions League coverage than the previous rights owners, Fox Deportes.

We expect to continue setting new viewership records as the tournament progresses and, ultimately, reach our goal of making this season the most-viewed Champions League season ever in the U.S., in any language,” said Conrad.

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

  • https://pbs.twimg.com/profile_images/877433269029089281/FVfZXf-H_400x400.jpgUefa is planning to launch its own over-the-top (OTT) streaming service. The new platform will also focus on giving additional exposure to categories other than men’s soccer, such as the women’s game and futsal. Uefa’s flagship club competitions the Champions League and Europa League will remain in the hands of major broadcasters which account for much of the governing body’s revenue. “It is not ready yet, but we are building our own OTT platform to really go beyond the current content,” stated Uefa’s marketing director Guy-Laurent Epstein.


  • In the esports business, UEFA is exploring options to launch an official esports tournament that will take place during EURO 2020. The soccer organization is looking for a firms interested in “creating, developing and operating an official esports tournament,” according to Inside World Football. The relevant advertising, marketing, promotion and operation of the E-Sports Tournament will be subject to UEFA’s approval and guidelines,” said UEFA.

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  • ESPN acquired the Coppa Italia U.S. broadcasting rights. The deal includes the Italian Super Cup, the annual curtain-raising fixture between the reigning Serie A champions and the holders of the Coppa Italia.


  • Real Madrid C.F.Real Madrid renewed its regional sponsorship agreement with healthcare provider Sanitas until 2021, for three more seasons. The Bupa subsidiary will continue to provide medical expertise, treatment and specialist healthcare technology.


  • The Uefa Europa League has extended its sponsorship deal with delivery company Fedex Express. The company will now become an official sponsor of the competition until the end of the 2020/21 season.


  • Major League Soccer locked in long-term broadcast partnerships with four networks in the US and Canada. Univision, ESPN, TSN, and TVA Sports will carry the first annual Campeones Cup, the new competition between the league champions of MLS and Liga MX.

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

  • AudiMajor 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 on SiriusXM 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.”

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  • 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.


  • Chicago FireMLS 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.

  • UEFA Champions LeagueTurner Sports detailed plans for its upcoming coverage of the UEFA 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 Insurance Company 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.

What: FOX Sports will be offering the UEFA Champions League final live in virtual reality through
the broadcaster’s VR app. The match will take place this  Saturday match between Italian soccer club Juventus and Spain’s Real Madrid. FOX holds the English-language rights to the UEFA Champions League until 2018, when the rights will be taken over by Turner.
Why it matters: FOX Sports has been making an effort to stay up-to-date with consumer technology, which is why the channel has broadcast major events in VR, such as Super Bowl LI, the 2017 Big East Men’s Basketball Tournaments, the 2016 MLS Cup, and the 2016 Bundesliga season opener.

FOX Sports announced it will be broadcasting the UEFA Champions League final live in virtual reality, as well as statistics and pre-game VOD features through the Fox Sports VR app. Together with its technology partner, LiveLike, FOX will broadcast the game using three cameras positioned around the pitch, including one wide-frame shot and two behind each goal. This will let the broadcaster

According to Michael Davies, Senior VP, Field & Technical Operations at FOX Sports Media Group, there are still some quality details to be improved. But, he stated this won’t matter because virtual reality is more of a “companion experience”, where fans aren’t actually watching the whole game on their devices.

“We still think that that is really valuable and a really cool way to experience sports on the side,” he said. “That’s why we’re trying to give VR a helping hand through the interactive elements.”

Juventus and Real Madrid will play the Champions’ final next Saturday, June 3.

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.

Rafael Ramirez
Rafael Ramírez, Chief Creative Officer at Newlink. (Image: LikedIn)

“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.

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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.

Esteban de Anda
Esteban de Anda, Commercial Alliances and Communications Director of Xolos. (Image: LinkedIn)

“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.
Jose Luis Higuera B.
José Luis Higuera, Grupo Chivas Omnilife’s CEO. (Image: Twitter)

For Grupo Chivas Omnilife’s CEO, 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.

Michael Neuman_Scout Sports and Entertainment
Michael Neuman, the EVP and Managing Partner at Scout Sports and Entertainment.

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, the EVP 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.

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“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

Vicente Navarro
Vicente Navarro, Vice-President of Product Development at marketing agency AC&M Group (Image: Twitter)

“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:
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?
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
Sports marketing experts discuss opportunities for brands to leverage sports content in order to better connect with the U.S. and Latin American consumer.
Enjoy a glass of wine and toast to the launch of Portada’s new sports marketing initiative. Register at early bird price here!

What: Starting 2019 season, the Champions League and Europa League will play their final match on the same week.
Why it matters: With this move fans and brands will get one week of intense prime football content.

Yesterday, UEFA’s executive committee decided to make some changes to the Champions and Europa League’s calendar. Starting its 2019 season, both leagues will play their final game on the same week, at least until 2021.

The main goal for doing this was the Europa League final to be played after the domestic season’s end. What won’t change is that each final will be played in a different stadium, and city.

This season the Europa League final will be held at Stockholm’s Friends Arena on Wednesday, May 24. The Champions League final will be played ten day later, on Saturday, June 3, at the Millenium Stadium in Cardiff.

For 2019, dates have already been scheduled. The Europa League final will be played on Wednesday, May 29 and the Champions League final on Saturday, June 1, three days later.

A recap of major news on the Marketing and Media front from around the web compiled by Portada Digital Media Correspondent Susan Kuchinskas.

heineken uefaHeineken Takes a Replay for UEFA Campaign

The beer brand was late to the party, but its first-ever Hispanic TV campaign on Fox Deportes scored so well that it’s signed on again for the 2015 season. The 2014 campaign included commercials and bumpers on-air during games, plus placement on the Fox Deportes website. Heineken and Fox used Twitter Amplify to promote #sharethesofa, an initiative that let soccer fans interact with players in real time. A contest promo on Foursquare asked fans to link their accounts to Heineken in order to win prizes and a trip to Europe for live games. Results were record-breaking, according to Multichannel News.

Corona Extra Doesn’t Need Extra Hispanic Campaign

Maybe because the Latin angle is baked into its brand, Corona Extra will use the same creative approach for Hispanic and general-market campaigns this summer. Two ads, created by Cramer-Krasselt and La Comunidad, will run on TV and digital channels. La Comunidad spot’s includes both an English- and Spanish-language version.

John Alvarado, vice president of marketing for Constellation Brands’ beer division, told Adweek that multicultural millennnias perceive Corona as a multicultural brand, anyway.

Multi-media Millennials

Maybe Alvarado read this article from Latin Post rounding up recent research from several sources showing that Latino millennials are mobile-happy and also happy to receive media content in Spanish and English. A followup article notes that a whopping 90 percent of young Latinos use mobile banking.

TN-255989_LaChingona_uncensoredThat’s a Spicy Pizza

Pizza Patrón’s Latin-inflected La Ch!#gona pizza was its most successful limited-time-offer offering in the chain’s history. Was it the chilis or the social media campaign? When radio stations refused to air spots using the C-word, Patrón took to Twitter to complain it was being censored for “speaking Mexican Spanish.” The result was not only más pizza sales, but also a U.S. Hispanic Idea Award.


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