Univision Deportes


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

For prior Sales Leads editions, click here.


  • Toyota

Before customers even step foot in a dealership, Toyota has partnered with Conill and 8th Wall to develop an interactive augmented reality (AR) mobile ad unit for the launch of the greater than ever 2020 Toyota Corolla sedan. The immersive web-based experience allows potential customers the ability to bring the car into their own environment, where they can explore the car’s features from the convenience of a mobile device.The Toyota Corolla Sedan web-based AR experience initially appears as a mobile banner ad. Once clicked, the user’s camera is accessed to enable the AR experience, and a Toyota Corolla sedan appears in the user’s environment. The Spanish-language mobile ad unit includes interactive hotspots that highlight three key features of the vehicle: its moonroof, LED headlights and 18-inch alloy wheels. The user is prompted to explore these features up close and can even go inside the car to view its interior in 360 degrees.This Corolla Sedan interactive AR unit is a first for the brand, as it uses 8th Wall technology, meaning the 3D model is interactive, providing users the ability to tap and turn the headlights on, open the moonroof and tap to see the 18-inch wheels turning.The ad unit will be served to customers in the United States with Android devices, with plans to include iOS customers later this year.  


  • Palace Resorts

Palace Resorts – the company that sets the standard in five-star, luxury all-inclusive resort accommodations- announced the restructuring of its in-house marketing teams. Palace Resorts, which has previously managed its marketing and public relations efforts alongside some of the best marketing & advertising agencies, has decided to bring its efforts completely in-house, by building a global marketing team.Palace Resort’s various brands market to a variety of segments in the travel space on a global level including direct consumer, travel industry professionals and those selling meetings and incentives. These marketing efforts are done not only in key markets such as the United States & Canada, but also to other international key vital markets that include Mexico, Latin America, the UK, and Japan among others. To maintain synergies across all world markets, it was important to build a stellar team that could accomplish the task of maintaining brand voice regardless of location or market segmentation. This approach allows the brand to have better control of its brand identity on a worldwide scale.The in-house global marketing & public relations structure is comprised of a team of over thirty talented professionals that include, creative, strategy, digital and content marketing, as well as a team of communication pros. Gerardo Garcia, Vice President Sales & Marketing at USA PALACE RESORTS is a member of Portada´s Travel Marketing Board. 



  • Valvoline

Univision Deportes announced the official roster of sponsors for its coverage of the 2019 Concacaf Gold Cup (“Copa Oro 2019”). More than 20 brands from across categories have signed on to be part of Univision Deportes’ (UD) exclusive Spanish-language coverage of the only international competition this summer featuring the U.S. and Mexican men’s national teams. UD will telecast all 31 matches live in primetime across three networks: Univision, UniMás and Univision Deportes Network (UDN). Additionally, matches will be available on the Univision Deportes app and on UnivisionDeportes.com, with comprehensive coverage provided across the company’s linear and digital portfolio from June 15 through July 7, 2019. Sprint returns to Gold Cup with a 360-sponsorship across linear and digital. The 2019 Gold Cup also welcomes several first-time supporters of the event including Valvoline, Uber Eats, Jeep brand and AT&T. AT&T, Modelo Especial, Victoria Beer, Corona, Mazda, State Farm, Toyota, Bud Light, Walmart and Wells Fargo will activate around the tournament as part of Univision’s partnership with Twitter. Virtual advertising technology will again be seamlessly integrated into this year’s tournament. The innovative virtual executions will be created for Jeep brand, Modelo Especial and Verizon.On Facebook and YouTube, Univision Deportes will launch its local legends branded content series “Tierra de Gigantes” (Land of Giants) Sponsored by Nissan. See Portada´s exclusive interview with Tim Ferrell, Valvoline VP. 


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


  • Allergan

Global pharmaceutical company Allergan has named Spark Foundry its U.S. media AOR following a review. Spark Foundry will handle  media strategy and planning, content and analytics for the U.S. Longtime incumbent MediaCom did not defend, according to sources. Allergan spent over US$378 million on measured media in the U.S. in 2018 and a little over US$72 million in the first quarter this year, according to Kantar Media.




  • Hornitos® Tequila

Hornitos® Tequila, a premium tequila brand with a history of challenging the status quo, announced a collaboration with multi-platinum award-winning singer and songwriter Prince Royce to inspire fans to take a shot at moving their music career forward. In collaboration with sweepstakes-for-good platform Prizeo, aspiring musicians age 21 and older have the once-in-a-lifetime chance to win one of three mentoring experiences with Prince Royce, including an in-studio session with the singer in Miami. What is required to enter? The bold willingness to take a chance and a small donation to the League of United Latin American Citizens (LULAC), a cause close to Hornitos and Prince Royce alike.To enter, fans must visit www.prizeo.com/hornitostequila now through July 12, 2019 and donate US$10 or more to LULAC, the largest and oldest Hispanic organization in the United States. Donations will support America’s Hispanic population and LULAC’s efforts to empower aspiring Hispanic Americans. Entrants will have the chance to win one of three experiences with Prince Royce. This opportunity comes as part of Hornitos Tequila’s “A Shot Worth Taking” campaign, which seeks to inspire and encourage fans to get out of their comfort zone and take their shot in life.Nearly 70 years later, Hornitos® continues to push the boundaries of tequila making with innovations such as the barrel aged Hornitos® Black Barrel® Tequila and Hornitos® Cristalino.


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

For prior Sales Leads editions, click here.

  • Lactalis

Zenith has won the global pitch for the consolidated media business of dairy products corporation Lactalis. Zenith has been appointed Master Agency Partner, commanding 75% of Lactalis’ markets.The win sees Zenith retain all its existing markets in EMEA, APAC and Lat Am and take on 11 new ones, including Canada, UK and USA. Lactalis is a global leader within the dairy industry, with leading local dairy brands in each of its markets. The group is the number one cheese manufacturer in the world and the European leader in milk consumption, butter and cream.As Master Agency Partner, Zenith will have lead media communications responsibility, with global coordination run from Zenith’s HQ in London. Zenith will now work with Lactalis both centrally and locally to deliver against the company’s growth targets.

  • ECHO Incorporated

Copa de la Diversión, the successful and growing Hispanic outreach program introduces last year by Minor League Baseball, has its first dedicated corporate sponsor in ECHO. The agreement, makes the Chicago company (via Japan) the “Official Outdoor Power Tool of MiLB” and of the Copa program. As the “Official Outdoor Power Tool of Copa de la Diversión” and the first commercial partner of the Hispanic/Latino fan engagement campaign, ECHO will help elevate MiLB’s Copa and Es Divertido Ser Un Fan™ platforms. ECHO, its distributors, and local dealers can use all participating teams’ marks and logos in their marketing communications and at retail. In addition, ECHO will feature Copa- and Es Divertido Ser Un Fan-related content across its web and social channels. The platform is specifically designed to embrace the culture and values that resonate most with participating teams’ local U.S. Hispanic/Latino communities by bolstering their marketing and customer service efforts to create a culturally-relevant gameday experience. Copa de la Diversión will be expanding from 33 teams to 72 teams in 2019.  ECHO products, and teams will have their use for field and park maintenance. ECHO is a worldwide leader in the development and manufacturing of professional-grade, hand-held outdoor power equipment for commercial and homeowner use.

  • Amazon

Amazon has signed on to its largest ad buy on Univision Deportes, as presenting sponsor of “The Championship Week” soccer events this month. As the brand continues to exert its marketing force more and more into sport, the Latino audience will become that much more valuable, and published reports this week show that strategy around sports coming full circle this month.Amazon’s push to break through the clutter and engage with Latinos during the critical holiday retail season will be through soccer, as they have signed on as presenting sponsor of “The Championships Week” across Univision Deportes, a two-week festival of playoff soccer combining Univision’s premier fútbol properties. It represents Amazon’s largest ad buy on Univision Deportes.

  • La Bonita Market

Popular Hispanic supermarket chain La Bonita will open its first store in Henderson next summer.The new store, just north of Green Valley Parkway and Sunset Road, will be 50,000 square feet and employ about 150 people, according to Armando Martinez, La Bonita’s general manager.In 2010, Hispanics made up more than 15 percent of the population in Henderson and about a third in the valley overall, according to The U.S. Census Bureau.La Bonita has been in business for 27 years in the Las Vegas area and employs more than 700 people in the valley.

  • Fresco y Más

Southeastern Grocers, Inc., parent company of BI-LO, Fresco y Más, Harveys Supermarket and Winn-Dixie stores, will unveil the newest Fresco y Más store in Lauderhill, Florida, growing the popular Hispanic grocery store to 26 locations. Located at 1531 NW 40th Ave., the supermarket will be the first Fresco y Más to place a strong emphasis on products targeted to Caribbean customers, in addition to the traditional Hispanic offerings for which Fresco y Más is known.Customers can enjoy samples of delicious authentic Hispanic and Caribbean culinary favorites and live entertainment as they explore the new offerings available at the Lauderhill Fresco y Más.


2018/2019 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@portada-online.com.

  • Wingstop

Dallas-based, chicken wing-focused restaurant chain Wingstop has appointed Leo Burnett as its lead creative AOR, following a review.Leo Burnett will be tasked with the chain’s integrated marketing communications strategy, encompassing advertising and promotional marketing, as well as measurement and optimization efforts. Publicis Groupe media agency Starcom already handled media buying and planning for Wingstop.Wingstop spent nearly us$14 million on measured media last year and around us$7.7 million in the first six months of 2018, according to Kantar Media.

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

  • LaLigaLa Liga and gaming developer SportsHero, based in Singapore, signed a second exclusive partnership for the league to reinforce engagement with its Malaysian fans. SportsHero will become the regional partner in the Sports Prediction App category until the end of the 2019/20 season, having already agreed a similar deal in Indonesia.


  • Juventus mentioned the possibility of playing Serie A matches abroad in order to grow its marketing outside Europe. This follows a trend of European leagues seeking to expand their reach by taking advantage of additional markets, including America.

Subscribe to Portada daily Sports Marketing Updates!

  • Chicago FireThe Chicago Fire Soccer Club has named Kyle Sheldon as its new Senior Vice President of Marketing. The longtime Seattle Sounders FC and D.C. United executive will oversee all Club marketing, advertising, creative services, and brand identity. “Kyle is an important hire for our Club,” stated Chief Operating Officer John Urban. “He’s a well-respected and well-known executive in our industry who has dedicated the majority of his career to help to grow the sport in the United States and Canada.”


  • The MLS is expanding its esports presence through an expansion of its current partnership with EA Sports. The soccer league is adding Atlanta United, DC United, and FC Cincinnati to the eMLS competition ahead of the 2019 season. All events will be played exclusively on PlayStation 4.

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!

  • Univision Deportes is launching “Cerebros del Futbol,” a series that will present “the human side of the coaches, soccer stars and personalities that are shaping the game today.” Hristo Stoichkov will interview each soccer luminary, while Luis Omar Tapia will narrate each installment. The show premieres on Thanksgiving Day at 9p on UDN.

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.”

Subscribe to Portada daily Sports Marketing Updates!

  • 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.

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. 

  • Macy’s

Macy’s, the premier omnichannel retailer with iconic brands,  has awarded Publicis Groupe’s Spark Foundry and Digitas its US$415 million ad spending media account, Ad Age first reported. Dentsu Aegis Network’s Carat was the media incumbent since  2012. Incumbent Macy’s creative agency BBDO New York was not part of the review.






  • BMW’s Mini USA

Mini USA, a BMW-owned brand, has launched a regional media review. The review,to be handled by the Burnett Collective, focuses on the retail communications of its 127 dealerships in America and will not affect IPG Mediabrands’ UM, which is the auto brand’s national media agency of record since 2009.The review is aimed at consolidating Mini’s Tier 2 division, which encompasses its four U.S. regions—east, west, north and south—with one agency, according to Adweek. Those regions were previously assigned to individual agencies.Mini spent US$24.5 million on advertising in the U.S. last year, down from US$35.6 million in 2016, according to Kantar Media.




  • Beiersdorf

OMD has been awarded German personal-care company Beiersdorf U.S. media planning and buying account following a review.Carat was the incumbent since 2010 when it won the business.The company’s brands include Nivea and Aquaphor. The firm spent about US$53 million on measure media in the U.S. last year according to Kantar Media.




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.

  • FIFA World Cup/ Univision Deportes

Univision Deportes, the sports division of Univision Communications Inc., has revealed its extensive programming plans for the 2018 FIFA World Cup in Russia. Univision’s family of networks will deliver TV’s most robust reporting and analysis of the month-long tournament, featuring the experience, insight and cutting-edge technology fans have come to expect from the “Home of Soccer.” Heineken, KFC, Nissan and Walmart are among the brands that have signed on as sponsors and will maintain a visible presence throughout Univision Deportes’ programming. Univision’s comprehensive slate of World Cup news, analysis and access will establish its portfolio of broadcast, cable, radio and digital media assets as the ultimate destination for soccer fanáticos this summer.Delivering a wide array of original digital content and the most buzzworthy memes and hot takes, Univision Deportes will own the Spanish-language conversation across Twitter, Facebook, Instagram and YouTube.

  • Alexandria Ocasio-Cortez

As her historic campaign enters its final month with a record-breaking number of contributions, Alexandria Ocasio-Cortez released her first campaign video in English and Spanish , “The Courage to Change,” to highlight the growing community excitement in Queens and the Bronx among young people, people of color, and other groups historically underrepresented in the primary electorate.The campaign’s first video underscores the stark divide between Bronx activist Ocasio-Cortez and her incumbent Joe Crowley, who has not faced a primary in 14 years.In a campaign that has rejected all corporate and lobbyist funding, Ocasio 2018 recently surpassed US$200,000 — over 40% of that in the past two months — from nearly 15,000 contributions from almost 9,000 donors. She is running to represent a district that is over 80% people of color and nearly 50% Hispanic in which primary election voter turnout has historically been one of the lowest in the nation.The campaign has been focused on a massive voter-outreach project to engage constituents who have never voted across every neighborhood in Queens and the Bronx. As the first primary in 14 years approaches in NY-14, incumbent Joe Crowley suddenly agreed to a debate on June 15, to be broadcast live on NY-1.

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: Combate Americas drew strong ratings on its two live April broadcasts, “Combate Estrellas I” and “Combate Estrellas II” on Univision and Univision Deportes, as well as in Mexico on Azteca 7.
Why it matters: Combate Americas is positioning itself as a premier destination for Hispanic MMA fans, and advertisers have followed.

Combate Americas (@combateamericas), which bills itself as the premier Hispanic mixed martial arts franchise, last week announced the ratings for its first two, live 2018 events, which aired on consecutive Fridays, April 13 (Combate Estrellas I) and April 20 (Combate Estrellas II), in the U.S. and Mexico. Showing the early strength of the new brand and growth of the sport in the Latino community in general, Combate CEO Campbell McLaren (@campbellcombatewas pleased with the numbers.

“The amazing growth of our TV ratings confirms we are the hottest MMA promotion in the world,” McLaren said in a statement. Portada featured McLaren and Combate in an exclusive Q&A last month heading into the events.

According to its release, “Combate Estrellas I,” airing on Univision (@Univision) and simulcast on Univision Deportes Network, drew 583,000 viewers, including a strong 296,000 in the 18-49 demo in the U.S., while garnering more than 4,000,000 pairs of eyeballs on Mexican powerhouse broadcaster Azteca 7.

Combates Estrella II, exclusively broadcasted on UDN, had 200,000 viewers.

In the Hispanic world, Combate Americas has taken the most focused steps, and advertisers have taken notice.

MMA, which began to find a more mainstream audience in the last decade in the U.S. through UFC and other promotions’ agreements with Fox, CBS, AXS TV and others, continues to be a hit with a Latino community steeped in the boxing world. What was one more of a “Wild West” has trimmed somewhat to a more manageable roster of promoters, each finding a niche in the sport.

Subscribe to Portada’s daily Sports Marketing Updates!

In the Hispanic world, Combate Americas has taken the most focused steps, and advertisers have taken notice. Anheuser-Busch’s Estrella Jalisco (@EstrellaJalisco), Advance Auto Parts (@AdvanceAuto), Double Cross Vodka (), HOT 6 Energy Drink and Battle Boom Gaming were all partners for Combate Estrellas II, with fighters from Mexico, Puerto Rico, Guatemala and Argentina among the athletes competing on the cards.

Combates Estrella III, featuring some of the preliminary bouts not shown in the first two events, aired on UDN this past Friday. The next broadcast is set for May 11, live from Sacramento, in Combate Mexico vs. USA.

Cover Image: Credit Combate Americas

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

  • NBA2KLeagueDell and Intel have announced multi-year partnerships with new esports league NBA 2K League. This makes Dell’s Alienware gaming PCs powered by Intel processors the exclusive hardware to be used at league tournaments. According to a 2014 Think Now Research study, on average, Hispanics play video games more often than Non-Hispanics (12 hours per week vs. 9 hours for Non-Hispanics).
  • BIG3 and Adidas announced a three-year partnership. Adidas will serve as the official outfitter of the esports league, starting at the 2018 BIG3 Combine on April 11 in LA. Adidas will be the official BIG3 jersey provider, outfitting all players in addition to developing new lines of licensed products for fans. Hispanics are nearly twice as likely to buy and wear video game branded apparel, according to hispanicgamers.com.
  • Steve Phelps
    Steve Phelps, NASCAR COO

    NASCAR announced that Steve Phelps has become Chief Operating Officer. Phelps will oversee all NASCAR commercial and media operations. “Steve has worked passionately over the years to lead the sport and it’s clear his impact is felt in all corners of the industry,” said NASCAR President Brent Dewar. According to 2011 data, 20% of NASCAR’s followers are multicultural fans, 9% were Hispanic and 8% African-American.

  • MLB and Twitter launched the Twitter game of the week last Thursday, with out-of-market live streaming of the Rangers and Athletics. MLB will also make real-time game highlights from @MLB on Twitter during the season. 31% of MLB players are Latino, according to ESPN.

Subscribe to Portada daily Sports Marketing Updates!

  • Chicago CubsThe Chicago Cubs signed a multi-year Legacy Partnership with global insurance brokerage Gallagher. The company will become the official insurance brokerage, benefits and risk management services partner of the team. In addition, the entertainment plaza will now be named Gallagher Way.
  • Logitech G announced its official partnership of Super League Gaming. The deal will include sponsorship of SLG’s Minecraft City Champs, League of Legends City Champs, and after-school programs across the country. “We’ve been so impressed with Super League’s work to create respectful gaming environments,” said Ujesh Desai, VP, and GM of Logitech Gaming. According to a 2014 Think Now Research study Hispanic gamers buy and rent video games more often than Non-Hispanics.
  • Univision Deportes Network reported record-breaking ratings and double-digit growth this first quarter for its sports content across media platforms. UDN finished the first quarter as the No. 3 sports network, regardless of language, during primetime among Adults 18-49, led by Liga MX, which averaged 326,000 Total Viewers P2+ and 191,000 Adults 18-49.

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!

  • Twitch partnered with Nexon and Stunlock Studios to launch the inaugural season of Battlerite Pro League. Season 1 competition starts on April 12.
  • Pure Michigan will stop sponsoring the August NASCAR Cup Series race at Michigan International Speedway. It’s been 7 years since the Travel Michigan campaign and arm of the Michigan Economic Development Corporation paid the sponsorship.

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

  • AeroméxicoAeroméxico signed a sponsorship deal with Dutch soccer club PSV, to become the team’s official airline until 2019. The financial terms of the agreement have not been released.
  • English soccer team Arsenal extended its long-running shirt sponsorship deal with Emirates for five more years. The airline’s logo will remain on the front of the shirts and on the training kit until the end of the 2023/24 season. The financial terms of the agreement have not been released.
  • FC Bayern Munich and FC Dallas have announced a comprehensive partnership, the first of its kind, to exchange talent, allowing players to experience different coaching styles and settings to enhance their development.

Subscribe to Portada daily Sports Marketing Updates!

  • Univision DeportesUnivision Deportes will broadcast Scotiabank CONCACAF Champions League on UDN, Univision Deportes Radio, and its digital platforms, featuring Univision Deportes’ team of broadcasters.
  • FC Barcelona is likely to reach its goal of 1 billion euros ($1.2 billion) in sales ahead of schedule, thanks to broadcast rights and tickets surges, President Josep Bartomeu stated. According to Bloomberg, “the world’s third-largest soccer team may reach 900 million euros in revenue this season, a jump of more than 20 percent on the previous 12 months.”
  • Argentina’s National Soccer Association (AFA) signed its latest sponsorship deal with food company Mostaza. The deal hasn’t been made official yet, but Mostaza’s logo already appears on AFA’s official sponsor’s list.

What: Univision Deportes has secured broadcast rights to all 18 of Liga MX’s soccer teams in competition through 2017/18, making it the sole destination for Liga MX fútbol fans.
Why it matters: Liga MX Fútbol fans can now enjoy all-inclusive game coverage across all the networks of Univision.

Univision Deportes, the multimedia sports division of Univision Communications Inc. (UCI), has officially secured broadcast rights to all 18 of Liga MX’s soccer teams in competition through 2017/18, making it the sole destination for Liga MX fútbol fans. Liga MX, the most-watched soccer league in the U.S., regardless of language, consists of clubs América, Atlas, Cruz Azul, Guadalajara, León, Monterrey, Morelia, Necaxa, Pachuca, Puebla, Querétaro, Santos Laguna, Tijuana, Toluca, UANL, UNAM, Veracruz and the recently added, Lobos BUAP.

The distribution deal includes live broadcast on Univision Deportes’ television and radio platforms in major markets across the U.S. as well as digital platforms nationwide. The addition completes Univision Deportes’ position as the home for Liga MX including all its clubs and the highly-rated “Sábado Futbolero” – the Saturday primetime fútbolfiesta codeveloped with Liga MX and featuring the best of the league’s soccer, brought to life, across the Univision Networks.

“We are thrilled to welcome Liga MX’s Lobos BUAP to our extensive Univision Deportes soccer portfolio. Fanáticos across the country have made us their go-to destination for sports entertainment and our commitment to bringing them the best and most popular teams, players and content across all platforms, is stronger than ever and solidifies us at the home of soccer in the U.S.,” said Juan Carlos Rodríguez, President of Univision Deportes.

Rights to Lobos de la Benemérita Universidad Autónoma de Puebla, known as Lobos BUAP, were secured during the mid-2017 season ensuring that fútbol fans can enjoy all-inclusive broadcast of Lobos BUAP games –as well as games played by the other 17 powerhouse teams– through Liga MX’s 2017/18 Apertura and Clausura tournaments.

Liga MX matches will be available via the Univision Deportes app for which authentication is required: fans are encouraged to download the app for iOS and/or Android. Liga MX matches will also be available online via UnivisionDeportes.com, Univision’s live streaming platform Univision Now as well as Univision Deportes’ national sports radio network, Univision Deportes Radio.



Get ready to learn from the best sports marketing practitioners at #PortadaLat this Wednesday. Nine shortlisted  nominees for the Golazo Award will present their campaigns to the PortadaLat audience and to the Golazo Award Jury. Who will come out on top?

This Wednesday, June 7, three finalists for Latin America and six semifinalists for the U.S. will pitch their campaign, through a verbal and video description to the below Golazo Award Jury members:

Felix Palau, VP at Tecate, Heineken
Ed Carias, Sr. Brand Manager at El Jimador Tequila – North American Region, Brown-Forman
Vicente Navarro, Business Development Director, ACM Connect
Andres Polo, VP Digital Marketing, Visa

Shortlisted Golazo Award Candidates

The 4 Latin American Finalists

  • Mastercard / Universal McCann (72 votes)*
    Represented by:
    Felipe Molina, Digital Specialties Director for IPG Mediabrands, and Jose Vicente Luque, Head of Media and Agency Relations, Latin America & Caribbean Region
    * (Portada audience most voted candidates determined the 3 Latin American finalists and the 6 U.S. semifinalists).
    Description: How Mastercard extended significant presence as a sponsor of Copa America Centenario via a highly digital buzz campaign, to communicate its offers to cardholders in a new way while increasing overall card transactions.
  • Scotiabank/F.C. Barcelona (12 votes)
    Presented by: Arturo de la Fuente,
    director of New Business, Americas, FC Barcelona.
    Description: FC Barcelona and the FC Barcelona Foundation announced an official partnership with Scotiabank that designates the Canadian bank as the Official Bank of FC Barcelona in Latin America and the Caribbean.
  • Suicide Squad / Minute Media (27 votes)
    Represented by: Lynelle Jones,
    Creative Solutions Director, Minute MediaDescription: Warner Brothers Studios sought to build buzz and excitement around the Suicide Squad movie launch worldwide surrounding the Euro and Copa America 2016, especially among the millennial male audience. Minute Media’s 90min created social engagement tools and an authentically branded content strategy that integrated the movie and characters within the platform’s ecosystem, ensuring the movie made a splash with football fans aged 18-34.
  • Pepsi “Momentos”/UEFA Champions League/BBDO (44 votes)
    Represented by: Carlo Espinoza
    , Sr. Marketing Manager, PepsiCo Latin America Beverages
    Description: In 2017, in its second year as a sponsor of the Union of European Football Associations (UEFA), Pepsi launched its first global campaign based on a “Moments” creative platform. The campaign is active in nearly 75 countries including most of Latin America and the U.S. The #PepsiMoment campaign, which features football/soccer stars Sergio Agüero, Alexis Sánchez and Vincent Kompany, looks to build on and associate the Pepsi brand with fans’ excitement in the lead-up to the UEFA Champions League Final on June 3 in Cardiff, Wales.

The 6 U.S.  Semifinalists

  • “My Inter Jersey” / Gravity (30 votes)
    Represented by: Evgenia Novikova,
    Managing Director of Gravity Europe and an account lead for Inter.
    Description: Fans of Inter love to wear their team colors loudly and proudly. Digital natives enjoy generating their own content, especially if they can put their name on it. Our goal was to drive awareness and sales of the new Inter Milan jersey by Nike.
  • Audi Summer Tour/FC Bayern Munich LLC (29 votes)
    Presented by: Benno Ruwe,
    Head of Partnerships, Bayern Munich
    Description:The 2016 U.S. Audi Summer Tour campaign gave fans that haven’t been to Munich the chance to see their team on home soil. Fixtures in Charlotte, Chicago, and New York, appealed to general sports and soccer fans, including the large Hispanic Bayern fanbase and population there.
  • Johnson & Johnson/MLS/U.S. Soccer (28 votes)
    Presented by: TBA
    Description: Johnson & Johnson announced a multi-year extension of its sponsorship as official healthcare partner of MLS and US Soccer. Johnson & Johnson Consumer Brands will be integrated throughout different platforms including digital, broadcast and video content, as well as in-stadium exposure.
  • AT&T/MNT/The Marketing Arm (24 votes)
    Presented by: Roberto Saucedo,
    VP Integration, and Andres Reyes, President Multicultural.
    Description: In efforts to connect with Hispanic Millennials, The Marketing Arm (TMA) launched the Expresa Tu Pasión soccer campaign, a collaboration between AT&T and the Mexican National Soccer Team (MNT). This campaign engaged Hispanic Millennials, both socially and in the real world through exclusive experiences and activations.
  • Univision Deportes Digital’s Best Use of Facebook for Copa America Centenario (20 votes)
    Presented by: Juan Convers,
    head of Business Development for Sports Univision and Hernando Paniagua, head of Sports Digital Univision.
    Description: Univision Deportes Digital created the ultimate destination for all things Copa America Centenario through a multi-platform delivery of exclusive content giving fans the feeling as though they were in the game. The unique experience – a fully interactive environment complete with exclusive access to stadiums, players, teams and coaches via Facebook Live Training with on-air talent from stadiums showing warm-up sessions and exclusive content and Facebook Live coverage of more than 611 minutes.
  • Lifeline of Ohio/Os Group Sports (12 votes)
    Presented by: Francisco Terreros, Principal ŌS Group
    Description: A male affinity campaign targeting the Hispanic males, Pass it on is a soccer-related marketing campaign encouraging Hispanic males to register as organ and tissue donors. Featuring Mexican-Argentine soccer legend Tito Villa features the childhood story of Tito as he was raised in a small town in Argentina. The story develops as he explains why the cause of organ and tissue donation is important to him. The 45 day paid social media campaign hopes to target Hispanic males ages 18-35 years old.

How it works

After each award candidate provides a two minute presentation, each member of the jury will ask the finalist one or two questions to grade their campaign. What the jury will be paying attention to is:

      • Campaign’s originality
      • Campaign’s results
      • Innovation
      • Connection/engagement with fans through campaign
      • ROI

Each Jury member gets 30 points (30 for the LatAm finalists contest and 30 for the U.S. semifinalists contest) to distribute them among the award nominees. After deliberations, the jury’s points will be added to the votes provided by Portada’s audience (the 3 finalists and the 6 semifinalists are the candidates that were most voted by Portada’s audience).

The one campaign for LatAm with the most points will become the winner of the Golazo Awards and will be announced the same day. The three campaigns for the US with the most points will pass to next round to participate in the final which will be held in New York City during Portada’s Sports Marketing Forum on September 13.

Sports Marketing will play an important role on Day 1 of PortadaLat this Wednesday. We have added new Ticket Types to Meet Your Needs!

DAY 1: SPORTS AND TRAVEL MARKETING DAY (June 7): The first day of PortadaLat will focus on how technological innovation is impacting key segments of business and marketing with emphasis on Travel and Sports. All sessions, keynotes and marketing-tech showcases are included as well as light food, sandwiches and beverages. (US $199)
GENERAL PASS: Attend the overall PortadaLat event on June 7 and June 8. All sessions, keynotes, networking, food and beverage included! (US$549).
The second day at PortadaLat will celebrate Brand Innovation and showcase how leading companies are boosting brand equity and increasing their relevance in a disruptive environment in Latin America and the U.S. Breakfast, Lunch and Evening Reception Food and Beverages included. (US$ 449!)
VIP ATTENDEE: Meet up to 5 high-level brand, agency or media executives of your choice attending or speaking PortadaLat. These 10 minute meetings will take place in a separate room during the first and second day of PortadaLat and are designed to help you build valuable relationships. General Pass offering is included. (US $ 1,999).
Secure your spot and start the PortadaLat journey!

What: Univision Communications Inc. (UCI) unveiled its 2017-2018 programming line-up. Tapping into Hispanic’s passion for soccer is a key strategy for the largest Hispanic media company.
Why it matters: While Univision has lost some of its edge in the ratings vs. its rival Telemundo, the network presented itself at the upfronts in NYC touting key passion points of its audience. Hispanics passion for soccer plays a key role.

To date, Univision estimates its full portfolio reaches on average 108 million unduplicated media consumers each month – a 34% year-over-year improvement. As a strategy to create unique opportunities for marketers to deliver results leveraging viewers’ passion, the Company has decided to highlight the five passion points driving audience engagement: Soccer, News, Family, Music, and Drama.

“From more catered programming to improved access to content, we have enhanced our diverse portfolio to meet the needs of not only the next generation of American youth but also our valued clients. Our strategy continues to center around connecting and engaging with the audiences of the future and maintaining our unwavering commitment to authenticity and excellence,” said Randy Falco, President and Chief Executive Officer of Univision Communications.

We have enhanced our diverse portfolio to meet the needs of not only the next generation of American youth but also our valued clients.

According to the broadcaster, Univision Deportes has solidified its role as the home of soccer and strengthened Univision Deportes Network’s (UDN) position as the No. 1 Spanish-language sports network in the U.S. This has allowed Univision to deliver three times more soccer viewing opportunities than any other broadcaster.

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In 2016 alone, UDN primetime viewership grew by 33% among adults 18-49. In addition, five out of the top six most-watched live sporting events among Hispanics – in any language – were soccer matches broadcast on UDN.

In 2016 alone, UDN primetime viewership grew by 33% among adults 18-49.

This year, UDN will continue to deliver more soccer coverage than ever before, expanding on the Company’s position in the space and showcasing the importance of the sport in Hispanic culture. Starting in the summer of 2018, Univision Deportes will begin airing the UEFA Champions League. The matches will air exclusively in Spanish across UCI’s linear and digital platforms. Also, in the summer and fall of 2018, Univision Deportes will bring fans the UEFA Europa League and UEFA Nations League, respectively, across its platforms.

As part of its new programming, Univision Deportes will bring extensive coverage of the 2018 FIFA World Cup in Russia. Complementing the live action on the field, the channel will air a primetime talk show, live multiplatform shows, a second-screen viewing option, and more. It will also provide a slate of pre- and post-game expert analyses and complimentary programming across all Univision platforms.

With many matches airing from Russia at off-peak viewing hours, Univision Deportes will air an unique primetime show that will not only recap that day’s action but will merge the best of sports and entertainment.

In this regular feature we look at the most watched soccer matches in the U.S. over the past weekend, the networks that came out on top and other relevant insights.

Which match had the largest audience?

The most watched match was the match played between Stoke City and Chelsea, at the 29th round of the English Premier League, it was viewed by  an audience of 519,000 last Saturday.

Which broadcaster came out on top?

NBC Sports Network was the most watched sports network. The network broadcast’s English Premier League matches and had almost 2 million viewers. The second most watched network was BeInSports with approximately 770,000 viewers. BeinSports broadcast’s Spain’s popular La Liga.

What else is relevant?

Two Liga MX matches made it into the top 10. These matches were broadcast by Univision Deportes. Both matches, Tigres vs Cruz Azul and Puebla vs Monarcas, had a combined audience of 655,000 viewers.

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#ProgramEpisodeNetworkStartEndTotal Viewers (000)Viewers Age 18-49 (000)Day of the game

Source: SportsTVRatings.com (“All data ©Nielsen, provided by a variety of TV network sources and not directly from Nielsen”)

What: Take a quick look at the sports events that people watched over the past weekend in this new regular weekly feature!

Which sport drew the biggest audience?

NASCAR’s race day in Atlanta. Broadcasted by Fox Sports 1, this sport event came in first on our list with 848,000 viewers.

What broadcaster drew the biggest audience?

Thanks to college basketball (both male and female) ESPN (including ESPNU and ESPN2) was once again the most watched broadcaster over the weekend. In addition to showing all college regular season games, the network also added a MLS game  — Orlando City versus New York City FC — to its broadcasting (which earned 15th place in the ranking of the weekend’s most watched events).

Of the 11.9 million who watched the Top 25 live sports events last weekend, 4.6 million watched ESPN.

Fox Sports drew the second-largest audience, through a broadcast combination of NASCAR races, a UFC fight and one MLS match. Over the weekend, the network had 3.3 million viewers.

Soccer made it into the top ten thanks to the Liga MX match between Cruz Azul and Jaguares. Broadcasted through Univision Deporte, the sports event attracted 442,000 viewers.

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#ProgramEpisodeNetworkStartEndTotal Viewers (000)Viewers Age 18-49 (000)
1NASCAR RACEDAY LATLANTAFOX SPORTS 112:30 p.m.2:00 p.m.848189
6NASCAR M.E. CUP FIN PRA LATLANTAFOX SPORTS 112:06 p.m.1:30 p.m.624132
11WMNS COLL BKBL POST SSN LUCF/UCONNESPN25:00 p.m.6:46 p.m.44291

Source: SportsTVRatings.com (“All data ©Nielsen, provided by a variety of TV network sources and not directly from Nielsen”)

What: Juan Carlos Rodríguez, president at Univision Deportes, confirmed during Sport Innovation Summit (SiS) Mexico 2017 that the LigaMX team, Las Chivas from Guadalajara has signed one more year of TV rights with the Hispanic-focused U.S. broadcaster.
Why it matters: In Mexico, Chivas exclusively broadcasts all its games and content through its own OTT channel. This  fact cast doubt on whether Chivas would  renew its rights for the U.S. with Univision.

In 2013 Chivas signed a five-year agreement with Univision for its exclusive broadcasting rights in the U.S., for US $80 million. But when Jorge Vergara announced last year that the team was leaving its 22-year relationship with Televisa (or any other TV broadcaster in Mexico) to only focus on using its own digital platform, speculations started building.

According to a Bloomberg article published on November 24th 2016, Chivas was planning “to part ways with U.S. broadcaster Univision Holdings Inc. when its contract [came] up in 2018.”

But it seems these plans have changed. Since its TV departure, Guadalajara’s team has had a hard time keeping fans connected through its online service. The platform keeps presenting technical failures and some fans find its $12-a-month fee too high and fans aren’t used to watching a local game on a computer.

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http://14575-presscdn-0-73.pagely.netdna-cdn.com/wp-content/uploads/2011/08/Juan.jpg“It is a brilliant strategy,” said Juan Carlos Rodríguez, president at Univision Deportes, during his SiS Mexico 2017 session, yesterday. “But it isn’t the right timing.”

Such is the case,” he continued, “that we already renewed our contract with Chivas in the U.S. for one more year.

The digital world still needs the linear industry to survive, Rodríguez is expecting to also see some new negotiations between Chivas and TV broadcasters in Mexico soon, whether it is through cable or any other option. “They won’t have enough time to monetize this great idea they had.”

There will be changes in how traditional media works, an example of it is Univision’s recent deal with Facebook to broadcast LigaMX live-soccer games in English. But the challenge is to know for how long traditional media will be able to keep working how they do it now, “our business is to stop [alternatives] from working,” Rodríguez finalizes.

What: Follow the weekend’s ratings through the live sports top 25 ranking! A quick look at what people watched over the last weekend. (A new regular weekly feature!)

Which sport won?

There is no doubt that basketball is among the most beloved sports in the U.S. Proof of this is the number live sports event of last weekend: the college game between Florida State and Notre Dame. Broadcasted by ESPN, 1.3 million viewers turned on their TV on Saturday to watch the game (check out table below).

What broadcaster won?

ESPN (including ESPNU and ESPN2) was the most watched broadcaster. During the weekend the network broadcast all college regular season games, which explains why it became the most tuned in network group.

Out of 13.7 million who watched the Top 25 live sports events last weekend, 10.5 million watched ESPN.

The NBC Sports Network was in second place, through the broadcast of the Premier League matches, (check out our Top 10 most viewed soccer matches feature). Over the weekend,  it had two million viewers, significantly less than ESPN.

What else is relevant?

Surprisingly, the only NHL game broadcast over the weekend, on Sunday, managed to make it into the list of top 10 most watched live sport events. Once again, we can’t forget hockey’s popularity in the U.S.

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#ProgramEpisodeNetworkStartEndTotal Viewers (000)Viewers Age 18-49 (000)Day of the game
2COLLEGE BKBL REG SSN LGONZAGA/ST MARYS (CA)ESPN8:16 p.m.10:22 p.m.1,305397Sat
6UFC PPV PRELIMS L208:HOLM/DE RANDAMIEFOX SPORTS 18:00 p.m.10:00 p.m.874420Sat

Source: SportsTVRatings.com (“All data ©Nielsen, provided by a variety of TV network sources and not directly from Nielsen”)

What: Univision Deportes, the multimedia sports division of Univision Communications Inc.(UCI), announced the launch of a new national sports radio network called Univision Deportes Radio.
Why it matters: Sports events are one of the few content types that are still “appointment viewing,” and therefore can contribute substantially to the right holder’s bottom line. Univision Deportes Radio will offer digital streams of select games and content as well as podcasts so that fans can access their favorite shows on their mobile device.

descargaUnivision Deportes, the multimedia sports division of Univision Communications Inc.(UCI), officially announced that it is rounding out its portfolio with the launch of a new national sports radio network called Univision Deportes Radio. The radio network will initially be available in 10 markets, including Chicago’s WRTO 1200 AM, Dallas’ KFLC 1270 AM, Houston’s KLAT 1010 AM, Las Vegas’ KLSQ 870 AM, Los Angeles’ KTNQ 1020AM, McAllen’s KGBT 1530 AM, Miami’s WQBA 1140 AM, New York’s WADO 1280 AM, Phoenix’s KHOV 105.1 FM and San Antonio’s KCOR 1350 AM.
Already considered the No. 1 home of soccer in the U.S., Univision Deportes will bring listeners the best in live sports commentary, live games, original content and programming beginning the first quarter of 2017. In addition to broadcast programming, Univision Deportes Radio will offer digital streams of select games and content as well as podcasts so that fans can access their favorite shows on their mobile device.

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In addition to Univision Deportes Radio, sports fan can get the latest game results, highlights and information online at UnivisionDeportes.com and on “Contacto Deportivo,” a regular sports segment that airs on all of Univision’s stations across the country.

“The launch of Univision Deportes Radio marks yet another milestone in the growth and evolution of our brand across all major media platforms,” said Juan Carlos Rodriguez, President of Univision Deportes. “Our fans enjoy the award-winning soccer coverage Univision Deportes regularly provides throughout the year on broadcast, cable and digital platforms.  We look forward to delivering the same high-quality soccer content on radio but also to enhancing listeners’ experiences by adding an expanded all-sports approach.”

“Univision’s radio stations are among the most-listened to in the country—growing its audience by double-digits since last year,” said John Eck, Chief Local Media Officer for Univision Communications Inc. “We’re thrilled to expand our collaboration with Univision Deportes to continue to leverage the power of our Local Media to reach fanáticos like never before.”

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Univision owns and operates 67 radio stations, including in 16 of the top 25 U.S. Hispanic markets, covering 75% of the U.S. Hispanic population. Univision’s radio stations consistently rank at the top of their market and in the country, regardless of language. Among Hispanics, radio is one of the top three media forms, together with TV and mobile.

What: Univision Deportes, the multimedia sports division of Univision Communications Inc. (UCI), has acquired from UEFA (Union of European Football Associations) the U.S. Spanish-language broadcast rights to all UEFA national team competitions from 2018 to 2022.
Why it matters: The deal is a landmark for both UEFA and Univision Deportes marking the most extensive access to UEFA competitions on broadcast television in Spanish in the United States.

489bjVwC_400x400 ViSBGjO3_400x400Univision Deportes, the multimedia sports division of Univision Communications Inc. (UCI) that also includes UDN, the No. 1 Spanish-language sports network, has announced that it has acquired from UEFA (Union of European Football Associations) the exclusive U.S. Spanish-language broadcast rights to all UEFA national team competitions from 2018 to 2022.  This first-of-its-kind centralized deal will make Univision Deportes the Spanish-language home of European national team soccer in the U.S.

The rights include the UEFA EURO 2020™, UEFA Nations League, UEFA Nations League Final Four and the European Qualifiers to the UEFA EURO 2020™ as well as the European Qualifiers to the 2022 FIFA World Cup™. Univision Deportes will be airing the matches across the portfolio of networks including UDN, Univision Network, UniMás, Galavision and will be streaming the properties via the Univision Deportes app.

Under the new rights deal, Univision Deportes will air multiple live matches on every match-day, daily match highlights on existing Univision Deportes programming and at least one match per kick-off slot for the UEFA Nations League, UEFA Nations League Final Four, the European Qualifiers to UEFA EURO 2020™ and the European Qualifiers to the 2022 FIFA World Cup™.  For the UEFA EURO 2020™, the rights deal includes airing of all matches live and daily match highlights on existing Univision Deportes programming. Univision Deportes will also have exclusive rights to live streaming and digital content.

“This new rights deal with UEFA is a part of our continued commitment to delivering the most comprehensive soccer coverage in the U.S.,” said Juan Carlos Rodriguez, president of Univision Deportes. “Univision Deportes is the home of soccer 365-days per year and this partnership with UEFA is part of our strategy to grow our portfolio and acquire the rights to the teams and leagues that our soccer fans care about most. With this new agreement, Univision Deportes will continue to have the best soccer in the Americas and now the best soccer in Europe.”

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Hispanic’s passion for sports does not only have to be about soccer. At least that is what QSR giant McDonald tries to convey to Hispanic consumers through its  “Game Time Gold” Campaign. “We know that more and more Latinos are becoming football fans. In fact, Nielsen recently reported that 1.5 million Hispanics watched NFL games during the 2014 season. We also know that our Hispanic consumers are still loyal soccer fans, too,” Patricia Diaz, Director of U.S. Hispanic Marketing for McDonald’s USA, tells Portada.

Patricia Diaz, Hispanic Marketing Director, McDonalds
Patricia Diaz, Hispanic Marketing Director, McDonald’s

For Latinos, the word fútbol may mean more than just soccer – it’s passion. Fútbol Americano is a sport they are learning to love, too. In fact, there are millions of Latino football fans in the United States. McDonald’s Patricia Diaz says that “with the Game Time Gold sweepstakes and our partnership with soccer commentator “El Perro” Bermúdez, we tap into the excitement of the NFL in a culturally relevant way and encourage Hispanic consumers to celebrate sports in a way that’s true to them,” says Patricia Diaz, Director of U.S. Hispanic Marketing for McDonald’s USA.”

Diaz claims that the Game Time Gold sweepstakes bring Latino family and friends of all ages together in celebration of football.: “Through our influencer partnerships with ‘El Perro’ Bermúdez, Danilo Carrera and Adriana Monsalve, we’ve been able to reach Hispanic football fans across all demographics on social media,” Diaz notes.
Are all Hispanics both Spanish-dominant and the more acculturated ones American Football lovers? Not necessarily according to some experts. “Knowledge of American football has always been an acculturation rite of passage, if you will, for many first-generation immigrants. By learning the rules of engagement, discerning the lexicon of football, and ultimately becoming a fan of a specific team, immigrants engage culturally, not just linguistically, to the U.S. It is a key acculturation milestone,” says Maria Lopez Knowles, Chief Marketing Officer, at Entravision Corporation.

Knowledge of American football has always been an acculturation rite of passage.

Enter ‘El Perro’ (The Dog)

El Perro Bermudez - McDonald's 1 (1)
Enrique Bermúdez, “El Perro”, The Dog

Enrique Bermúdez, better known as “El Perro” (The Dog), is a sportscaster, commentator and analyst of live games and pre- and post-game shows on the Univision Deportes Network, Univision and UniMás TV networks. According to Bermudez, “It is well known that Hispanics are very passionate about their family, culture and sports. The energy and emotions of American football have been very easily adopted by Hispanic audiences. Each year we see more and more Hispanic soccer fans and that is not something that should surprise us.”
“Passion for fútbol is in our blood. When we sing and celebrate together, it all comes from the same place, it does not maker if your team uses helmets or shin guards.”

Passion for fútbol is in our blood. When we sing and celebrate together, it all comes from the same place, it does not matter if your team uses helmets or shin guards.

How McDonald’s Infuses Passion for Fútbol in Fútbol Americano

McDonald’s is basing its Game Time Gold campaign on the fact that watching sports with family and friends is a cultural experience for Latinos, and the current NFL season is no exception. To celebrate this passion for sports, McDonald’s USA is taking fútbol Americano one step closer to the cultura Latina by:

  • Hosting the “Game Time Gold” sweepstakes last November with prizes including $500K weekly and tickets to the Super Bowl 50.
  • Partnering with renowned sports commentator Enrique “El Perro” Bermudez to bring the fútbol energy and style to fútbol Americano.
  • Hosting weekend “Half-Time Breaks” at select McDonald’s to engage with customers and embrace the football season.
  • The landing page for the sweepstakes can be found here.
  • McDonald’s is using Facebook, Twitter, television, and radio to promote the sweepstakes



What: Univision Deportes, the sports division of Univision Communications Inc.,announced the launch of soccer fantasy gaming, based on Liga MX, the most-watched soccer league in the U.S. Univision Deportes Fantasy will kick-off with the  season opener for Liga MX tomorrow July 24th. Fantasy players will be able to choose their favorite soccer athletes to be part of their fantasy team, create leagues with friends and compete in the overall ranking.
Why it matters: That Univision, the largest Hispanic media company, is entering the Online Fantasy Sports Sector reflects the potential of this sector. Just last week Online Fantasy Sports Operator FanDuel got US $275 Million in funding from investors including KKR, Time Warner, ComCast Ventures and NBC Sports Ventures. The Univision online fantasy sports project is also likely to increase the valuation of Univision in the light of its upcoming IPO.

dPVhsm9L_400x400Univision Deportes, the sports division of Univision Communications Inc., the leading media company serving Hispanic America, has announced the launch of soccer fantasy gaming, based on Liga MX, the most-watched soccer league in the U.S. The fantasy gaming technology, Univision Deportes Fantasy, will kick off at the beginning of the Liga MX soccer season tomorrow July 24th and Fantasy players will be able to choose their favorite soccer athletes to be part of their fantasy team, create leagues with friends and compete in the overall ranking.

Throughout the soccer season, Univision Deportes Fantasy players can win prizes including personalized soccer scarves for the first 250 leagues registered and weekly prizes of US$100 from WorldSoccerShop.com. The grand prize for the season is an all-expense paid trip to Miami for Premios Deportes, the ultimate sports award show for Hispanic America, and a spot on the 2016 Univision Deportes Fantasy talent league.

Additionally, Univision Deportes Fantasy will include a league featuring Univision Deportes talent. The talent league will include recognizable Univision Deportes on-air talent, such as Adriana Monsalve, Félix Fernández, Rodolfo Landeros, Hristo Stoichkov, Jorge Calvo, Enrique Borja, Raúl Guzmán, Edgar Martínez, Luis Omar Tapia, Lindsay Casinelli and Enrique Bermúdez. The talent league will also feature live on-air commentary during the Liga MX season.

Univision Deportes Fantasy will also include the goal clips and the highlights of all Liga MX top matches, allowing Fantasy players to play in the league and watch the goals and highlights of the Liga MX at the same destination.

“We are proud to be the first to bring soccer fans this new way to engage with their favorite sport,” said Juan Carlos Rodriguez, president of Univision Deportes. “Univision Deportes is the home of soccer 365 days a year and we are passionate about delivering the overall soccer experience that our fans want.”

Users can logon to Univision Deportes Fantasy, visit www.UnivisionDeportesFantasy.com. The gaming technology is free to users.

Brands are heavily taking aim at Hispanic World Cup fans. According to Adweek, Univision’s digital revenues in the upcoming 2014 Soccer World Cup have doubled versus the 201o World Cup. The rationale behind the strong growth is that even if Team USA looses early in the tournament, Americans, particularly US. Hispanics, will have many other Latin American and European teams to cheer for. As the biggest show in the world, the 2014 Soccer World Cup, starts this Thursday June 12 at 4pm EST with the match between World Cup host Brazil and Croatia, Portada interviewed  Juan Carlos Rodriguez, president of Univision Deportes, to talk  about this major global marketing and advertising event.

2014 Soccer World Cup
2014 Soccer World Cup

According to Rodriguez, the 2014 World Cup is going to be the most succesful ad-event in the history of Univision. An important reason behind the success is the fact that the 2014 World Cup in Brazil is taking place during a very similar timezone:  “This is the closest to prime-time we will be getting unless the World Cup comes back to the U.S.,” notes Rodriguez highlighting the commercial appeal of the broadcast rights, particularly on the East Coast (EST). On the Pacific Time Zone many matches will take place during the day, so that they will be streamed and seen at work. Univision Deportes also has the rights for digital video including desktops and mobile (smartphones, tablets etc…). While digital video ad revenues has increased substantially, Rodriguez says that there still is not a clear business model to monetize online video assets:  “Digital video everyone wants to dance but no one really knows what the dance is about.”

This is the closest to prime-time we will be getting unless the World Cup comes back to the U.S.

Long Sales Cycle

Another reason for Univision’s commercial success is that the World Cup was offered to advertisers not only during the 2013 upfronts but also during the 2012 upfront season.  At the time we talked with Rodriguez, a few weeks ago, there were still some open opportunities in the scatter  market. “Scatter has gone bigger and bigger”, says Rodriguez. We have been enlarging the game window from two hours to two and a half hours to make room for advertising. ” Univision Deportes has two type of clients. First type clients are 2-year plan partners which take a holistic approach and also include digital video (usually with a 90:10 ratio in favor of broadcast advertising). The second type of clients into which Univision Deportes is still selling into now are scatter clients who buy TV and Digital separately. Univision has several  other World Cup opportunities besides prime-Time TV and online video. They include promotions during the numerous World Cup News and Entertainment programs taking place during the 4 weeks the World Cup lasts. In addition, Univision Deportes is partnering with Televisa for the Super Guia magazine. It will promote the magazine and provide content, while Televisa will be managing most of the advertising sales.

We have been enlarging the game window from two hours to two and a half hours to make room for advertising.

The allure of Sports content

Sports content has a much less fragmented audience than other types of content due to the popularity of live programming. That is why, according to Rodriguez, the rights acquisition business is so important. Another key question is “once you have the rights, how do you proccess thems:

What happens after the World Cup?

Photo: Milas Page. Creative Commons.
Photo: Milas Page. Creative Commons.

Since 1978 Univision has had the Spanish-language broadcast rights for the every  Soccer World Cup. This is going to change after 2014 as Telemundo won the Spanish-language rights for the 2018 World Cup in Russia and 2022 in Qatar. How is this going to change Univision Deportes approach to agencies and brand marketers? Rodriguez answers talking about his “every week the best Soccer strategy,” referring to the exclusive Major League Soccer Broadcast Rights that Univision Deportes will continue to have. “Univision is going to continue with its franchises of Liga Mexicana, Mexican National Team, U.S. National Team and Major League Soccer,” he adds. Another programming asset are the recently announced rights for the Copa America 2016,, the most important national team soccer competition in the Americas which in 2016 will be celebrating its 100 anniversary.

Other Sports

Boxing, Football (NFL), NBA (Basketball) and Baseball (MLB) are going to be the other sports, besides soccer, Univision is going to pursue heavily going forward. According to Rodriguez Boxing is also very appealing although not all brands are ready to support it.


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