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What: The Confederation of North, Central American and Caribbean Association of Football (Concacaf) announced that supplier of branded lubricants and automotive services Valvoline will be a key sponsor of the 2019 Concacaf Gold Cup. We talked to Tim Ferrell, Valvoline Vice President, Brand Equity & Consumer Marketing, about why the brand decided to sponsor this specific soccer tournament.
Why it matters: This year’s Concacaf Gold Cup has grown significantly since the last edition, in 2017. This time we’ll see with more nations, more host countries, and more stadiums.


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The Confederation of North, Central American and Caribbean Association of Football (Concacaf) is changing the rules for the 2019 Concacaf Gold Cup. With more participating nations (16 up from 12 in 2017), more host countries (three, including first-ever matches in Costa Rica and Jamaica), and more stadiums (17 up from 14 in 2017, eight of which are in contention to become a 2026 FIFA World Cup venue), the Gold Cup is aiming higher than ever.

More than 20 brands from across categories have signed on to be part of the international competition, which will feature the U.S. and Mexican men’s national teams and will be broadcast in Spanish exclusively on Univision Deportes. Valvoline, an American branded lubricants and automotive services supplier, is one of the brands that have signed a partnership to sponsor this edition of the confederation’s championship.

Within the U.S., 15 venues will host matches across 13 cities including Denver, Kansas City, Los Angeles, Minneapolis-St. Paul and New York. The knockout rounds will be played in Houston, Nashville, Philadelphia, and Phoenix, and the final will take place at the Soldier Field stadium in Chicago on July 7.

“We wanted to be a part of it”, Tim Ferrell, Valvoline Vice President, Brand Equity & Consumer Marketing, told Portada during an exclusive interview. 

Portada: Why was Concacaf the right fit for the sponsorship?
Tim Ferrell: “Soccer is the most watched sport in the world. The Gold Cup has more than 44 million viewers in the U.S. across the tournament and more than 75 million worldwide.  This is a very passionate fan base and there’s a crossover between this audience and the Valvoline consumer.  So we wanted to be a part of it – the excitement, the energy and have the opportunity to share our message with fans.”

The Gold Cup has more than 44 million viewers in the U.S. across the tournament.

Portada: Who is the key market you are looking to reach through the Concacaf Gold Cup?
TM: We want to reach both the general market and Hispanic consumers who are automotive DIYers.

Portada: How relevant is the Hispanic and multicultural market to Valvoline?
TM: “The Hispanic consumer is and always has been very important to Valvoline. We have a long history together embracing the DIY lifestyle”

ValvolinePortada: What actions will the sponsorship include?
TM: “We’re going to be a part of it all— stadium signage and announcements, digital display advertising, social media, on-site activation. We’re also amplifying our presence with broadcast television on national broadcasters Univision Deportes and Fox Sports.”

We’re going to be a part of it all.

Portada: Why did you specifically decide to present your sponsorship through the “High Mileage Stats of the Game” digital platform?
TM: “Valvoline created the first High Mileage motor oil. We created the category. We want consumers to know that. This was a fun way to make that message part of the matches themselves. Those guys cover a lot of ground. The vehicles with engines protected by Valvoline High Mileage oil do as well.

This was a fun way to make that message part of the matches themselves.

Portada: How will you measure the success of this partnership?
TM: “We look at a lot of things: how many DIYers we can reach, the fit between our brand and soccer fans, how well our presence is received by fans, increase in consideration and lift in sales.

Portada: In more general terms, how do you see soccer’s growth in the U.S.? Do you believe the sport will keep attracting more brands and sponsorships in the coming year? Why?
TM: The popularity of and interest in soccer is certainly on the rise in the U.S. We assume results in the continuing interest in brands considering a presence in soccer. For us, it’s more about finding the right fit with the right consumer. Many passionate soccer fans are also passionate DIYers.

 

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

  • ValvolineValvoline extended its partnership with Hendrick Motorsports through 2022. The instant oil change company became a primary sponsor of the No. 88 Chevrolet Camaro ZL1 of 24-year-old driver Alex Bowman for two annual Monster Energy NASCAR Cup Series races over the next five seasons. According to 2011 data, 20% of NASCAR’s followers are multicultural fans; 9% were Hispanic and 8% African-American.
  • Claro Sports and MARCA Claro are ready for the PyeongChang Winter Olympics 2018. The broadcasters will bring the sports event to 17 countries in Latin America through a multiplatform approach: TV channels, their website and mobile app, and the Claro Video streaming channel.
  • OpTic Gaming announced a new event with NGAGE Esports, in Texas, called OpTic Arena. The event will run from June 8-10 and feature a series of public esports activities taking place at A-Kon convention. OpTic Arena will feature a series of gaming events including Call of Duty, Super Smash Bros Melee, Dragon Ball FighterZ and Street Fighter V. In 2015, 12% of US esports fans were Hispanics, according to Statista.

  • EA and the NFL announced on Friday a partnership with ESPN and Disney XD to broadcast the two-part EA Sports Madden NFL 18 Championship Series. This is ESPN’s first long-term, multi-event competitive gaming agreement. With 30 hours of scheduled programming across ESPN2, ESPNEWS and ESPN Deportes, the partnership with Madden will be ESPN’s largest undertaking in the esports world to date.

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  • The Professional Fighters League (PFL) agreed with NBC Sports Group and Facebook on an exclusive multi-platform distribution deal for 2018. NBC Sports Group will establish an exclusive live Thursday night PFL fight franchise, presenting seven regular-season live events exclusively on NBCSN, beginning June 7. According to a Washington Post poll, 38% of mixed martial arts fans are African-American, and 31% are Hispanics.

  • beIN SPORTSTelemundo Deportes broadcast the exclusive Spanish-language telecast of Super Bowl LII on Universo on Sunday, February 4.
  • Italian soccer star Christian Vieri joined the crew, where he’ll contribute to both the Spanish and English broadcasts of beIN SPORTS’ weekly studio show, The Locker Room.
  • MLB and the Cleveland Indians are retiring the use of the Chief Wahoo logo on game jerseys and caps starting in 2019. ”I applaud the team’s decision to show the city, nation, and world that Cleveland is an inclusive place that values all diversity – in this case showing greater honor to our nation’s first people by retiring the Wahoo mascot from uniforms,” MLB Commissioner Rob Manfred said in a statement.

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