{"id":36013,"date":"2017-01-23T08:49:09","date_gmt":"2017-01-23T13:49:09","guid":{"rendered":"https:\/\/www.portada-online.com\/?p=36013"},"modified":"2017-02-04T21:49:51","modified_gmt":"2017-02-05T02:49:51","slug":"we-will-keep-betting-on-sports-with-massive-reach-jorge-inda-senior-marketing-director-at-ab","status":"publish","type":"post","link":"https:\/\/www.portada-online.com\/brand-marketing\/we-will-keep-betting-on-sports-with-massive-reach-jorge-inda-senior-marketing-director-at-ab\/","title":{"rendered":"“We will Keep Betting on Sports with Massive Reach” – Jorge Inda, Senior Marketing Director at Anheuser Busch"},"content":{"rendered":"

What: Jorge Inda Meza, Head of Marketing at Anheuser-Busch,\u00a0<\/strong>and a\u00a0member of the soon to be announced Portada Sports Marketing Board<\/strong>, talked to Portada about the company’s Copa America advertising last year,\u00a0and why sports marketing investments will continue to be\u00a0crucial to Anheuser Busch\u00a0going forward.
\nWhy it matters:<\/strong> It is no secret that beer is one of the most marketed products during sports events. This is why brands like Anheuser-Bush have been using different sports and special sports events as their door towards growing their brand recognition and consumption. (Total ad expenditures of Anheuser Busch were of US $1.57 billion in 2014).<\/p>\n

\u201cLast year was a very important and successful year for soccer in the U.S.,\u201d says Jorge Inda Meza, Head of Marketing at Anheuser-Busch. Copa America<\/strong> <\/a>was played in the country for the first time, reflecting the growing interest in the American community, both Hispanic and English-native<\/strong>, for soccer.<\/p>\n

\"ImageOf course Anheuser-Busch wasn\u2019t going to let this huge opportunity pass. \u201cFor years Bud Light<\/strong> has been soccer\u2019s main sponsor in the U.S.\u201d says Inda Meza. So once they got the news Copa America was coming to the country, it didn\u2019t take them long to make an offer to become the tournament\u2019s main sponsor.<\/p>\n

In addition, Bud Light is also Mexico\u2019s national team official sponsor<\/strong> and, for the games season, it signed a deal with Mexican Soccer star Chicharito<\/strong> as its influencer and spokesperson. Having these three connections to the fans permitted the brand to be where the attention is.<\/p>\n

[comillas]This year Bud Light has signed an agreement to be FIFA Confederations Cup main sponsor in the U.S., and it will keep sponsoring Mexico\u2019s national team.[\/comillas]<\/p>\n

What Inda Meza and his team learned from the whole experience was that is crucial\u00a0to\u00a0create several different connecting points with consumers. It just wasn\u2019t enough to be on TV when the fan is in the stadium, or being on a mobile platform when the fan is reading the local newspaper. \u201cWe really needed to be everywhere,\u201d he ads.<\/p>\n

It might come as a surprise to some of us, but one of Bud Light’s main marketing outlets were local weekly Hispanic newspapers, mainly in California<\/strong>. \u201cDuring other times of the year newspapers\u00a0are not relevant to us. But during the Copa America, for example, we have to be there,\u201d explains Inda Meza.<\/p>\n

Subscribe to Portada Sports Marketing Updates! <\/a><\/strong><\/p>\n

A second fact, the Bud Light campaign showed was how much English-natives love soccer. It isn\u2019t a Hispanic-only sport anymore. Many of the games were broadcasted in English. This only means a bigger audience and more consumers.<\/p>\n

What\u2019s up for 2017?<\/h2>\n

One thing Inda Meza has learned is how important it is to get the right properties, and to be the event\u2019s and team\u2019s main sponsor. This year, for example, Bud Light has signed an agreement to be FIFA Confederations Cup<\/strong> main sponsor in the U.S., and it will keep sponsoring Mexico\u2019s national team.<\/p>\n

Bud Light isn\u2019t their only strong brand in sports. Michelob Ultra<\/strong>, for example, keeps being golf\u2019s main sponsor as \u201cOfficial Beer of the PGA TOUR\u201d.<\/strong><\/p>\n

\"ImageWhat is different about Michelob Ultra is that it is a brand that “calls to action”, believes Inda Meza. This is why it also sponsors the Rock n Roll Marathon, and other races. And of course, there is also Budweiser<\/strong> to support the MLB.<\/p>\n

[comillas]Any massive sport, such as the NFL, NBA, or soccer, will keep being our bet.[\/comillas]<\/p>\n

In terms of general marketing, Inda Meza believes that his team will need to implement\u00a0stronger and better-thought out of digital strategies. \u201cWe also need to tell stories which are emotionally relevant and that stand out because of their creativity,\u201d Inda Meza ads.<\/p>\n

 <\/p>\n

[ctahfb]<\/p>\n","protected":false},"excerpt":{"rendered":"

Jorge Inda Meza, Head of Marketing at Anheuser-Busch, talked to Portada about the brand\u2019s last-year marketing successes, and about why they will keep betting on sports marketing as one of their most reliable strategies.<\/p>\n","protected":false},"author":6908,"featured_media":36070,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[145,9795,71,38],"tags":[421,3343,2413,4698,9714,5817],"yoast_head":"\n"We will Keep Betting on Sports with Massive Reach" - Jorge Inda, Senior Marketing Director at Anheuser Busch<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.portada-online.com\/brand-marketing\/we-will-keep-betting-on-sports-with-massive-reach-jorge-inda-senior-marketing-director-at-ab\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\""We will Keep Betting on Sports with Massive Reach" - 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