{"id":48360,"date":"2018-12-13T18:18:17","date_gmt":"2018-12-13T23:18:17","guid":{"rendered":"https:\/\/www.portada-online.com\/?p=48360"},"modified":"2018-12-13T18:18:17","modified_gmt":"2018-12-13T23:18:17","slug":"atlanta-united-builds-a-latino-wall-of-stars-will-they-follow-the-dollars-abroad","status":"publish","type":"post","link":"https:\/\/www.portada-online.com\/sports-marketing\/atlanta-united-builds-a-latino-wall-of-stars-will-they-follow-the-dollars-abroad\/","title":{"rendered":"Atlanta United Builds a Latino Wall of Stars; Will They Follow the Dollars Abroad?"},"content":{"rendered":"<p class=\"notice three\"><strong>What: <\/strong>Off its MLS Cup victory, Atlanta United FC faces some tough decisions regarding the retention its young Latino stars.<br \/>\n<strong>Why it matters:<\/strong> It is a challenge and an opportunity not lost on the powers that be in MLS, and one which will be key in the next level of development as a league.<\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"size-full wp-image-48362 alignright\" src=\"https:\/\/www.portada-online.com\/wp-content\/uploads\/2018\/12\/ATL-MLS_Cup.jpg\" alt=\"\" width=\"250\" height=\"234\" \/>What if <strong>Stephen Curry<\/strong>\u00a0(<span class=\"username u-dir\" dir=\"ltr\"><a class=\"ProfileHeaderCard-screennameLink u-linkComplex js-nav\" href=\"https:\/\/twitter.com\/StephenCurry30\">@<b class=\"u-linkComplex-target\">StephenCurry30<\/b><\/a>),\u00a0<\/span>after leading the Golden State Warriors (<span class=\"username u-dir\" dir=\"ltr\"><a class=\"ProfileHeaderCard-screennameLink u-linkComplex js-nav\" href=\"https:\/\/twitter.com\/warriors\">@<b class=\"u-linkComplex-target\">warriors<\/b><\/a>)<\/span> to the NBA title, left for Maccabi Tel Aviv (<span class=\"username u-dir\" dir=\"ltr\"><a class=\"ProfileHeaderCard-screennameLink u-linkComplex js-nav\" href=\"https:\/\/twitter.com\/MaccabitlvBC\">@<b class=\"u-linkComplex-target\">MaccabitlvBC<\/b><\/a>),<\/span> or <strong>Alex Cora<\/strong>, after leading the Boston Red Sox (<span class=\"username u-dir\" dir=\"ltr\"><a class=\"ProfileHeaderCard-screennameLink u-linkComplex js-nav\" href=\"https:\/\/twitter.com\/RedSox\">@<b class=\"u-linkComplex-target\">RedSox<\/b><\/a>)\u00a0<\/span>to the World Series Championship, took his young, personable and marketable style to the Tokyo Giants (<span class=\"username u-dir\" dir=\"ltr\"><a class=\"ProfileHeaderCard-screennameLink u-linkComplex js-nav\" href=\"https:\/\/twitter.com\/TokyoGiants\">@<b class=\"u-linkComplex-target\">TokyoGiants<\/b><\/a>)<\/span>? The upheaval and brand damage that could be done to those storied American franchises would be massive.<\/p>\n<p>Yet those are the decisions, and the choices that Atlanta United FC (<span class=\"username u-dir\" dir=\"ltr\"><a class=\"ProfileHeaderCard-screennameLink u-linkComplex js-nav\" href=\"https:\/\/twitter.com\/ATLUTD\">@<b class=\"u-linkComplex-target\">ATLUTD<\/b><\/a>)<\/span>\u00a0stars have, <strong>coming off an epic season not just in Major League Soccer (<a class=\"ProfileHeaderCard-screennameLink u-linkComplex js-nav\" href=\"https:\/\/twitter.com\/MLS\"><span class=\"username u-dir\" dir=\"ltr\">@MLS<\/span><\/a>) but in North American sport<\/strong>. For MLS still, <strong>stars bring dollar value<\/strong>, more so abroad than to have them stay, pay and build a brand here. In the case of no fewer than two prominent Latino stars who are reaching new heights well beyond Atlanta, that\u2019s not great news for anyone but their potential buyers.<\/p>\n<p>[comillas]The great Latino experiment shines brightly but may fade quickly, at least for this cycle.[\/comillas]<\/p>\n<figure id=\"attachment_48364\" aria-describedby=\"caption-attachment-48364\" style=\"width: 226px\" class=\"wp-caption alignleft\"><img decoding=\"async\" class=\"size-full wp-image-48364\" src=\"https:\/\/www.portada-online.com\/wp-content\/uploads\/2018\/12\/Josef-Martinez-United.jpg\" alt=\"\" width=\"226\" height=\"336\" srcset=\"https:\/\/www.portada-online.com\/wp-content\/uploads\/2018\/12\/Josef-Martinez-United.jpg 226w, https:\/\/www.portada-online.com\/wp-content\/uploads\/2018\/12\/Josef-Martinez-United-202x300.jpg 202w\" sizes=\"(max-width: 226px) 100vw, 226px\" \/><figcaption id=\"caption-attachment-48364\" class=\"wp-caption-text\">Josef Martinez ()Delta News Hub)<\/figcaption><\/figure>\n<p>That brand value and talent were in full force during last weekend\u2019s MLS Cup before a record crowd of 73,019 at Mercedes-Benz Stadium when <strong>Josef Mart\u00ednez<\/strong> of Venezuela, the MLS MVP, nailed a free kick from teammate <strong>Miguel Almir\u00f3n<\/strong> of Paraguay toward the net, where <strong>Franco Escobar<\/strong> was waiting to score. Multicultural fans from across America, as well as those in Atlanta, rejoiced.<\/p>\n<p><strong>That was the great moment, one which stars of other sports can build on in their market.<\/strong> In reality, Atlanta fans will be waving goodbye, as coach <strong>Gerardo &#8220;Tata&#8221; Martino<\/strong> is departing along with Almir\u00f3n, who finished second in the M.V.P. voting, heading to Europe and Mart\u00ednez rumored to be following. <strong>The great Latino experiment shines brightly, but may fade quickly, at least for this cycle<\/strong>.<\/p>\n<p>The value in America for Mart\u00ednez, MVP, record-setting goal scorer, bright marketable face, might not ever be higher. It speaks to the market that MLS continues to refine: young, telegenic multicultural stars whose brand appeal can be very high. \u201cHe is tremendous, transcends the sport not just in America but around the world,\u201d said Copa 90\u2019s (<a class=\"ProfileHeaderCard-screennameLink u-linkComplex js-nav\" href=\"https:\/\/twitter.com\/COPA90\"><span class=\"username u-dir\" dir=\"ltr\">@<b class=\"u-linkComplex-target\">COPA90<\/b><\/span><\/a>)\u00a0<strong>Marc Horine<\/strong> when asked this week about the Mart\u00ednez effect on soccer in America. \u201cHe is socially conscious, understands the business side and resonates with a multicultural audience, what more could you want in a superstar?\u201d<\/p>\n<p class=\"notice six\">Join us at <strong><a href=\"https:\/\/www.portada-online.com\/events\/portadalosangeles19\/\">PORTADA LOS ANGELES <\/a><\/strong>on March 15, 2019 at the Loews Beach Hotel Santa Monica, where we will dive deep into sports and soccer marketing&#8217;s preeminent topics. <strong>Felix Palau, VP Marketing, Heineken<\/strong> will discuss <strong>&#8220;How to measure ROI and transfer best practices between sports marketing platforms&#8221;<\/strong>. Other speaking engagements include <strong>Tiago Pinto, Global Marketing Director, Gatorade<\/strong> who will provide answers to the question: &#8220;<strong>Will Corporate America jump on the soccer opportunity?&#8221;<\/strong>Attendees will also be able to benefit from Portada&#8217;s meet-up service of three-eight-minute meetings with top brand executives!<\/p>\n<p><img decoding=\"async\" class=\"alignright size-full wp-image-48361\" src=\"https:\/\/www.portada-online.com\/wp-content\/uploads\/2018\/12\/ATL-Celebration.jpg\" alt=\"\" width=\"275\" height=\"183\" \/>What you would want are <strong>staying power in the market and the ability to grow his personality and story<\/strong> with brands in America looking for that crossover star playing here in his prime. However MLS is still a sellers\u2019 market, so Mart\u00ednez brightest stars may be shining abroad soon. It is a challenge and an opportunity not lost on the powers that be in MLS, and one which will be key in the next level of development as a league. Growing the stories not just of multicultural stars, but of Americans, and <strong>keeping them home to play their best days<\/strong>.<\/p>\n<p>\u201cWe need to start becoming as much of a seller as we are a buyer in order for the economics of our investment to make sense,\u201d MLS Commissioner <strong>Don Garber<\/strong> <a href=\"https:\/\/www.nytimes.com\/2018\/12\/07\/sports\/soccer\/atlanta-united-portland-timbers-mls.html\">said to the <em>New York Times<\/em> last weekend<\/a>. \u201cThat\u2019s the way the overall global soccer market works, and it\u2019s something that needs to work a little more effectively in Major League Soccer.\u201d<\/p>\n<p>Now all will certainly not be lost in Atlanta. The culture around the club, led at the top by owner <strong>Arthur Blank<\/strong>, will keep the franchise growing and vibrant as new names and stars are developed for their thousands of fans. The buying and selling of players is not unusual for American fans: free agency is deeply rooted in most pro team sports; however it is usually in the confines of the continent, not a world away.<\/p>\n<p>The Atlanta story and its players is a great one for multicultural sports business in America; <strong>keeping the team together to grow would be an even better one<\/strong>.<\/p>\n<p class=\"notice three\">Subscribe to Portada&#8217;s daily <a href=\"https:\/\/www.portada-online.com\/2017\/03\/07\/sports-marketing-e-letter\/\">Sports Marketing Updates<\/a>!<\/p>\n<p>[ctalatinb]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Off its MLS Cup victory, Atlanta United FC faces some tough decisions regarding the retention its young Latino stars. It is a challenge and an opportunity not lost on the powers that be in MLS, and one which will be key in the next level of development as a league.<\/p>\n","protected":false},"author":2,"featured_media":48363,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[9795,151,71],"tags":[13857,9662,13856,13858,13854,13855,1385,13853],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v21.7 (Yoast SEO v22.5) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Atlanta United Builds a Latino Wall of Stars; Will They Follow the Dollars Abroad?<\/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\/sports-marketing\/atlanta-united-builds-a-latino-wall-of-stars-will-they-follow-the-dollars-abroad\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Atlanta United Builds a Latino Wall of Stars; Will They Follow the Dollars Abroad?\" \/>\n<meta property=\"og:description\" content=\"Off its MLS Cup victory, Atlanta United FC faces some tough decisions regarding the retention its young Latino stars. 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