MARKETERS DESPERATELY SEEKING LATINA HOUSEWIVES
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WWW.PORTADA-ONLINE.COM
THE LEADING SOURCE ON
LATIN MARKETING AND MEDIA
MARKETERS DESPERATELY
Portada’s 2014
Soccer Marketing SEEKING LATINA
Guide!
HOUSEWIVES
It’s not that Hispanic housewives are desperate, as in the
ABC TV show, but rather that marketers and media properties are
desperately seeking them. Many digital media start-ups have been
betting on reaching and engaging Hispanic women, even more if
they are in the sweetspot age bracket of 25-45 years old when they
take major purchasing decisions for their households. Daniel Vi-
llaroel, Director Multiethnic Marketing at Maybelline New York and
Garnier brands emphasizes the importance of digital content tar-
geting Hispanic women. “We have fully robust Spanish language
web and mobile sites. We utilize a variety of tools at our disposal
to reach Latinas digitally that include standard display, branded
content and video among other tactics.”
“There is a lack of Spanish sites/info for US-based Lati-
nos/Hispanics, but more so in the useful/factual information arena.
Information people can use in their day-to-day lives,” says Mogul-
dom Media Group’s CRO Christian Gonzalez. “Engaging women by
generating interesting, current and evergreen topics that cater to
varying demographics and their immediate/long term needs is of
CHECK OUT the 28 page importance to us,” he adds. Moguldom Media Group recently laun-
ched LatinaMadre.com a bicultural site targeting acculturated His-
supplement and become a panic moms.
Soccer Marketing Expert! Continued on page 3.
www.portada-online.com | Q2 2014 | 1
SECOND QUARTER 2014 I YEAR 12 I ISSUE 54
2 | Q2 2014 | www.portada-online.com
SEEKING LATINAS
MARTHA KRUSE targeted properties across the Americas. In 2012 Ba-
Senior Multicultural tanga Media acquired lifestyle publisher Crovat and
with it several lifestyle web properties such as iMujer.
Marketing Director, Rooms To Go
com, lasmanualidades.com, vivirsalud.com and others.
“With the acquisition of the lifestyle properties, in addi-
tion to our own lifestyle property LolaSabe.com, our
strategy became to consolidate the vast volume of
women’s lifestyle content into one premier women’s li-
festyle destination for Latinas in the United States and
When it comes to targeting Latin America,” says Rafael Urbina, CEO of Batanga
Hispanic women digitally, no one Media. Each channel on iMujer pays homage to some
owns it yet. of the original Crovat sites for each topic. Urbina adds
that “iMujer.com became the natural web property for
this consolidation.”
“DIGITAL MEDIA CAN NOT ONLY BE
Demographic Research supports Hispanic media exe-
CONSUMED BUT SHARED, TAGGED, PINNED
cutives’ eagerness to reach Latinas: Hispanic women
AND COMMENTED ON.”
are the growth engine of the U.S. female population and
Since early 2013, Batanga has been working to
are expected to represent 30% of the total female po-
consolidate all its efforts under the iMujer brand. Ba-
pulation by 2060, while the non-Hispanic white female
tanga has an editorial staff that creates over 2,000 pie-
population is expected to drop to 43% according to a
ces of content on everything from cooking to hobbies,
recent Nielsen study.
relationships to parenting, beauty to entertainment.
Hispanic women oriented content plays a ma-
It is focused on creating content specifically for US
jor role in the content production of online video start-
Hispanic Latinas, in addition to editors creating con-
up MiTú. “Women-focused or “female-friendly” content
tent for Latin America. While the lifestyle topics and
represents 70% of the networks overall reach,” says
themes are universal, regional nuances are critical for
Doug Greiff, Chief Creative Officer at MiTú. Here he in-
relevance and authenticity.
cludes Parenting, Beauty and Health related content.
Batanga’s goal for 2014, is to continue to crea-
Overall, the MiTú network has more than 132,000 vi-
te content that is not only relevant to all Latinas, but
deos across all these different categories of production.
to develop and publish locally relevant content in each
The type of Latina oriented video advertising MiTú sells
region. According to Urbina, the strategy has been ex-
the most is in-stream video advertising, Greiff notes.
tremely successful with global daily page views now
“We have also been experiencing a healthy uptick in
exceeding 3 million a day and on average 20 million
demand for branded entertainment,” he adds.
unique visitors a month. Advertisers who have built
“The offerings to reach out to Hispanic wo-
custom content solutions on iMujer.com include Slim-
men via digital media have evolved over the last few
Fast, Ziplock, Kleenex and Walmart.
years by enabling Hispanic women a voice in which to
communicate their day-to-day activities as well as im-
portant issues that resonate with them locally and glo-
MAGAZINES, THE CLASSICAL PLATFORM…
Magazines are traditionally an important ve-
bally,” says Sergio Carrera, General Manager, U.S and
hicle marketers use to target women. Over the last
Puerto Rico at Televisa Publishing and Digital. Televisa
decade magazine publishers have been transforming
publishes several women targeted Hispanic magazines
themselves into multimedia brands. Says Madelin
and websites. According to Carrera, “Digital media is
Bosakewich, Regional Sales Manager at Televisa Pu-
not only content that can be consumed by them, but
blishing and Digital: “For the last year and a half, Te-
also shared, tagged, pinned and commented on with
levisa Publishing has made a conscious decision to
their friends and family. It also allows them a medium
present ourselves as a multi- platform content provi-
to create open discussions where their opinions and
der in order to reach our consumer in the U.S. and in
beliefs are open to the public to be heard; it offers them
Latin America. Our content lives via our publications,
a voice they may not have had in the past.”
the websites, our mobile content and apps plus via
Batanga Media is perhaps the digital media
company that most heavily has invested in women Continued on page 18.
www.portada-online.com | Q2 2014 | 3
ENTERING
THE REAL-TIME
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and Media Summit
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going forward. Advertising and Media? or call: 1-800-397-5322
> Data and Analytics: Is programmatic already shaping of Latin
American Marketing and Media.
MAJOR MARKETERS
> Mercedes Lopez Arratia, Head of Digital Marketing and Premium LATIN
Marketing, Banamex ONLINE
> Caio del Manto, Brand Planning Lead Latin America / Global Brand VIDEO
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EDITOR-IN-CHIEF, WIRED MAGAZINE
FIND OUT HOW EMERGING TECHNOLOGIES WILL
AFFECT CULTURE, THE ECONOMY AND POLITICS!
4 | Q2 2014 | www.portada-online.com
CONTENTS
Second Quarter 2014, Year 12, Issue 54
FEATURES 1
1 DESPERATELY SEEKING LATINA HOUSEWIVES: Pro-
perties that reach and engage Hispanic women are
going to be the big winners in the U.S. media space to
come. The crucial role of digital contentv.Plus, why no
one has successful reached the acculturated Latina
yet and what media buyers have to say.
16 INNOVATION AND ENTREPRENEURSHIP: The secrets
of Hispanic Business Success for Don Salazar, presi-
dent and CEO of Creative Times, Inc. and USHCC Board
Member.
I SPECIAL SUPPLEMENT-2014 SOCCER MARKETING
GUIDE: All you need to know about the all-important
role of Soccer Marketing to target the Hispanic and
general U.S. population. The upcoming 2014 Soccer
World Cup in Brazil: The 5 most marketable players in
the World, The top media properties, detailed informa- 2014 Soccer
tion on key sponsorships and much more… Marketing Guide
in partnership with
and
DATA AND ANALYSIS TO HELP YOU Special
Issue
COMPETE IN THE MARKETPLACE Highlights
Premium Partners
Penalty Level
> SOUNDING OFF: The gist of Thought The World’s 5
most marketable soccer players,
Leadership Columns by page III
Alain Portmann, Dr. Felipe Korzenny, Marketer Interview:
Martin Kogan and Daisy Expósito-Ulla. Panini America’s VP of Marketing
Jason Howarth, page VIII
(page 8)
National Team
Sponsors:
> NEWS AND TRENDS: AT&T to charge content Nike and Adidas lead the pack,
page XIV
providers for mobile data, Comcast to buy rival Time
FIFA’s World Cup
Warner Cable, will the FCC allow it? Total Market sponsorship revenue pie, page XII
approach: Do we risk oversimplification? Hemisphe- The most coveted
re Media buys 3 Hispanic Cable TV Networks, Online soccer properties
in the U.S., page XVIII
Video Market gets hotter: MiTú , partners with AOL,
Turn raises US $80 million. RadioShack repositions Activations:
Who is doing what
brand, Global Digital Media Agency expands into Latin and why? page XXII
markets (page 10). 2014 World Cup Schedule
page XXIV
This editorial product has been produced by Portada’s
editorial team in cooperation with AC&M Group.
> RESEARCH: Why Marketers are still www.portada-online.com | I
very far from using mobile effectively
(page 21)
REGULAR SECTIONS
6 OUR VIEW
.............................................................................
7 EVENT CALENDAR
.............................................................................
22 ADVERTISER INDEX
www.portada-online.com | Q2 2014 | 5
OUR VIEW
A GOOD
PLACE TO BE
WWW.PORTADA-ONLINE.COM
For a Latino, living in the United States
THE LEADING SOURCE ON is the place to be. The opportunities for U.S.
LATIN MARKETING AND MEDIA
Print, Online, Newsletters, Conferences, Research residents of Latin origin – Latin America
PORTADA EDITORIAL BOARD and the Iberian Peninsula, are enormous.
Dawn Marie Gray, Senior Manager Multicultural The bicultural experience brings a wealth
Marketing, CVS
Gonzalo del Fa, Managing Director, MEC Bravo of perspectives into play and can open
María Cristina Rios, National Director of many doors. Statistics reflect this: “Hispanic
Multicultural Marketing and Media Strategy, Macy’s
Rodolfo Rodriguez, Senior Director Multicultural entrepreneurs are starting businesses
Marketing, MillerCoors at three times the national average,”
Martha Kruse, Senior Director of Multicultural
Marketing, Rooms to Go says Don Salazar, CEO of Creative Times, Inc. (CTI), a design-build construction company
PUBLISHER Marcos Baer
based in Ogden, Utah, in an interview on page 16 of this issue. Hispanic women are even
more entrepreneurially engaged as they outnumber Hispanic men in creating businesses
EDITORIAL - RESEARCH
Carolina Re, Director Content Management / nationwide, with start-ups at six times the national averages. According to Salazar, Hispanic
Research entrepreneurs tend to be younger, more tech-savvy, and able to leverage their multicultura-
Raul Ramirez Riba, Editor at Large
Celeste Martorana, Researcher/Writer lism and multilingualism toward their own competitive advantage.
Debora Montesinos, Researcher/Writer Of course, things can get even better: The approval of the DREAM act, a bill that would
TRANSLATION Candice Carmel provide conditional permanent residency to undocumented immigrants who graduate from
CORRESPONDENTS
U.S. high schools, or arrived in the United States as minors would provide opportunities to
Jose Cervera, Global Correspondent many more Hispanics. Undocumented immigrants would live up to their fullest potential
Susan Kuchinskas, Digital Media Correspondent
and contribute to the economic growth of the U.S.
SALES AND MARKETING 1-800-397-5322
Bob Oliva, Senior Sales and Business
How does this world of opportunity apply to the U.S. Hispanic and Latin American marke-
Development Director ting and media sectors? Commonalities in language and culture combined with the border-
Kelley Eberhardt, Sales and Marketing Manager
Andrea Sánchez, Event Sales Supervisor -
less world enabled by technology, have certainly created larger and more accessible Latin
Director Latin America markets in the Americas and the Iberian Peninsula. One example is the passion for soccer
Armando Gutierrez, Online Sales Manager
Alessandro Criollo, Intern
(Fútbol). That Hispanic passion certainly is reflected in the price tag of soccer sponsorships.
Matthew Eberhardt, Intern Take the Mexican National Soccer Team’s matches in the United States. Due to the economic
OFFICE MANAGER Susan Cameron clout of tens of millions of Mexican American fans in the U.S., the Federacion Mexicana de
DESIGN Dario J. Pantosin Fútbol (FMF) is able to obtain much higher sponsorship revenues for matches in the U.S.
AUDIT BY
than on Mexican home soil. (For an in-depth analysis of this and other Soccer Marketing
related issues, read the “2014 Soccer Marketing Guide”, a special collectible supplement
inserted in this Portada issue which is also available digitally on www.portada-online.com/
soccer.)
Copyright: Portada®2014
No part of Portada® may be copied, reproduced or Advertising Technology (Ad-Tech) and Marketing Technology, referred to as software
broadcast in any form without prior permission. used for delivering, controlling and targeting marketing communications, helps to expand
Comments by sources cited in Portada® have been
directly obtained from them, unless its is explicitly- marketers messages in the Latin world. To reflect the emergence of the Ad-Tech ecosystem,
noted otherwise. Portada® is not affiliated with any
other publication, media group, advertising agency Portada just launched a new custom branded digital section in English and Spanish: the
or any other institution. Latin Audience Buying Guide (check out the description on page 15 of this issue) show-
Portada® is published by Contenido LLC in New
York City. Portada® is an integrated media com- casing the companies that are taking the U.S. Hispanic and Latin American marketing and
pany that informs its audience via audited print (4 media space to the next level.
x a year), online vehicles (web-site, e-newsletters,
webinars) and conferences. Premium content avai- The opportunities presented by some of these new advertising technologies (e.g.
lable for individual purchase or through an annual
subscription includes: Databases of Corporate Mar- Addressable TV, Programmatic Buying, RTB etc..) are going to be analyzed in-depth at our
keters/Media Buyers targeting U.S. Hispanic and/ Latin Online Video Forum in Miami on June 3, the Forum is going to precede the Latam
or Latin American Consumers, Research Reports
and ConferenceTickets. To order premium content, Advertising and Media Summit. We are very happy to have Wired’s Editor-in-Chief Scott
please call us at 1-800-397-5322. Dadich-as one of the main speakers at the Summit. Dadich will provide key insights on how
To notify about address changes, please write to
Portada, 315 Fifth Avenue, Ste. 702, NY, NY emerging technologies will impact marketing, culture and politics in decades to come. What
10016.
a great way to unite the very best of U.S. Tech and Media with hundreds of U.S. Hispanic and
MISSION Latin American marketing and media executives that will gather at our events in early June
Portada®’s mandate is to help Executives in Business
and Media understand and reach Hispanic and in Miami!
Latin American consumers. Portada strives to put At Portada we are delighted to contribute to move Latin Marketing and Media forward. We
its audience ahead of the curve so it can navigate
change in the digital age. thank our readers and sponsors for making it possible!
6 | Q2 2014 | www.portada-online.com
OUR VIEW
WHAT’S HOT AND COLD IN LATIN MARKETING,
MEDIA AND BUSINESS
> Addressable TV
> Online Video CPM’s
> Creative Media Plan: despite being one of the 10 Olympic partner sponsors, Samsung did not buy any NBC
CALIENTE Olympic TV time slots (NBC had the exclusive Olympic Broadcast rights). Instead, it bought airtime just about
everywhere else on ABC, CBS, Fox, TNT, ESPN and CNN, and even on NBC during non-Olympic coverage.
> Where is NYC’s Bill De Blasio’s Latino Media and Entertainment Commissioner?
> Rumors that Facebook will put ads on WhatsApp
> Marketers still did not use mobile media effectively during the 2014 Super Bowl FRIO
> CNN Latino closes in the U.S.
10 MOST READ ARTICLES ON PORTADA-ONLINE.COM
(January 1 – February 24, 2014)
1. Google sites ranked first in online Video Content 6. Hulu presents its 2014 lineup
2. Univision and HSN partner to launch boutique Univision 7. Target’s Juan Galarraga we do more than embrace diffe-
una tienda de HSN rences, we seek them out
3. Breaking: CNN Latino closes down U.S. programming 8. Valassis sold to Harland Clarke, no major changes expected
4. 2014 Soccer Marketing Guide 9. Hispanic Content Marketing: Is it set to explode?
5. 7 Key Growth Drivers that will propel 2014 Hispanic 10. Sales Leads: Tommy Hilfiger, Magicjack, Goya Foods, REI,
marketing Subway
EVENT CALENDAR
INDUSTRY CONFERENCES OF INTEREST TO Portada READERS
14th ANNUAL MULTICULTURAL MEDIA FORUM, DIGITAL HOLLYWOOD SPRING CONFERENCE
TRANSCENDING MULTICULTURALISM 1 May 5-8, 2014 8
March 20, 2014 Digital Hollywood, Ritz Carlton, Marina del Rey, Los Angeles, CA
Horowitz Associates, Inc., The Edison Ballroom, New York City .................................................................................................
................................................................................................. PORTADA’S LATIN ONLINE VIDEO FORUM
RETHINK 2014 - ARF ANNUAL CONVENTION June 3, 2014 9
March 23-26, 2014
The Advertising Research Foundation, Marriott Marquis, NYC
2 Portada, InterContinental Hotel, Miami, FL
.................................................................................................
................................................................................................. PORTADA’S 6TH ANNUAL LATIN AMERICAN
USHCC 2014 LEGISLATIVE SUMMIT ADVERTISING & MEDIA SUMMIT
March 25-27, 2014 June 3-4, 2014 10
United States Hispanic Chamber of Commerce, Capital Hilton, 3 Portada, InterContinental Hotel, Miami, FL
Washington, DC .................................................................................................
................................................................................................. DMA INTEGRATED MARKETING WEEK
AD:TECH SAN FRANCISCO 2014 June 3-4, 2014
11
March 26-27, 2014
ad:tech, Moscone Center West, San Francisco, CA
4 Direct Marketing Association, Metropolitan Pavilion, NYC
.................................................................................................
................................................................................................. PORTADA’S HISPANIC MUSIC & ENTERTAINMENT
CUSTOM CONTENT CONFERENCE 2014 MARKETING FORUM
April 8-10, 2014 September 17, 2014 12
Custom Content Council, Naples Beach Hotel and Golf 5 Portada, Scholastic Auditorium & Greenhouse, NYC
Club, Naples, FL .................................................................................................
................................................................................................. PORTADA’S 8TH ANNUAL HISPANIC
BILLBOARD LATIN MUSIC CONFERENCE AND AWARDS
April 21-24, 2014 6
ADVERTISING & MEDIA CONFERENCE
September 18, 2014 13
Billboard Latino, Miami, FL Portada, Scholastic Auditorium & Greenhouse, NYC
................................................................................................. .................................................................................................
2014 AHAA ANNUAL CONFERENCE
April 28-30, 2014
AHAA, Eden Roc Renaissance Miami Beach, FL
7
.................................................................................................
www.portada-online.com | Q2 2014 | 7
While the notion of finding a common denominator
may be appealing for the good reason of realizing eco-
nomies of scale and having a great reach, the brand
connection may be lost. Cultural marketing is about
A summary of Thought Leadership columns on connecting the consumer at the level of their cultural
portada-online.com, as compiled by Carolina Ré. To traditions and archetypes. Culture is more than in-
submit article ideas for consideration, please contact teresting idiosyncrasies. Culture is the passed on set
her at Carolina@portada-online.com. of tools for living that humans have found to work in
different social contexts. A “total market” approach
HOW MONEYBALL REMINDS ME should not be an excuse for not attempting to establish
OF ONLINE MEDIA a strong long lasting link with culturally diverse consu-
mers. It can be detrimental. Cultural marketing is the
ALAIN PORTMANN new marketing. It goes beyond ethnicity to encompass
Co-Founder, Web Liquid the many different lifestyles that consumers hold dear.
While not a follower of baseball, I was intrigued by the THE NEW BUYING JOURNEY: SIX
DIGITAL TRENDS FOR 2014
impact that systematic data analysis had - and con-
tinues to have - on both America’s favourite pastime MARTIN KOGAN
and the world of Digital Advertising I joined in 1996. Co-Founder and Co-CEO
The real lesson is about continually informing the de- Headway Digital
cision making process we undertake to generate re-
turn from marketing investments. Real Time Bidding There are plenty of trends emerging that can help you
has magnified the challenge of good storytelling and reach and engage your consumers in the coming year.
informing investment decisions in our industry. The Here are 6 that I believe will advance digital marketing
most important challenge, though, comes from the in 2014.
ability to transform, interpret and visualize data to 1. Cross-Screen Marketing.
make better decisions. The democratization of infor- 2. Big Data and Data Management Platforms.
mation, the demand for interoperability and the chan- 3. Rise of Mobile.
ges in structures, resourcing, skills and culture, forces 4. Programmatic Growth and Programmatic Premium.
us to continually learn and challenge ourselves - not 5. Private Exchanges.
through our past experience but with our ability to an-
ticipate behaviour. THE U.S. MULTICULTURAL MAR-
KET: THE PLURICULTURAL NATION
Issues still remain: while we have access to more
data, questions about who owns the data are yet to DAISY EXPÓSITO-ULLA
be addressed; audience data is not easily transfera- Chairman and CEO of d expósito &
ble between Data Management Platforms and Dyna- Partners, LLC, The New American Agency
mic Creative Optimization platforms; a large portion of
audience data is U.S based (a concern when dealing We all know that the United States is experiencing an
with global clients); no standardisation of data (classi- unparalleled demographic shift, a shift of major pro-
fication and taxonomy) across multiple data sets, and portions that affects everything. But this shift also
there is limited social media audience data at hand. In- affects us on a level that questions who we are as
creased access to quality audience and inventory data Americans with this fusion and influences of cultures
provides us with two fundamental benefits - the abi- that make up the New America.
lity to generate new data and inform decision making It’s a cultural revolution, and marketers can no longer
about investments. just change with the tide, they have to be ahead of the
curve. The old days and ways of forecasting are over.
We are creating a framework for marketing to a plu-
CULTURAL MARKETING,
TOTAL MARKET, HOW AND WHY? ricultural nation. The terms “bicultural” or “ambicul-
tural” are descriptors that limit the influence on con-
DR. FELIPE KORZENNY sumers’ mindsets, behaviors and lifestyles to two
Hispanic and Multicultural cultures; one being the culture of one’s ethnic heritage
Marketing Researcher and Analyst and the other being American. Pluricultural opens the
sphere of influence to more than just one.
This has been the year of the debate over the “Total
Your job as a leader is to constantly challenge your cir-
Market” approach. The idea is to find a common deno-
cle of leadership to new and bigger heights. This is the
minator that different cultural groups can all relate to.
only way that would allow us to continue being
That makes some sense at first glance.
visionaries •
8 | Q2 2014 | www.portada-online.com
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mundofox.com
foxhispanicmedia.com www.portada-online.com | Q2 2014 | 9
Source: The Nielsen Company, NTI, Live+SD data. 12/30/13-1/26/14 vs. 12/31/12-1/27/13; 7-8P, M-F; Based on Adults 18-49 IMP (000). The Nielsen Company, NTI, Live+SD
data; 12/30/13-1/26/14 vs. 12/31/12-1/27/13; Primetime M-F 7-10P; Based on Adults 18-49 IMP (000).
mundofox.com
NEWS AND TRENDS
Through this consolidation, Comcast
AT&T TO CHARGE CONTENT would become the main cable channel,
PROVIDERS FOR MOBILE DATA phone services and Internet connec-
tions provider in one in three Ameri-
an uninterrupted viewing experience can homes, a total unmatched by any
when streaming movies and TV shows. other distributor. Comcast already has
Separately, a federal appeals court in about 23 million television subscribers
Washington struck down the Federal in markets like Philadelphia, where it
Communications Commission’s ru- is headquartered. With the addition of
les for net neutrality. The 2-1 ruling Time Warner Cable subscribers, Com-
upheld the FCC’s right to regulate bro- cast will strengthen to face negotiations
adband access, but the court called into with cable channel owners like The
question the FCC’s authority to impose Walt Disney Company. John Berg-
rules that dictate how broadband provi- mayer, a Senior Staff Attorney at Public
Creative Commons - Elif Ayiter. ders manage traffic on their networks. Knowledge, is against this deal as he is
convinced that an enlarged Comcast
AT&T launched a new billing program would be able to keep others from inno-
called Sponsored Data Monday. The ca- WHY IT MATTERS: vating, while facing pressure to improve
rrier said that it plans to let businesses AT&T’s billing program is con- its own service. New equipment, new
and developers cover the cost of data troversial because it could make
services, and new content would have
charges for specific apps and videos consumers gravitate to the websites,
to meet with the new conglomerate’s
so customers can access these services apps and videos from the big internet
brands that will pay the bill. The approval to stand any chance of succee-
for free. The program enables to shift ding. According to Bergmayer, this will
broader issue is whether the FCC has
mobile data costs from the consumer all lead to raising costs for consumers,
the right to regulate in favor of net
to the content provider. Under the neutrality and the judiciary power’s who ultimately pay the bills. However,
program a content or service provi- stance on it. the two companies are likely to point
der would pay AT&T to exempt their out that they don’t directly compete.
app, websites or even specific bits of The Justice Department and other fe-
content from consumers’ mobile data deral agencies will certainly line up to
plans. Anytime someone consumed COMCAST TO BUY RIVAL TIME scrutinize the proposed combination.
such exempted content on the mobile WARNER CABLE, WILL THE
network, AT&T customers wouldn’t FCC ALLOW IT?
see it deducted from their data buckets. Comcast Corp. acquired Time Warner WHY IT MATTERS:
Instead, AT&T would subtract that Cable Inc. for about US $44 billion. The deal creates a company that con-
data from a kind of universal data pool The proposed deal will be intensely trols three-quarters of the U.S. cable
bought by the content provider. AT&T scrutinized by the U.S. government, industry and has substantial clout in
gave several examples about how this including the Justice Department, Internet communications, challenging
model could be used not only to spare which will address antitrust con- regulators. From an advertising and
its customers’ data plans, but also give media buying perspective, Comcast
cerns, and the FCC (Federal Com- belongs to the U.S. largest adverti-
developers more opportunities to expo- munications Commission), which is
se their content to the public. AT&T sers with US $1.7 billion in 2012
charged with ensuring that the deal advertising (measured media)
can track and charge for almost any serves the public interest (see rela- spending according to WPP’s Kantar
kind of content through its policy en- ted article above: “AT&T to charge Media. Time Warner Cable spent US
gines. According to an AT&T spokes- content providers for mobile data”.) $224.3 million in 2012 to advertise
man, a proxy server in AT&T’s net- Comcast owns NBC Universal which in major media. There are doubts
works matches content requests from in turn owns Spanish-broadcast net- about whether Comcast will be able
the phone or tablet against sponsored work Telemundo and English-lan- to expand its cable footprint or not.
requests from content provider in real- In the U.S., a rule that banned a
guage cable network Mun2. Time single cable company from controlling
time and then bills accordingly. AT&T Warner Cable does own several local
hasn’t announced any specific content more than 30% of the market has
news and sports channels in addi- been enforced by regulators.
provider customers for Sponsored Data tion to its powerful distribution net-
yet, but Comcast and Netflix agreed work. It also owns Time Warner
in a separate deal that Netflix will pay Cable Media, which sells video and di-
Comcast for a direct connection to the gital ads on cable systems, channels like
cable operator’s broadband networks to NY1 and web sites like Road Runner.
ensure that Netflix customers receive
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www.portada-online.com | Q2 2014 | 11
To see what Al Día can do for you, contact us at 469-977-3720 or rreyes@dmnmedia.comNEWS AND TRENDS
TOTAL MARKET ONLINE VIDEO MARKET
APPROACH: DO WE RISK GETS HOTTER: MITÚ
WHY IT MATTERS:
OVERSIMPLIFICATION? There is a risk that the popular Total
PARTNERS WITH AOL
Market Approach gets misunderstood MiTú, a multi-channel network
and oversimplified. Hispanic and (MCN) exclusively dedicated to La-
multicultural insights have to be ob- tino content, announced that it has
tained and these insights should some- closed a content licensing agreement
times lead Total Market campaigns. with AOL across all of its digital plat-
forms, including The Huffington
Post, AOL and its Hispanic content
network, Voces. The agreement will
Holly McGavock, Head of Planning allow MiTú to syndicate its original
at Wing, put her finger on a crucial HEMISPHERE MEDIA BUYS 3 and partner produced content to AOL
issue at the Multicultural TV Sum- CABLE TV NETWORKS in both English and Spanish. AOL,
mit that took place in New York City Hemisphere Media Group announced particularly after the purchase of Adap.
in early February. When her panel that its subsidiary company Hemisphere TV has strengthened substantially its
on “Attracting Multicultural TV Au- Media Holdings will acquire three Spa- position in the online video adverti-
diences: An Advertising Perspective” nish-language cable television networks sing market with its video ads reaching
turned to the all-important topic of from Media World, which is owned more than half of all Americans online
the Total Market strategy, Mc Gavock by Hispanic content and service pro- (comScore Video Metrix – Ads only).
noted that there is a risk of oversim- vider Imagina US.The deal was closed Regarding the type of content verti-
plification when the term “Total Mar- at US $102.2 million in cash, subject cals that MiTú will be providing video
ket” is used. “There still is a need for to eventual post-closing adjustments. content to AOL, Charlie Echeverry,
relevant insights to connect with a The transaction will close in the first Chief Revenue Officer at MiTú tells
particular audience,” she added. Mc- quarter of 2014. As a result of the Portada that they will be “Lifestyle
Gavock said that Wing currently tries transaction, the networks acquired are: and male variety as well as a variety of
to solve this challenge with two CPG Pasiones, dedicated to showcasing te- subcategories, from Food to Health to
clients that are leading their Total Mar- lenovelas and series and distributed to Home, etc…”. According to Eche-
ket Approach with Hispanic insights. approximately 3.8 million subscribers verry, “The content may be available
Creative Services Specialist Valerie in the U.S. and 7.2 million subscri- on other properties and is available as
Graves noted that the “good news” bers in Latin America; Centroameri- of last month on Univision’s digital
about the Total Market Approach is ca TV, featuring news, entertainment verticals as well.”Echeverry adds that
that “everyone is considered from the and soccer programming from Central while the AOL deal is international
beginning of the process.” However, America with over 3.3 million subs- the main emphasis will be put on the
she also pointed out that the Total cribers in the U.S.; TV Dominicana, U.S.. Echeverry says that “both AOL
Market Approach has also originated the network featuring news, enter- and MiTú will benefit from broad dis-
many confusing ad creatives. There tainment and baseball programming tribution of the content and the asso-
is racially ambiguous casting in many from the Dominican Republic, with ciated monetization that occurs around
TV spots, where characters are often a over 2.2 million subscribers in the that distribution.” He adds that either
hybrid of different ethnicities but do U.S. Together these assets are expected AOL or MiTú may sell advertising into
not identify themselves physically with to have generated approximately US the content with certain provisions.
any of them.” Michael Finn, SVP $12.2 million of EBITDA in 2013.
of Sales & Marketing, El Rey Net-
work said that the newly launched El
WHY IT MATTERS:
Rey Network tries to execute the Total WHY IT MATTERS
Online Video is one of the hottest
Market Approach by creating Ameri- The transaction reflects what Alan
inventory pieces in the overall and
can content with Hispanics in it. The Sokol, CEO of Hemisphere Media
U.S. Hispanic ad market. Different
Group told Portada last year, when
panel was moderated by Saul Gitlin, players are positioning themselves
Hemisphere Media Group went pu-
EVP-Strategic Services & Managing blic: The Hispanic cable market is
to best provide advertisers relati-
Director, Kang & Lee Advertising still very fragmented and players such vely scarce online video inventory.
and also included Craig A. Geller from as Hemisphere Media are consolida-
NuvoTV and Carol Hinnant, SVP, ting assets. Economies of scale in mar-
National Television Sales, Rentrak. keting, programming and distribution
can be obtained through this process.
12 | Q2 2014 | www.portada-online.com2014 Soccer
Marketing Guide
in partnership with
and
Special
Issue
Highlights
Premium Partners
Penalty Level
The World’s 5
most marketable soccer players,
page III
Marketer Interview:
Panini America’s VP of Marketing
Jason Howarth, page VIII
National Team
Sponsors:
Nike and Adidas lead the pack,
page XIV
FIFA’s World Cup
sponsorship revenue pie, page XII
The most coveted
soccer properties
in the U.S., page XVIII
Activations:
Who is doing what
and why? page XXII
2014 World Cup Schedule
page XXIV
This editorial product has been produced by Portada’s
editorial team in cooperation with AC&M Group
www.portada-online.com | III | www.portada-online.com
Portada’s
2014 Soccer
Marketing Guide
Marketing the Stars
The 5 most marketable
Soccer Players
Player sponsorship deals are a very lucrative aspect of soccer, as the top brands recruit
the world’s biggest superstars to promote their products in hopes of attracting the attention
of fans. These big money contracts include anything from food and beverages, lifestyle and
beauty products, electronics and videogames to clothing and footwear deals. They assure
a brand can count on the player’s image to be used in advertising and promotional events.
For top players, some of these deals report up to seven figures a year, usually depending
not only on a player’s success and talent on the field, but also their “marketability”.
This includes not only their quality as a player, but the team they play for, their on and
off-field antics, personality, looks and much more. Here is our top five of the current
most marketable players in soccer.
and charisma have made him stand out. Nike has helped
by treating him to special collections and cleat designs
year after year, making him the brand’s top player for al-
most every ad campaign. Cristiano Ronaldo is not only
1
the world’s best paid soccer player thanks to his salary at
Real Madrid, but also adds another estimated $22 Million
thanks to sponsorships from Nike, Castrol, Clear Sham-
poo and more. His nickname, CR7, is a profitable trade-
marked brand that includes an apparel and underwear
line.
Cristiano Ronaldo 2
Real Madrid / Portugal
Despite being constantly overshadowed by Lionel Messi
in terms of trophies and personal accolades, many still
consider Cristiano Ronaldo to be the best player in the
world. The FIFA World Player of the Year in 2008 transfe-
rred to Real Madrid for a then-record fee of $130 million
after winning the Champions League with Manchester
United the year before. Since then, he has amassed a to-
tal of 227 goals in 219 games for the Merengues, leading
them to a La Liga title in 2011–12. Lionel Messi
FC Barcelona / Argentina
Apart from his personal achievements, his good looks
www.portada-online.com | IIIPortada’s
2014 Soccer
Marketing Guide
Marketing the Stars
The debate around Barca’s Lionel Messi is not whether quickly became the face of Brazilian football, a national
he is the best player in the world, as his four consecuti- superstar and one of Nike’s biggest names. His image
ve FIFA Ballon d’Ors (2010, 2011, 2012 and 2013), three soon became too big to remain in the Brazilian league,
Champions League titles and six La Liga titles –among prompting a move to Spanish giants FC Barcelona this
other achievements- make him the most successful pla- past summer valued at €57 Million.
yer in modern soccer both individually and team-wise. If In fact, Nike was rumored to be an instrumental part
he can lead Argentina to a World Cup title this summer, of his move to Barcelona –one of their top clubs- over
he will solidify his case to be considered alongside Pelé rivals Real Madrid this past summer. At his young age,
and Maradona as one of soccer’s best players ever. Neymar’s salary is not even in the top 10 among soccer
players, but his deals with Konami, Red Bull, Lupo, Banco
Brazil’s Neymar is one of Santander, Unilever, Volkswagen and many more propel
him to the list of top earners in recent years. Apart from
Nike’s biggest names. his talent on the field, Neymar is known for his extrava-
gant hairstyles and outgoing personality. After being this
Despite his incredible skills, it can be argued that his low year’s 2013 FIFA Confederations Cup best player, a great
profile and quiet personality have hurt his marketabi- start in his first year as a Blaugrana and the World Cup
lity to some extent. As the main face of Adidas, he ba- coming up, Neymar’s stock is quickly rising and he is ex-
rely cracks the top 3 in sponsorship deals, and has only pected to be considered as the number one in this list in
recently made contract negotiations with Barcelona to only a few years.
match CR7’s earnings. Leo also works with Pepsi, Sam-
sung, EA Sports and Head & Shoulders among others, but
even at #2 it is questionable how much more he could
earn if his off-field appeal matched his skill on it.
4
3
Gareth Bale
Real Madrid / Wales
Neymar Gareth Bale’s transfer to Real Madrid was the biggest
FC Barcelona / Brazil story of this past summer. The Spanish giants were deter-
mined to bring on the Premier League Player of the Year
in the 2012–13 season, which led them to shell out an
After debuting for Santos at the age of 16, Neymar be- undisclosed fee rumored to be between $124 and $136
came a regular in the Brazilian National team at only 18 million. If the latter is to be believed, that would make
years old. By the time he was 19, he was voted as the Bale break the world record transfer fee above Cristiano
South American Footballer of the Year after leading Ronaldo’s transfer back in 2009, also to the Merengues.
Santos to their first Copa Libertadores title since Pelé´s
era at the club. In a country desperate for a new idol, he Continued on page VI.
IV | www.portada-online.comPartner Message
makes the upcoming event broadcasts.”
2014 World Cup dis-
tinct ?. Q: What advertising opportunities
”Our sales team star- do you still have available?.
ted the sales process “We are very fortunate that the
way in advance, which World Cup is very well sold, and
puts us in a great spot many categories are closed. That
and has allowed us said, we have other packages that
to really have time to include remaining game inventory
develop a strong offe- and “surround” opportunities using
ring. From the exclusive FIFA content.”
content standpoint the
difference will be the Q: Please explain other Univision
Juan C. Rodriguez depth and the amount,
and the ways to ac-
Deportes soccer properties.
“Four properties come to mind: Liga
President of Univision Deportes cess all that content; MX, the Mexican National Team, the
from the commercial U.S. National team, and MLS. Liga
perspective, the big MX is America’s most watched soc-
difference is the op- cer league and a year-round, wee-
Q: How do you think the 2014
portunity to connect with viewers kly basis product that allows our
World Cup editorial coverage by
across different platforms through partners to permanently connect
Univision Deportes will be diffe-
this content to achieve different with our audience that follows diffe-
rent to what Univision Deportes
levels of engagement.” rent teams. The Mexican National
did for the 2010 World Cup?.
Team caters to a broader audience
“Without a doubt, there will be much
Q: What campaign are you particu- and brings different fans together
greater depth to our coverage. The
larly proud of in terms of what the by creating “moments of truth”
amount of resources we will de-
Univision Deportes platform has or emotional spikes throughout
ploy in Brazil to fully immerse our
done for its advertisers?. the year. Along the same line, the
viewers into everything that is hap-
“There are many things we have U.S. National Team creates similar
pening will allow us to deliver true
done in the last 18-24 months that spikes or moments, but for a more
360 degree coverage. Also, now
have made us proud, but there “acculturated” audience that is in-
that we have our 24/7 sports net-
are a couple I would point out: the creasingly adopting the team as its
work Univision Deportes Network,
first one is the “Fanáticos del Frío” own. Finally, MLS is the domestic
this will allow us to really deliver all
show. The show is a weekly 1 hour League, one that is growing and
the content and information that our
preview show of Liga MX- the most increasingly becoming more and
viewers are looking for. Now we’ll
watched soccer league in the U.S. more relevant with our audience. “
be able to completely surround our
Two things make it unique: on one
viewers with everything going on in
hand, it provides our viewers with in Q: What sports other than soccer
Brazil. Our multi-channel, multi-
depth news, analysis and features do you think have the most poten-
platform approach will allow us
ahead of the next round of action; tial going forward?
to cater to every fan’s needs, from
on the other, it is a co-branded effort “Other sports, events or athletes
the casual viewer who is only in-
with Liga MX sponsor and Univi- that resonate strongly among His-
terested in watching a few games,
sion partner Coors Light, which is panics include boxing. It is impor-
to the hard core fan who wants all
a first for U.S. soccer media cove- tant for us to follow Hispanic or
the analysis, data and commentary
rage. With a laid back and youthful Latin American athletes or “heroes”
around the clock. The fact that the
style, plus large amounts of audien- and what they do in their respec-
event is in Brazil and that in addition
ce interaction via social media, this tive sport in the U.S. and around
to the host, there are 9 more teams
show is the “must watch” for fans of the world. Finally, the big domestic
from the Americas (including the
Liga MX, and a solid marketing vehi- Leagues such as the NFL, NBA and
US), makes this edition of the tour-
cle for one of our key clients. The MLB have a growing interest from
nament even more appealing to our
other is our strategic alliance with our audience.”
audience. With that in mind, we will
Publicidad Virtual which expands
go even further in our coverage of
our existing inventory and allows us Partner Message content provided
these teams.”
to provide advertisers seamless in- by Univision Deportes.
Q: In terms of offerings for adver-
tegration into the action of our live-
tisers by Univision Deportes, what
www.portada-online.com | VPortada’s
2014 Soccer
Marketing Guide
Marketing the Stars
Continued from page IV. Another big question mark to close off this ranking: Ma-
rio Balotelli. At only 23 years old, the Italian striker has
Back when NBC signed a record fee to the Premier Lea- become one of soccer’s most talked about players. His
gue broadcasting rights, they famously made Bale the talent is unquestionable, breaking into Inter Milan’s first
star of a giant poster at New York’s famous Times Squa- team at the age of 18 and quickly transferring to Man-
re. Now, his move to Real Madrid and his record-breaking chester City for almost $30 million at only 20 years old.
transfer puts him at the forefront of the soccer marke- Two years ago, he led Italy to the EURO 2012 final and has
ting picture. continued to be one of the Azzurri’s main players ahead
of the 2014 FIFA World Cup in Brazil. Before moving back
to Italy to play for his ex-club’s big rivals, AC Milan, he
Ballotelli is a marketing built a name for himself due to his crazy antics over in
machine and a trend-setter England.
like no other player in
modern soccer. Messi’s low
profile and quiet
personality have hurt his
marketability to some
extent.
5 Super Mario, as he is widely known, does not shy away
from controversy, but feeds off of it. He once famously
celebrated a key goal for City by displaying a t-shirt rea-
ding “Why Always Me?” as a response to what he consi-
dered very unfair newspaper reports, quickly becoming
a hit with soccer fans and starting a new trend in soccer
fashion. Whether it’s setting his house on fire by playing
with fireworks –which he blamed on his brother-, sco-
ring an incredible brace against Germany, converting to
Buddhism, driving a camouflage Bentley, or storming off
the field due to abuse from racist fans, Balotelli is always
Mario Balotelli a topic of discussion. For some, he is a loveable rebel, a
misunderstood bad boy. For others, he is a rich idiot and
AC Milan / Italy a selfish, reckless player. But for brands willing to be on
him such as Puma, who have snapped him from Nike for
His newfound superstar status could boost him to beco- a reported figure of around $6.8 million a year, he is a
me a main piece of some top brands looking to invest marketing machine and a trend setter like no other pla-
in soccer. His deal with EA Sports has already expanded yer in modern soccer. •
to make him the face of FIFA 14 in the UK and Middle
East, while Adidas is rumored to raise his profile due to
their status as Real Madrid’s technical sponsors, where
Nike’s Cristiano Ronaldo has recently been an uncomfor-
table poster boy for the German brand’s presence in
Spain. However, his lack of success on the international
level with Wales –who have failed to qualify for a major
tournament since 1976- and the questions regarding his
future success in La Liga could keep him from being con-
sidered in this top 5 in years to come.
VI | www.portada-online.comwww.portada-online.com | VII
Portada’s
2014 Soccer
Marketing Guide
Marketer Interview
“ We will have a Hispanic and non-Hispanic
World Cup Strategy.”
The Panini Group was established more than 50 years ago
in Modena, Italy, and with its subsidiaries throughout Euro-
pe and Latin America, is the world leader in the published
collectibles sector. Panini is also the leading multi-national
publisher of comics and children’s magazines in Europe and
Latin America. We interviewed Jason Howarth, VP of Marke-
ting, Panini America who provided an interesting perspective
PANINI’S on the marketing of sports trading cards.
JASON HOWARTH
Q.: Your activities in the U.S. seem the launch of the 2014 FIFA World sampling.“
to be centered around Hockey, Ba- Cup Sticker Collection as well as the
seball, Football and Basketball. introduction of two World Cup tra- Q.: Which campaign that you have
Can you explain why this is the ding card offerings – Adrenalyn and done related to the above sports
case? World Cup PRIZM which will feature are you particularly proud of?
“Panini entered the U.S. market in autographs of current and legen- “There are quite a few, so this makes
2009 after being named the Ex- dary World Cup stars.” it a very tough choice – but I would
clusive Trading Card and Sticker say our efforts to engage collectors
Collection of the NBA. Shortly af- Q.: How does Panini support its and sports fans on Twitter with our
ter securing that license, Panini involvement in the above cited #PaniniWildCard promotions which
purchased the assets of Donruss sports, particularly as it relates to get sports fans and collectors enga-
Trading Card Company from Arl- above the line and below the line ged during sporting events. We en-
ington, TX. Since then Panini has marketing? courage them to do creative things
secured the licensing rights of the “In the U.S. and Canadian market- with their Panini trading cards, take
National Football League and NFL place we build a multi-tiered mar- pictures of themselves with Pani-
Players Association, Major League keting approach that is geared ni trading cards, you name it for a
Baseball Players Association, Na- towards both the hobby business chance to win Panini prizes. It crea-
tional Hockey League and National and mass retail audience. The mar- tes a lot of excitement and interac-
Hockey Players Association. While keting efforts vary based on the tion – but more importantly gets co-
the Panini global business of stic- product – in some cases it may be llectors and sports fans to have fun
ker collections is a key element to supported by television advertising with our products. We will extend
our product offerings in the United or radio – but at the core is about #PaniniWildCard to our FIFA World
States – our primary product offe- engaging collectors in meaningful Cup efforts this year and are really
ring in the U.S. are the more than 70 dialogue with product reviews, pre- looking forward to that.”
trading card products we produce views and behind the scenes foota-
per year across all of our sports. In ge like the building of a trading card Q.: What role do you see for soc-
addition to sports we are also acti- or player signings that we highlight cer in the U.S and Panini America’s
vely engaged in entertainment pro- on The Knight’s Lance, The Official growth strategy?
perties many of which are also part Blog of Panini America or through “Futbol will continue to play an im-
of Panini’s global portfolio including social media such as Facebook, portant role in the U.S. marketplace
Disney, Hello Kitty and One Direc- Twitter, Instagram or YouTube. and will be a key element to Panini
tion. We have also introduced on a Other key elements are working America’s continued growth
smaller scale various Futbol pro- with athletes for player appearan-
ducts and we are looking forward to ces, grass roots marketing and Continued on page XX.
VIII | www.portada-online.comPartner Message
Felix Sención
CEO & Founder of The Mundial Group
Q: What are the main features of Q: Why do you think it makes sen- duction itself. Then the brand beco-
the Mundial Sports Network? se for a publisher to be part of the mes a seamless part of the story
“We are the market leader Mundial Sports Network? and the advertiser’s message is de-
in reaching Latino sports fans. Mun- “We create a winning com- livered most effectively.”
dial Sports Network both produces bination for our clients and part-
and licenses original branded con- ners. Our original branded content Q: What do you think is an
tent across its owned and operated integrates an advertiser’s brand interesting package you are
sites, and syndicates that content to message naturally, combining it offering to advertisers for the
over 250 leading sports pages ser- with the passion and excitement of upcoming World Cup (in terms of
ving the U.S. Hispanic market.” sports. That message is delivered its innovation and originality)?
to millions of Latino sports fans via “We have many original
Q: You also produce magazines, our market-leading platform.” and innovative World Cup packages.
how do these magazines integra- Q: What role do you see online vi- One that is in development which
te/complement MSN digital offe- deo playing in the upcoming World we are particularly excited about
rings? Cup, what solutions are you offe- is our new World Cup “Social Media
“Our print publications Fút- ring marketers? Mission Control Panel” on our
bol Mundial and Béisbol Mundial “A critical one. Online and website FutbolMundial.com. It is
are inherently forms of branded mobile video will be a big player cutting-edge technology. The Mis-
content -- think of them as “con- in the upcoming World Cup. The sion Control Panel will enable our
tent widgets” in printed form. They usage and relative importance of millions of visitors to interact across
enable our advertisers to reach US online and mobile consumption of all major social media channels in
Hispanic sports fans offline to fur- sports content grows daily. Mundial one location, all at once and in real
ther complement their online and Sports Network will offer a full ran- time. Like the famous words from
mobile campaigns. Through the in- ge of original branded video sports the movie Top Gun: It’s classified. I
tegration of print and online our ad- content specifically produced for could tell you, but then I’d have to
vertisers can truly reach the Latino our advertisers. We will tie the ad- kill you.”
sports fan anytime, anywhere and vertiser brand message and visual
in any format.” elements into the video content pro- Partner Content provided
by Mundial Sports Network
www.portada-online.com | IXPortada’s
2014 Soccer
Marketing Guide
Marketer Interview
Continued from page VIII. particular product line marketing/ each year across all of our sports
advertising wise? and our sticker
strategy in World Cup and non- “The 2014 FIFA World Cup Collec- collections.”
World Cup years. The game con- tion is great, because it is the same
tinues to grow in the U.S. market- product all over the world – we Q.: Can you explain the newspaper
place with a lot of the emphasis don’t alter to cater to the U.S. or any promotion activity within your li-
focused on the overseas Leagues other market. The limited language censing unit.
and games we expect that to con- elements are tri-lingual. I can’t go “In the U.S. marketplace, we have
tinue to grow the game. As for Pa- into too much detail on our marke- worked over the last three years
nini America, we were very excited ting strategies – but we will have to develop a number of newspaper
about the FIFA World Cup Sticker both a Hispanic and Non-Hispanic promotions with both English and
Collection’s performance in 2010 strategy.” Hispanic media outlets. The pro-
and we are excited for what the cess has evolved to create a more
2014 FIFA World Cup Collection to Q.: Will you introduce a publis- efficient and meaningful effort to
the marketplace with wider distri- hing division in the United States ( drive sales and we are seeing the
bution opportunities in the U.S., etc.” you have one in Europe and Latin results. We are anticipating that we
America). will have a number of Hispanic me-
Q.: Regarding the “World Cup 2014 “Right now we are very focused dia outlets that we will engage du-
Sticker Collection”, is there a Spa- at growing the U.S. and Canadian ring the upcoming 2014 FIFA World
nish or English-language element marketplace with our more than 70 Cup.” •
in them? How do you support this trading card products we produce
THE WORLD’S GREATEST SOCCER
TOURNAMENT IS THIS SUMMER.
How will you leverage this moment to connect
with the country’s 50 million Latino consumers?
Let us show you how.
We speak sports. We speak soccer… and fútbol.
SPORTS + LIFESTYLE PR & MARKETING
mario.flores@sportivo.us | T: 310.473.4422
X | www.portada-online.comYou can also read
