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SBD/June 5, 2014/Marketing and Sponsorship
World Cup Marketing Notes: Players Liking Adidas' '14 World Cup Ball More Than '10 Verison
Published June 5, 2014
MULTICULTURAL MOVES: ADWEEK's Michelle Castillo reports Univision "has seen a doubling of digital ad spend on its properties compared to the last World Cup." A Chips Ahoy ad on the U.S. national team's website "is running in Spanish." Sporting News Media CRO Rich Routman said that approximately 40% of brands "interested in advertising on International soccer portal Goal.com want their message to specifically reach Hispanic eyeballs." ESPN also "has seen an increase in interest for its Spanish-targeted properties." AT&T "will sponsor its digital interactive World Cup bracket in both English and Spanish, and ESPN Deportes will boost the main U.S. English broadcast with more than 12 hours of live news and coverage daily" (ADWEEK.com, 6/5).
CRISTIANO'S NEW CAMPAIGN: Herbalife yesterday announced that it has signed Portugal MF Cristiano Ronaldo to a deal in which the company will launch the "C47 Driven to Perfection" social media campaign. The campaign calls on fans from around the world to submit videos describing what drives them to succeed, and a winning video will be highlighted on Ronaldo's Facebook page (Herbalife).