Copa Sudamericana sponsorship negotiated simultaneously across region instead of country-by-country
Deal spans two continents, 25 countries and three content delivery platforms
TV: 30 million viewers via Fox Sports en Español in the United States and across the Spanish-speaking Americas on Fox Sports Latin America
Inaugural El Reto Final Nissan won "Best Foreign Language Program" honors at the National Association for Multi-Ethnicity in Communications’ (NAMIC) 13th Annual Vision Awards this yearFrom Nashville-based Nissan North America, the following press release:
Elevating the Hispanic Upfront dialogue from multiplatform content delivery to multinational brand integration, Fox Pan American Sports today announced that it has signed a three-year, multiplatform integrated sponsorship deal with Nissan that nets the car manufacturer exclusive title sponsorship rights to the prestigious Copa Sudamericana across the United States on Fox Sports en Español, and in Latin America and the Caribbean via Fox Sports Latin America. Spanning television, print and online, the first of its kind deal was conceived in collaboration with Nissan’s strategic Hispanic media planning and buying agencies The Vidal Partnership and OMD, respectively.
Fox Sports en Español will kick off its exclusive coverage of the five-month-long Copa Nissan Sudamericana in August, just in time for the prime auto buying season. “We’re proud to extend our relationship with Nissan and to continue to work closely with some of the industry’s top media agencies to create innovative solutions that not only connect with consumers in a culturally- and lifestyle-relevant manner, but also deliver on our partners’ branding and business objectives,” said Tom Maney, Senior Vice President of Advertising Sales at Fox Sports en Español.
While Nissan North America has been the title sponsor of the Copa Sudamericana for the past two years, its involvement both stateside and across Latin America had previously been negotiated by each of the regions independently of one another.
“Gone are the days when multinational brands can afford to operate in geographic silos. We wanted to own the Copa Sudamericana and to really engage consumers with a consistent message, look and feel pan-regionally we needed to change the way we approach the marketplace,” said Jan Thompson, Vice President of Marketing Communications at Nissan North America. “We saw an opportunity to harness our creativity, strategic thinking and resources across the Spanish-speaking Americas and establish a new Hispanic media paradigm that yields greater engagement and a stronger connection to our brand among this very important and growing audience.”
For The Vidal Partnership, the deal marks yet another breakthrough integrated solution on behalf of Nissan. The second installment of the award-winning El Reto Final Nissan, which airs this May and June on Fox Sports en Español and pits long-time World Cup rivals Mexico and Argentina, was also devised by The Vidal Partnership and created in collaboration with Zeal Television and Animus Group.
“At Vidal we thoroughly understand that to truly engage Hispanic consumers, we must provide them relevant value, be it entertainment, information or a useful tool,” said John-Paul Aguirre, Group Communications Director at The Vidal Partnership. “We are also mindful that the creative solutions we develop for our clients are more than just engaging, they must also maximize cost efficiencies and ROI at every step.”
“The OMD Investment team was challenged by Nissan to seek out sponsorships that help communicate the ‘Shift’ philosophy to Hispanic consumers, using our General Market and Hispanic expertise,” said Allison Klein, Group Director, Investment at OMD. “Because fútbol is the global currency among U.S. Hispanic and Latin American males, partnering with Fox Sports en Español was the perfect opportunity for Nissan to reach this group and maximize synergies by owning and entitling the Copa Nissan Sudamericana.”
To fully engage the target audience of soccer enthusiasts, the three-year deal, which includes the option to extend for a fourth year, incorporates multiple platforms, from television, digital and print to out-of-home and off-channel extensions.
The television component includes full automotive exclusivity, total tournament naming rights, player of the game features, in-game animated graphics, in-program brand integration, and in-field signage to reach more than 30 million viewers via Fox Sports en Español in the United States and across the Spanish-speaking Americas on Fox Sports Latin America.
On the Internet, Nissan will take center stage on foxsportsla.msn.com, MSN’s exclusive Spanish-language sports destination, via a dedicated Copa Nissan Sudamericana mini site that will feature customized content, a fantasy league, player and team profiles, statistics, results and highlights.
In print, Fox Sports en Español Magazine, the most widely distributed single-brand Spanish-language sports title in the United States and Latin America, will feature a series of ads promoting tune-in, as well as a Nissan-sponsored tear-out schedule designed to keep fans abreast of all the action over the five-month tournament.
The Copa Nissan Sudamericana continues to be one of soccer’s premier international club tournaments and the recent addition of Mexican teams to its roster of participating nations has helped transform the annual 34-team CONMEBOL-sanctioned tournament into one of the crown jewels of Latin American soccer.
The inaugural El Reto Final Nissan, which featured former World Cup teams from Mexico and the U.S. and aired on Fox Sports en Español in 2006, won “Best Foreign Language Program” honors at the National Association for Multi-Ethnicity in Communications’ (NAMIC) 13th Annual Vision Awards this year.