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A summary of the most exciting news in soccer marketing. If you’re trying to keep up, consider this your one-stop shop.

  • Samsung Electronics90min announced new partnerships with Budweiser, Hyundai, Right Guard, Listerine, Caliente, Samsung and BOSS Fragrance for its World Cup content. For the deal, the soccer–specialized website will use fan reporters to write on-the-ground stories from Russia, it will also provide street-level video reporting that focuses on the fan journey, the fan culture in Russia and the “combustion moments that happen on and off-the-pitch.
  • Telemundo and Google announced a partnership to bring Telemundo’s Spanish-language World Cup content to Google and YouTube for soccer fans across the US. For the first time ever, World Cup fans searching on Google for their favorite teams, matches, and scores in Spanish in the US will see close to real-time video highlights from Telemundo Deportes. In addition, the 2018 FIFA World Cup Russia games on Telemundo will be offered in markets where YouTube TV is available.
  • Amazon locked a three-year deal to broadcast live Premier League matches and weekly highlights packages on its Prime Video service in the UK, starting with the 2019-20 season. This marks the first time that Premier League TV rights have been acquired by a non-traditional broadcaster.

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  • BudweiserFIFA, partnered with Budweiser and Twitter to make it easier for fans to vote for the Man of the Match Award during the 2018 FIFA World Cup. The new Twitter voting platforms will offer an enhanced visual voting portal and will update to include active players on the pitch. When voting concludes, @FIFAWorldCup will tweet the name of the winner.
  • The National Women’s Soccer League announced that ESPN will telecast six NWSL Games of the Week on ESPNEWS throughout the remainder of the season. By doing this, the ESPN will replace the previously scheduled games on Lifetime. All six nationally televised games will be slated for evening kickoffs.
  • The Canadian Premier League has added Valour FC as one of the founding clubs set to play in Canada’s new professional men’s soccer league in the spring of 2019, plating out of Investors Group Field.
  • FIFA signed its first 2018 World Cup sponsor from Africa, agreeing to a deal with the government of Egypt. “Egypt – Experience & Invest” – a campaign which FIFA says aims to showcase the “wide spectrum of tourism experiences and investment potential Egypt has to offer” – fills the first of four African slots in a program for third-tier commercial deals. FIFA has now 20 sponsors of the 34 places in its 2018 World Cup commercial program.
  • Telemundo Deportes’s En Vivo App will include a custom emoji keyboard during the FIFA World Cup, in partnership with Sportsmania.

What: Havas Creative Group is relaunching Havas EHS and Havas Discovery as a new brand that will be called “Helia” and will also be expanding the agency’s offering internationally. The LatAm expansion, with offices in Sao Paulo (Brazil) should take place during the third quarter of 2015.
Why it matters: The firm will also be expanding the agency’s offering internationally and extend its reach to include additional agencies within the network in APAC , Africa and Latin America regions. Andrew Benett, Global CEO, Havas Worldwide and Havas Creative Group, talked with Portada on this recent launch and expansion.

0L4pRO5N_400x400Havas Creative Group has announced that it is relaunching Havas EHS and Havas Discovery. The new brand will be called Helia and will also be expanding the agency’s offering internationally.

This expansion will create a go-to-market brand across the US (Chicago, Richmond, Baltimore, and New York), Europe (London, Cirencester, Warsaw), and China (Shanghai). The Helia group will start with a combined data-related revenue of over US $70 million, more than 200 data scientists, 700 staff, and a client roster that includes Unilever, easyJet, IBM, Diageo, Sony PlayStation, Liberty Mutual, and DISH.

Helia further extends its reach to include additional agencies within the network and expand into APAC (Sydney and Singapore), Africa (Cape Town), and Latin America (São Paulo)

This international growth will continue to gain momentum throughout 2015, as Helia further extends its reach to include additional agencies within the network and expand into APAC (Sydney and Singapore), Africa (Cape Town), and Latin America (São Paulo). This expansion is part of Havas Creative Group’s commitment to creating a global network that will redefine the face of data as it relates to creative and digital. It reflects Havas’s belief that data is at the core of its continued growth.

It reflects Havas’s belief that data is at the core of its continued growth.

j_SdyAZj_400x400Andrew Benett, Global CEO, Havas Worldwide and Havas Creative Group, talked with Portada on this recent launch and expansion:

Portada: What is meant exactly by Data Revenue? 

Andrew Benett: “It’s the current cumulative revenue for the entities being rolled into Helia, all of which conducting work that is based in data-driven marketing, whether big data consulting or CRM work.”

Portada: We understand that this is only creative and is not related at all to Havas media operations, right? 

Andrew Benett: “Yes. However media independents are not allowed to operate in Brazil so the configuration there is always somewhat different as ad agencies also carry media buying/planning duties.”

Portada: Can you provide details about the U.S. expansion and how it particularly affects the U.S. Hispanic market? 

Andrew Benett: “With our Havas Latino offering in the U.S. we are doing some great Hispanic work and Helia could play a role in helping marketers that focus on Hispanics be smarter through data-driven thinking.”

Portada: Details about the Latin Expansion. When will it be and where (we understand it will be headquartered in Sao Paulo). 

Andrew Benett: “Indeed, our operation will be based out of São Paulo and we expect roll-out not before the third quarter of 2015. Currently, Havas Digital in Brazil is already a large operation with more than 200 employees in São Paulo and a digital production hub in Recife that has just been launched. Once this last operation is consolidated, we will concentrate on the launch of Helia.”

Led by Havas EHS Group CEO Tash Whitmey, Havas Worldwide Chicago Group President Paul Marobella, and Havas EHS Group COO Matt Fanshawe, and supported by dedicated leads in each office, Helia marks a significant step forward in Havas Creative Group’s continued evolution of its structure, operations, and offering to deliver best-in-class creativity, technology, and data to its clients. Extending its global footprint in 2015 will play an important role in enabling Helia to further grow its offering and client base into the future.

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