BOOST X CHIVAS DE GUADALAJARA:

Overview:
Within Hispanic communties the passion of soccer is second to none, Boost choose to partner with Chivas De Guadalajara. CDL has been a staple in Liga MX with a reputation of the being one of the strongest and oldest legacy teams. Their fanbase is comparable to the Yankees, Lakers or F.C. Barcelona respectfully. The partnership built was a multi-year deal which enabled the credability of the team and brand to align beyond just logo lock ups. This allowed local, national, experiential, channel merchandising concepts and tactics time to be fully developed, executed and utilized.

Role: Brand Manager of Sports Marketing /
National Project Lead / Co-Author Partnership Agreement
Agencies: MLS: Soccer United Marketing / GoldNFish Marketing

Objective & Purpose:

Capitalize on Chivas historical success with the U.S. Hispanic consumers while gaining creditability and creating relevancy
Engage Hispanic consumers at retail level through instore P.O.P, player appearances and promotions
Further engage consumer with a multilevel Boost experience through onsite activations at Chivas games

Key Partnership Points:

Global Telecom Exclusivity Sponsorship Rights of CDG for
Multiple broadcasted friendly matches in the U.S.
(All sold out.) In Example F.C. Barcelona & Club America D.F.

CDG IP Rights to marks, athletes & integration opportunities for 360* utilization by Boost Mobile
Access and utilization athletes and coaches for partnership programs, activations & content
100% Telecom SOV Media: Venue, field, broadcast & print

Tactics:
National:

Create consumer awareness with co-branded retail P.O.P. highlighting the partnership of Boost Mobile and Chivas De Guadalajara
Boostmobile.com / Espanol Exclusive content

Local:

RadioShack retail radio remotes
Partner with a local hispanic charity to provide funding and tickets for the community
Player appearances at local retail
Local Hispanic radio buys (street teams)
Interactive onsite game activation
In-game branding and messaging

Key Partners:
Boost Mobile: Exclusive Telecom Partner of CDG
Chivas De Guadalajara: Legendary Soccer Club
Ancillary Partners:
RadioShack: National Retail
Motorola: OEM / Handset
Universal Music Latin: Entertainment

CDG continues to be Mexico’s most popular club team
Chivas’ popularity is based on its history, having never fielded a foreign player
One of the most competitive teams in Mexico and winner of more championships than any other team in Mexico

Luis Michel:
To expand on the partnership we signed Luis Michel the CDL and Mexican National team goalkeeper. This allowed Boost to expand our channel merchandising assets in high Hispanic demo communties and digital creative efforts via Hispanic content partnerships.

Retail Activation (Pre-Game):

We held in high Hispanic populated areas a two hour instore activation, location being selected by RadioShack. This typically happened the day prior to game. This provided attendees to win last chance tickets to the sold out games.
Our “Loyalty Text” program brought out pre-existing Boost customers early for ticket giveaways.
Mexican national team former and World Cup Icon “Ramon Ramirez” represented Boost as a Brand Ambassador for the duration of the partnership. His appearance had a amazing draw, this included having some fans crying in excitment.
A replica of the original teams mascot was sourced solely for usage by Boost for all retail and onsite activations.
Media outlets and Univision covered the events featuring the donations to the chosen local nonprofit charities.

Game Day: Overview

Pre-game:
Executed a soccer themed experiential activion to engage with attendees to drive consumer consideration in the Footbul Fiesta zone.
During Game:
Integrated at the halftime break and Boost presented contest “Make the Shot” from the center circle. This contest featured randomly selected fans in attendance. All participants received Motorola handsets plus free service. This created a organic opportunity to highlight our service, coverage, rate and our OEM partner. Lastly, strategic placed branded assets and brand ambassadors were on the field and throughout the venue to increase visability.
Post Game:
After every game we provided 20 loyal CDG fans and local charity attendees to meet the athletes for autographs and photos. Some of the attendees had won access for the
Meet-n-Greet during the retail activations and pre-game contests outside venue.

Onsite activation assets featured:

A authentic Chivas Mascot for photos with fans
Brand Ambassadors
Phone booth for free international calls
30’ Inflatable Boost branded spider tent, RV Co-branded stage, tenting and Flex Blades
Bi-lingual host Announcer
Live Music featuring Universal Music Latin artist roster. Thanks to our friends at UMG, the surprise shows set the tone for a amazing day at the stadium.

Channel Merchandise Assets:
The images shared below feature a few of the cobranded retail assets, coupons and POP.