Heineken, SeatGeek and Target to Discuss Brand Connection at Soccerex USA

Photo: Soccerex Limited

Senior marketeers from Heineken, SeatGeek and Target, three of Major League Soccer (MLS)’s leading corporate partners, will be discussing how brands connect with soccer fans in North America as part of Soccerex USA, 21-22 November, Miami.

Taking place at the JW Marriott Miami Turnberry Resort & Spa, the session will see Borja Manso Salinas, Marketing VP at Heineken USA, join Jenn Ogden-Reese, CMO at SeatGeek, and William White, SVP Marketing at Target, to look at why brands in the US are increasingly focussing on soccer as a sponsorship opportunity.

With an estimated 3.5bn fans worldwide and the popularity of the sport on the rise in the UK, particularly amongst millennial fans, soccer is increasingly the vehicle of choice for brands looking to connect with potential customers. As part of the ongoing partnership between MLS and Soccerex, MLS have invited three of their key sponsors along to discuss how brands are looking to reach Soccer fans in the US and which approaches bring the best return on investment.

Heineken USA are the Official Beer Partner of the MLS, having extended their long-term affiliation with the league last year. Their speaker, Borja Manso Salinas, is an experienced marketing professional with a demonstrated track record in leading FMCG companies and top brands like Dove, Axe and Cruzcampo. He joined Heineken 4 years ago and was appointed to the role of Marketing VP earlier this year.

SeatGeek became the Official Ticketing Partner of the MLS back in 2016; a collaboration which has seen the company work with both the league and its clubs to develop an integrated ticketing platform. Representing SeatGeek is Jenn Ogden-Reese, who is an award-winning brand marketer with significant experience leading multi-platform consumer strategy for some of the most iconic and successful media brands in the world, including PEOPLE, InStyle, Entertainment Weekly, and Essence. She joined SeatGeek as CMO in 2016.

Also an Official Partner of the league, Target kicked off a multi-year deal with the MLS in 2017, and their involvement in the sport stateside deepens further with their relationships with Minnesota United and US Youth Soccer as Kit Sponsor and Retail Sponsor respectively. Having held a number of global and domestic leadership positions at The Coca-Cola Company for nearly a decade, William White joined Target in 2013 and now leads a team of over 300 marketing and media professionals who develop comprehensive marketing strategies and execute plans that drive company sales, build brand equity, and create loyal guests.

Guiding the discussion as moderator will be President & Founder of Gilt Edge Soccer Marketing (GESM), John Guppy. As former President/CEO of Chicago Fire and Director at Octagon prior to starting up GESM in 2008, John is perfectly placed to discuss the intricacies of brand placement in soccer and the importance of mutually beneficial partnerships.

Over two days, Soccerex USA will gather 2000 senior stakeholders from across the football industry to network, share insight and develop business opportunities that will drive forward the future of the game.  The programme will feature key figures from across the Americas and beyond to discuss a variety of topics such as the rise of women’s soccer, the evolution of soccer specific stadia, maximizing youth development, and adapting to soccer consumption trends, as well as an overview of MLS at 25.

For more information on Soccerex USA including the full conference programme and list of speakers click here.

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