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(By Maurizio and Maqueda) The sports sponsorship industry has undergone a remarkable evolution over the past few decades, yet few narratives are as captivating as Heineken's recent decision to revamp its sponsorship strategy by enlisting Max Verstappen as the ambassador for its non-alcoholic beer line. This initiative not only sheds light on the current market dynamics but also underscores how a brand can swiftly adapt to circumstances to seize unique opportunities. The marketing crossover necessitates the formation of substantial teams dedicated to planning, activation, and the expansion of brand experiences, which involves the establishment of a mega-area for the Head of Culture and increased investment in phygital brand experiences. In this article, we will delve into how Heineken transformed its sponsorship approach and what this signifies for Formula 1 and the culture of responsible consumption.

(By Molina and Taylor, with the collaboration of Maurizio) In an increasingly polarized political landscape, Latinos in the United States are emerging as a pivotal electoral group that could define the trajectory of the 2024 presidential elections. The recent USA TODAY poll reveals a startling lead for Donald Trump over Kamala Harris, with a margin exceeding 10 points between the two candidates. This trend not only reflects a significant improvement in Trump's perception among Latino voters but also a growing disenchantment with the Democratic Party, which has left many within the community feeling betrayed. This article delves into the implications of this reality and how both candidates are vying for the support of a community that comprises approximately 15% of the American populace.

(Por Taylor y Maurizio) The tech landscape has evolved in ways that many find astonishing and often perplexing. In this context, Randi Zuckerberg, former Head of Marketing at Facebook and now an entrepreneur, has asserted that we are living in a time of great excitement in the tech sector. During her participation in the Valencia Digital Summit, Zuckerberg confidently stated that this is the most thrilling phase of the industry since Facebook's inception. But what makes this moment so significant? In this article, we will explore the reasons behind this assertion and the factors contributing to this wave of innovation, from Artificial Intelligence to the entrepreneurial opportunities emerging in an increasingly digital world.

(By Taylor) In an increasingly globalized world, migration has become a reality for millions. Santiago Rossi, an Argentine who arrived in Miami in search of new opportunities, understood the challenges migrants face in maintaining ties with their families. Thus, OKY was born—a revolutionary platform that facilitates low-cost remittance transfers, focusing on the small details that make a difference. This article explores how OKY is transforming the way migrants connect with their loved ones, offering an accessible and human service that goes beyond the financial.

(By Molina-Taylor) Democracy blossoms at every corner, and in Florida, the pulse of the electoral process resonates powerfully. Starting October 21, the counties of Miami-Dade, Broward, and Monroe have launched early voting for the 2024 general elections. This is a pivotal opportunity for voters to exercise their rights, not only to choose the next president but also to make decisions on hot-button issues like abortion legislation and the legalization of recreational marijuana use. In a context where every vote counts, understanding how to participate is essential.

(By Maurizio and Vera) The history of music is laden with moments that transcend generations, where the legacy of icons intertwines with the emerging voices within the industry. On October 21, 2024, the Rock & Roll Hall of Fame bore witness to an unprecedented meeting of two musical generations: Dua Lipa and Cher. This event not only highlighted Cher's enduring relevance in the musical landscape but also underscored Dua Lipa's contemporary influence, reaffirming that music remains a universal language that unites different eras and styles. What strategy and brilliant planning lie beneath this epic encounter?

(By Ortega, with Maqueda and Maurizio) The passion for soccer resonates powerfully in Miami, and the recent confirmation that Inter Miami will participate in the 2025 Club World Cup has further ignited this fervor. This prestigious tournament, which will gather the world’s elite teams, is set to take place in the Sunshine State, with the local team kicking off the event in what promises to be a historic opening match. The implications are monumental, generating a plethora of themed events, tents, fan zones, brand activations, venue upgrades, and installations of team and nation museums. The significance of this participation is profound, impacting the local community and shaping the future of soccer in the United States.

(By Ortega) On October 19, 2024, Inter Miami CF penned a new golden chapter in the annals of American soccer by setting a historic points record in a Major League Soccer (MLS) season. With a resounding 6-2 victory over the New England Revolution at Chase Stadium, the team not only secured its place in history books but also left an indelible mark on the hearts of its supporters. This article will explore the ramifications of this monumental win and the brilliance of its stars, particularly Lionel Messi.

(By Maqueda and Maurizi) Formula 1 is back in the United States, and with it, excitement is reaching new heights. The United States Grand Prix, set to take place at the stunning Circuit of the Americas in Austin, Texas, is an event that not only attracts speed enthusiasts but also those seeking a unique experience filled with adrenaline and glamour. In this article, we will explore all the details of this race, from the schedule to how to tune in to the action, along with a glimpse into the history of this track and the recent winners.

(By Cánepa and Maurizio) In an event that resonated deeply with soccer enthusiasts, Lionel Messi was awarded the prestigious “América Ward” by the Spanish newspaper Marca, in recognition of his remarkable career as the most decorated soccer player in history. This event, held at Chase Stadium in Miami, featured prominent figures, including the Argentine Consul in Miami, Marcelo Gilardoni, and not only celebrated Messi's achievements but also highlighted his profound emotional connection to Argentina and his new life in the United States. In a context where sports intertwine with culture and identity, Messi stands as a symbol of perseverance and passion.

(By Maqueda and Taylor with the collaboration of Maurizio) Why do Google and most tech giants, or not-so-giant companies, increasingly bet on marketing crossing events and real phygital experiences like F1? How important is it to co-create and amplify products through experiences and cross-development? In a world where innovation and speed are synonymous, the collaboration between Google and McLaren in Formula 1 (F1) stands out as a milestone that redefines not only motorsports but also the use of technology in high-performance sports. With the introduction of the new MCL38 race car, the British team seeks not only to win each race but also to demonstrate how artificial intelligence and cutting-edge devices can transform on-track performance. This article explores the synergy between these two powerhouses, its implications for the sport, and how this alliance could change the future of F1.

(By Maqueda and Maurizio) It returns with a transformative, disruptive focus, perhaps facing much criticism from the fashion world and with a bit of harshness in its experience, and a clear lack of flow (as they say today in the lingo). But beyond that, Victoria’s Secret is back, and it's clear that many brands made mistakes by cutting budgets for marketing, logistics, strategists, and activation teams. Now is the time to rectify that error in the era of cross-marketing expansion and the breadth of real, phygital experiences. Whether you're a bakery, a cosmetics and perfume chain, a tech company, or a car agency, it's time to reconnect with brand strategists and build experience teams, because this is the era of expanded real experiences in products, categories, partnerships, and all types of media.

(By Ortega and Cánepa) With the palpable excitement surrounding the South American Qualifiers for the 2026 World Cup, the recent performances of the teams have left fans in a state of anticipation. Argentina, with its overwhelming 6-0 victory over Bolivia, has reaffirmed its leadership in the standings, while other teams like Colombia and Uruguay have experienced their ups and downs. In this article, we break down the results of matchday 10, analyze key statistics, and explore the upcoming fixtures, all with a reflective and debatable focus.