beIN SPORTS Americas has selected Y&R Miami to lead their advertising, marketing and communications efforts in the U.S. and Canada. As AOR for North America, Y&R will be creating all marketing communications targeting athletes, audiences, as well as business-to-business efforts aimed at increasing advertising sales and MSO alliances in the U.S. and Canada. “Todays advertiser is seeking to connect with an ever-elusive viewer in a fragmenting environment. We evaluated over 20 leading agencies in the U.S., and Y&R understood, developed and activated a compelling business and marketing solution that was driven by intelligent insights and executed with brilliant creativity across all our key distribution and activation channels” said Antonio Briceño, Deputy Managing Director of beIN Sports Americas. Eric Hoyt, President & CEO of Y&R in Miami added that the power and passion of European soccer and high-energy sports are exciting and thrilling, that is why is a challenge to understand the mindset of fans. “By truly understanding this sports-connoisseur, we were able to craft an integrated creative approach that effectively positions beIN Sports and smartly connects viewers and advertisers in meaningful ways that enhance the sports entertainment experience. It is always great to win new business, but it is especially exciting to score with beIN SPORTS and leverage our natural passion for soccer and sports.”
