Martínez, Ariel Barlaro, Heidi Pellerano, Norberto Gobbi, Luke Gaydon, Carlos Sánchez and, Pablo Zarate: Everybody competes for schedules
Sports have become global
Maribel Ramos-Weiner|27 de octubre de 2020
According to Heidi Pellerano, Executive Commercial Director of Concacaf, “sports have become gradually global. We are all competing for schedules and have constant pressure to create new sources of income. At Concacaf (41 countries represented) we have the responsibility to cover all those events and give everyone access”.
Pellerano participated in the panel Conexión con los Fanáticos en la Era de la Nueva Normalidad de los Estadios Vacíos of the second edition of Sportv Latin America Series organized by Dataxis that on this occasion took place virtually.
Pablo Zarate, VP SUM International Properties at MLS; Carlos Sánchez Rojas, Director of Social Networks at TV Azteca; Roberto Martínez, member of the Board of Directors in charge of Marketing and Communication at the Racing Club; Norberto Gobbi, responsible for Marketing of the Club Gimnasia and Esgrima de La Plata; and Luke Gaydon, Business Development, Sports at Accedo, were with Pellerano on the panel.
Martínez highlighted that the pandemic caught them one month after having launched their OTT and they had to accelerate the disembarkment.
Zarate mentioned they have always had something to offer in the direct-to-consumer modality. "You must identify the adequate partners for each platform. We have ESPN+ in the US, and now on Pluto TV, content that goes beyond the 90 minutes of a match. Also with DAZN,” he added.
According to Gobbi, there is an opportunity as a club beyond the TV rights. "On TV we are extremely limited for generating insights, but with alternative contents, we are able to understand consumers´ new preferences. OTTs enable fans´ comprehensive knowledge of a sports property," he said.
Gaydon contributed that knowing fans well is a way to increase connection.