Playmaker Capital has acquired JuanFutbol, a Mexican sports media publisher, in a bid to push into the Latin American market. JuanFutbol will bolster Playmaker’s expanding soccer-focused digital assets and its sponsored campaign capabilities.
JuanFutbol is a big name in Mexico, with six million social media followers across Facebook, Instagram, Twitter, TikTok, and YouTube. Cumulatively, its social media content accrues a monthly revenue of around $50m.
As well as soccer, JuanFutbol owns JuanBeisbol, a baseball asset, and FridaPop, a female-focused sports property. JuanBeisbol will be the first baseball-oriented brand that Playmaker has purchased, with baseball being a top three sport in Mexico.
The acquisition of JuanFutbol also shows Playmaker’s desire to reach female sports fans. FridaPop will complement its existing female-focused asset, RedGol Fem in Chile; this will contribute to a concerted effort to increase coverage of women’s soccer.
JuanFutbol CEO & Co-Founder Miguel Ramirez Lombana says, “Since the first day of 2022, we knew this year would be a critical one for JuanFutbol as each World Cup year presents great opportunities.
“We feel fortunate to partner with Playmaker, which we believe is the ideal group to take JuanFutbol, JuanBeisbol and FridaPop to the next level. Playmaker's commitment to building the most relevant ecosystem in digital sports media is unprecedented and we are proud to add our brands and experience to their successful ride."
Playmaker EVP agrees that this partnership is a vital one ahead of the 2022 World Cup. He commented: “JuanFutbol is one of the most respected and recognized brands within the sports media industry in Mexico. It is a fantastic complement to our existing portfolio in Mexico and puts us in a unique position in this market.
“Less than 4 months before the start of the FIFA World Cup Qatar 2022, it allows us to have a unique offering in terms of quality and reach for advertisers. Cracks, Bolavip and JuanFutbol together form an unstoppable attack front.”