Financial terms of the deal were not disclosed, but Playmaker did confirm that its Futbol Sites brand will integrate the JuanFutbol team to strengthen its campaigns across Latin America and US Hispanic markets.
The JuanFutbol team, based in Mexico City, includes social media experts, media planners, video editors, copywriters and data scientists.
JuanFutbol operates a number of social media and digital channels as well as sports-focused web properties from Soccerly SAPI de CV. The publisher has more than six million followers across social media and its content generates a monthly reach in excess of 50 million.
The acquisition deal also includes the publisher’s JuanBeisbol baseball-focused asset and the FridaPop women’s-focused sports property. JuanBeisbol will be the first baseball-oriented brand in the Playmaker ecosystem, while FridaPop will complement Playmaker’s existing Redgol Fem female branded asset in Chile.
“JuanFutbol is one of the most respected and recognised brands within the sports media industry in Mexico,” Playmaker executive vice president and Futbol Sites chief executive Federico Grinberg said. “It is a fantastic complement to our existing portfolio in Mexico and puts us in a unique position in this market.
“Less than four 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.”
JuanFutbol co-founder and chief executive Miguel Ramirez Lombana added: “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 very 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.”
The deal comes after Full House in May also acquired creator agency and podcast network TPN Media Group, which owns sports betting information site PropsHQ.com, known as The Props Network.