‘La Vida Baseball’ Launches to Connect Fans with the Sport’s Latin Roots

What: Baseball fans will now have access to an online portal that specializes in the impact of the Latino community on baseball’s past, present and future. In alliance with The National Baseball Hall of Fame, La Vida Baseball will focus on what makes baseball an integral part of the Latino experience.
Why It Matters: La Vida Baseball will be the first one to bring the Hall of Fame’s sights, sounds and stories to an audience beyond Cooperstown through short- and long-form storytelling.

Starting today, March 1, the internet will welcome a new portal that focuses solely on baseball: La Vida Baseball (lavidabaseball.com). But, what makes this new site different from what is already out there?

NBHOFIn an official partnership with The National Baseball Hall of Fame, La Vida Baseball will focus on Latinos' -- both players and fans -- connection to baseball, and bring them the Hall of Fame’s sights, sounds and stories.

“It is a media property that is going to celebrate the passion for the game that is uniquely Latino, more than digging into it by publishing game scores and events. We are not going to compete with ESPNs and Foxs in letting you know who won, and so on,” explained Henry Pacheco, a digital and social editor at La Vida Baseball, during an exclusive interview with Portada.

Henry Pacheco profile photo

Henry Pacheco, digital and social editor at La Vida Baseball.

Among the editorial content on La Vida Baseball will be pieces that take a close look at Latino players' lives off and on the baseball diamond. Through long and short stories as well as videos and social content, the new site will share stories about what kind of music their favorite players listen to, what restaurants they recommend for eating out, and the parts of life in the United States that help them feel connected to back home.

“The Hall of Fame’s new partnership with La Vida Baseball will connect U.S. Latino baseball fans to Cooperstown while bringing the stories of the heroes of the game to new audiences around the world,” said Jeff Idelson, president of the National Baseball Hall of Fame and Museum.

La Vida Baseball will run on its own website, but also on Facebook, Twitter, Instagram and Youtube. “We want to talk about the culture within the game, specifically through a Latino lens,” ads Pacheco.

We want to talk about the culture within the game, specifically through a Latino lens.

“Latinos share this sport no matter if they are from Puerto Rico, the Dominican Republic, Mexico or another Latin country. This history goes back 100 years and we all live it today,” said Editor-In-Chief Dr. Adrian Burgos, Jr. to Portada.

Many outside of sports marketing might assume that most multicultural brands reach Hispanic-Americans through the sport of soccer. But according to La Vida Baseball's research, baseball is quickly rising in popularity, and is already the second most-popular sport in the demographic.

ESPN told last year that 60% of U.S.-Latinos self-identity as baseball fans.

Last year, ESPN reported that 60% of U.S.-Latinos self-identity as baseball fans. It is very common to find Latinos cheering for the teams where their compatriots play.

Subscribe to Portada Sports Marketing Updates!

Adrian profile photo

Dr. Adrian Burgos, Jr., Editor-In-Chief

“It’s about the passion of the players and fans. Baseball is a family for so much people. It is a connection to your own family. It shows you how to be a Latino baseball fan,” added Burgos, Jr.

Given that Hispanic-Americans prefer to consume social media and news in English, according to the editors, the site will publish all its stories in this language. Although there aren’t any plans to make a bilingual media, if readers and fans ask for it, La Vida Baseball isn’t closed to expanding towards Spanish content. The portal will be monetized through sponsorships and was also launched through private equity.

According to the editors, multicultural brands are looking for an alternative to reaching Hispanic fans through soccer. NASCAR and boxing are popular in the demographic, but baseball is far more popular, they say. The editorial team is looking forward to collaborating with different brands for sponsorships of branded content and other custom content solutions.

La Vida BaseballThe marketing team is looking for the right partners. “We are not going to look like a NASCAR car that is covered in brands; we are looking for the right strategic partners,” said Burgos, Jr.

We are not going to look like a NASCAR car that is covered in brands; we are looking for the right strategic partners.

Although La Vida Baseball will just be launched, its main challenge will be to survive out there. “Many Latino media sites are shutting down,” Pacheco admitted. Such was the case of La Flama and Soccer Latino.

But Pacheco believes that won’t happen to them. “Those other sites where too general. La Vida is very niche specific through baseball.”

 


Join us at PORTADA New York!


Ximena Cassab @xcassab

Ximena is a Swiss-Mexican journalist based in Mexico City where she specialized in business, and travel topics. Graduated from the National Autonomous University of Mexico (UNAM), she has worked as an editor at the magazines Expansión , Aire and Accent, from Expansion Group. Currently she is working with different media in Spanish and English independently. She is a passionate traveler who does not miss the opportunity to see a new place in the world.

MORE FROM PORTADA

Meltwater’s Ana Hoyos: “We See Great Potential for AI Expansion in Latin America”

Meltwater’s Ana Hoyos: “We See Great Potential for AI Expansion in Latin America”

The social media landscape is changing at an accelerated pace; artificial intelligence is acquiring a prominent role and companies have to adapt to survive. We talked to Ana Hoyos, area director at Meltwater Latin America, about the recent acquisition of Sysomos and what it means for social media analysis.


Loyalty, Brand Preference and the Economy Segment Traveler  

Loyalty, Brand Preference and the Economy Segment Traveler  

With the tremendous growth of economy segment hotels and low-cost air carriers, hotel and travel companies as well as the airlines, have begun to take notice and adapt to this expanding segment of travelers. To ensure that their brands stand out and become the best choice for these travelers, players in the travel industry are delving deeper into loyalty, personalization and brand preference in the economy travel segment.


Gatorade’s Jill Leccia: “We Promote Sports Within Young Soccer Players and Document Their Amazing Stories”

Gatorade’s Jill Leccia: “We Promote Sports Within Young Soccer Players and Document Their Amazing Stories”

Jill Leccia, Gatorade Sr. Director of PepsiCo Latin America Beverages, talked to Portada about the process of creating a global marketing campaign that's also aware of consumer's individual needs. Today it is more important than ever for brands to connect with consumers at a personal level while keeping local idiosyncrasies in mind but within a global context.