Marketers Speak: Sports Deliver For The Latino Demo

What: At a breakfast hosted by CNN en Español and Portada in New York this week, marketers discussed how sports draws the Latino audience.
Why it matters: The impact brands can have in sports is strong and still growing, in soccer in particular, especially with World Cup just weeks away.

The message that sports deliver to the Latin demographic was made pretty clear Tuesday morning at The Lamb’s Club, when CNN en Español (@CNNEEand Portada hosted a special breakfast to talk about the challenges and opportunities in Multicultural Marketing. The packed room listened to a spirited debate about the impact brands can, or aren’t having in the Spanish speaking community and the steps measurement and engagement are taking to continue to create opportunities with outlets like CNN en Español, the largest Spanish-language platform in the country and perhaps the most impactful in North America to penetrate the Spanish language consumer.

Away from that, the topic of sports continued to assert itself, as an engagement point across cultures, languages and all barriers. “When looking for where to spend, we go to where people are engaged, and many times that engagement is in sports,” said Manny Gonzalez, Senior Director-Multicultural at Moët Hennessy USA (@MoetHennessy). “In many cases our consumers are led less by language and more by lifestyle, so that makes sports a key part of our marketing. Sports crosses all barriers and gives consumers a common ground to share stories and storytelling is key to building a brand.”

While the numbers across all platforms are encouraging for those looking to engage the Latino audience, the question of accurate and targeted measurement is still in flux.

That common experience in sports, especially for Latinos, continues to be in soccer. “The Beautiful Game,” as we head toward the World Cup, remains the fastest-growing sport for viewing and for grassroots engagement in North America, a fact that is not lost on marketers who have grown up experiencing a multicultural environment.

Subscribe to Portada's daily Sports Marketing Updates!

“When you look at the numbers and see that 93 percent of Liga MX fans don’t watch the NBA, and 74 percent don’t watch the NFL, it tells you a lot about the power of soccer and how important it is to engage with the Latino fan in the U.S.,’ added Nelson Pinero, Senior Digital Director, Senior Partner at GroupM. “That is a really powerful look at how valuable not just sports, but soccer is, to brand engagement in the Latino community.”

How this translates to brand spends is still up for some debate. While the numbers across all platforms are encouraging for those looking to engage the Latino audience, the question of accurate and targeted measurement is still in flux. CNN en Español’s recent expanded partnership with Nielsen (@Nielsenwill help ease those questions and should bring more brands into the mix for the platform, and for those working in sports marketing, the purchase of Spanish language or sports that tread heavily in Latino culture should benefit from bigger numbers and better engagement as we head toward World Cup, and a key sport like soccer continues to be a big factor in the mind of the consumer.

No matter what the language, sports continues to be key.

Check out the stars of Portada's Sports Marketing Board, who will meet at Portada Miami on April 18-19 to discuss various topics related to the future of marketing and innovation in sports. Register now!


Joe Favorito @joefav

Joe Favorito has over 32 years of strategic communications/marketing, business development and public relations expertise in sports, entertainment, brand building, media training, television, athletic administration and business. The Brooklyn, New York native has managed the day-to- day activities in strategic communications for: Two of the world’s hallmark sports and entertainment brands (the New York Knickerbockers and Philadelphia 76ers), the world’s largest professional sport for women (the WTA Tour), the world’s largest sports National Governing Body (the United States Tennis Association) and the world’s largest annual sporting event (the US Open). He also oversaw the strategic planning, investor relations, communications and digital business development of the International Fight League during its two year run as a Mixed Martial Arts venture and a publicly traded company. Favorito serves on the boards of the Weinstein Carnegie Group, New York Sports Venture Capital, the National Sports Marketing Network, the Drexel University Sports Business program, and Columbia University’s Sports Management program (where he is an instructor in Strategic Communications and Director of Industry Relations). Joe also maintains a well trafficked blog on the sports marketing and publicity field, “Sports Marketing and PR Roundup,” on the website joefavorito.com, as well authoring the first- ever text on the sports publicity industry (“Sports Publicity” published in August 2007 by Reed Elsevier and updated in 2012 by Taylor Publishing with a third printing coming in 2018), which is used in over 60 sports management programs in the U.S. He has been a guest speaker on sports marketing, social media and communications at a host of institutions, including Princeton University, the Wharton School at the University of Pennsylvania, Georgetown University, the University of Florida Law School, New York University, the Stanford University Graduate School of Business and many others. He is also a frequent spokesperson on the industry for publications ranging from Ad Age and The New York Times to NPR and CBS News. A graduate of Fordham University, Joe, his wife and two children reside in River Vale, New Jersey.

MORE FROM PORTADA

Latcom’s CEO Valentín Bueno: “Out-of-Home Advertising is Unique Because It Is Democratic”

Latcom’s CEO Valentín Bueno: “Out-of-Home Advertising is Unique Because It Is Democratic”

We talked to Valentín Bueno, CEO at Latcom, about why out-of-home advertising is growing more than any other advertising media. Out-of-home advertising has always been important, but technological advancement creates more and better opportunities for engaging consumers, which means the industry needs to adapt just as other advertising media. 


Tampico’s Marta Gerdes: “The Key to Marketing is Staying True to the Brand’s Essence While Keeping the Consumer at the Forefront”

Tampico’s Marta Gerdes: “The Key to Marketing is Staying True to the Brand’s Essence While Keeping the Consumer at the Forefront”

Tampico has updated its branding for the first time in about 25 years. A new, refreshed image will help Tampico reach its consecrated consumers, as well as the new generations.


JC Penney, MillerCoors, Wilson, and Oath Share 4 Essential Principles for Effective Shopper Marketing

JC Penney, MillerCoors, Wilson, and Oath Share 4 Essential Principles for Effective Shopper Marketing

The term 'Shopper Marketing' has been around for some time, but there's still not as much attention focused on "shoppers" as there is on "consumers", which could mean a missed growth opportunity. We talked about Shopper Marketing to JC Penney's Ana Lucía Soto, MillerCoors' Turiya Luzadder, Wilson's Ángel Carmona, and Oath's Maya Abinakad and Denise Brien.