Minor League Baseball Tabs Mariachis/Isotopes as Top Copa De La Diversión Club

What: Minor League Baseball has named the 'Mariachis de Nuevo México (a.k.a. the Albuquerque Isotopes) as its Copa de la Diversión champion for 2018.
Why it matters: With the number of participating clubs more than doubling to 72 this coming year, Albuquerque and the other finalists can serve as examples of how teams can engage the Hispanic communities in their respective markets.

When Minor League Baseball (@MiLBrolled out its Hispanic-driven initiative Copa de la Diversión this past year, 33 teams jumped on board. This past season, to varying degrees of commitment. And as 2019 will see participation double across the country, with 72 clubs engaged, including every one of the initial 33, the new teams will have numerous examples of success stories to draw from.

This week, MiLB selected the Albuquerque Isotopes (@ABQTopes(a.k.a. the Mariachis de Nuevo México (@MariachisNM)) as the winner of its first Copa de la Diversión™ (Fun Cup™) event series winner. MiLB's new Latinx Advisory Committee selected the Isotopes for numerous initiatives that took the Copa experience to the next level, to outdistance the following clubs who were finalists: Monarcas de Eugene (Eugene Emeralds @EugeneEmeralds), Cucuys de San Bernardino (Inland Empire 66ers of San Bernardino @66ersBaseball), Cielo Azul de Oklahoma City (Oklahoma City Dodgers @okc_dodgers) and the Flying Chanclas de San Antonio (San Antonio Missions @missionsmilb).

The expansion of this program, even into some non-traditionally Hispanic regions ... shows that teams have identified that Latinos in their markets may still be largely untapped

“All 33 participating teams fully embraced the Copa de la Diversión initiative, authentically engaging their local Latinx communities in a transformative, relevant and fun new way,” said Kurt Hunzeker, MiLB Vice President of Marketing Strategy and Research, in a statement. “Having to select a single winner from a list of worthy candidates was a difficult task for our Advisory Committee, but it was impossible to ignore how much the Albuquerque community embraced the Mariachis’ mission and ballpark experience all season long.”

Some of the elements of the Mariachis/Isotopes full-dive into the Copa series included an investment of significant marketing money into the program, which led to a single-game attendance record in Albuquerque in their May 5 Copa game and highest average attendance in themed games across the country. The team also worked closely with groups like the Albuquerque Hispano Chamber of Commerce (@AHCNMto maximize the community connection and benefit, helping them net the largest revenue from licensed "Mariachis" merchandise and commercial partnership revenues dedicated to Copa events.

Join us at PORTADA LOS ANGELES on March 15, 2019 at the Loews Beach Hotel Santa Monica, where we will dive deep into sports and soccer marketing's preeminent topics. Felix Palau, VP Marketing, Heineken will discuss "How to measure ROI and transfer best practices between sports marketing platforms". Other speaking engagements include Tiago Pinto, Global Marketing Director, Gatorade who will provide answers to the question: "Will Corporate America jump on the soccer opportunity?"Attendees will also be able to benefit from Portada's meet-up service of three-eight-minute meetings with top brand executives!

The expansion of this program, even into some non-traditionally Hispanic regions like Tulsa, Winston-Salem, Salt Lake and Durham, shows that teams have identified that Latinos in their markets may still be largely untapped. It will be interesting to see how many of the 40 or so new teams follow the examples of the Albuquerque, San Antonio and others that were all-in on Copa and how it may one day be an MLB initiative as well.

Subscribe to Portada's daily Sports Marketing Updates!


Jerry Milani @gbpackjerry

Jerry Milani is a freelance writer and public relations executive living in Bloomfield, N.J. He has worked in P.R. for more than 25 years in college and conference sports media relations, two agencies and for the International Fight League, a team-based mixed martial arts league, and now is the PR manager for Wizard World, which runs pop culture and celebrity conventions across North America. Milani is also the play-by-play announcer for Caldwell University football and basketball broadcasts. He is a proud graduate of Fordham University and when not attending a Yankees, Rams or Cougars game can be reached at Jerry (at) JerryMilani (dot) com.

MORE FROM PORTADA


The 5 Most Pressing Questions About Influencer Marketing Answered by Band of Insiders, Best Buy, Bimbo, and Pepsico

The 5 Most Pressing Questions About Influencer Marketing Answered by Band of Insiders, Best Buy, Bimbo, and Pepsico

During the seventh edition of the #PortadaMX summit, experts in Influencer Marketing took the stage to discuss best practices surrounding this elusive but undeniably effective tool to reach consumers. Vivian Baron, CEO and Creative Chairwoman at Band of Insiders, presented the panelists: Best Buy Mexico's E-commerce Subdirector José Camargo, Grupo Bimbo's Global Consumer Engagement Lead Giustina Trevisi, Band of Insiders' Influencer Marketing Manager Leonardo Vargas, and Pepsico/Drinkfinity's Director of Business Innovation & Marketing Yamile Elias.


Experts: Sears’ Future in Mexico Remains Bright, Implications for U.S. Hispanic Market

Experts: Sears’ Future in Mexico Remains Bright, Implications for U.S. Hispanic Market

Experts tell Portada the downfall of the storied retailer won’t affect the Sears franchise in Mexico where better merchandising and e-commerce under the management of Grupo Carso, owned by Mexican billionaire Carlos Slim, have built the franchise into a big hit with Mexican consumers. The implications for the U.S. Hispanic Market.