Rafael Nadal, 17 years and 80 career singles titles after his 2001 debut, transcends both the Spanish and English speaking world.
Joe Favorito @joefav
The leaders of FIFA and U.S. Soccer Federation met with the President to discuss 2026 World Cup plans. Though largely ceremonial, the meeting was important in supporting the growth of the sport here.
MLB announced a slate of games as it returns to Mexico next year with regular-season and spring-training contests. Spreading the participation across multiple markets and multiple months will give MLB it’s most consistent on the ground presence in Mexico ever.
Allstate continues its support of Latino sports and culture with title sponsorship of Alianza de Futbol’s “Sueño Alianza” program.
A Chivas press conference received some social media exposure for its excessive product placement in front of coach Jose Cardozo. The almost comical number of items, coupled with a mic flag and step-and-repeat logo got a few laughs and actually provided some basically harmless extra exposure for the Liga MX team and a few of its partner brands.
European leagues have held “friendlies” in the U.S. for years, but La Liga North America represents the next step: bringing regular league matches here, with huge fandom and marketing possibilities.
The new flyweight champion is also the only Hispanic Olympic gold medalist, with a huge personality that is an ideal crossover hit for marketers.
A crossover standout like Lindor, who has appeal not just to Latinos but to a wide variety of fans, can be what baseball needs as it struggles to market outside of die-hard fans, to younger audiences.
With World Cup over, it can be deemed an overall global success not just in soccer, but in sports
business. Brands were able to use social media to deliver messages more than ever, via nontraditional outlets like Twitch, a trend that will only increase.
With World Cup now completed, it’s baseball’s turn to show off its Latino stars in the All-Star Game and associated activities this week in Washington, D.C. Baseball’s Latino numbers are higher than ever, and companies are figuring out the best ways to transfer that star power to marketing strength.
A new study by the Sports & Fitness Industry Association, as reported by the New York Times, notes that youth soccer participation is down 14%. It’s an alarming number, one of which soccer industry leaders are aware and are looking at ways to turn around; playing rather than just watching is a key element to long-term fandom.
Mitú has carved out a niche in the social space, helping brands leverage the World Cup to engage millennial Latinos. The example set by Mitú at World Cup can serve as a template or at least a starting point for brands to connect with Hispanics through grand-scale sporting events.
World Cup activations and partnerships have begun as the tournament kicked off last weekend. Companies are leveraging stars like Lionel Messi and Ronaldo while soccer interest is highest globally.
Wells Fargo’s campaign featuring Landon Donovan supporting Team Mexico in the World Cup has gained some attention amid some “controversy” regarding the spots. Marketers can use the window of Mexico’s success and popularity with an American figure who can transcend cultures and casual fans to draw needed awareness here.
Comcast this week announced a bilingual video experience integrating Fox and Telemundo World Cup coverage. This will be a great test for soccer fans who may have had to turn down the volume and follow their favorite brands when the language, especially Spanish, did not fit the household.
FIFA has reviewed (markedly different) bids from Morocco and North America for the 2026 World Cup. Initial signs point towards the United 2026 bid, and as that gains traction, marketers can plan for increased interest here.
David Villa’s production company Designated Player and Telemundo Deportes will create content during FIFA World Cup. In what can develop into a Spanish “Players’ Tribune,” leveraging World Cup content can be a big boost for DP.
Teams are finding ways to engage more authentically with their Latino fan bases. This growing demographic is critical to franchises and brands, and the more ingrained they are in the community, the more effective their marketing can be.
The Association soccer league has created a new, athletics-based way of networking in Los Angeles. Big brands like SpaceX and Beats by Dre are already on board in this opportunity for multicultural connections in the diverse Los Angeles market.
Panini’s Jason Howarth, Las Vegas Lights’ Steve Pastorino and the L.A. Galaxy’s Brendan Hannan weigh in on the importance of the Latino market at World Cup this summer. Resetting from a U.S.-Canada focus to Latino fandom is critical for brands with World Cup ties.