The agreement shows the continued growth of Latino markets and fans as affluent consumers and creates a more varied playing field now for a lucrative category.
Joe Favorito @joefav
That these and other Latino stars dominate the list reflects their popularity among not only Hispanic fans but soccer supporters in the U.S. as a whole.
Puerto Rico’s Alex Cora, the Boston Red Sox’s first minority manager in their nearly 120-year history, has emerged as a brand to be recognized and embraced in The Hub.
A European club seeing the value of a U.S. women’s team may open the floodgates for investment by others and new partnership opportunities worldwide.
The program tying education, real-life experience and soccer can serve as a model for partnerships with tangible benefits to Latino students and brands, in this case, a university.
Increased accessibility to the sport in the U.S. and the work of organizations like The First Tee means more opportunities and potential business expansion.
Padilla is one of the most prominent Latinas in sports marketing who has the rare mix of Hispanic expertise across sports.
#PortadaNY Soccer Marketing Key Takeaways from Allstate, Comcast, NYCFC and Scouts Sports and Entertainment
Portada New York included two sports marketing panels, featuring Portada board member and Allstate Director of Sports Marketing Daniel Keats, Comcast’s Hispanic Marketing Director Alejandro Solorio, Portada board member and EVP, Managing Partner, Scout Sports and Entertainment Michael Neuman, and Jon Patricof, president of the New York City Football Club.
Nike debuted its Juntas Imparables campaign, step one of a long planned and multitiered play into the Mexican marketplace for Nike.
At SportBusiness Summit in Miami, La Liga President Javier Tabas spoke up for the Girona-Real Madrid matchup in January, against some opposition from other organizations, including FIFA and MLS.
Rafael Nadal, 17 years and 80 career singles titles after his 2001 debut, transcends both the Spanish and English speaking world.
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.