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.
Joe Favorito @joefav
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.
Dallas is a thriving soccer market, with a strong base of Spanish-speaking and bilingual fans. FC Dallas VP Gina Miller discussed some of the club’s strategies. As a team that plays in Dallas/Fort Worth, engaging the Latino and Spanish-speaking fan base is a daily focus for Miller and her team.
eSports and gaming are major topics of interest in sports business these days. As companies get used to doing more business in Latin America, the potential for growth in these areas is tremendous.
Former Golden State Warriors president and current Miami Marlins president of business operations Chip Bowers discussed the team’s challenges with Scout Sports managing partner Michael Neuman at Portada Miami last week. The Marlins are facing a huge rebuild, and have decided to look outside of baseball for a blueprint.
Players with Latin American ties are an increasing segment of the international growth of the NBA. With tens of millions of fans in the region, these and other player connections to their nations of origin will make marketing there even more desirable for brands.
At a breakfast hosted by CNN en Español and Portada in New York this week, marketers discussed how sports draws the Latino audience. The impact brands can have in sports is strong and still growing, in soccer in particular, especially with World Cup just weeks away.
South Florida based eSports leader Ben Spoont will speak at Portada Miami. The Miami Heat partner will discuss how eSports is bringing value to existing traditional professional sports teams.
NASCAR’s Chief International Officer Jim Cassidy discussed NASCAR’s strategy for Latin America. The Latino audience, both Spanish and English speaking, continues to grow; and the power of Latino Millennials to engage with brands and properties like NASCAR is also rising.
Fox Sports Latin America will air Spanish and Portuguese language coverage of races at the Texas Motor Speedway in Fort Worth this weekend. These broadcasts are part of NASCAR’s goal of engaging the growing number of Spanish speaking fans in the U.S. and abroad.
Argentina footballer Javier Mascherano’s deal with Latin American eSports agency eSports Planet reflects the growth of the competition’s growth in the region. Latin America has been a hotbed of elite gaming; partnering with a mainstream international sports star is a logical step in reeling in the casual fan base.
‘Culture’ was a topic of conversation at last weekend’s SABR baseball analytics conference in Phoenix. Bridging the gap between English and Spanish speakers in the clubhouse can lead to better success on the field, which benefits teams’ marketing efforts as well.
Genius Sports Group Communications Director Chris Dougan will be one of this year’s speakers at Portada Miami. He will discuss Gaming and Gambling with Ben Spoont at the EAST hotel on April 19. This is one of the topics that are changing the future of sports marketing. There will be plenty of questions moving forward as more entities, particularly in the U.S., embrace legal gambling on sports and eSports.
Elisabeth Kodner of the Milwaukee Bucks discussed the franchise’s outreach to its growing Hispanic fan base. While not as large as other urban areas, Latinos still remain a growing and vibrant fan base, with an affinity to hoops.
Veteran industry insider Mario Flores talks about some of the trends in the industry vis a vis Latinos. Flores has worked with some of the biggest brands on the planet and offers some of his thoughts on the state of Latino sports.
Alex Rodriguez spoke at last week’s 12th annual MIT Sloan Sports Analytics Conference. Rodriguez is the ultimate redemption story from what appeared to be a completely damaged brand to a growing Hall of Fame business career.
The interest FCB has cultivated in the U.S. is one that has Latino legs, and is certainly something to watch as the Americas head towards World Cup and a renewed and expanded interest in all things soccer.
NASCAR is continuing its work in Latino marketing, with the Daytona 500 leading off the year Sunday. By taking active steps to engage the Latino community, NASCAR can build a fan base which has not traditionally been strong but has shown potential for growth.
We talked to La Liga U.S. Delegate Rebeca Diaz Gonzalez about their marketing strategy for U.S. fans.