In a clear overture to the Hispanic market, big-box electronics retailer Best Buy has signed Chicago Fire soccer star Cuauhtémoc Blanco as its first-ever brand ambassador. Under the deal, Blanco will be the public face of all of the store’s Hispanic initiatives.

The company says that the move is meant to deepen existing relationships with its Hispanic clientele, while cultivating new ones. In January, Best Buy signed a three-year deal with Blanco’s team, the Chicago Fire.

The Blanco deal is the latest in a string of initiatives aimed at boosting Hispanic business. In the past year, Best buy has launched a Spanish-language version of its website, added bilingual signage in select stores and begun offering Spanish-language assistance at its call centers.

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