Soccer Culture and Branding Opportunities Grow for Latinos in Pacific Northwest
The emergence of teams like Cuervos offers young Latino players more options and can be a boon to the savvy marketer moving forward.
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The emergence of teams like Cuervos offers young Latino players more options and can be a boon to the savvy marketer moving forward.
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.
The Las Vegas Knights utilize the Hispanic community by broadcasting games in Spanish. With a third of Las Vegas’ population being Hispanic, the recent NHL finalists have found ways to connect to the regions’ Latino community.
Forbes has issued its annual Top 100 Highest Paid Athletes list, with a record 17 Latinos earning mention. The earning power of Latinos worldwide is stronger than ever, with opportunities for these athletes, whether primarily English or Spanish speaking, continues to increase.
One of the largest Paso Fino equestrian events, Spectrum International, took place last week in Miami. Paso Fino’s long history in Latin America and South Florida make it the premier breed for equestrian events among Hispanic fans, and the annual event is one of the largest in the country.
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.
Latino Outdoors is a unique Latino-led organization working to create a national community of leaders in conservation and outdoor education. While strides have been made, organizations like Latino Outdoors are needed as strong advocates for the community and as providers of opportunities that have led to significant brand and event partnerships.
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.
Major League Baseball released demographics of this year’s Opening Day. This year’s numbers have set a record for players from outside the United States, including a strong contingent from Latin American countries.
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.
The Miami Open, one of the five largest tennis tournaments in the world, has a strong roster of Latino partners led by Presenting Sponsor Itaú. Situated in a strong Hispanic market and moving even deeper into a dense Hispanic population next year, the event is an increasingly valuable property for marketers.
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.
The Reading Fightin Phils minor league baseball team’s retirement of Roberto Clemente’s #21 highlights a season full of Latino-themed promotions across MiLB. Teams are connecting with fans through these Heritage nights, encouraging local companies and businesses to partner with them to reach the Hispanic communities.
Miami’s “Vice City Rollers” are riding a wave of popularity in the sport of roller derby with a strong Latino fan base and team makeup. The revival of roller derby over the past couple of decades has given rise to hundreds of teams and thousands of players, and is a fun way for brands to connect with this passionate fan base.
The Yankees’ Gary Sanchez and Astros’ Carlos Correa head the list of Latino players with the biggest Twitter growth. As the social media presence of Latino stars soars, the opportunities for brands to connect increases, with Correa’s Adidas deal a prime example.
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.