Tag

las vegas

Browsing

What: The Vegas Golden Knights, the newest NHL franchise, is making inroads with the Latino community in the region.
Why it matters: Team engagement with street hockey clinics, merchandise sales, community school events and even Spanish-language promotions will be a win for all.

T-Mobile Arena

Hockey and Latino outreach may seem like a bit of an outlier, but not if you are the Vegas Golden Knights (@GoldenKnights). One of the most successful sports business startups of all-time, the Golden Knights have broken so many boundaries that it’s hard to count, with a new focus and success on the Latino market in and around The Strip.

Now the idea of marketing to Latinos in Vegas is not that foreign, no pun intended. The USL Las Vegas Lights FC (@lvlightsfchave successfully made Latino inclusion a big part of their marketing, with resounding success, and fight sports like MMA (@ufcand boxing, have seen resounding opportunities in the market as well. But hockey?

The Golden Knights have seen the light.

I’m seeing more and more people of a Hispanic heritage following the team. I see them at the games. We’re seeing it in our metrics digitally and socially.

According to ESPN.com, Las Vegas’ proactive and strategic approach on the grassroots side has led them to local Latino audiences, both Spanish and English speaking, that have embraced the team, and the sport they have found like never before.

The leader of the push is Kerry Bubolz (@KerryBubolz), Golden Knights President, who has seen the impact that introducing sports like hockey at the grassroots level can have in a growing and underserved community like Las Vegas.

Last February, during the inaugural season which saw the Golden Knights advance to the Stanley Cup Finals, the team announced that in partnership with sponsors, the NHL (@NHLand the NHLPA (@NHLPA), they were donating full floor-hockey equipment packs to middle schools in Clark County. For each school, that included 60 sticks, multiple nets, border controls to create a rink in a gymnasium and, training for school staff to better understand the rules of the game. Given that more than half the school district has Hispanic and Latino origins, the assimilation and introduction was pretty generic.

The Portada Brands-Sports Summit in Los Angeles on March 15, 2019 (Hotel Loews Santa Monica) will provide a unique setting for brand marketers to learn about the opportunities sports and soccer content offers to engage consumers in the U.S. and Latin America.

Kerry Bubolz

“They’re growing in size and economically in this market,” said Bubolz in the article. “I’m seeing more and more people of a Hispanic heritage following the team. I see them at the games. We’re seeing it in our metrics digitally and socially. So what are other ways that we’re reaching out in an authentic way?”

This led to another emerging idea in the NHL, one that has taken hold in NFL, MLB and the NBA for years: Spanish language broadcasts. ESPN Deportes 1460 AM in Las Vegas, came on board, now delivering games in native language as well. The move made the Knights one of six NHL teams now to offer games in Spanish, with AT&T SportsNet (@ATTSportsNetRM), which carries the Golden Knights, now providing an SAP option as well.

The result is a growing grassroots push for, yes, hockey in the Latino community in the desert.

What has been seen in a more native sport for the community, soccer, with Las Vegas Lights is not just fan support but brand activation joining forces with the team, which is a huge boost for the bottom line. For hockey, with Golden Knights games still at a premium, heading to T-Mobile Arena (@TMobileArenamight be a stretch for many young Latino families, but engagement with the team with street hockey clinics, merchandise sales, community school events and even Spanish language promotions will win for all. What also makes this a smart play for the team is that it seeds a new audience, one which may love the breakneck speed of the sport and the glamour of the NHL but had never been exposed before. That audience will take time to mature, but the Golden Knights have the luxury of time and buzz on their side.

Latino hockey fans: a new phenomenon sprouting seeds in the sands of Nevada.

Subscribe to Portada’s daily Sports Marketing Updates!

Cover Image: Flickr/Michael Miller

What: Portada talked to Gustavo Guerra, brand director of Tecate Equity at Heineken U.S., about how the beer brand has changed its marketing strategy to target the overall U.S. market. A campaign using actor Silvester Stallone is intended to appeal to target audiences nationwide. In addition, boxing sponsorship deals are a major element behind this new marketing push.
Why it matters: In 2016, Tecate signed a multiyear sponsorship deal with management/promotions firm Golden Boy Promotions, and with current WBC Light Middleweight Champion Saul ‘Canelo’ Alvarez. “Canelo”  just competed last Saturday May 6 against Julio César Chávez Jr, The multi-year sponsorship contract has Tecate featured prominently in the center ring, around the mat, and throughout the arena. Boxing allows Tecate to really leverage sponsorships through in-store promotions, which help them sell more products.

Gustavo Guerra Maza
Gustavo Guerra, brand director of Tecate Equity in Heineken U.S.

On last Saturday night, May 6, all boxing fans’ eyes were set on Las Vegas to experience one of boxing history’s most exciting encounters: current WBC Light Middleweight Champion Saul ‘Canelo’ Alvarez, against Julio César Chávez Jr. During what seemed to be the longest twelve rounds in boxing history, Canelo reminded the world of what a great fighter he is.  Canelo, once again, won the WBC Light Middleweight Championship. But the Mexican boxer wasn’t the only winner last Saturday night. Printed on his shorts, and with a presence on every corner of the MGM Grand Arena in Las Vegas, Tecate made sure to leverage one of its most relevant sponsorship deals.

Tecate’s marketing push in 2017 did not start with the Canelo-Chavez fight. On April 18 Tecate launched a new campaign (TV, Digital, and Social Media)  in collaboration with Canelo Álvarez and Sylvester Stallone.

Subscribe to Portada daily Sports Marketing Updates!

“Stallone was key to the strategy because, although he is no boxer, he allowed us to reach an audience beyond Hispanics, which already connect with Canelo,” explains Guerra.“We are expanding our brand towards a market, which had been foreign to us, which is the American market.”

We are expanding our brand towards a market, which had been foreign to us, which is the American market.

Tecate has a multiyear agreement with promotions company Golden Boy, founded by former boxer Óscar de la Hoya. Alone in 2016, Golden Boy received an audience share of 42% of all boxing fights, explains Guerra. The multi-year sponsorship contract has Tecate featured prominently in the center ring, around the mat, and throughout the arena. (Saúl El Canelo  Álvarez, is among professional boxers who have contracts with Golden Boy.)

“It wasn’t enough to sign a partnership with Golden Boy. For the first time, we signed a deal with a boxer. Canelo Álvarez became the brand’s ambassador last year,” explains Guerra.

HOW TECATE MARKETS TO U.S. MENWHO? WHAT?RATIONAL
Sponsorship of InfluencersMovie star Sylvester StalloneTo reach U.S. Americans
Boxer Canelo AlvarezTo reach Hispanic audience
MediaTV advertising on 10 English speaking channels, and 13 Hispanic channels. Print advertisingTo reach the masses
Retail ActivationsIn-store activations in more than 17000 stores, plus special edition cansFor immediate conversion
Digital ActivationsSocial media plus online advertisingTo reach a younger and connected audience

The History of Tecate’s Marketing in the U.S.

Some say you can reach men through their belly (stomach), but Tecate found a better way to do it: through sports, particularly boxing.

When Tecate started expanding in the U.S., in 2007, its marketing strategy focused on reaching first-generation Hispanics who already knew the Mexican brand and wanted to buy it in the U.S. But later, in 2015, Tecate decided to go after the next generation, whose natural context is bicultural.

Subscribe to Portada daily Sports Marketing Updates!

“These consumers don’t feel like native U.S. Americans, but neither like Hispanics. This is why they represent the best of both worlds, “explains Guerra. They connect both with the American culture and with the Latin American.

“To us, this is the most relevant strategic change. It  represents 64% of Hispanics, who  live in both cultures, and move around like a fish in the sea.”

For us, this is the most relevant strategic change.

With this in mind, starting in  2016, Tecate expanded its reach beyond the “the sunny belt” states -California, Arizona, New Mexico, and Texas-  to the whole territory of the U.S.

Tecate started to use boxing to target the Hispanic consumer in May 2015. The boxing “Fight of the Century” between Manny Pacquiao and Floyd Mayweather was one of the most exciting moments in boxing history. Box office sales reached US $74 million (just 14 million less than Super Bowl, with a quarter of the seats available).

Along Las Vegas Boulevard, 275 activation points reminded people walking by that the “Fight of the Century” was presented  Tecate. “The moment you left the plane, at the airport, you had an impact by Tecate. This was a very important way to leverage our sponsorship,” remembers Gustavo Guerra, brand director of Tecate Equity in Heineken U.S.

(Photo: @Canelo)
For the first time we signed a deal with a boxer. Canelo Álvarez became the brand’s ambassador last year.

Boxing allows Tecate to really leverage sponsorships through in-store promotions, which automatically lead them to sell more products. In addition, Tecate pushes the brand through social media and digital advertising. Including its Bold Punch app, which makes your phone vibrate every time Canelo connects a punch on his opponent.

“These features help us connect with our target consumers, and allow us to tell a story,” says Guerra.

Now, the key to keeping growing  is to continue innovating to connect with all our audiences, Guerra concludes.

Gabriela Gutiérrez M contributed to this article.

 

WP to LinkedIn Auto Publish Powered By : XYZScripts.com