Red Sox Launch New Spanish-Language Website

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20150504 PG8 RedSoxThe Boston Red Sox have launched a new Spanish-language website www.losredsox.com.

The club press release stated that the website will feature  live streaming, game information and recaps, details about community programs, links for purchasing tickets and information about events taking place at Fenway Park.

Nascar Goes with Florida Firm

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20150216 Pg8NASCAR has assigned its Hispanic marketing and advertising needs to Florida-based firm, Marca.

Play Ball!

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Who knew that the movie “The Sandlot” – celebrating 22 years this month – was way ahead of its time? You see how the main character and the team’s best baseball player, Benny “The Jet” Rodriguez, is Latino. I love that movie. But I had never thought about it in that cultural context.

While the 2015 demographic MLB Opening Day breakdown has yet to be released, 2014 provides an illustration of how diverse MLB is:

“The Dominican Republic again leads the Major Leagues with 83 players born outside the United States. Venezuela ranks second with 59 players, marking its fourth-highest total of all time. Cuba places third with 19 players, setting a new all-time high and surpassing last year’s record high of 15.

Rounding out the totals are Puerto Rico (11); Canada (10); Japan (9), Mexico (9); Curaçao (5, surpassing its previous high of four set in 2009 and 2012); Colombia (4, matching its previous high set last year); Panama (4); Nicaragua (3, matching its previous high set in 2012)

And with Cuban relations easing, we’re bound to see a greater Cuban presence on MLB rosters similar to what we have seen in the Dominican Republic: a greater emphasis on training camps in Cuba.

MLB is ahead of its time, as it already (to an extent), exemplifies the estimated U.S. population in 2050. The U.S. Census projects that by 2050, Hispanics will make up about 29% of the total population. Today, 26.9% of MLB players are Hispanic. The biggest difference, however, is that the overwhelming majority of Hispanic MLB players (84%) are foreign born, in stark contrast to the just over 50% of U.S. born Hispanics. With U.S. born Hispanics steadily increasing, MLB will eventually be on par with total population.

Soccer and Hispanics: Not Always the Perfect Match

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20150824 PG10 SOCCERHey there brands, not all Hispanics are into soccer. Yes it’s true that there are a lot of Hispanics who love soccer and have a deep passion for it, but there are other ways to form a connection with us. I may be the odd one out since I’d much rather watch an (American) football game or a basketball game, or maybe even a baseball game, than watch a soccer game.

Professional football ranks higher than any other major sport amongst U.S. Hispanics. According to this article on Multicultural Retail 360:

  • Over 65% of Hispanics watch football
  • 29% of them identify as “avid” fans
  • Spanish-dominant Hispanic viewers increased by more than 15% in the past year
  • Last year’s Super Bowl was the highest rated program ever among this segment

Historically, NFL culture has had very few Hispanic players, so Hispanic culture has not been well represented. The NFL is working very hard to change that with Hispanic youth programs and Spanish-language advertising. Because the NFL has a much shorter season than the other major sports, spanning only 16 weeks, it can afford to broadcast all the games in Spanish.

Of the 32 different franchises in the NFL, the Dallas Cowboys consistently have the most Hispanic fans. Part of the reason that they have such a huge Hispanic following is that they have Hispanic Heritage Initiatives that help build a stronger connection with Hispanics. And it doesn’t hurt that Texas shares a border with Mexico. One of the brands that has capitalized on Hispanics’ affinity for the Cowboys is Miller Lite. It’s the official Beer of the Dallas Cowboys, and they target Hispanics extensively in their advertising.

There are millions of Hispanics in the U.S. that didn’t grow up with a soccer ball next to their bed.  Incorporating soccer in every ad campaign that targets Hispanics just to try to establish a connection and pretend that the brand understands Hispanic culture is the new “Piñata.”

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