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Archive for May 2, 2012

MLS

Who Said the US Doesn’t Follow Its Own Soccer League?

Written by Pablo Rivera on . Posted in Marketing, Sports

MLS

MLS

The United States is well known for big time sports like the NFL, MLB, NBA and other big leagues, but the US has not recognized soccer as being a top sport. I believe things will start to change.

Major League Soccer (MLS) started its first season in 1996 with only 10 teams.  In 2011 the league had 19 teams, 16 American and 3 Canadian where it also saw an average of 17,872 spectators for all 19 teams.  According to an article in Forbes it is the highest attendance in history, above the most recent seasons for both the NHL and NBA for the first time.  The MLS league is definitely growing: NBC sports agreed to televise 45 league games last year and closed marketing partners like Adidas, Panasonic, Microsoft, Budweiser and more.

MLS’s CMO Howard Handler said that the reason for the growth is due to the fact that the league has built soccer-specific stadiums, and because their target audience is Gen-Y and a multicultural population, especially Hispanics.

I believe that the league will definitely have a huge impact in the near future on the US population, and more important is that the fan base will reach numbers never seen before.

Mexican Immigration Comes to a Screeching Halt

Written by Susan on . Posted in Marketing

Cross Border Mexicans

Cross Border Mexicans

Major news outlets, from CNN to USA Today, have covered Pew Hispanic’s newest report, titled Net Migration from Mexico Falls to Zero- and Perhaps Less. The report confirms what some have been seeing on a smaller level recently: not only are less Mexicans immigrating to this country, but as the title states, migration has possibly fallen to below zero. Not only are Mexicans not coming to the U.S., but it seems that more are returning home to Mexico than before.

The study authors attribute the drop in immigration to several sources: the weakened U.S. job market, heightened border enforcement, a rise in deportations, the increased danger of illegal border crossings, as well as the decline in Mexico’s birth rates and better economic conditions in Mexico. With the exception of these last two, the main factors in Mexicans fleeing the U.S. appear to be punitive immigration measures adopted recently in the U.S. Is this really the main cause of the decline in Mexican immigration though, or does the improving Mexican economy have more to do with things? If Mexicans are indeed fleeing this country, it would be interesting to ascertain whether it’s because this coincides with the biggest recession in the U.S. since the Great Depression, or whether it has to do with heightened border enforcement. I would argue that, while the mainstream media has portrayed this report as a positive thing, it does not augur well for the economy. I would like to see the statisticians compile a graph comparing rises and falls in Mexican immigration to the overall health of the U.S. economy. I imagine if the economy picks up steam in the next few years, we may see more Mexicans.

Jose Villa also wrote about the study’s potential impact on the Hispanic marketing industry in his blog post, What the slowdown in Mexican immigration means for the future of Hispanic marketing. He emphasizes that the demographic trend of growth in the Hispanic population within the U.S. coming from births rather than immigration should continue, and he also reminds us that not all Hispanics in the U.S. are Mexican, though Mexicans represent a sizeable majority. This means that Mexicans will represent a smaller share of the Hispanic population. For these two reasons, Hispanic marketing will still be relevant. But perhaps campaigns will have less of a Mexican accent, and more of a Puerto Rican, Cuban or Salvadoran accent?