With World Cup 2014 looming in Rio, Street & Smith’s Sports Business Daily Global Journal’s ‘On the Ground’ presented a review of an interesting panel discussion at the 2013 Intersport Activation Summit entitled “The Shifting Paradigm of Hispanic Sports Marketing and Sponsorship Activation.”
The panel discussed targeting the Hispanic demographic but noted that the focus can’t be solely on soccer and must include other sports, depending on the geographic region. ESPN Deportes GM, Lino Garcia, said it best: “Soccer is a big driver in sports for Hispanics. Two-thirds of the U.S. Hispanic population is Mexican; their number one sport is soccer. South Americans, their number one sport is soccer. However, when you look at the Caribbean and their top sports, soccer is not even one of them. It’s baseball, basketball, NFL. You can’t get the whole marketplace if you’re only focusing on soccer.”
The panel also discussed U.S. professional sports leagues focusing on Hispanics, including the NFL’s Hispanic heritage month celebration, the NBA’s Spanish Language website, and NASCAR’s nascent efforts to reach the Hispanic population.
Marlins Marketing & Event Booking Senior VP Sean Flynn discussed his perspective from the South Florida region. “50% of our budget is spent on Hispanic marketing as opposed to general marketing. It’s very distinctive. Miami is much different from the rest of the markets. Every day is Hispanic Heritage Day.”
This post is also available in: Spanish
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