Marketers see the potential to grow their brands through targeting the Hispanic demographic, but stressed that the focus can’t be solely on soccer, but must include other sports, depending on the geographic region. During a discussion at the 2013 Intersport Activation Summit entitled, “The Shifting Paradigm of Hispanic Sports Marketing and Sponsorship Activation,” panelists talked about not only appealing to the Hispanic market, but also knowing the market. The panel was moderated by Michael Rodriguez, senior vice president of incito!, a division of Intersport.
ESPN Deportes GM Lino Garcia said, “Soccer is a big 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. There is a lot of diversity within the Hispanic market. There’s diversity in terms of geography. While soccer is a big driver, it’s not the only way.” READ MORE
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