SBD/Issue 220/Franchises

Raiders Placing Emphasis On Marketing To Hispanic Fans

Raiders Dedicating Significant Resources To 
Team's Spanish-Language Portal
The Raiders in recent years have "stepped up" their Spanish-language marketing efforts, according to HISPANIC MARKET WEEKLY. The team in '02 launched, and the portal "received a major upgrade at the start of the 2008 season -- a move that put Latino fans on the same level as non-Hispanics." Raiders Dir of Multicultural Initiatives Elena Valenzuela said that the "hiring of full-time staffers devoted to the Raiders' Spanish-language portal was a no-brainer." Valenzuela: "For us, it was simple -- you have to communicate to your fans and give them what they need." Valenzuela said that the team's investment in the portal has "helped improve its Spanish-language coverage." The portal upgrade also has "attracted one major sponsor -- Coors Light, which enters its second season as a Hispanic market partner with the team." As part of the deal, Coors Light commercials "air during episodes of the online show '¡Viva los Raiders!,'" and the company's logo is "prominently displayed" on the site. Also, Coors Light will be "front and center" at the Raiders' '09 Fiesta Latina, which coincides with the team's home game against the Broncos on September 27. Meanwhile, the Raiders last Tuesday signed a two-year agreement with KZSF-AM, a locally owned Spanish-language talk radio station, and "next up for the Raiders is a weekly sportscast hosted by Valenzuela." The telecast is set to air weekly on KSTS-Telemundo's 11:00pm PT newscast, and an official announcement about the arrangement is "expected in mid-August" (HISPANIC MARKET WEEKLY, 7/31 issue). 

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