Padres Stepping Up Efforts To Attract Spanish-Speaking Fans

Padres Have Web Site, Blog, Newsletter And Online Ticket Window For Spanish Speakers

Padres President & COO Tom Garfinkel in an interview on XEPRS-AM said that the team "wants to 'get out into the community' in many ways and talk to fans -- including those who prefer to speak Spanish," according to HISPANIC MARKET WEEKLY. Garfinkel: "As we look at the different segments and opportunities ... certainly the Hispanic community is important to look at." In addition to an "online ticket window for Spanish speakers" at the team's Spanish-language Web site, Padresbeisbol.com, "team statistics en espanol and Padres-themed ring tones and screensavers are available for download." Fans on the Web site also "can vie for a prize by offering their 'memorias favoritas' of the team's 40 years" of MLB play. Meanwhile, the team offers a blog, Palabras de los Padres, that features Spanish-language commentary on the team, an e-mail newsletter, La Nota Padre, that "keeps Spanish-speaking fans up to date," and the team's official Spanish-language magazine, Noticias Padres, which is "published quarterly and available via subscription or at the stadium." The team also is "speaking directly to Hispanic fans in several of its game-day promotions, including 'Desayuno en el Parque' -- a Sunday event that enables fans to enjoy breakfast on the playing field" between 10:30-noon PT. While Garfinkel "offered few details on further Latino-oriented efforts," it is "highly probable the team's star first baseman -- hometown hero Adrian Gonzalez -- will be prominently featured" (HISPANICMARKETWEEKLY.com, 8/28).

SOUNDING OFF: The MLS Sounders have launched Espanol.SoundersFC.com, an official Spanish-language Web site that will provide original content and features. Seattle newspaper La Raza del Noroeste Editor Jorge Rivera, as part of a partnership with the team, will provide updates from Sounders players, coaches and the front office on the site. The site also will feature occasional blogs from Spanish-speaking players in addition to the blogs and forums available in the site's integrated social media platform (Sounders).