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Leagues and Governing Bodies

MiLB Will Start Multiyear Hispanic Marketing Campaign This Week With Four Of Its Teams

MiLB has unveiled a "multiyear Hispanic marketing campaign that is the first of its kind for the affiliated minors," according to Eric Fisher of SPORTSBUSINESS JOURNAL. The "Es Divertido Ser Un Fan" effort "builds upon the 'It’s Fun To Be A Fan' marketing effort MiLB debuted" at the start of this season. The campaign will include a series of "outreach efforts, special theme nights, and customized jerseys and hats." Four teams -- the Triple-A Int'l League Charlotte Knights, Triple-A PCL Las Vegas 51s, Single-A California League Visalia Rawhide and Single-A Midwest League Kane County Cougars -- will "serve as pilot clubs for the multicultural effort that will go national" in '18. The teams will "change their respective nicknames to Latin-themed ones at various points." The Visalia Rawhide are "pursuing a more permanent change and will become the Visalia Toros, while the Charlotte Knights will become the Charlotte Caballeros, and the Las Vegas 51s will shift to the Reyes de Plata (Silver Kings), on a temporary basis." Kane County will "remain the Cougars but use a new all-tan uniform with a special Es Divertido Ser Un Fan logo" (SPORTSBUSINESS JOURNAL, 7/24 issue). 51s President & COO Don Logan said, "Everybody in baseball understands the influence the Latin players have had and will continue to have. It’s gonna be fun. The logo’s fun; the whole concept is fun. It’ll be something different" (LAS VEGAS REVIEW-JOURNAL, 7/25). In Charlotte, Matt Kaminer notes the Caballeros name will be seen on the "new uniforms" for their three-game home series against the Lehigh Valley IronPigs on Aug. 18-20. Knights GM Rob Egan said that the team has been in "discussions with the league and local Latino organizations about outreach efforts for the past two years, but the league approached the Knights with the Caballeros idea in May" (CHARLOTTE OBSERVER, 7/25).

GOING ABOVE AND BEYOND
: The VISALIA TIMES-DELTA notes the Rawhide's rebrand will take place in a "four-game series against the Stockton Ports beginning Aug. 3," and an "all-new merchandise line will be available to fans with the new Visalia Toros emblem." Food vendors "representing various Hispanic style food varieties will be at the ballpark," and the team will be "offering margarita specials in the Hall of Fame Club." The event will feature a "festive atmosphere and will include live music throughout the events, post-game fireworks on Aug. 4, and a water slide in the Kid’s Corral on Aug. 6" (VISALIA TIMES-DELTA, 7/25).

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