AutoTrader.com renews with NBA PowerBar narrows sponsorship focus King out to make Adidas swift of foot Sponsor Loyalty: PGA Tour The Lefton Report: Austin in tune Reaching the interactive fan Panelists weigh in on NFL TaylorMade goes to the lowlights Inside Under Armour’s campaign Breeders’ Cup looks to extend Vegas reach
Upcoming Conferences and Events
SBJ/July 30 - August 5, 2001/Marketingsponsorship
New 49ers highlights shows will target Asian and Hispanic fans
Published July 30, 2001
The San Francisco 49ers this fall will target the Bay Area's Asian-American population — as well as Hispanic fans — with a weekly game highlights show produced by Creative Marketing Solutions of Fresno, Calif.
"We're not sure what to expect," David Goldman, vice president of business development for the 49ers, said of the one-year test.
This much is sure — the 49ers and other Bay Area teams hope to tap into a large and potentially lucrative market. One of every three San Francisco residents is of Asian descent, according to the U.S. Census Bureau, and one in seven is Hispanic.
Hispanics' collective buying power nationally is $452 billion, while the clout of Asian-Americans is $254 billion, according to the Selig Center for Economic Growth at the University of Georgia.
Creative Marketing Solutions, a company formed by Joel Morales and George Chung, this summer came to the 49ers with the proposal for the Cantonese- and Spanish-language highlights shows. It will be the same show with different hosts.
Chung was the kickboxing trainer of 49ers great Joe Montana as the quarterback recovered from a mid-1980s back injury.
Ron Leuty writes for the San Francisco Business Times.