SBJ/July 30 - August 5, 2001/Marketingsponsorship

New 49ers highlights shows will target Asian and Hispanic fans

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.

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