MLB for the first time ever this season will use a separate Hispanic-focused marketing agency to reach Latino fans. The league last month brought on Austin-based LatinWorks, and the agency has already been rolling out efforts to reach Hispanic fans. A 60-second spot was scheduled to launch yesterday during ESPN2’s Opening Night Cardinals-Cubs game. It also was set to begin airing on MLB Network. The spot features late Baseball HOFer Roberto Clemente and 19 active Hispanic MLBers, including Angels 1B Albert Pujols, Mariners 2B Robinson Cano and P Felix Hernandez, Tigers 1B Miguel Cabrera, Red Sox DH David Ortiz and Dodgers RF Yasiel Puig. Stemming from this spot are shorter-form pieces for digital, social and radio platforms. Another season-long campaign will launch today called “Aqui,” which utilizes visuals such as spectacular plays, the last name on a Hispanic star’s jersey and a family taking in a game. LatinWorks President & Chief Creative Officer Sergio Alcocer said, “We want to emphasize all of the magical things that happen in and around the game. We’re trying to capture the idea that Latinos in the U.S. have an opportunity for greatness ‘aqui,’ here, with Major League Baseball.” He added that the campaign will likely expand to multiple platforms later in the season.
TECH SUPPORT: To promote the league’s At Bat app, LatinWorks partnered with production company Landia, L.A., and yesterday launched a campaign with spots in MLB markets with the largest base of Latino fans. MLB also will be using ESPN Deportes and Fox Deportes to raise awareness of the app’s new Spanish-language feature. MLB CMO Jacqueline Parkes said of the marketing strategy, “Phase One is fan engagement and awareness as we celebrate the cultural diversity and attempt to strengthen our relationship with Hispanic fans of all ages.” LatinWorks will refresh its MLB creative throughout the season, with an emphasis on September around Hispanic Heritage Month and Roberto Clemente Day. Special focus also will be given to the All-Star Game and postseason.
ROOM FOR GROWTH: ESPN Sports Poll Founder Rich Luker cites data from last season showing that MLB is “doing well with Hispanics.” Of nearly 20,000 U.S. respondents who are at least 12 years old, 39.6% of Hispanics are expected to be a fan of any given sport, but that figure rises to 59% for baseball. Furthermore, across all sports, Hispanics have a 10.6% chance of being avid fans, but that number nearly doubles (20.4%) for MLB. Meanwhile, data from Scarborough Sports Marketing shows that 43.5% of Hispanic MLB fans are between the ages of 18-34. Luker said Hispanics may be overrepresented among young fans via “reverse generation.” Luker: “Second-generation Hispanic kids are much more likely to be acculturated than their parents. Consequently, many kids as young as 7 or 8 years old act are translating not just language, but culture, for their parents. MLB is still trying to continue the generations-long behaviors of parents taking their kids to games and getting kids involved with playing the games, but the challenge is that kids in this demographic are the instigator.”
