There is no doubt that for most brands in the United States, one of the biggest demographics to tackle is the Latino market. Especially in sports and entertainment, Latinos are engaged, passionate and loyal followers, and the demo continues to grow with each passing day. However the audience can remain very elusive and quite segmented, and often times things literally get lost in the translation. Where is the marketplace in sports business today? What’s being done both right and wrong? We reached out to Mario Flores, head of LA-based agency Sportivo to get some answers.
What is the biggest misconception brands have about the Latino sports market?
One of the biggest misconceptions is that the Latino sports fan is one autonomous group. There are many factors that need to be considered including levels of acculturation, language preference, place of birth and current residence. All of these will impact their sports preferences.
Which brands do the best an engaging and why?
I think brands like Budweiser, Ford, Pepsi, Gillette, who have been doing it for a long time, are doing it best. They understand their audience.
When brands say they want to engaging in the Latino market, how hard is it to explain differences marketing to a Mexican audience vs. a Puerto Rican audience?
It’s not too difficult to explain the differences since they’re fairly obvious ones, once they’re seen. Yes, they both speak Spanish, but very differently, so even that’s something to consider.
Are there emerging sports that marketers should look to if they want to engage?
I’m not sure if there are any emerging sports to pay attention to you, but the NFL and the NBA have both done a good job of reaching out to and expanding their Latino fan base, as has the UFC who we just finished a project for. I still think that the Mexican First Division soccer league is undervalued, under-appreciated and under-utilized. Just look at the TV ratings in the U.S. on Univision, Azteca and Telemundo – they’re phenomenal.
Who are the best spokespeople you have seen for the marketplace?
A spokesperson needs to be genuine and preferably Latino/a with a relevant story to tell. For example, we recently utilized a Latina professional racecar driver (Glory Fernandez) to help promote a racing video game for a client. We were able to get media coverage in the female-focused websites and magazines, the sports sites and TV shows (it helped that she was easy on the eyes) and video game blogs. It worked out perfectly for us and the client. They subsequently utilized in year two.
Is it important they speak Spanish?
I get asked that question all of the time. I would say yes, it is very important. There’s an instant connection with the audience and the media, plus it really expands a brand’s ability to get onto radio and TV. It’s hard to explain that connection without seeing it firsthand. Unless you’re at the level of say a Kobe or LeBron, then language is not an issue – they’re superstars in any language.
Is the Latina sports market different from a Latino market and how so?
I would say that the only similarity is their love for soccer. Other than that, a Latina sports market really doesn’t exist. I’m speaking very broadly of course, but in general that’s the case.
How different is digital engagement when reaching a Latino audience?
Really depends on what group you want to reach, but studies have shown that Latinos’ preference for digital engagement is by far via Facebook. There are also a number of online content providers like MiTú, TuVisión and Ora TV, that are filling the void of a lack of relevant content for Latinos. This consumer also over-indexes on mobile usage so that’s also something to consider.
Are there cities where engagement is high that would surprise people?
I haven’t seen any studies that have broken down digital engagement that specifically. From a pure population stand point, cities like Las Vegas, Phoenix and Atlanta are worth looking into as relatively untouched with great potential for a brand. As a matter of fact I have at least two clients that have put Phoenix on their “priority” list for 2015.
What is the next benchmark of success you have set for Sportivo in 2015?
We had an incredible 2014 and we see further growth this year. I’d like to continue to expand our work with videogame publishers and secure clients in consumer technology, automotive and sports. We’ve worked with the MLS, the NBA and D.C. United in the past so we have that team/league experience. I’m also exploring something in the Latino sports digital space that we will offer clients – more to come on that.
About Mario Flores
Mario is co-founder and managing partner of Sportivo, and a 20+-year veteran of the Hispanic public relations field. He is a frequent expert source for media looking to his insights and trends on the U.S. Latino sports public relations and marketing arena. He has been quoted in The New York Times, the BBC, Associated Press, PR Week, San Jose Mercury News, Hispanic Market Weekly and Fox News Latino, to name a few. He is also a frequent guest speaker and presenter at numerous industry events.
Launched in 2003, as one of a few sports-focused public relations agencies to emerge in the explosive U.S. Latino marketing field, today Sportivo (derivative: sports and deportivo) helps both sports and lifestyle brands connect with the country’s largest minority group, with a sharp focus on the Latino male consumer. Sportivo’s roster of current clients include category leaders in footwear, telecom and energy beverages.
Mario began his career with Durazo Communications followed by a stint at BSMG Latino (now known as Weber Shandwick’s The Axis Agency) where he served as Director and helped formalize the agency’s Latino practice. He then served as manager of U.S. communications for McDonald’s Corporation, where he oversaw the company’s national Hispanic public relations efforts from the fast-food giant’s headquarters in Oak Brook, Illinois.
He is on the Board of Directors of the Hispanic Public Relations Association and a partner at TheSportingNation.com, a site dedicated to the English-dominant Latino sports fan. Mario received a BA in Communications (Public Relations Concentration) and a Spanish Language minor from California State University, Dominguez Hills in Carson, CA.
