The World Cup is around the corner and your sales can dramatically increase by having the right strategy that appeals to Hispanics. There are many things Hispanics from different nationalities and generations have in common, such as language, culture and food—but sports are central to their identity. Soccer is the king. Their favorite teams are passed down through generations, creating a strong family bond.
Soccer games featuring Mexico “El Tri” are among the hottest sports properties, drawing immense viewership among Spanish-speaking sports fans. Considering that 73% of Mexican Americans speak mostly Spanish or are bilingual, these games are a sure bet to draw huge audiences, emphasizing the combined influence of language and country of origin.
Soccer is a cross-cultural appeal that unites Hispanics including the general market. It is a great opportunity for your company to leverage this consumer’s passion and emotional connection with the sport by associating your brands with soccer. The right understanding will help you grow your business significantly.
There are many companies that use soccer marketing to engage with Hispanics. For example: Unilever partnered with “El Tri” National Mexican team and launched “Tu Selección” (your team). It is a multi-brand campaign focused on the game watching experience where fans can find party planning tips and recipes.
Wells-Fargo is the sponsor (exclusive for the financial category) of the “El Tri” for the team’s annual U.S. tour and the national sponsor of Major League Soccer for retail banking and commercial lending through 2016.
Chevrolet is a high profile sponsor of Manchester United and U.S. Soccer. They also support the Youth Soccer Club. It is a grassroots initiative that establishes a positive relationship between local auto dealers and the community they serve.
As soccer can be a national platform for brands, products and community marketing to 90+ million U.S. fans, including milennials and Hispanics, you can score big by following these 3 helpful tips during the World Cup 2014:
• Become a team player: Hispanics are passionate about soccer. According to a report by TNS media services “Sports and Hispanic Males in the USA,” 94% of Hispanic males are sports fans and 56% of Hispanic males consider themselves avid fans. Imagine how many soccer-related items you could be selling to them.
• Make the right pass: There will be many opportunities you can take advantage of during the World Cup this year—from viewing parties and combo menus to soccer promotions and more. Make sure to have well-trained bilingual personnel on staff who can speak Spanish and cover any needs they may have. Understanding their habits and consumption patterns will help you really kick up sales.
• Select the right DT: Partnering with sports media is key. Within radio, print, TV and digital you will have the right outreach. Make sure you have a compelling message that appeals to Hispanics.
With more than 52 million Hispanic consumers in the U.S., it is critical for companies to reach and resonate with Hispanics. The only way to do that and capitalize on this thriving market is to make your brand culturally relevant. Understand their values, language, and lifestyle, and your marketing efforts will make you the big winner every time.
