Sports are an exceedingly large part of the American culture and it can be argued that American Football maintains the center of attention. Until recently, American Football games have only been broadcast in English, which ultimately limits the exposure of the games. Last month, Fox Deportes signed a groundbreaking two-year deal for rights to announce NFL games in Spanish. This is a huge breakthrough for the Hispanic Community to provide Spanish coverage for the remainder of the 2013-2014 and 2014-2015 seasons.
The deal began on Thanksgiving Day with the game between the Detroit Lions and the Green Bay Packers. The pre-game show was hosted by John Laguna and Francisco Rivera, who also announced the game live immediately after.
The Hispanic population was recently polled by ESPN Sports and found that nearly half of the US Hispanic population identified themselves as NFL fans at a staggering 25 million viewers. The marketing efforts to bring NFL games to the Hispanic population are working at an extremely successful rate and are few signals show that it will slow down anytime soon.
The true success of the NFL growth lies in the constant discussion and feedback with the Hispanic Community. It is also important to note that the NFL is the only professional league in the US to broadcast all of its games in Spanish.
Individual teams have been testing various techniques to broaden the outreach to the Hispanic Community. In 2012, the Chicago Bears moved forward with a one year contract with La Ley 107.9, a well-respected Spanish radio station. It was quickly realized how successful a radio campaign would be to reach the Hispanic Community. La Let 107.9 was able to provide feedback for successful advertising and increase the outreach to the local Hispanic Community. Soon after, the Chicago Bears began their extremely successful “Vamos Bears” campaign.
The extremely successful Hispanic marketing is so successful because of how constant communication with the local Hispanic community can help a brand’s acceptance as part of the family. Continuous feedback allows the local community to help tailor your message and broaden your outreach.