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Trade Publication Article
Sports Toss More Than Soft Pitches for Latinos
2007
Overview
Blue Demon Jr threw out the first pitch between the Los Angeles Dodgers and the Arizona Diamondbacks on May 2. The crowd roared. On any given game day, nearly half of the 56,000-seat stadium is filled with Latino fans. As part of the game, Full Throttle, Coca-Cola's energy drink, had sponsored an area-wide giveaway: buy-one-Dodger-ticket-get-one-free at local grocers Valu Plus Food Warehouse and Top Valu Markets. Associations with relevant Hispanic sports stars and strong partnerships with brands have also been at the forefront of Major League Soccer (MLS) marketing since 1976. The league counts a third of its US soccer base to be Latino, which has helped cement partners such as Honda, Makita, Burger King and Panasonic.
Publisher
Emerald Expositions LLC
Subject
