{"id":1978,"date":"2021-11-15T10:02:38","date_gmt":"2021-11-15T15:02:38","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2021\/11\/15\/grow-your-brand-with-hispanic-fans-and-the-worlds-beautiful-game\/"},"modified":"2021-11-15T10:02:38","modified_gmt":"2021-11-15T15:02:38","slug":"grow-your-brand-with-hispanic-fans-and-the-worlds-beautiful-game","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/grow-your-brand-with-hispanic-fans-and-the-worlds-beautiful-game\/1978\/","title":{"rendered":"Grow your Brand with Hispanic Fans and the World\u2019s Beautiful Game"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Jose Luis Los Arcos, VP of Sports Partner Solutions at Univision<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">There is no doubt: The #1 sport worldwide has finally arrived in America. While many major sports have been facing audience\u00a0declines, soccer (or <em>f\u00fatbol)<\/em> is at a massive tipping point in the U.S.\u2014and Hispanic fans and Spanish-language consumption are at the forefront of that growth.\u00a0This past summer alone brought an incredible number of soccer tournaments and games to U.S. viewers, which delivered record viewership, proving that soccer mania is at an all-time high. For any brand looking to grow with Hispanics, the time is now, and soccer, often called \u201cThe Beautiful Game,\u201d is a fantastic way to connect with this audience.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">To talk a little bit more about how our beloved sport of <em>\u201cfutbol\u201d <\/em>is continuously growing in the U.S., I was thrilled to be joined by Angela Zepeda, Chief Marketing Officer at Hyundai Motor America, Enrique Bonilla, Former Executive President at Liga MX (Mexican Soccer League), and Olek Loewenstein, President of Sports Content at Univision, at this year\u2019s Advertising Week where they each gave very unique perspectives on\u202fthe explosion of\u202fsoccer fandom in the country, the\u00a0rising influence\u00a0of Hispanic fans, and how brands are leveraging the sport to fuel their growth.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>It&rsquo;s About the Rivalry<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">One of the main contributors to the rise of soccer in the U.S. is the increase in tournaments and matches, giving soccer fans more of what they want. \u201cThere\u2019s been a great change in what\u2019s going on in our <em>f\u00fatbol<\/em>,\u201d said Liga MX\u2019s Enrique Bonilla, \u201cwhat<\/p>\n\n\n\n\n<p>[soccer fans]<\/p>\n\n<p class=\"wp-block-paragraph\">like is the rivalry.\u201d<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The growing rivalry Bonilla refers to is the one between Liga MX and Major League Soccer (MLS) teams. Part of Enrique\u2019s role at Liga MX is to create new competitions and tournaments to meet the needs of soccer aficionados in the U.S. With Liga MX\u2019s expanded relationship with MLS, the goal is to develop a partnership that is not just appealing to existing fans of the game but helps bring new ones into the fold. And so far, it\u2019s working. \u201cIt\u2019s growing in a way that we never expected.\u201d<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>It&rsquo;s About Consistency<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">For brands that are looking to engage with Hispanics in a meaningful way, you must stay connected to their passions throughout the year, every year. This is another reason why soccer is such an effective marketing vehicle for any brand\u2019s growth. According to Univision\u2019s Olek Lowenstein, \u201csoccer provides you with a platform that is all year long. It\u2019s not a season that starts and ends. You have soccer throughout the entire year, and the way you build on it is building on the passion of the sport throughout the season.\u201d<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>It&rsquo;s About Authenticity<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Hyundai has been no stranger to advertising in major sports across the U.S. This year, however, was a big one for the brand as they came in a big way to sponsor Liga MX on Univision\u2019s hit soccer show <em>Sabado F\u00fatbolero<\/em> (Saturday Night Soccer). \u201cWe really needed to be where this bigger audience was and <em>Sabado F\u00fatbolero<\/em> was it,\u201d said Hyundai CMO Angela Zepeda, \u201cwe wanted to show up like we really understood this audience and talk to<\/p>\n\n\n\n\n<p>[them]<\/p>\n\n<p class=\"wp-block-paragraph\">in a way that seemed very relevant and very relatable.\u201d<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Through unique in-culture and in-language creative, Angela shared how their sponsorship tapped into the passion Hispanic soccer fans have for their teams and the fun rivalry between fans of all ages (even among <em>abuelas<\/em> and their granddaughters.) \u00a0\u201cWe really tapped into this heartbeat of the passion that the fans have,\u201d said Angela, \u201cthe fandom is huge in all sports, but it\u2019s really big in soccer.\u201d<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">As shared by all of our speakers, it\u2019s clear that as the Hispanic population in the U.S. grows, the popularity of soccer in the U.S. grows along with it.\u00a0 This presents a huge opportunity.\u00a0 Any brand looking to grow their business within the world of sports can\u2019t overlook soccer as an effective way of reaching a new audience. \u00a0For more insights on Hispanics and the growth of <em>f\u00fatbol<\/em> in the U.S. from Univision, click <a href=\"https:\/\/corporate.univision.com\/blog\/2021\/10\/13\/the-beautiful-game\/\">here<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>For any brand looking to grow with Hispanics, the time is now, and soccer, often called \u201cThe Beautiful Game,\u201d is a fantastic way to connect with this audience.\u00a0<\/p>\n","protected":false},"author":7,"featured_media":1979,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[4],"topics":[2],"class_list":["post-1978","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-culture","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Grow your Brand with Hispanic Fans and the World\u2019s Beautiful Game | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/grow-your-brand-with-hispanic-fans-and-the-worlds-beautiful-game\/1978\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Grow your Brand with Hispanic Fans and the World\u2019s Beautiful Game\" \/>\n<meta property=\"og:description\" content=\"For any brand looking to grow with Hispanics, the time is now, and soccer, often called \u201cThe Beautiful Game,\u201d is a fantastic way to connect with this audience.\u00a0\" \/>\n<meta property=\"og:url\" content=\"https:\/\/advertisingweek.com\/aw360\/news\/grow-your-brand-with-hispanic-fans-and-the-worlds-beautiful-game\/1978\/\" \/>\n<meta property=\"og:site_name\" content=\"AW360\" \/>\n<meta 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