latino lingo

All things related to effective Hispanic marketing, Hispanic advertising and Hispanic public relations.

Friday, June 09, 2006

Let the games (and cash register rings) begin!

In case you live under a rock or consider a football an oval, leather ball, the World Cup began today with host Germany beating Costa Rica 4-2. The frenzy was very clear as I hit my favorite area Colombian restaurant for a business lunch and the place was beyond packed. I commented to a nice anglos couple who were trying to enjoy their lunch amid screams and hollers any time the ball came remotely close to the net that they should not be concerned. I told them you don't hear this kind of excitement during the NBA finals when Shaq almost makes a dunk. They chuckled and finished off their empanada in peace.

It was evident, even if just at a local level, that the World Cup means big bucks to nearly all retailers smart enough to tap into it.

Here are some related articles and interesting passages from them:

World Cup draws frenzy for Hispanic business
"Marketing experts agree that this World Cup has no rivals in terms of advertising dollars spent — $1 billion, not including sponsorship fees, marketing, and hospitality, according to BusinessWeek — and dollars spent specifically on the Hispanic consumer, like those watching in area bars and restaurants."

Democrats Use World Cup to Reach Hispanic Voters
"Ads will air mostly in Spanish in 70 markets under the theme 'Mas que un partido,' a play on words in Spanish that can mean either 'More than a game' or 'More than a political party.'"

Wal-Mart catches soccer fever
"Courtesy of Wal-Mart Stores Inc., Argentinians will be able to watch the international soccer tournament’s matches live this month in ministadiums set up at the chain’s supercenters. In China, Wal-Mart shoppers can practice dribbling through an obstacle course. And in the United States, shoppers can watch soccer demonstrations and play games on fields of artificial grass."

Marketers move on Hispanic World Cup
Advertisers spent $3.3 billion going after $800 billion worth of Hispanic spending power in the United States in 2005, and the World Cup concentrates that market.
That doesn’t mean milking it is easy. Habits are changing and stereotypes are fading fast. Advertising Age predicts that Hispanic online spending in the United States will grow by 32 percent this year, compared to 25 percent for the larger population.


  • At 2:02 PM , Blogger Idler said...

    ¡Viva el mundial! Congratulations to Ecuador for exceeding everyone's expectations.

    Costa Rica made a good show, scoring two agains the host. By scoring both Wanchope is one of the leading scorers of the Cup so far.

    Unsuprising result with Paraguay losing to England, though an "autogol" is a terrible way to go.

    Trinidad & Tobago stunned Sweden by managing a tie despite playing with only ten for nearly the entire second half.


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