Article originally published on Orlando Business Journal
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. And understanding that will help you grow your business.
For example, you should know that favorite teams are passed down through generations for Hispanics, creating a family bond. Hispanics are big fans of boxing, baseball, UFC fights, basketball and football — but soccer (fútbol) is the major sport. And with the Orlando City Soccer Club becoming a Major League Soccer franchise starting in 2015, that will bring many opportunities to the Orlando Hispanic community and local business owners.
For instance, the planned soccer stadium will generate hundreds of new jobs — from construction to management positions that will appeal to Hispanics.This stadium also will become a new entertainment attraction for many Hispanic families in Orlando and across the nation. It will increase national and international tourism, helping boost the local economy. As a business owner, this is a great opportunity you easily can capitalize on. You don’t need to change the way you are doing business — just be open to embracing and understanding the differences of the Hispanic culture.
Here are some tips to take advantage of this booming market that will help you kick up sales:
- Embrace the culture in all levels of your organization: Hispanics are passionate about sports and soccer is king. According to a report by TNS media services “Sports and Hispanic Males in the USA,” 94 percent of Hispanic males are sports fans and 56 percent of Hispanic males consider themselves avid fans. Imagine how many soccer-related items you could be selling to them. In order to bring this loyal customer base to your stores, it is important to understand their habits and consumption patterns. Make sure to have well-trained bilingual personnel on staff who can speak their language and cover any needs they may have. Make them feel welcome and respected, and you will have a loyal customer for life.
- Be open to partnerships: There will be unique, memorable partnership opportunities with Orlando City Soccer. Their Hispanic soccer players could be great ambassadors of your brand if you want to connect with this community. Hispanic fans place value in athletes as role models more so than non-Hispanics. This is why leading brands such as Pepsi used the Argentinean soccer player Leonel Messi and others in their TV spots.
- Celebrate the watching parties: If you have a bar or a club, soccer-watching parties are a hit. When Hispanics are not at the games, watching sports is a preferred opportunity for them to socialize. Partner with your local Hispanic media to draw attention and drive traffic to your business. You can have some special promotions from food to drinks. Talk to your alcohol distributors — they will help you to make a great themed party.
Even though Hispanic consumers are increasing their engagement with American football and providing marketers with an open field of opportunity, traditional fútbol remains king. 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 score big.