TITLE

MLB turns up spotlight on its Latino ballplayers

AUTHOR(S)
Petrecca, Laura
PUB. DATE
March 2000
SOURCE
Advertising Age;3/20/2000, Vol. 71 Issue 12, p8
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article focuses on the launch of a variety of sports marketing initiatives by the Major League Baseball (MBL) such as Month of the Americas in March 2000 commemorating baseball players' Latino heritage in the U.S. To get its message out, MLB has teamed with media outlets such as New York City's Daily News newspaper as well as NBC network and Univision Inc. The Daily News is one of seven major-market newspapers that on March 19, 2000 debuted the insert Major League Baseball en Espanol. Others include La Opinion in Los Angeles, California and El Nuevo Herald in Miami, Florida. While this first insert has just two mainstream advertisers, Anheuser-Busch Cos. Incorporated's Budweiser and Century 21 Real Estate Corp., MLB executive vice president Tim Brosnan said at least four more have signed on for future editions. In March 2000, MLB also hosts an exhibition baseball series in the Dominican Republic, Mexico and Venezuela. In a first-time agreement, those games will be aired in the U.S. through a deal with Univision and Galavision television networks. MLB also took a cue from the recent explosion of Latin music in the U.S. and created a compact disc titled MLB Caliente. The league's upcoming advertising, from Vigilante in New York City, also will reach out to the Hispanic community. One of the nine spots was taped in Spanish and stars Hispanic actors.
ACCESSION #
2906907

 

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