Attracting More Hispanic Fans to Minor League Baseball

Recognizing the importance of this audience, Minor League Baseball is making a big investment in bringing more Hispanic fans to ballparks across the country this summer

The Business Journals recently posted this report revealing that Minor League Baseball (MiLB) has launched an initiative to connect with more Hispanic fans. The campaign involves 33 teams, with the goal of collectively generating more than $3 million in revenue as a result.

Here’s a brief summary of the new MiLB Hispanic marketing campaign and how it came about:

  • Called Copa de la Diversión (translated as “Fun Cup), the 33 participating teams worked with their local Hispanic communities to develop alternative team brand identifies to represent the region’s Hispanic heritage
  • Some examples of Hispanic-rebranded MiLB teams include the Charlotte Caballeros, Greenville Energía, Rápidos de Kannapolis, Winston-Salem Rayados, and Tortugas de Daytona
  • The Hispanic brands will be used in 165 games throughout the year, with those games marketed in the community with the hopes of attracting more Hispanic fans to the ballpark
  • According to The Business Journals article, the effort was undertaken after the MiLB found there were 18.2 million U.S. Hispanic MiLB fans—but only 10.3% of those fans attend games
  • The MiLb says if they can increase the Hispanic fan attendance rate to match the non-Hispanic fan attendance rate (14.2%) it would “generate an additional $42.9 million in revenue for clubs annually”

You can read the full article about the MiLB Hispanic fan initiative here