LOS ANGELES: RL Public Relations and Marketing has launched a new group devoted to tapping into sports to reach Latino audiences.
Called Sportivo, the endeavor seeks to capitalize on the trend of corporations using sports sponsorships and themed campaigns to reach Hispanics, as well as the growing presence of Latin athletes in professional sports.
Companies from Nike to Yahoo! have recently run soccer-associated campaigns to reach increasingly powerful Latin consumers, whose estimated buying power is about $600
billion. But Sportivo will seek to go beyond soccer and boxing, often perceived as the most
popular Latin sports.
Company principal Mario Flores said that as more Latin athletes transition into sports such as NASCAR racing and basketball, Latin interest in them will grow.