How the MLB Authentically Connected with the Hispanic Community
Major League Baseball, or MLB, is one of the most beloved sports in America. And, as of 2017, over one-quarter of its players had Latino origins. To celebrate and honor their Spanish-speaking players and fans, the MLB partnered with a Hispanic ad agency to add an accent to its players’ jerseys where necessary. This was one example of how a business can authentically connect with its customers—in this case, the Hispanic community. Let’s dive into how exactly it worked.
As we all know, visuals are powerful tools for marketing and branding. For the MLB, visuals were especially important because they allowed them to make an emotional connection with their viewers while also conveying their message that they are inclusive and embrace diversity. The use of visual branding also gave them a way to connect with Spanish-speaking players and fans by using symbols that were familiar to them but that didn’t alienate non-Spanish speakers. The accents added to certain words in the MLB logo became a symbol of inclusion for both Latin American and non-Latin American people alike.
Another way that the MLB connected with its Hispanic fan base was through partnerships with various organizations like immigration rights organizations and other nonprofits focused on helping marginalized communities within Latin America. These partnerships not only helped foster trust between the league and its viewers but also promoted greater understanding between cultures strengthening their bond.
The impact of this campaign cannot be understated; it showed Spanish-speaking viewers that their culture was being celebrated in a genuine way by one of America’s most beloved sports leagues. It also showed non-Spanish speaking viewers that diversity is something to be celebrated rather than feared or avoided which helped create a more inclusive environment for everyone involved in baseball at all levels, from professional teams to Little Leagues. It also provided an example for other businesses as well on how they could authentically connect with different cultural groups without resorting to tokenism or superficial gestures.
The MLB’s partnership with a Hispanic ad agency was one successful example of how a business can authentically connect with its customers and create meaningful relationships based on mutual respect rather than pandering tactics which can often do more harm than good in terms of creating loyalty among customers or fans. There’s no doubt that this campaign will go down in history as a prime example for any business looking to make authentic connections within diverse communities across America and beyond!