Is football gaining ground in the US thanks to marketers tapping into the diverse market place? The growing number of advertisers linking themselves to the 2006 FIFA World Cup certainly suggests just that. Appartantly, the 40 Million strong Latino population in the US are making it well worth for advertisers to link their brand to football and the World Cup.
Univision, the leading Spanish-language TV network in the United States, is cooperating with advertisers like Verizon Wireless and Home Depot. Starting at today’s opening match between Germany and Costa Rica, Home Depot is sponsor in each of the 64 matches being televised live on Univision and its sister networks TeleFutura and GalaVision. Video highlights of all televised matches will be offered by Verizon Wireless to its cellphone subscribers.
Other brands linking themselves to the World Cup in Germany include Wal-Mart, Motorola and the Bimbo bread company. Bimbo has made a TV ad placing a well-known Mexican football player in the middle of a wheat field which, through special effects, is transferred into a football field.
It’s interesting to discover that the growing importance of ethnic marketing in the US might have a catalyzing effect on the popularity of football in the nation as a whole.
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