News
Release
SPORTIVO MUSCLES INTO HISPANIC
SPORTS MARKETING
Latino Sports Group
Will Connect Brands With Nation's Fastest Growing Population
LOS ANGELES –Aug. 18– RL Public Relations + Marketing
today announced the launch of Sportivo, a Latino sports group dedicated
to harnessing the muscle of sports to drive brand acceleration among
the nation’s fastest growing population.
Sportivo (derivative: sports and deportivo) is aiming to feed Latinos’
appetite and passion for sports and provide strategic branding opportunities
for companies, consumer products, entertainment properties and athletes.
It is one of only a few sports agencies to emerge in the explosive
U.S. Latino marketing field.
The brainchild of communication executives Mario Flores and Roxana
Lissa, Sportivo will provide clients with guided access to Latino
sports consumers in the U.S. and Latin America through its base
in Los Angeles and offices in Mexico City and Buenos Aires.
The group’s key capabilities will include media and community
relations, brand marketing and sponsorships, sports and special
events and professional athlete publicity. According to recent statistics,
Hispanic purchasing power is estimated at $600 billion and represents
the ninth largest economy in the world.
Sportivo reflects in both name and focus a growing crossover among
Latinos from traditional ‘Latino’ sports such as soccer
and boxing to basketball, football, golf and auto racing. In the
past 5 years alone, the number of Latino professional athletes in
the NBA has climbed from 2 to 11 players. Mexican track star Ana
Guevara and professional hockey player Scott Gomez of the New Jersey
Devils show strong promise for upside growth and interest of Latinos
in these sports.
“The division between ‘Latino’ sports and ‘Anglo’
sports is blurring, but the opportunities for marketers on both
sides are becoming crystal clear,” said Mario Flores, Sportivo
partner and managing director. “Sportivo will be the first
agency of its kind to provide clients with an experienced team focused
on sports in a boutique firm with national and international reach.”
As more Latino athletes enter non-traditional sports and both Latino
and general-market sports brands seek greater exposure in the exploding
Latino marketplace, there are new and untapped opportunities on
both sides of the culture divide to build stronger brand presence
and market share, according to Flores.
A 10-year agency and corporate marketing executive who led successful
Latino sports campaigns for Target/Chip Ganassi Racing, Coca-Cola
and the Brazilian National Soccer Team, Flores will leverage his
sports marketing and Hispanic public relations expertise to deliver
creative and results-driven campaigns. Lissa, an expert in bicultural
marketing and founder and CEO of RL Public Relations + Marketing,
will build Sportivo’s presence in the U.S. and across Latin
America, tapping her experience in soccer, motor sports, boxing
and other sports through campaigns for Nike, Miller Genuine Draft,
Miller Lite and Marlboro Team Penske Racing.
“The sports landscape is evolving and the marketers who invest
will take the big returns,” said Lissa, who gained national
exposure for her agency’s work on behalf of the groundbreaking
GOT MILK? campaign. “The agency value today is insight, agility
and track record, not size. Marketers targeting the Latino consumer
must recognize that issues of culture and acculturation cannot be
devalued.”
Lissa’s experience also includes developing campaigns to reach
Latino bicultural teens, the most elusive segment of the Hispanic
population and heavy sports consumers. “Bicultural teens exist
in two cultural worlds,” Lissa said. “Whether it’s
ESPN or GAP jeans, the challenge is to make the brand speak to their
unique experience.”
About Sportivo
Sportivo is a Latino sports group dedicated to harnessing the muscle
of sports to drive brand acceleration. Through strategic marketing
and communications, Sportivo connects sports-driven consumer brands,
entertainment properties and personalities with strategic branding
opportunities aimed at Latino sports consumers. Sportivo is based
in L.A. |