Dolphins' Monday Night Fiesta Was Hispanic Done Right

NFL Gets the Importance of the Latino Audience

Posted by Rochelle Newman-Carrasco on 10.19.09 @ 01:06 PM


Rochelle Newman-Carrasco

As the salsa music gave rhythm to the night and the smell of Cuban food from Miami's Bongo filled the air, I watched the Energizer Bunny get inflated just past an archway where the AT&T brand was headlining. This was Calle Dolphins at Land Shark Stadium. Sure, one could write it off as a farewell to Hispanic Heritage Month with a Dia de la Raza date as a send-off. But that would not do justice to the global statement that Monday night's game between the Dolphins and the Jets made.

Yes, global statement. In fact, to that point, as my husband and I went back to the hotel at midnight, there was a message on his cellphone from Panama. Yes, they watch Monday Night Football in Panama. And they recognize that the Dolphins have embraced a Latino fan base, not just as a Hispanic Heritage-month marketing exercise, but as an authentic and relevant part of the brand. And it's not just because of the Estefans and the Anthony-Lopez' of the world, although their ownership stake in the Dolphins certainly adds to the equation. It's because of a consumer-centric owner in Steve Ross and his ability to understand that "todos somos americanos" -- and that includes the desire to be part of an iconic American sport and brand.

From the transformation of the Hank Williams "Are You Ready for Some Football" into a bilingual Estefan and Williams duet, to the Obama speech saluting the history of Latinos in the NFL with the obviously up-to-the-minute mention of USC's Mexican-American turned Jet's quarterback Mark Sanchez. This was an evening of imprinting the brand with a bilingual, bicultural identity. Not just lip service or superficial fiesta-like behavior that is here today and gone tomorrow.

Sure, we're on the road to the World Cup and great work is being done by brands who are maximizing soccer passions (kudos, for example, to Degree Men for their work with the Mexican National Team) and the Latin Grammys are ready to rock en español (kudos to Axe for their Latin Rock Band promotion). There is much to be said for those events where Latinos rule. But don't rule out the NFL or any other experiential and fan-based opportunities where Latinos are not "traditionally" the dominant players. This is an era where traditional and non-traditional can coexist.

Land Shark Stadium is perhaps the only football stadium to allow access to game viewing from the sidelines. It's an unbelievably energizing experience. Think about it like this. You can define sidelines in the old-school way and just keep letting opportunities to engage with Hispanic consumers go by because of [fill in your favorite Hispanic marketing phobia here] or you can define sidelines the way the Dolphins have and make them the hottest standing-room area in town because it lets you be part of the game in an authentic, meaningful, bilingual, bicultural way. What a way to "kick off" a post-Hispanic heritage year that celebrates the growing influence of Latinos in America (not to be read as a shameless plug for the CNN series, but heck -- while you're at it -- you should watch that too.)

6 Comments

By uselessadgrunt | Miami, FL October 19, 2009 02:27:28 pm:

Funny, here in Miami we were all mocking the blatant pandering. I guess that's the difference between trying to market to Hispanic communities and living in one.

Permalink

By robertocastanede | rosendale, NY October 19, 2009 02:48:54 pm:

Salsa... Cuban food... Gloria Estefan... what else is new?

Permalink

By cjrullman | Birmingham, AL October 19, 2009 04:01:58 pm:

On a local radio station here, the DJs were actually discussing how, at the Miami game, they heard a referee or an announcer make a call in Spanish. I missed that while watching, but thought it cool that futbol americano is popular with the hispanic community.

www.scoutbrand.com

Permalink

By patriciaperez | Los Angeles, CA October 20, 2009 05:01:24 pm:

It was a bit over the top. Trying too hard but unfortunately the NFL still doesn't get it. When the announcers were promoting Football Americano the camera panned to a fan wearing a sombrero.

Permalink

By rogergarcia00 | Golden, CO October 22, 2009 02:49:28 pm:

Todos Somos Americanos--- and GM Spanish language spot on "Monday Night Football" this is just a start of what we will see happen over the next few years especially as Hispanics continue to be an investment area for Marketers. The NFL will continue to create relevance with the Hispanic consumer, and Hispanic Heritage is one way to get to the consumer. As an attendee at the game I did not think it was over the top rather it was still not as big as it could have been. I have been at other regular season NFL games and tailgated in the main entry area and the Dolphins did not do anything bigger then any other game but it was very latinized (platanitos fritos samples, ESPN en espanol y mucha salsa). Lets see what 2010 brings in ways to engage the Hispanic consumer!

Permalink

By sammy5 | Lawrence, KS November 18, 2009 03:22:18 pm:

I consider myself a pretty avid NFL fan and more often than not, I find myself supporting their decisions. It is great to see the NFL and especially the Miami Dolphins embracing a demographic, that is not often thought of as NFL fans. The NFL reaches to so many people on worldwide scale. I think it is apparent they use their ability to reach all of these people in an effective way. Examples being the NFL and breast cancer awareness, the NFL and United Way (NFL Play 60) and now we see the NFL is tapping into the Latino audience. The NFL is a great way to teach and expose the good diversity creates for our society.

Permalink