The Arizona Coyotes have made immediate moves to engage with and further its Hispanic fanbase by debuting Spanish-language social media accounts on Instagram, Twitter, and Facebook.
It follows the recent takeover of the National Hockey League team by Cuban-American billionaire businessman Alex Meruelo, who is the league’s first Hispanic majority owner.
In addition, to celebrate Hispanic Heritage Month, the Coyotes will also hold “Noche de los Yotes” on October 17 when Arizona hosts the Nashville Predators at Gila River Arena.
The Coyotes will wear “Los Yotes” jerseys during warm up and the jerseys will be auctioned off to benefit the Arizona Coyotes Foundation, which supports Arizona Hispanic non-profit organizations.
“This is just the first step in our efforts to grow the game and reach the Latino market,” said Coyotes president and chief executive Ahron Cohen.
Elsewhere, fellow NHL team the Vegas Golden Knights have created an account on short-form video platform TikTok.
“We are thrilled to add a TikTok channel to our social media arsenal,” said Vegas Golden Knights chief marketing officer Brian Killingsworth. “This platform will help us reach an exciting young audience and provide them with behind-the-scenes access to our players and organization.”