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MLB enlists agency to boost engagement with Latino fans

Major League Baseball (MLB) has appointed cultural branding firm LatinWorks as its creative agency partner in an effort to help improve relations with Latino fans.

Under the agreement, LatinWorks will be handed a brief to direct the MLB’s national campaign to emphasise its multicultural diversity and connect with Latino fans more directly and extensively.

The MLB has built up a large Latino following worldwide due to the number of Latino players currently playing in the league. On the opening day of last season, a total of 193 foreign-born Latino players were included in MLB rosters, an amount that represents 22.6 per cent of the entire players in the league.

As part of this effort, LatinWorks will incorporate a multiplatform national campaign for the 2015 season in addition to strategic brand activations for MLB showpiece events such as Opening Day, the All-Star Game and Hispanic Heritage Month. The marketing campaign will be unveiled later this month.

MLB’s At Bat mobile application has also been expanded to include a bilingual feature, which has already helped it top the app-ranking charts in Mexico. LatinWorks will now attempt to drive this popularity on a wider basis to Spanish-speaking fans around the world.

In addition, the league’s MLB.tv official online streaming service will introduce a new audio option for the upcoming season in order to allow Spanish-speaking fans to access the service. The technology will enable subscribers to switch the live audio feed from the television to Spanish-language radio announcers without disrupting the live video broadcast. 

“We are committed to reaching fans across different cultures and backgrounds reflecting the significant cultural diversity of MLB rosters,” MLB chief operating officer Tony Petitti said. “With multiple recommendations from MLB partners and an expertise in reaching the Latino audience, LatinWorks will help MLB continue to connect with this important and growing fan base.”

Manny Flores, chief executive of LatinWorks, added: “Our partnership with MLB is a marriage of a unique vision for the future of both the country and its pastime – one that has been at the core of our agency's philosophy for many years. We couldn't be more excited to work with the league on its national campaign reaching the Latino fan.”