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With so much money in marketing, how could it be possible that 50 percent of U.S. brands are fumbling at targeting one of the fastest growing demographics? Who would ignore 50.5 million Americans? This elusive demographic is more obvious than you might think, especially if you paid attention to the 2010 U.S. Census. Yes, the Hispanic population is becoming ever more present in America, and companies are starting to take notice.

One of the most clear examples of the power of the Latin market is the success of Mexico’s national soccer team, and we’re not talking about on the field; we mean as a brand! The team is becoming a top sports brand, and, as Michael Hitchcock of Playbook Management International comments, “They are selling out stadiums, selling jerseys, selling soda, selling beers — anywhere you look at it they are a money-making machine because the fans are so passionate.” American brands such as such as Bud Light, Coca Cola, and Home Depot are pushing their association with the Mexican team (even when many of these companies are also supporting the American team). Just as SUM’s VP of global sponsorship David Wright points out, “The growth (of the team as a brand) will mirror something you see in this country; the demographic shift and the evolution and growth of the Hispanic market place.”

One of PGM Artists’ clients, The Brand Gallery, based in Greenwich, CT, understands this trend very well.  Having launched Mexico City based TDN (Televisa Networks’ Soccer Channel in the Summer of ’08), they have postioned the company well to capture the attention of this fast trending sector of Advertising and Marketing.  Stay tuned!

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