Monday, February 7, 2011

The NFL Scores Big With Latinos of Mexican Descent

By Richie and Lucia Matthews, DIÁLOGO, San Diego, CA

Texas will host Super Bowl XLV, the most watched event in American sports as the AFC and NFC go head-to-head for the right to hoist the Lombardi Trophy and make an unprecedented attempt to appeal to Americans of Mexican descent.

Cowboy Stadium will host Super Bowl XLV, the first time that the game will be held in the Dallas–Fort Worth area and only the third time it will be held in Texas. The game, to be played on February 6, 2011, will pit the champions of the AFC and the NFC and for marketers focused on U.S. Hispanics of Mexican descent, the game pits professional football against fútbol.

More and more NFL teams are courting the lucrative Latino market in attempt to tap into an aggressive fan base ready to shell out consumer dollars. The NFL’s strategic positioning and marketing efforts for this season’s big game will allow them to do just that.

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