Burger King sponsors soccer programs in effort to reach Latinos
Posted by Elena del Valle on October 4, 2007
Alexandra Galindez, director, multi-cultural marketing Burger King Corporation
Photo: Burger King Corporation, Hispanic Youth Foundation
In support of Hispanic heritage, Hispanic culture and National Youth Soccer Month, Burger King Corporation sponsored six Soccer Immersion programs in Los Angeles, Washington, D.C., Chicago, Dallas and Houston, reaching 150 Latino youth. The company’s support will continue in November with a free community-wide outdoor event in conjunction with the 2007 MLS Cup in Washington D.C.
As part of the promotion, Burger King aspiring athletes were able to compete in MLS ¡Futbolito!Tournaments. Numerous clinics and games were scheduled to raise awareness and educate the public about youth soccer as part of the Fifth Annual National Youth Soccer Month. Marketing staff at Burger King believe soccer has regained popularity during recent years among athletes because of the superstars that have joined the game and the “sport’s positive, character-building lessons.” The hamburger maker declined to share budget numbers or details about its efforts to reach Latino consumers.
“Burger King Corporation recognizes the importance of physical activity and team sports, like soccer, as part of a child’s healthy upbringing,” said Alexandra Galindez, director for multi-cultural marketing. “Our desire is to help young athletes further develop their soccer skills and passion for the game by providing them with unique opportunities to compete in tournaments and meet some of their sports heroes.”
“Latino Family Dynamics” audio recording
Brenda Hurley and Liria Barbosa
- Latino purchasing habits and products they favor
- Latino family characteristics
- Latinos and extended families
- Division of duties, responsibilities within the family
- Who is the decision maker in the Latino family
- Who is the information provider in the Latino family
Click here to find out about Latino purchasing habits and “Latino Family Dynamics”
Burger King sponsored several soccer initiatives in conjunction with MLS W.O.R.K.S. Throughout the year, the company sponsored teams’ registration fees, uniforms and other soccer gear to facilitate Hispanic adult and youth teams in 14 cities to be part of the MLS ¡Futbolito! Tournament. Additionally, Burger King sponsored some youth and their chaperones from local community organizations with enhanced treatment that included special recognition at select SuperLiga games, reserved seating during the game, and access to post-game meet and greet opportunities with soccer celebrities.
Rick Castillo, board member, Hispanic Youth Foundation
“As the demographic landscape continues to grow and change, so do the needs of communities and the kids that live within them,” said Rick Castillo, board member, Hispanic Youth Foundation. Physical and economic restraints often limit the reach and development of youth and it is great to see that companies like Burger King Corporation are taking an initiative to reach out to organizations like the HYF. With the help of BKC and its resources, more opportunities are made available to local children.”
The Burger King system operates more than 11,200 restaurants in 50 states and 69 countries and U.S. territories worldwide. According to promotional materials, 90 percent of Burger King restaurants are owned and operated by independent franchisees. No information was available on the number of Hispanic owned franchises.
According to the Burger King website, the company supports the Hispanic Heritage Council, Hispanic Association on Corporate Responsibility (HACR), League of United Latin American Citizens (LULAC), National Council of La Raza (NCLR), and the U.S. Hispanic Chamber of Commerce (USHCC). Since 1989, Bromley Communications has been the company’s agency of record for Hispanic market issues. The Hispanic Youth Foundation (HYF), a nonprofit organization, funds educational programs and other initiatives for at-risk Hispanic children and youth.
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For a company that prides itself on consumers having it “their way,” it’s quite ordinary to create a soccer program for Latino youth.
It still surprises me to hear that even experts in multi-cultural marketing don’t look beyond the ordinary to tap into a broader group of Latinos.
We don’t all play soccer or watch boxing!!
For more insight – call padma media & marketing. We can give you more clarity.
I applaud any effort that is geared toward the betterment of Latinos and Latino youth in particular, which obviously represent the future of us all. I must say that although the writer fron padma makes a point, I do see that soccer has gained greatly in popularity in this counry via the advent of the soccer mom/dad and the younger generations. I also believe that baseball has great values and also highlights the achievements both on and off-field of Latinos who dominate the game today. This is why I feel strongly that BK should sponsor events like the Hispanic Heritage Day at the Ballpark the Latino Urban Youth Baseball Eqipment Giveaways which take place in Hispanic dense markets throughout the nation such as Houston, Miami, New York, Chicago and others. Yes, we don’t all play soccer and watch boxing, but many of us do, along with millions around the world who also play and watch baseball. The problem that BK could really help out with is the fact that although record numbers of Latino youth are turning more and more to baseball for fun and recreation, they cannot afford the most basic of equipment such as bats and gloves. IF BK, its business units and agencies really want to help out, this is where they may wish to consider applying some of those budgets. In that fashion they could touch not only the lives of 150 kids but 400-500 in each region, each year.
J.M. De Jesus
Quadrant Two PR
can i still sign up or is it to late??
Can i have info to call or where to sign up and when to sign up.
can i still sign up?
can i have info about this?