NFL LURES FANS ON WEB FROM ‘FUTBOL’ TO FOOTBALL
League Launches Spanish-Language Site for Hispanics
By Rich Thomaselli, AdAge.com
The National Football League has launched a newly designed Spanish-language website to give its growing Hispanic fan base a dedicated place for content. The site, NFLatino.com, is up and running in partnership with NFL Mexico, which maintains its own website (nfl.com.mx) geared toward fans in Mexico. It is similar to nfl.com.
Similarity in branding
"The similarity in branding was intentional," said Peter O’Reilly, director-marketing for the NFL. "We wanted to be consistent. But beyond that, you’re going to see more and more as we roll it out. There will be more news articles geared toward U.S. Hispanics."
The site features real-time NFL and team news, schedules, scores, standings, expert analysis from columnists Alejandro Morales and Adolfo Cortes, Hispanic-player diaries, and interactive polls. The site also contains areas geared toward beginners who already know futbol, or soccer, but want to learn more about Futbol Americano, including a rules section with explanations of NFL rules and a glossary of terms.
Mr. O’Reilly said the league has learned enough from the eight franchises that already have Spanish-language broadcasts and/or Hispanic marketing programs to reach out nationally.
That includes internal research, he said, that found 72% of the 40 million U.S. Hispanics said they have spent or would spend time engaging with the NFL. In addition, the league’s regular-season game held last year in Mexico City was wildly popular.
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