Context
Baseball is widely popular in various Latin countries, yet Latine attendance at Eugene Emeralds games in prior years was drastically low. Among the most common barriers to exposure in the Latine community included minimal schedule awareness, language restrictions, and attainable partnership opportunities. How could we make an deep connection with the Eugene community (with almost 12,000 Latine individuals according to the US Census) and provide authentic experiences for families and community members?
Los Monarcas de Eugene
As part of the MiLB’s “Es Divertido ser un Fan” campaign, the Emeralds worked with a communal advisory panel to create an alternate identity that represents the Latine population in Eugene. Every Tuesday home game, this identity was used to promote inclusiveness and celebration of all Latin cultures.
Snapshots
Teammates
Allan Benavides, General Manager
Brian Vucovich, Sponsorship Fulfillment Executive
Danny Cowley, Graphic Designer and Game Director
Carlos Renteria, Monarcas Brand Intern