Context
Baseball is widely popular in various Latin countries, yet Latin attendance at Eugene Emeralds games in prior years was drastically low. Among the most common barriers to exposure in the 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 Latin 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 Latin population in Eugene. Every Tuesday home game, this identity was used to promote inclusiveness and celebration of all Latin cultures.
Contributions
Reinvented sponsorship packages for Latin businesses and organizations, leading to creative entertainment opportunities and affordable entry points for participation.
Sought after and participated in local community events, providing various materials to establish rapport and awareness for the Monarcas brand.
Managed media controls during in-game programming, delivering high-quality entertainment and authentication to thousands of fans nightly.
Impact
The Eugene Emeralds won the 2018 Larry MacPhail award, given to the team with the top promotional effort in all of Minor League Baseball.
The Monarcas cap was one of the top-performing apparel products in MiLB’s ‘Es Divertido her un Fan’ campaign.
Snapshots
