A day at the ballpark with the White Sox in 2016 is markedly different than what White Sox Chairman Jerry Reinsdorf witnessed during his childhood. When Jackie Robinson took the field in his first major league baseball game in 1947, segregation was still practiced everywhere from the baseball field to public schools. Jackie Robinson Day is a tribute to the enduring legacy of Robinson’s remarkable life and baseball career.
“We are thrilled to honor PACO Collective for the tremendous support they demonstrate to the Hispanic community on our behalf,” said Scott Reifert, White Sox senior vice president of communications. “For more than five years, PACO has played an integral role in deepening the White Sox relationship with the Hispanic community. We greatly appreciate their commitment to making Hispanic fans an important part of the White Sox family, sharing our same pride, passion and tradition.”
The White Sox estimate that nearly 17 percent of fans at 2015 home games identify as Hispanic or Latino. That number has tripled since 2005, and the team expects that number to continue to grow this year.
“One of the greatest benefits that come from our partnership with the Chicago White Sox is the ability to contribute to positive change in our communities,” added Pablo Acosta, PACO’s Chief Creative Officer and Co-Founder. “PACO has always embraced a new standard of cultural thinking, and as the diversity in the U.S. continues to grow exponentially, we want to help our clients create meaningful relationships that transcend cultures.”
PACO Collective is celebrating its 10th anniversary as a cross-cultural agency that helps brands create authentic emotional connections with consumers. Throughout the year, the agency will be hosting a series of industry events marking their accomplishments and sharing cultural marketing best practices discovered while working alongside leading clients such as the Chicago White Sox, ComEd and Blue Cross Blue Shield, among others.