It is official Super Bowl XLIV will be a faceoff between the New Orleans Saints and the Indianapolis Colts at the Sun Life Stadium in Miami, Florida on Feb 7. More and more U.S. sports leagues are courting the lucrative Hispanic market in attempt to tap into an aggressive fan base ready to shell out consumer dollars. The NFL’s strategic positioning and innovative marketing efforts for this season’s big game will allow them to do just that.
Often referred to as the ‘Gateway to Latin America’, Miami offers a definitive Latino flair to this year’s Super Bowl. The region boasts a population that is more than 62 percent Hispanic decent according to the 2007 U.S. Census. The population has made its mark. The South Florida vibe is unmistakably Latino. The music, the food, the fashion – the region is rich in Hispanic culture to the very core.
Miami-Dade County is no stranger to the Super Bowl. This will be the record breaking 10th time the Super Bowl will be held in this part of the country. On one level the choice is rational- the weather is ideal, the beaches are beautiful, the atmosphere is fun and the tourist industry can accommodate the crowd. On another and most likely more influential level the choice is strategic. What better way to captivate the Hispanic market than to bring the game to the famed Latino hotspot. To read the full story click here.