Business Challenge
Although the Los Angeles Dodgers have a large number of Hispanic fans, the team wanted to generate additional revenue from that customer segment. One challenge: Soccer is still the dominant sport among Los Angeles’ Hispanic population.
Insights
aim’s fact-finding revealed that although the team’s fan base was about 30% Hispanic, there was significant growth potential in the Hispanic market: 10% of all U.S. Hispanics live within 20 miles of Dodger Stadium, and the majority had never been to a Dodgers game.
On top of this, Hispanic media outlets were not engaged in baseball. L.A.’s top Hispanic radio personalities had never attended a game, and many local Hispanic journalists did not have game credentials.
We also learned that Hispanic fans spend more on tickets, concessions and souvenirs than General Market fans, which made sense because family entertainment is an important part of Hispanic life and Hispanic families tend to be larger.
Strategy
We knew that a borrowed equity approach could work wonders for the Dodgers, so we linked the Dodgers to another activity Hispanic consumers are passionate about: Latin music. aim designed ¡Viva Los Dodgers!, a Hispanic family music festival in the Dodgers parking lot prior to a Dodgers game. Fans with tickets for that night’s Dodgers game were admitted to the festival for free.
Bragging Rights
The team’s Hispanic ticket buyers grew from 30% to more than 45% of its total attendance. As a result of the surge in Hispanic consumers, the Dodgers built their lineup of Hispanic-targeted sponsors, from just 4 to more than 30, generating significant incremental revenue.
¡Viva Los Dodgers! remains a marquee promotional program for the Dodgers, as the team strengthens its brand among target consumers and sponsors.
