FCD Makes Moves Targeted at Latin Market
January 28th, 2008 . By: Buzz CarrickOver the last few weeks, FC Dallas has made several announcements that appear to be targeted at making inroads in the Hispanic market. A market that FCD has failed to attract effectively since they left the Cotton Bowl, the Hispanic audience remains key to long term FCD franchise health in the Metroplex. The recent announcement of the Mexican Olympic Team playing at PHP and FCD joining the Sueño MLS 2008 program, combined with the continued use of PHP for InterLiga games and the signing of Club America Star Duilio Davino, seem to be positive moves for attracting the lost Hispanic fan base. The abundance of these moves over a short period of time by FCD appears to be targeted at making the Hispanic audience feel at home at Pizza Hut Park and countering the perception among Latin fans that FCD doesn’t care about them. While the effectiveness of these endeavors may not be clear in the short term, name brand recognition from continued targeting of events that appeal to the non-suburban market Hispanic audience would likely contribute to the long term franchise success. Sueño MLSPre-registration opened for Sueño MLS 2008: “The Dream Continues” on Sunday, Jan. 27, at 4 p.m. CT. Players are able to register at SuenoMLS.com for the nationally-televised search to find undiscovered young soccer players that will air weekly on Univision’s popular sports show, República Deportiva. This February and March, Sueño MLS will take place simultaneously in Dallas and Los Angeles, with young soccer players aiming to earn a spot on the FC Dallas and Chivas USA rosters, respectively. Only 2,000 spots will be made available for each city on a first come, first serve basis. A waiting list will be available for those who are not able to register for the initial spots. Sueño MLS – Built by The Home Depot, kicks off the weekend of Friday, Feb. 15 with four days of open tryouts at the Bell Gardens Sport Center, home to Chivas USA’s academy and youth teams, in the city of Bell Gardens, Calif. A week later, beginning on Feb. 22, the FC Dallas tryouts will be staged at Pizza Hut Park in Frisco, Texas. The coaching staff of each MLS club will invite 60 players per city back to a second tryout on Saturday, March 1. After the round of 60, “The Final 18” of each team will be selected and subsequently compete on March 8-9 and March 15 for a chance to train with the respective MLS team, and possibly earn a roster spot. Sueño MLS Key DatesJanuary 27 Registration begins via www.SuenoMLS.com PARTICIPANT ELIGIBILITY Eligible players must be at least 16 years old (with appropriate identification) and retain their amateur status. Sueño MLS participants will be responsible for all personal expenses associated with the event, including travel to Los Angeles/Dallas, lodging, food, soccer equipment (shoes, training gear, etc.), etc. For more information, please visit SuenoMLS.com. Participation in the event is free. Players may not register for more than one city. Mexico U23s at PHPIn preparation for the Beijing 2008 Olympic Games this coming summer, the Federación Mexicana de Futbol (FMF) will be bringing their Olympic Team to Pizza Hut Park. Just days before beginning its participation in the 2008 CONCACAF Men’s Olympic Qualification, the team, led by senior national team head coach Hugo Sanchez, will play on Sunday, March 2 in Oakland’s McAfee Coliseum (2:00 p.m. local) and on Thursday, March 6 at Pizza Hut Park in Frisco, Texas (8:30 p.m. CT). Mexico’s qualification group play begins days later in Carson, Calif. Tickets for the March 6 match at Pizza Hut Park will be available beginning Friday, February 1 at 10 a.m. CT through all Ticketmaster outlets, by calling Ticketmaster at 214.373.8000, on Ticketmaster.com, through the FC Dallas office at 888-FCD-GOAL (888-323-4625) or FCDallas.com. Ticket prices range from $15 to $65, and fans are encouraged to purchase their tickets in advance as a surcharge is applied to all ticket categories on gameday. FC Dallas season ticket holders and FCD Hoops Nation members will have a special pre-sale opportunity to purchase tickets prior to the public on-sale now through Monday, January 28 by calling 888-FCD-GOAL during normal business hours. 10 Comments Comments RSS TrackBack Identifier URI Leave a comment |
The problem with these “moves” aimed at the hispanic market is that they are all being done via national mass media outlets which do not necessarily connect with potential fans locally. They need to step up their local promotion of the team.
The best way to reach the hispanic market is to put their games, weekly news show, and heavy promotion on the top tated hispanic radio station in the market which at the moment is FM 107.9. The nice thing about that station is that you can actually hear it at the stadium.
In an ideal world, the radio coverage would be supplemented by some TV coverage produced locally. Considering where FCD is today, the baby step would be to get the radio coverage.
The funny thing is that reaching out to the hispanic market in mass media isn’t any different than reaching out to the anglo market.
Well said Chamo. These are just first steps I hope. At least it’s nice to see them doing something.
Other than the Davino signing, though, it seems the programs are SUM related. Sueno is a SUM program that seems to grow one additional market per year. And the Mexican National team thing we all know is a SUM property.
I think Chamo is right. What is being done at the local level?
Signing Davino seems to be a HUGE first step. Hopefully more come.
I agree with Chamo about the radio station. While we are at it, can we get an English station that can be heard in Dallas?
Please, please, please–we need an English radio station that covers the entire Metroplex!
Does the Mexican U-23 team have an opponent at either location? Could be a rather boring exhibition if not.
so does that mean we get to see a little carlos vela at PHP?
thats sweetness.
At PHP on March 6 the Mexican Olympic team’s opponent is Finland.
according to a mailing I got from FCD. What flavor of Finland? I suppose their Olympic team as well but I don’t know for sure.
FC Dallas contracted Dulio Davino to attract the Mexican fans, not all hispanic fans. If you follow the Argentine, Colombian or Spanish leagues (like myself) you won’t care much about Davino.
What about Gio dos Santos? anyone think he’s coming?