MiLB Unveils Más Grande Marketing, Team Details About Copa de la Diversión II
Tuesday, February 19, 2019 at 10:18PM
NYSportsJournalism.com in Copa de la Diversion, MiLB, MiLB, sports marketing

NYSJ Sports-Entertainment Business News Service

February 19, 2019: Following an initial league-wide effort in 2018 that resulted in “dramatic increases in attendance, merchandise sales and commercial partnership revenue,” MiLB has unveiled plans for the second league-wide activation of Copa de la Diversión (Fun Cup).

The 2019 season will see an increase from 33 to 72 teams transform their brands to join in Copa's mission to “authentically connect MiLB teams with their diverse communities, and embrace and celebrate the culture and values that resonate most with Latinx fans nationwide.”

More than 78% of all dates during MiLB's season — 397 games — will feature at least one Copa-designated game, according to the league.

That is up from the 167-game schedule last season. The new Copa de la Diversión teams will also bring the total number of states represented from 19 to 29, with all teams representing "a diverse mix of market sizes and community demographics.”

Marketing will come with the tag, “72 Teams, 29 States, Copa.”

The event traces back to 2017, when MiLB launched a national "It's Fun to Be a Fan" and corresponding Spanish-language Es Divertido Ser Un Fan marketing campaign. That season, three MiLB teams adopted new alternate on-field names to reflect their unique and diverse fan bases: Charlotte Knights to Caballeros, Las Vegas 51s to Reyes de Plata and Visalia Rawhide to Toros.

According to MiLB, more than 18 million U.S. Hispanics designate themselves as fans of Minor League Baseball, behind only the NBA and MLS.

MiLB said its 2018 Copa de la Diversión program drew 85,000-plus more fans than those teams drew on the same date the previous year, a 12% increase.

"The growth we're seeing in team participation for Copa is outstanding,"  Kurt Hunzeker, vp-marketing strategy and research for MiLB, said via the league.

"To see this authentic engagement with our Latinx fans in MiLB communities across the country is very exciting. We like to say that you don't attend a Minor League Baseball game, you feel it. To extend that feeling to a previously underserved fan base is remarkable."

Among the MiLB partners involved will be Echo Inc., the “official outdoor power tool of MiLB" and the “official outdoor power tool of Copa de la Diversión" ("Herramienta oficial de la Copa de la Diversión”).

The Lupus Foundation of America recently signed as the “official charity of MiLB Copa de la Diversión,” marking the first philanthropic partner tied specifically to MiLB's Latinx fan engagement initiative.

According to Hunzekerm, "The goal of Copa is and always has been to engage authentically with our Hispanic/Latinx fans in MiLB communities across the country.

“Our new partnership with the Lupus Foundation of America will aid in those efforts by providing new, life-improving educational tools to our ballparks and bringing a better understanding of lupus to our fans."

MiLB marketing and licensing partners also include Applegate Natural & Organic Meats, Allegiant Airline, Bush’s Beans, Fanatics (with Majestic), New Era, Nike and Uncle Ray’s.

Copa "Unveiling Day," scheduled for March 18, will showcase all 72 identities and logos via a "coast-to-coast social media campaign as teams reveal their Copa-specific, culturally-relevant on-field identities."

April 5 is the first of the Copa-designated games scheduled for 2019.

The Mariachis de Nuevo México (Albuquerque Isotopes) as the winner of MiLB's inaugural Copa de la Diversión (or Fun Cup) event series.

Full merchandise for each Copa team will be made available exclusively at each participating Copa team's ballpark and on teams' retail store sites; as well as the MiBL online shopping destination.

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