Latina reaches out to engage Hispanics in the Super Bowl

August 12, 2007
By Scott Wong

In the Hispanic community, futbol (or soccer, as it's known in the U.S.) is king.

But both the NFL and the Arizona group helping to organize next year's Super Bowl are hoping to change that, one fan at a time.

The Arizona Super Bowl Host Committee recently hired a familiar face as its new Spanish-language media consultant and spokeswoman.

Former Telemundo television anchor Mirna Pineda, who speaks both Spanish and English, will be keeping Spanish television stations, magazines and newspapers up to date on Super Bowl-related events.

Pineda, owner of a Hispanic media consulting firm, also will be reaching out to local Hispanic business groups to share ideas about how they can get involved with and capitalize on Super Bowl opportunities.

So far, the host committee's Emerging Business Program, which educates and provides business opportunities for minority and women entrepreneurs, has seen little participation from Hispanic women, Pineda said.

"My goal is to involve my community in all these events," said Pineda, an Ahwatukee resident who spent four years as a news anchor and reporter for Noticiero Telemundo Arizona. "For Hispanics, soccer is the main attraction, but a lot of these people are interested in the Super Bowl because it's in Arizona."

Pineda's hiring is part of a broader initiative by the host committee to generate interest in the Super Bowl within the Hispanic and other minority communities.

As part of its "Super Celebration Series," the committee is teaming up with various community groups to help sponsor a Native American festival, a gospel celebration and a Hispanic-themed party.

Super Fiesta, set for the weekend before the Feb. 3 game, will feature Mexican food booths and live musical acts. Cricket Wireless Pavilion in west Phoenix is being considered as a possible venue.

But the outreach effort doesn't stop with events.

The committee has brought on board a marketing specialist who is adapting the organization's magazine and other ads for the Spanish-speaking market.

A friendly football game exchange is being planned between players from the United States and Mexico, similar to Super Bowl XXX in 1996, when the All-Hispanic Arizona High School All-Star team played the No. 1 college football team in Mexico.

And members of the host committee's top brass, such as President Bob Sullivan, are personally meeting with local Hispanic community leaders to rally support.

"The Hispanic community comprises so much of our history and current population," Sullivan said, adding, "we just wanted to be more aggressive."

Source: The Arizona Republic