It was a throwaway quote in a story published by the Reuters newswire about how the National Football League is trying to reach out to the
growing Latino population as it tries to ensure that it does not become a sporting relic left over from the late 20th Century.
Richard Ettenson, an expert in marketing and brand strategy at the Thunderbird School of Global Management, said he thinks the nature of the game as it has developed from the “rah, rah” nature of collegiate sports to something almost like professional wrestling’s tacky showbiz qualities will not make it a natural for Latinos.
OR, AS ETTENSON told the wire service, “football is probably going to be the toughest sell for the Hispanic market.”
Now I’m not sure why he thinks that. The story didn’t let him elaborate.
But as one who has not ever thought much of the U.S.-created game that has come to be called football (unlike the real futbol, the game played with a ball kicked around by feet), it is not a radical thought.
I can’t help but think that many Latinos coming of age in 21st Century America (as opposed to those from families that have been here a few generations) will see the game played by a batch of steroid cases who wear a lot of padding to bulk up their physical frames even more as somehow competing for attention with soccer, a game that is played by actual human beings.
SERIOUSLY, ONE CAN watch a soccer match and see the physical skill and grace of people who are not all covered in helmets and shoulder pads. By comparison, so-called football often looks like a shoving- and grunting match that keeps starting and stopping, with so many breaks in the action that it is like nothing happens.
While some would say baseball suffers from the same starts and stops in the action, that is a game that also has the appearance of being played by regular people. It also is a game that is played professionally in many of the home countries of Latin America.
So a Latino coming to the United States can see something similar in baseball, especially with the huge share of Latin Americans and Latinos who play these days in the major leagues (about two of every five, to be exact).
Football is the game where the tickets usually wind up in the hands of season ticket holders, which means there are many hard-core football fans in this country who have never in their lives been to an NFL game. Football is purely a television spectacle.
WHEN IT COMES to the growing Latino population, I could see where the newcomer portion flips around the television set, stumbles across a game, and sees so many time-outs that it appears dull.
Some of us listen to that old comedy sketch by George Carlin that “argues” for the superiority of football over baseball, and we wonder, “What kind of drugs is he taking?”
What better reason to change the channel from football. Perhaps one can find a scantily clad weathergirl to tell you how sunny and warm it will be mañana (which probably means it will rain)?
The only thing that really shocks me is that an academic would think football would be the “toughest sell” of U.S. sports. I would have thought the National Hockey League would have qualified. It’s not like there are many ice rinks in Puerto Rico for young people to develop an interest in the game.
NOW AS I wrote earlier in this commentary, I’m not really a football fan.
I doubt I’ll bother to watch the Super Bowl, as I only have a slight interest in the actual game to see if the Cardinals can win their first championship since 1947 – when they literally were the football team of choice for people who identified with the South Side of Chicago. But it’s not that serious.
And I’m definitely one of those people who thinks that watching the “game” to see all the commercials is just stupid.
In fact, to the degree that I’m paying attention to sports these days, it is to see how the world of international baseball is doing.
THE CARIBBEAN SERIES, which involves the champions of professional leagues in Mexico, Venezuela, the Dominican Republic and Puerto Rico competing for bragging rights as the best baseball team in Latin America, begins Monday and runs for seven days.
This year’s series takes on a special character because it is being hosted by Mexico, which has chosen to play the games in a stadium in Mexicali, which literally puts a classic sports tournament on the U.S./Mexico border.
Literally, many of the people who will converge on the tournament from across Latin America will wind up having to stay in nearby Calimex, Calif. As in, within the limits of the continental United States.
So while the NFL has compiled statistics indicating that 25 million Latinos follow football, and that about 7.5 million Latinos bothered to watch last year’s Super Bowl, it shouldn’t be too much of a shock that I won’t be the only one not watching the game.
SOME OF US may be more interested in beisbol or even basketball, while others may want to spend time with family.
And while your lazy butts may be parked in a couch in front of a television on Sunday, some Latinos may very well have to work.
-30-
EDITOR’S NOTES: There will be Spanish-language dubs of broadcasts of the Super Bowl (http://www.guardian.co.uk/business/feedarticle/8333921) on Sunday. Meanwhile, the NFL (http://www.reuters.com/article/sportsNews/idUSTRE50S61220090129) has statistics meant to show Latinos are a potential audience for football in the 21st Century.
Be forewarned that looking for information about this year’s Caribbean Series will trigger (http://www.seriedelcaribe2009.net/english/index.html) a recording of “Mexicali Rose,” as performed by Gene Autry in the 1939 film of the same name.
growing Latino population as it tries to ensure that it does not become a sporting relic left over from the late 20th Century.Richard Ettenson, an expert in marketing and brand strategy at the Thunderbird School of Global Management, said he thinks the nature of the game as it has developed from the “rah, rah” nature of collegiate sports to something almost like professional wrestling’s tacky showbiz qualities will not make it a natural for Latinos.
OR, AS ETTENSON told the wire service, “football is probably going to be the toughest sell for the Hispanic market.”
Now I’m not sure why he thinks that. The story didn’t let him elaborate.
But as one who has not ever thought much of the U.S.-created game that has come to be called football (unlike the real futbol, the game played with a ball kicked around by feet), it is not a radical thought.
I can’t help but think that many Latinos coming of age in 21st Century America (as opposed to those from families that have been here a few generations) will see the game played by a batch of steroid cases who wear a lot of padding to bulk up their physical frames even more as somehow competing for attention with soccer, a game that is played by actual human beings.
SERIOUSLY, ONE CAN watch a soccer match and see the physical skill and grace of people who are not all covered in helmets and shoulder pads. By comparison, so-called football often looks like a shoving- and grunting match that keeps starting and stopping, with so many breaks in the action that it is like nothing happens.
While some would say baseball suffers from the same starts and stops in the action, that is a game that also has the appearance of being played by regular people. It also is a game that is played professionally in many of the home countries of Latin America.
So a Latino coming to the United States can see something similar in baseball, especially with the huge share of Latin Americans and Latinos who play these days in the major leagues (about two of every five, to be exact).
Football is the game where the tickets usually wind up in the hands of season ticket holders, which means there are many hard-core football fans in this country who have never in their lives been to an NFL game. Football is purely a television spectacle.
WHEN IT COMES to the growing Latino population, I could see where the newcomer portion flips around the television set, stumbles across a game, and sees so many time-outs that it appears dull.
Some of us listen to that old comedy sketch by George Carlin that “argues” for the superiority of football over baseball, and we wonder, “What kind of drugs is he taking?”
What better reason to change the channel from football. Perhaps one can find a scantily clad weathergirl to tell you how sunny and warm it will be mañana (which probably means it will rain)?
The only thing that really shocks me is that an academic would think football would be the “toughest sell” of U.S. sports. I would have thought the National Hockey League would have qualified. It’s not like there are many ice rinks in Puerto Rico for young people to develop an interest in the game.
NOW AS I wrote earlier in this commentary, I’m not really a football fan.
I doubt I’ll bother to watch the Super Bowl, as I only have a slight interest in the actual game to see if the Cardinals can win their first championship since 1947 – when they literally were the football team of choice for people who identified with the South Side of Chicago. But it’s not that serious.
And I’m definitely one of those people who thinks that watching the “game” to see all the commercials is just stupid.
In fact, to the degree that I’m paying attention to sports these days, it is to see how the world of international baseball is doing.
THE CARIBBEAN SERIES, which involves the champions of professional leagues in Mexico, Venezuela, the Dominican Republic and Puerto Rico competing for bragging rights as the best baseball team in Latin America, begins Monday and runs for seven days.
This year’s series takes on a special character because it is being hosted by Mexico, which has chosen to play the games in a stadium in Mexicali, which literally puts a classic sports tournament on the U.S./Mexico border.
Literally, many of the people who will converge on the tournament from across Latin America will wind up having to stay in nearby Calimex, Calif. As in, within the limits of the continental United States.
So while the NFL has compiled statistics indicating that 25 million Latinos follow football, and that about 7.5 million Latinos bothered to watch last year’s Super Bowl, it shouldn’t be too much of a shock that I won’t be the only one not watching the game.
SOME OF US may be more interested in beisbol or even basketball, while others may want to spend time with family.
And while your lazy butts may be parked in a couch in front of a television on Sunday, some Latinos may very well have to work.
-30-
EDITOR’S NOTES: There will be Spanish-language dubs of broadcasts of the Super Bowl (http://www.guardian.co.uk/business/feedarticle/8333921) on Sunday. Meanwhile, the NFL (http://www.reuters.com/article/sportsNews/idUSTRE50S61220090129) has statistics meant to show Latinos are a potential audience for football in the 21st Century.
Be forewarned that looking for information about this year’s Caribbean Series will trigger (http://www.seriedelcaribe2009.net/english/index.html) a recording of “Mexicali Rose,” as performed by Gene Autry in the 1939 film of the same name.













