I can't remember where I heard it, but I remember reading that the real league in Mexico is la liga. Which is probably why we've done so well with David Villa wrt hispanic marketing.
I really think MLS needs to stop trying to go after Mexicans living in the US and Mexican-Americans as a marketing priority. The connections to Liga MX teams is too close and too strong. I suspect we won't see a change in consumer preferences in those two demographics until MLS is significantly better than liga MX; when MLS is actually a top 5 league, not just in Garber's fever dreams.
I believe the primary minority marketing focus should be to non Mexican heritage south and central Americans. The physical distance and difficulty in watching home leagues makes those demographics more susceptible to supporting a MLS team. Whereas basically every liga MX game is broadcast on Univision, it's virtually impossible to watch any other south/Central American League.
Honestly I'd focus my efforts on people who have played fifa. Get the purchase list from EA sports and go after it with a vengeance. That and people, like me, that are utterly fed up with the 8.9 million commercials per NFL game.
Edit: For example if a person has ever typed the words, the NFL has too many commercials, they need to be receiving targeted MLS ads.
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