Toyota has been an active sponsor and partner to one of the biggest cross-national soccer tournaments in North America since 2017. This tournament features 41 participating countries including the likes of Canada, Mexico, U.S.A., Jamaica, and more. Toyota’s decision to sponsor the CONCACAF Gold Cup was more than just aligning with a major soccer tournament—it was a strategic investment in connecting with the Hispanic market. This cements a message to all marketing campaigns which puts Hispanic marketing at the forefront of any budget and strategy. For law firms, this tells you that Hispanic marketing is a necessity if you’re planning to grow your firm.
The CONCACAF Gold Cup attracts a vast and diverse Spanish-speaking audience, with 25% of the participating countries classified as Hispanic nations, with nations such as Mexico, El Salvador, and Puerto Rico. As Toyota Sports Sponsorship senior manager explains, “Soccer runs deep within the tapestry of Hispanic culture” (2023). In fact, in the previous 2023 tournament, 4 out of the 8 playoff teams were Hispanic, including Mexico, Guatemala, Costa Rica, and Panama. This sponsorship recognizes the huge and undeniable presence of the Spanish-speaking culture on soccer and the potential for making meaningful connections with this growing audience through the sport.
This strategic approach is evident in Toyota’s marketing campaigns within the tournament space. Back in 2017, Toyota introduced the “Dale Duro” multichannel broadcasting space and hosted their in person “FĂştbol Fiesta” events, creating an engaging and immersive experience for Hispanic fans to celebrate their nation. In 2023, Toyota launched its “Born to Lend a Hand” campaign, which focused on empowering small businesses and uplifting local communities with a special focus on Hispanic small businesses. These efforts highlight Toyota’s continued commitment to creating Spanish-speaking content while delivering impactful, culturally aligned messaging.
Attorneys aiming to expand their reach can draw a clear lesson from Toyota’s strategy: you cannot avoid the Hispanic market. With 20% of the total population being Hispanic and only growing, this is a reminder that this is a worthwhile investment in your firm’s budget (2023). Sponsorships like Toyota’s establish this demographic as an integral part of marketing campaigns. Additionally, this partnership with the CONCACAF Gold Cup highlights how to effectively connect with this growing U.S. demographic to achieve meaningful results and build enduring relationships.