The New York Giants’ Oct. 9 win over the Philadelphia Eagles was the franchise’s biggest win in three years, but that night also marked an inflection point for the team’s Latino-focused marketing efforts. That night, the Giants filled a suite with New York-area Latino artists, content creators and entertainers as part of the activations around Latino Heritage Month. “The Football Familia suite,” as it was dubbed, capped off a project that included a new line of merchandise, new Latino-focused creative, sponsorship activation with the N.Y.-area Ford dealerships, fan events and influencer collaborations.
“Our end goal is to be able to bring more Latino Giants fans in our marketing funnel, to find audiences we don’t have yet, and bring in more casual fans in the demographic, and get them into the Giants family,” said Giants Director/Integrated Marketing Marissa Soto. “And for those we already have, to engage them in more meaningful ways.”
At the game, the Giants launched a new “Nueva York” fashion line, designed by the New York streetwear brand Brigade, founded by Aaron Maldonado and Sarah Gaudio. The five-piece collection hopes to tie the Giants to local Latin culture, and was on sale at the stadium and on display in the suite before launching online tomorrow.
Also in the suite was Jazzy, a 15-year-old TikTok personality whom the Giants signed to host a series called “Latin Game Changers,” a series which highlights Latino taste makers in sports, art, music and fashion. Others in the suite were Kid Mero, Dascha Polanco, Suzi, DJ Camilo — the official DJ of the Giants Watch Party series — DJ Flipstar and Mattia Polibio. (This suite was the second suite pulled out of sales inventory at MetLife Stadium for Giants marketing, including the influencer suite sponsored by Cadillac.)
As part of the Latino Heritage month push, the Giants also hired N.Y.-based fashion and brand designer Tommy Campos to create ¡Gigantes!, a new brand campaign designed to tie it all together.
Latino Heritage Month is over, but the Giants include the Latino community as one of their four key marketing targets, along with female fans, international fans and kids, said senior vice president of marketing and brand strategy Nilay Shah. “In this market, it’s a massive opportunity,” he said.
