MLB turns up spotlight on its Latino ballplayers;Special month includes insert in newspapers, special games.(Brief Article)

Advertising Age, March, 2000 by Petrecca, Laura

Sammy Sosa's home runs have landed him on the front page of newspapers across the country, while Orlando "El Duque" Hernandez's pitching prowess has brought him fame.

Although Hispanic ballplayers rose to prominence in the past, today's Spanish-speaking stars are ubiquitous. And Major League Baseball hopes that by celebrating players such as "El Duque," it can draw a broader base of fans.

MLB has launched a variety of sports marketing initiatives such as March's "Month of the Americas" that commemorate players' Latino heritage. To get its message out, MLB has teamed with media outlets such as New York's Daily News as well as NBC and Univision.

The Daily News is one of seven major-market newspapers that on March 19 debuted the insert Major...

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