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July 9, 2008  |  Volume 7, Issue 3

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FUTBOLUCHA 2008 IS A KNOCKOUT

Key demographic knowledge draws additional 5,000 Rapids fans to Dick's Sporting Goods Park in Commerce City, CO.

CONTACT

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Kieran Cain
Senior Director, Marketing & Entertainment
Colorado Rapids
[email protected]

ORGANIZATION

Colorado Rapids

PROGRAM TITLE

"FutboLucha 2008"

OBJECTIVES

The comprehension of consumer demographics and characteristics are critical when deciding on a target market and related marketing goals. Understanding the presence of many Hispanic fans in the surrounding Commerce City area, the Colorado Rapids were determined to create a unique experience; the first major soccer and wrestling entertainment event ever held in the United States.

The Term “Lucha Libre” is synonymous with the professional wrestling performed in Mexico and other Latin American countries that include high-flying moves, colorful masks, and a unique style. Professional Lucha Libre performers (luchadores) have received widespread popularity throughout the Latin American Community. The Rapids strived to choose an event that would include both this Hispanic entertainment tradition as well as exciting soccer.

PROGRAM DESCRIPTION

“FutboLucha 2008” was held at Dick’s Sporting Goods Park during the Cinco de Mayo weekend on Sunday, May 4, 2008 in conjunction with the Rapids’ home match against DC United. The event not only marked the first ever sanctioned, Lucha Libre touring event in the United States (the event was part of the Mexican “Todo X El Todo” tour), but also the first ever outdoor performance of such a magnitude. The excitement began early Sunday morning outside Dick’s Sporting Goods Park with family entertainment including games, food, attractions, live music, and many exhibitors. The first 5,000 fans to purchase tickets also received a free commemorative Rapids Lucha Libre wrestling mask. Following the Rapids’ afternoon match against DC United, the festival that began earlier that morning continued outside of the park while the stage was set for the thrilling Lucha Libre wrestling event scheduled for the evening. Only fans holding combination tickets were allowed back in the stadium to watch the electrifying show, which consisted of 12 of the sport’s biggest superstars, including popular luchadores El Hijo de Santo, Rayo de Jalisco, and Blue Demon Jr.

MEDIA

Advertisements for “FutboLucha 2008” was initiated by Spanish language radio and television, with media partner Entravision, as well as through the use of Spanish language print and posters, in addition to a roving street team. Also, tickets were made available in local Hispanic neighborhood restaurants and other community establishments in Denver’s Spanish speaking neighborhoods.

PARTNERS

D Sound Entertainment, the main partner for the event, contributed to FutboLucha 2008 with their advertising buy. The Rapids had co-partnered with D Sound Entertainment successfully for prior events. Entravision Communications Corporation, a diversified Spanish-language media company with a unique group of media assets including television and radio stations, was the media partner for the event.

RESULTS

The Lucha Libre & Rapids soccer match combination proved to be a marketing success, and a strong example of benefits were received from recognizing the demographic make-up of the club’s fan base. From a hard number perspective, the event contributed approximately 5,000 additional tickets to the team’s average fan base of 14,000.

LOOKING AHEAD

With the success of “FutboLucha 2008”, there are definite possibilities that promotional efforts of similar nature will be used in the future, and the Rapids have made plans to push forward with FutboLucha on an annual basis.

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