Fresco Marketing and Kansas City Royals Announce Historic Partnership
(KANSAS CITY) March 26, 2024 – Fresco Marketing, the leading full-service multicultural marketing agency in Kansas City, and the Kansas City Royals today announce a historic partnership in which they will work together on building authentic inroads with the Hispanic community of the Kansas City region.
The partnership establishes the Royals’ proactive commitment to the Hispanic community in Kansas City and the region that follows the national trend with great growth in the metropolitan area and the region. The year began with the groups partnering on the season’s pump-up Spanish commercial that ran on Univision for the Super Bowl. The Super Bowl game was broadcast on Univision/TUDN Spanish TV and was the most-watched Super Bowl in Spanish in the U.S. in American TV history. Thanks to this collaboration the Royals were able to execute the brand’s commitment in the biggest Super Bowl Sunday in Kansas City history.
“We’re incredibly excited to work with Fresco Marketing as we work to further our support of the Hispanic community,” said Tony Snethen, Vice President of Brand Innovation for the Royals. “The Royals are such an important part of the community and it’s vital that everyone feels welcome, feels seen, and feels represented, and this partnership is an opportunity to continue fulfilling that promise.”
The 2024 season will see the triumphant return of the “Los Royals” brand and the launch of “Nos Vemos en El K” translated to ‘See You at the K’. Nos Vemos en El K is an exciting campaign that will have Fresco Marketing and the Kansas City Royals execute a diverse and sophisticated marketing campaign that’s prime objective is authenticity and building a genuine relationship with the Hispanic community in the region. The campaign will prioritize being visible in the region and continue to bridge relationships with Latinos.
Following the conclusion of the 2023 season, Fresco Marketing delivered a comprehensive market research report to the Kansas City Royals at iconic Kauffman Stadium. This report was the culmination of extensive research, which included conducting four focus groups – three in Kansas City and one in Omaha – specifically targeting Latinos within the region. With a primary focus on sports, particularly baseball, and the Kansas City Royals, these groups provided valuable insights. Additionally, a survey involving 140 participants from the Latino community in the KC Metro area was conducted, further enriching the data pool. The resultant report also included a detailed analysis of the marketing demographics pertaining to the Kansas City Royals, offering the organization a comprehensive understanding of this audience and its preferences.
About FRESCO
Fresco is a minority-owned multicultural marketing agency that is refreshing the way companies see, understand and communicate with their consumers in an environment of constant change. Our mission is to create connections, eliminate barriers, and act as a bridge between various communities and different audiences. We help brands connect culturally, emotionally and authentically with the community and their consumers, cultivating a stronger presence that allows them to get to the next level.