CHICAGO- No, this is not another player transaction like the ones the White Sox have become accustomed to this offseason.
Instead, the White Sox have ended ties with Miller Brewing and agreed to a “three-year, seven-figure corporate sponsorship deal” with Modelo Especial, according to Greg Trotter of the Chicago Tribune.
Partnering with Modelo, the the fastest-growing full-calorie beer brand in the U.S., represents an opportunity to connect with a growing Latino fan base. About 15 percent of the team’s fans who attend games are Hispanic, more than double the amount from 2005.
Constellation Brands, the company that brews and markets Modelo in the U.S., is headquartered in Chicago.
“Our Hispanic consumers, many of them are big baseball fans, but this also gives us an opportunity to introduce our brand to people who may not be as familiar with it,” said Ann Legan, vice president of brand marketing for Constellation Brands’ beer division.