Miller targets sponsorship at Hispanic and African American markets

IN AN ENVIRONMENT where brands streamline their messages to hit as many markets as possible, it is unusual to find one following an aggressive differentiation strategy. It is even more unusual to find sponsorship being used in a highly targeted way, but then the market is the United States and its Hispanic and African American consumers form such a large subset that they dwarf many standalone markets in Europe and Asia.

You need to be a SportBusiness Sponsorship subscriber to view this content

Talk to our team of experts to learn more about the benefits of subscribing

Already have an account? Sign in here