Makita U.S.A., Inc. continues to advance its leadership position in marketing to Hispanic contractors with a new partnership with Univision co-host Félix Fernández.
Fernández, a recognized voice in Spanish language sports media and former goalkeeper on the Mexican National Team, joins Makita as a brand ambassador and spokesman. The partnership increases Makita’s already high visibility among Hispanic contractors. Makita is the Official Power Tool Sponsor of the Mexican National Soccer Team (MNT), and the Official Power Tool Sponsor of Major League Soccer (MLS).
“In the Hispanic-American community soccer is more than just a favorite sport, it’s a passion,” said Raquel Portillo, Marketing Specialist, Emerging Markets. “As a former player on the Mexican National Team and as a broadcaster on Univision, Félix Fernández is a trusted voice in Spanish language sports media for millions of soccer fans. As a brand ambassador, Félix will further drive Makita’s strong presence in the world of soccer and the connection with Hispanic pro contractors.”
“As a former Mexican goalkeeper, I am proud to be a team player with a champion brand like Makita,” said Fernández. “Performing on the field, I always search for the best quality gloves. In the same way, today’s contractors search for the best quality tools and Makita meets this demand. In this partnership, the Mexico National Team and Makita are one team, so I am honored to be a part of this championship team!”
Félix Fernández (born January 11, 1967 in Mexico City) is a retired Mexican football goalkeeper. He was part of the Mexican National team in the World Cup in 1994. Presently, he is on Univision Deportes on a variety of soccer shows and on República Deportiva. He has covered three World Cups for Univision and has written three books. In his honor, FC Atlante retired his number which was the number 12.
Makita’s partnership with Félix Fernández will include promotions built around Fernández’s personality and profile. This is in addition to Makita’s exhibitions at pre-game “Fútbol Fiestas” during MNT friendly matches across the USA, exclusive Fútbol Fantasy Camps, and more.
Makita’s focus on the Hispanic contractor is best demonstrated in the ongoing “Build Your Dreams” initiative. The campaign links the best-in-class performance of Makita Tools with increased efficiency on the job site, and the potential for contractors to spend more time off the job site to focus on dreams and aspirations centered on home and family.