Leveraging culturally diverse representation to enhance brand awareness among Hispanic women: a study of the Miami Dolphins and Denver Broncos

Abstract

The impact of culturally diverse representation through a brand on Hispanic women for the Miami Dolphins and Denver Broncos: This study examines how culturally diverse representation influences brand awareness among Hispanic women aged 18 to 35, focusing on the marketing strategies of the Miami Dolphins and Denver Broncos. Through in-depth interviews (n = 5) and a focus group (n =10), I explored emotional connections, media consumption habits, gender representation, and the impact of authenticity in football advertising. The findings reveal that cultural representation alone is insufficient without actionable inclusion and tailored marketing efforts. Participants expressed that effective advertising should authentically reflect their identity and values while avoiding stereotypes. The lack of Latina representation in football ads and the sport's male-dominated culture emerged as barriers to engagement. Comparing the Miami Dolphins and Denver Broncos, this research highlights how their community outreach and brand advocacy efforts align – or fail to align – with the preferences of Hispanic women in this age range. The results note the importance of integrating cultural nuances into marketing strategies to foster emotional connection, loyalty, and advocacy among underrepresented audiences. This study contributes to understanding how football organizations can navigate diverse markets while driving inclusivity and representation in sports.