Hispanic Heritage Month may be over, but the Copa de la Diversión is going strong! Last week, Ballpark Digest announced its pick for its “2018 Best New Logo/Branding” award. According to the publication, the award “honors the team executing the best rebranding, from design to reception. [For 2018], There is one winner, with 33 different teams represented. Minor League Baseball’s Copa de La Diversión was an ambitious nationwide campaign and overwhelming success, earning our Best New Logo(s)/Branding of the Year citation.”
After three years of research, Minor League Baseball unveiled their year-long Copa promotion in March. Thirty-three teams participated, including Los Cangrejos Fantasmas de Chesapeake (Bowie Baysox). At the 156 Copa games played in 2018, average attendance was 4,857 per game, approximately 1,000 more per game than the typical MiLB game. Retail sales related to the Copa de la Diversión topped $3.5 million. And, yes, there will be a Copa winner. It will be awarded to the team “that best connected with its community.” The winner will be announced in December at the Baseball Winter Meetings.
In 2019, the Copa de La Diversión will expand to 72 MiLB teams – 39 new teams will join the 33 teams that participated this year. I certainly enjoyed meeting my team’s Latin players this year, and hope to do so again next year!