December 24, 1998
San Francisco — The San Francisco Giants and KNBR Radio 68 announced an exclusive three-year partnership agreement with Hispanic Sports Marketing (HSM) to manage the sale and production of Spanish-language radio broadcasts of all regular season home games during the 1999, 2000 and 2001 baseball seasons.
The announcement was made by Laurence Baer, executive vice president and chief operating officer for the Giants and Tony Salvadore, vice president and general manager, KNBR.
Under the agreement, HSM, a San Diego-based marketing firm, owns the exclusive Giants Spanish-language radio broadcast rights and is responsible for the production of all radio broadcasts including on-air talent, programming and game day features as well as the sale of all on-air inventory within each broadcast.
"The Bay Area Hispanic community has always been a vitally important component of our overall fan base. Some of the greatest Giants stars over the years have been from the Hispanic community. We are delighted that HSM has joined KNBR with our broadcast arrangement for over-the-air Spanish-language radio coverage of Giants baseball," said Baer. "We believe HSM will enable us to further enhance our rich tradition of Spanish-language broadcasts."
"KNBR has had a Spanish-language broadcast partner for the past four years and it is essential that we continue this service for our Spanish-speaking Giants fans," said Salvadore. "HSM has successfully evaluated and identified the needs of our marketplace and with this partnership, we will continue this service to the Hispanic community throughout the Bay Area.
HSM specializes in developing marketing and promotional programs for professional sports organizations specifically designed to reach the Hispanic market. Professional sports organizations currently working with HSM include the San Francisco 49ers and the San Diego Chargers.
"It is important for sports organizations and advertisers to realize that Hispanics are major fans of American sports including baseball, football and basketball," said Anthony Eros, president of Hispanic Sports Marketing. "Together we can make all sports more enjoyable and accessible to Hispanic fans by delivering quality broadcasts which recognize specific cultural needs and offer valuable information in Spanish."
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