How the Cardinals Are Growing Baseball's Latino Audience

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Cardenales Connect With Latino Fans as Baseball Expands Internationally

As the Spanish-language voice of the St. Louis Cardinals, the broadcaster is helping the team connect with Latino fans through the Cardenales Instagram page. Although St. Louis is not considered a major Latino market, an estimated 250,000 to 300,000 Latinos live in and around the city, including communities across the river in Illinois near Busch Stadium.

After taking charge of the Cardenales Instagram page, he helped grow its audience from approximately 40,000 followers to between 48,000 and 49,000 in one season. That growth is especially significant in a city with a relatively small Latino population.

The Cardinals’ Latino players have also helped build that connection. Albert Pujols and Yadier Molina are among the most prominent recent examples, while players from Panama, the Dominican Republic and Mexico are coming up. Across baseball, players represent Honduras, Nicaragua, Colombia, Mexico, the Dominican Republic and Puerto Rico.

Baseball has also expanded its international presence through games around the world. The Dodgers have played in Australia, Japan and Korea. In 2019, the Cardinals played two games against the Cincinnati Reds in Monterrey, Mexico. The Cardinals and Cubs also played two games at West Ham Stadium in London.

International games can introduce baseball to audiences who are still learning its rules. During the London series, some spectators familiar with cricket cheered for foul balls because they thought those plays counted as points. They also had to learn that fans can keep balls hit into the stands, unlike in cricket or soccer, where the ball must be returned.