Kragen O’Reilly Auto Parts helps lead Fiesta Broadway 2010.

Faced with the challenge of alerting Latino consumers that the L.A. stores formerly known as Kragen Auto Parts have been acquired by O’Reilly Auto Parts, the retailer is making a big branding push in the market – including becoming Presenting Sponsor of L.A.’s largest Latino festival – FIESTA BROADWAY.Celebrating its 21st year on Sunday, April 25th, Fiesta Broadway Presented by Kragen O’Reilly Auto Parts serves as L.A.’s official “kick-off” to a multitude of civic and cultural Cinco de Mayo week celebrations, and with over half a million attendees is generally considered the largest Cinco de Mayo festival in the world.

Kragen O’Reilly Auto Parts will also become the main sponsor of the event’s popular Sports Center Supersite in a bow to the important place soccer holds in the hearts and minds of Kragen O’Reilly Auto Parts’starget demographic, Latino males of driving age. 

“We welcome Kragen O’Reilly Auto Parts and its numerous local auto parts retailers to our Fiesta family,” said Mitchell Liday, at All Access Entertainment, the organizer of Fiesta Broadway. “Being the Presenting Sponsor of L.A.’s biggest festival is the perfect launch platform for the kind of rebranding that O’Reilly Auto Parts is going through with the Kragen brand.”

In addition to a new Presenting sponsor, the hugely popular festival is welcoming Hispanic radio powerhouse Univision Radio Los Angeles to its ranks of media partners. “2010 is shaping up to be one of Fiesta’s most exciting and innovative years,” said All Access Entertainment’s co-founder Peter Bellas.“We expect Univision Radio Los Angeles’ four stations to bring out fantastic music and even bigger crowds than last year’s 20th Anniversary celebration.  Don’t miss the party!”