Makita extends relationship with Fernando Fiore.

Makita continues to advance its leadership position in Hispanic marketing with an ongoing partnership with soccer broadcaster Fernando Fiore.

“In the Hispanic community soccer is more than just a favorite sport, it’s a passion,” said Raquel Navarrete, Marketing Specialist, Emerging Markets. “Fernando Fiore is an authority in Spanish language sports media and a trusted voice for millions of soccer fans, so he has created a genuine connection in this growing community. As we celebrate Hispanic Heritage Month, we also celebrate our partnership with Fernando Fiore.”

Makita plans to further leverage the partnership with Fernando Fiore across a number of platforms including on the jobsite, in stores and with promotions built around Fiore’s personality and profile. This month Makita launched a new initiative targeting Hispanic contractors with a chance to attend an upcoming Mexican National Soccer Team match with Fernando Fiore, including round-trip air and accommodations (information:

Makita’s focus on the Hispanic contractor is best demonstrated in the brand’s ongoing “Build Your Dreams” marketing and advertising initiative. The campaign links the best-in-class performance of Makita Power Tools with efficiency on the jobsite, and the potential for contractors to spend more time off the jobsite to focus on dreams and aspirations centered on home and family.

“Fiore’s high visibility in the Hispanic and soccer communities directly correlates with Makita’s ongoing commitment to the Hispanic pro contractor,” said Navarrete. “Makita has been an active sponsor of soccer since 2007, and our partnership Fiore is a natural extension of our active presence in this dynamic community.”

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