In a sport where 27% of players are Hispanic, but few Latino fans are passionate about the game, MLB’s “Ponle Acento” (Put An Accent On It) campaign drove Hispanic players to embrace their heritage by adding accents to the names on their jerseys. This inspiring call to action was then adopted by US Hispanics at large, as they too joined this initiative to leave their mark both on and off the field. Soon the idea became a cultural movement that celebrities and fans joined by the millions, changing America’s pastime forever.

We launched an integrated campaign, which included presence in TV, radio, social media and, of course, the jerseys themselves of Latino MLB players. The campaign grew legs on social media, where it went viral with the hashtag #PonleAcento (Put An Accent On It) and garnered support from prominent Latinos like Marc Anthony, George López, Rosselyn Sánchez, Mario López, René Pérez “Residente”, Canelo Álvarez, and Angélica Vale. Players, coaches, and fans alike added accents to their jerseys furthering the reach of the campaign in the social space, TV (aired games), and in-person at ball games. Finally, in a bold move, MLB put an accent on their logo in all their platforms for Hispanic Heritage Month.

The first player to put an accent on his jersey was LA Dodgers first baseman Adrián González, making the announcement public on a tweet and challenging his teammate Kike Hernández to do the same. More than 30 players followed adding accent to their jerseys acknowledging the campaign. The campaign grew legs on social media, where it went viral with the hashtag #PonleAcento. We garnered 500 million impressions on social media and dozens of prominent, Latino influencers have supported the movement including Marc Anthony, George López, Rosselyn Sánchez, Mario López, René Pérez “Residente”, Canelo Álvarez, and Angélica Vale. The campaign received earned media in outlets such as New York Times, LA Times, ESPN, NBC Sports, Vice Sports, The Washington Post, Vibe, Mitú, Variety, Televisa, Telemundo, Univision, and more.