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Best Buy Names First-Ever Brand Ambassador
April 03, 2008

Minneapolis-based Best Buy Co. Inc. announced an exclusive agreement with the Chicago Fire Soccer star Cuauhtemoc Blanco as the first-ever brand ambassador for the company. As part of his agreement with Best Buy, Blanco will work with Best Buy in the United States as the brand ambassador for the company's new Hispanic shopping experience. In addition, he will work closely with Best Buy's 45 Chicago-area stores to encourage learning through technology among young people. "Connecting with our Hispanic customers is a fundamental part of Best Buy's growth strategy," said Teresa Iglesias-Solomon, vice president of multicultural initiatives at Best Buy. "We believe our involvement with Cuauhtemoc and Chicago Fire Soccer will help us build long-lasting relationships with many new customers, especially those with a Hispanic background." In November, Best Buy launched a Spanish-language version of Bestbuy.com, and has made a variety of enhancements to its overall shopping experience. Best Buy continues to add multilingual sales associates and signage in stores across the country, and offers assistance in Spanish via the Best Buy call center. The company is also adjusting merchandise offerings to address local community preferences, and is launching a national advertising campaign created specifically for Hispanic customers.

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