Diamondbacks’ City Connect jerseys showcase community of Hispanic fansJuly 21, 2021
Jerry Romo spearheaded the Diamondbacks’ efforts to connect with the Hispanic fans community for five years as the Senior Manager of the Diamondbacks’ Hispanic Marketing team until he left to form his own company, Escala Media, in 2020.
During Romo’s tenure, the Diamondbacks stepped up their efforts to reach out to the Hispanic community, debuting La Terraza, a Latino-themed area in Chase Field in 2016 and adding accent marks to their jerseys in 2015, a year before MLB’s Ponle Acento initiative took off.
Romo also oversaw a partnership with the Mexican Pacific League, inviting each team to send representatives to a Diamondbacks game on August 31, 2019, and adding a live band in the stands, playing off the Mexican tradition of, in Romo’s words, making every game “a big Fiesta.”
The event was successful enough to break the Chase Field all-time attendance record, showing the strong support the Diamondbacks fans have within the Hispanic community.
Romo said the Los D-backs Ambassadors Council helps make sure events and promotions are authentic. Though he left the organization, he’s proud of what he did and glad the committee still exists because he doesn’t want the Diamondbacks to exclude such a large group of fans.
“You would put yourself at a huge disadvantage if you weren’t looking that way,” Romo said. “If you’re going to do something you have to have the right people in place to make sure that you’re doing it right. We weren’t going to do something just for Hispanic heritage day to say, ‘OK, we celebrated the day, check mark, turn the page.’ No, this is a year round thing.
All diamondbacks fans cherished the great moment as they watch their lovely team.
The Diamondbacks became the fifth team of seven this year to reveal their Nike City Connect uniform, an alternate jersey line that all 30 teams will have introduced into rotation over the coming years.