DALLAS STARS

The Dallas Stars, Texas’s only NHL team, sought to expand their fan base by connecting with a demographic historically unfamiliar with hockey—the Hispanic community. The challenge: make hockey feel culturally relevant to a group more passionate about soccer, basketball, and baseball

THE CHALLENGE

Traditional sports marketing wouldn’t work. The Stars needed a culturally fluent approach to reach Hispanic fans in Texas and Mexico, bridging a gap in awareness and passion while avoiding tokenism or broad generalizations.

THE GOAL

To authentically translate Hispanic cultural values—family, passion, and community—into the spirit of hockey. The goal was to redefine relevance for the Dallas Stars, making the sport feel familiar and exciting to new audiences through shared emotion and local pride.

THE SOLUTION

Mach9 built a digital-first cultural marketing framework designed for Hispanic audiences:

LOCALIZED STORYTELLING:


Crafted bilingual campaigns reflecting Hispanic energy, family, and celebration.

CULTURAL TOUCHPOINTS:

Translated soccer-like rituals into hockey experiences that felt recognizable. And activated digital leaders in Mexico to generate cross-market conversation.

HYPER-TARGETED DELIVERY:


Deployed precision targeting to ensure distinct messaging for Hispanic audiences versus traditional fans.

THE GOAL

To authentically translate Hispanic cultural values—family, passion, and community—into the spirit of hockey. The goal was to redefine relevance for the Dallas Stars, making the sport feel familiar and exciting to new audiences through shared emotion and local pride.