Ems Unveil "Copa de la Diversión" Brand - Monarcas de Eugene

By Eugene Emeralds | March 20, 2018 12:29 PM

Minor League Baseball™ (MiLB™) today revealed the on-field identities of the 33 teams participating in its new "Copa de la Diversión™" ("Fun Cup™") season-long event. "Copa de la Diversión" serves as a key component of MiLB's "Es Divertido Ser Un Fan®" ("It's Fun to be a Fan®") Latino fan engagement intitiative. 

To distinctively launch this new initiative and visually celebrate the diversity that defines MiLB communities nationwide, MiLB and each of the participating teams created culturally-related on-field personas that honor their respective Latino communities that are building, shaping and leading MiLB markets today. All "Copa" teams will adopt these new personas via on-field jerseys and caps during designated "Copa de la Diversión" games during the 2018 season. MiLB also introduced a new, "Copa"-specific website - MiLB.com/copa - featuring each participating team's unique identity and the story behind its selected on-field persona, and links for fans to purchase and pre-order any of the on-field caps, branded apparel and tickets to the "Copa" ballpark events.

For 6 home games at PK Park, the Emeralds will transform into Los Monarcas de Eugene, complete with new uniforms, food, and music, creating a new, exciting atmosphere at the stadium. All Tuesday home games (June 19th, July 3rd, July 17th, July 24th, August 14th) will be Monarcas nights at PK Park, as well as the first Saturday, June 16th, of the season. All-new merchandise will also be available to fans with the new Monarcas emblem. The Eugene Emeralds worked closely with an advisory panel composed of leaders in the local Latino community to discuss this new "Copa" identity". The focus of the new brand revolves around the multi-national ethnicities that make up our Latino community. The Monarch butterfly performs one of the most spectacular journeys and has become a subtle and beautiful symbol for the migrant community. "The Eugene-Springfield community carry deep roots in Latino culture, and we cannot wait to honor that history and tradition this season," said Allan Benavides, General Manager of the club. "This is a complete transformation of the Emeralds with the goal of welcoming even more people into the Emeralds, and now the Monarcas, family. We encourage all members of the local community to join us for these select games and make community history in Eugene."

"Sports teams sympbolize their respective community's uniqueness, often adopting nicknames and logos depicting these special traits," said Kurt Hunzeker, MiLB's Vice-President of Marketing Strategy and Research. "MiLB and the participating teams embraced this creative approach when developing the 'Copa de la Diversión' brand identities and the final designs reflect unique characteristics of each team's fan base while staying true to MiLB's one-of-a-kind brand of fan-centric fun."

The 165-game "Copa de la Diversión" event series begins April 8, in Round Rock, Texas and concludes on Sept. 2, in Rancho Cucamonga, California.

This story was not subject to the approval of the National Association of Professional Baseball Leagues or its clubs.

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