You may know Rafa Marquez as the locker room cancer who plays butcher for the New York Red Bulls, but the energy drink company sees him as the face to win Hispanic fans. Marquez received a three-game suspension for breaking San Jose Earthquakes midfielder Shea Salinas' collarbone, a disciplinary action that came one day after a curious article on the Red Bulls' marketing strategy appeared in the Wall Street Journal.
Essentially, the article discusses Red Bull North America's renewed drive to expand their brand in the United States by aggressively marketing the soccer team that bears their name. One of the centerpieces of their strategy is Marquez, whose service in the Mexican national team and worldwide fame is seen as a YUGE asset in Red Bull's efforts to appeal to the Hispanic market. To that end, they're planning on rolling out 1.3 million cans of Red Bull with Marquez's face on them in certain Western markets beginning in May.
Unfortunately for Red Bull, Marquez isn't playing along. He has a history of violence, and his recent behavior is widely seen as the rule rather than the exception, a sentiment we at SportsOlogy endorse as well. His suspension includes an away match against the Los Angeles Galaxy, which would be a good time for Red Bull to begin giving away those cans. But men and marketing don't always mix.
So while it's still unclear whether the Red Bulls (the team) have Marquez in their long-term plans, it's worth remembering that Red Bull (the company) has a vested interest in keeping him there. Don't you love the happy marriage of business and pleasure? I know I do.
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