Sprint will be accepting this year’s 2018 CMC Marketer of the Year Award, Culture Marketing Council: The Voice of Hispanic Market (CMC) says. The award is reserved for companies who go above and beyond in terms of multicultural marketing. Specifically, that commitment needs to address the Hispanic market and extend throughout the company. Sprint earned the achievement this year in part thanks to its CEO and CMO, Marcelo Claure and Roger Solé. Claure also happens to be the first CEO in the industry who comes from US Hispanic heritage and the CMC says that has helped the carrier to value diversity. Far beyond simply honoring the company’s diverse executive offices, however, the CMC has far more to consider with Sprint. The wireless company has taken on several initiatives over the past several years, meaning to highlight how seriously it takes support for the Hispanic community.
For starters, Sprint was the first among U.S. carriers to provide means for its customers to cover the cost of their loved one’s wireless plans in Mexico and El Salvador. That was accomplished via a partnership with Movistar. In terms of entertainment, Sprint was also responsible for partnerships with Pantaya, Flix Latino, and TIDAL. As part of that effort, the company gave consumers access to Prince Royce’s “FIVE” Tour. That included behind-the-scenes photos and interviews, as well as a tour diary series and other unique experiences such as footage of the musician singing to his fans. Prince Royce was serving as Sprint’s brand ambassador at the time. Furthermore, the company was the official wireless sponsor of the 2017 CONCACAF Gold Cup for six years running, as well as acting as a key sponsor for the Somos Una Voz benefit concert. That concert benefited victims of Hurricane Maria in Puerto Rico and Irma in Florida. Meanwhile, the company also provided support by waiving fees for consumers needing to get in contact with affected loved ones during last year’s many emergencies.
While any one of the carrier’s efforts could be viewed as a simple gimmick, Sprint seems to have successfully set itself apart over the last few years on diversity and humanitarian fronts. What’s more, the carrier has accomplished that despite not holding a position in the top three U.S. wireless rankings. The award for those efforts will be accepted on behalf of Sprint by the company’s multicultural marketing director Alberto Lorente at the CMC Annual Conference. The associated ceremony will take place on the final day of the event, June 6, at the Loews Hollywood Hotel in Los Angeles.