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Minor League Baseball Unveils On-Field Brands for "Copa de la Diversion"

March 20, 2018 - Pacific Coast League (PCL) News Release

ST. PETERSBURG, Florida - Minor League Baseball (MiLB) today revealed the on-field identities of the 33 teams participating in its new "Copa de la Diversion" ("Fun Cup") season-long event series this season. "Copa de la Diversion" serves as a key component of MiLB's "Es Divertido Ser Un Fan" ("It's Fun to be A Fan") Hispanic fan engagement initiative.

To distinctively launch this new initiative and visually celebrate the diversity that defines MiLB communities nationwide, MiLB and each participating team created culturally-relevant on-field personas that honor their respective U.S. Hispanic/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 Diversion" 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.

Teams unveiling Hispanic/Latino identities as part of the "Copa de la Diversion" competition are listed below.

Minor League Baseball Team Spanish-Language Name Translation

Albuquerque Isotopes Mariachis de Nuevo México New Mexico Mariachis

Bowie Baysox Cangrejos Fantasmas de Chesapeake Ghost Crabs

Brooklyn Cyclones Brooklyn Jefes Bosses

Charlotte Knights Charlotte Caballeros Knights

Corpus Christi Hooks Corpus Christi Raspas Snow Cones

Daytona Tortugas Tortugas de Daytona Turtles

Durham Bulls Toros de Durham Bulls

El Paso Chihuahuas El Paso Chihuahuas -

Eugene Emeralds Monarcas de Eugene Monarchs (Butterflies)

Everett Aquasox Everett Conquistadores Conquerors

Greenville Drive Greenville Energía Drive

Hartford Yard Goats Chivos de Hartford Goats

Hillsboro Hops Hillsboro Lúpulos Hops

Inland Empire 66ers San Bernardino Cucuys Boogeymen

Kane County Cougars Kane County Cougars -

Kannapolis Intimidators Rápidos de Kannapolis Fast

Lake Elsinore Storm Lake Elsinore Storm -

Las Vegas 51s Las Vegas Reyes de Plata Silver Kings

Lehigh Valley IronPigs Lehigh Valley Tocino Bacon

Memphis Redbirds Memphis Música Music

Oklahoma City Dodgers Oklahoma City Cielo Azul Blue Skies

Omaha Storm Chasers Omaha Cazadores de Tormentas Storm Chasers

Pawtucket Red Sox Pawtucket Osos Polares Polar Bears

Rancho Cucamonga Quakes Rancho Cucamonga Temblores Quakes

Round Rock Express Round Rock Chupacabras -

Sacramento River Cats Sacramento Dorados Golden

Salt Lake Bees Abejas de Salt Lake Bees

San Antonio Missions San Antonio Flying Chanclas Flying Sandals

San Jose Giants San Jose Gigantes Giants

Stockton Ports Stockton Caballos Horses

Tulsa Drillers Petroleros de Tulsa Oilmen

Visalia Rawhide Visalia Toros Rawhide

Winston-Salem Dash Winston-Salem Rayados Striped Ones

"Sports teams symbolize 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 Diversion' brand identities, and the final designs reflect the unique characteristics of each team's fan base while staying true to MiLB's one-of-a-kind brand of fan-centric fun."

For more than two years, MiLB's collaborative research with local U.S. Hispanic/Latino civic organizations helped establish potential on-field personas that represented the past, present and future of each market's diverse population. This analysis also highlighted opportunities for the participating teams to enhance their gameday experiences with new food-and-beverage offerings, culturally-relevant music, customer service platforms and other fun activities.

MiLB's in-house brand development team created 23 of the 33 "Copa"-specific identities, as well as the official logos for "Es Divertido Ser Un Fan" and the "Copa de la Diversion" event series.

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

Translations of MiLB Copa de la Diversion on-field brands

ALBUQUERQUE ISOTOPES = MARIACHIS DE NUEVO MÉXICO

Mariachi bands, like baseball, provide the colorful soundtrack of people's lives. Mariachis represent celebrations and shared experiences for family and friends; the very fabric of Minor League Baseball. By re-branding ourselves the "Mariachis," the team honors the function of these musicians, celebrate their heritage, and provide the local community another opportunity to bond over music, clothing and dancing, while enjoying a night together at the ballpark.

The sugar skull-centric logo pays homage to the importance of Dia de los Muertos in the Hispanic culture, and including "Nuevo Mexico" in the special event series' name reflects the importance of mariachis and sugar skulls to the entire state of New Mexico.

BOWIE BAYSOX = CANGREJOS FANTASMAS DE CHESAPEAKE

The proximity of various nautical areas nearby - most notably the Chesapeake Bay - provided numerous options for a logo that represents the entire region, not just Bowie. Maryland's crab-loving community played a pivotal role in selecting the Atlantic ghost crabs, or "Cangrejo Fantasmas" in Spanish, as the culturally-relevant and fun on-field persona for Bowie's entry in "Copa de la Diversion." The sand-colored crustacean with a distinct pair of white claws truly stands out day and night. Keeping with Minor League Baseball's fun-centric personality, we literally added a ghost sheet costume over the crab to further illustrate this unique identity.

BROOKLYN CYCLONES = BROOKLYN JEFES

Brooklyn is more than a place, it's a mentality: an air of confidence, bordering on cockiness; a feeling of pride and of certainty that the place you call home is unlike anywhere else in the world.

Brooklyn is a physical location, and a state of mind. It's a feeling of superiority: a feeling like you are the best, a feeling that when you walk in the room, you're in charge.

That mentality, and that feeling of invincibility is why the team chose to be known as the "Jefes," or "Bosses," with the borough's greatest monument, the Brooklyn Bridge, prominently featured as the crown jewel of this powerful identity, representing those bosses that call Brooklyn home.

CHARLOTTE KNIGHTS = CHARLOTTE CABALLEROS

Charlotte has called its baseball team the "Knights" for the past 30 years.

In that time, the city has seen tremendous growth, including its Hispanic population which now makes up more than 13 percent of the city's population.

As a nearly-direct translation, the Knights and "Caballeros" share the definition of "gentlemanly horseman" which is the perfect fit for the Queen City of the South, and this celebration of its entire community now and for generations to come.

DAYTONA TORTUGAS

The name "Tortugas" derives from the Spanish word for "turtles," but it also references the Gulf of Mexico's Dry Tortuga Islands, explored by Ponce de Leon, the first Spanish explorer to set foot in Florida. Ponce de Leon Inlet is 12 miles from Daytona.

EL PASO CHIHUAHUAS

The "Chihuahuas" name was chosen primary to represent El Paso's spirit and fiercely-loyal community, and in recognition of the region's location inside the Chihuahuan Desert. The name also allows the team to create a comprehensive brand of fun, family-oriented entertainment associated with Minor League Baseball.

EUGENE EMERALDS = LAS MONARCAS DE EUGENE

The spectacular annual migration of the monarch butterfly has become an inspiring symbol of our nation's migrant population. This summer, the Emeralds will proudly introduce an additional identity, "Las Monarcas de Eugene," which will be paired alongside our current Emeralds brand. As Las Monarcas take flight with this new moniker, we will honor the presence, contributions, and dreams of our rapidly diversifying community.

EVERETT AQUASOX = EVERETT CONQUISTADORES

The "Conquistadores" name was selected due to Everett's historical beginnings, and the exploration of the Pacific Northwest. The first European record of the landing on the Washington coast was completed by Spanish explorer Juan Perez. The Spanish exploration of the Olympic Peninsula and the subsequent land claims pre-date the Declaration of Independence.

The AquaSox's familiar brand icon, Webby, adorns a conquistador's helmet to represent the past, present and future of Everett's growing community.

HILLSBORO HOPS = HILLSBORO LUPULOS

Further expanding its award-winning brand identity, the Hillsboro Hops will adopt its direct Spanish translation - "Lupulos" - for the Copa de la Diversion event series. The name recognizes Hillsboro's proud agricultural heritage and the fact that Oregon is the second-largest, hop-producing state in the U.S., in addition to being a term regularly used in baseball.

INLAND EMPIRE 66ERS OF SAN BERNARDINO = SAN BERNARDINO CUCUYS

The mythical cucuy, or bogeyman, is a well-known entity in Hispanic culture, representing an irrational or exaggerated fear, like what the 66ers inspire to do when they take the field as the "San Bernardino Cucuys" against the rest of the California League during the "Copa de la Diversion" event series. While the cucuy has never been seen, the shadowy ghost-monster with an alleged glow-in-the-dark face will be proudly worn by the team on-field this season, striking fear into all opponents.

KANE COUNTY COUGARS

The Cougars' moniker remains as it already represents the entire Kane County region: a fierce North, Central and South American wild cat found everywhere from Canada to Argentina.

The cougar's geographical coverage mimics the cultures and regions Kane County represents, making it the perfect name and identity to represent the 30-plus percent Hispanic fan base living in Kane County today.

LAKE ELSINORE STORM

As the first Minor League Baseball team to feature eyes as its cap logo, the Storm brand identity has been a fan-favorite across Lake Elsinore and with merchandisers for years. With an established name and unique wordmark built from the letters in "Storm," the English word is used when discussing the team instead of its Spanish-language equivalent "Tormenta."

The Storm will adopt a festive, never-before-used colorway for its on-field caps and uniforms when it begins its "Copa de la Diversion" event series in 2018.

LAS VEGAS 51S = LAS VEGAS REYES DE PLATA

The 51s' alternative persona, "Reyes de Plata," or "Silver Kings," pays homage to the migrant workers that helped shape the rich mining history of Nevada, and gave the state its "Silver State" nickname.

OKLAHOMA CITY DODGERS = CIELO AZUL DE OKLAHOMA CITY

The "Blue Sky" concept started with the idea of creating a brand that celebrated the richness and depth of Hispanic culture in the US, was linked to the team's identity as the Dodgers, and connected with our home state of Oklahoma.

Fernando Valenzuela, a hero within the Dodgers organization and beyond, would famously look into the sky as part of his wind up. From this the idea of Cielo Azul was born.

Keeping blue in the name stays true to the Dodgers, and the blue sky reflects the diversity of the Hispanic and Latin community in Oklahoma and the US. The primary blue color also recalls the big blue sky of Oklahoma.

The accent colors of red, gray and white feature in the landscape that the team and the community call home. The primary and secondary Cielo Azul logos feature the Scissor-Tailed Flycatcher design as an additional tribute to the state of Oklahoma.

OMAHA STORM CHASERS = OMAHA CAZADORES DE TORMENTAS

In 2010, and after adopting its parent affiliate's name - "Royals" - for most of its 40-year existence at the time, Omaha looked to build its own brand and established a true, name-the-team contest for its fans to determine its new name.

More than 1,500 unique name suggestions later - and hundreds pertaining to some form of extreme weather, a staple of living in eastern Nebraska, the fans selected "Storm Chasers" connecting the team to one of the region's primary characteristics without being specifically named for extreme weather. As Omaha continues to build this brand, it selected the Spanish-language equivalent - "Cazadores de Tormentas" - for its "Copa de la Diversion" event series.

PAWTUCKET RED SOX = PAWTUCKET OSOS POLARES

PawSox's mascots "Paws" and "Sox" were introduced to fans in 1999 and 2001, respectively, and the embraceable polar bears have made lasting impressions throughout Pawtucket's baseball-loving community. These little bears, like many immigrants, don't speak the language (they don't speak at all), yet their loving gestures and good deeds speak volumes to everyone in the community.

The impact of kindness the polar bear mascots instilled with children and adults throughout Rhode Island makes "Osos Polares" the perfect choice to resonate Pawtucket's diverse community.

ROUND ROCK EXPRESS = ROUND ROCK CHUPACABRAS

An alleged urban legend, the chupacabra has reportedly been spotted throughout central/south Texas and northern Mexico for decades. Much like the Round Rock Express, the "Chupacabras" will prove to be difficult to defeat once the "Copa de la Diversion" event series begins in 2018. Round Rock's team mentality embodies the chupacabra's relentless determination, fierce attitude and superhuman ability to avoid capture.

SACRAMENTO RIVER CATS = SACRAMENTO DORADOS

As the capital of the Golden State, "Dorados" is the perfect identifier to represent Sacramento's diverse and fun-loving community. And quite simply, the name sounds cool. The gold-dominant luchador logo complements the culturally-relevant on-field persona, with the colorful wrestler facing the competition straight-on, ready for battle. The River Cats' stylized and star- studded "S" logo serves as the official mark of the famed Dorado as he takes on the Pacific Coast League this season.

SALT LAKE BEES = LAS ABEJAS DE SALT LAKE

The Salt Lake Bees are proud to represent the capital city of the Beehive State. Bees continue to be a generational symbol for Utah and all its residents, and the hometown baseball team will adopt its Spanish-translated "Abejas" nickname to further represent and solidify the team's connection with the Hispanic population in Salt Lake City and throughout Utah.

SAN ANTONIO MISSIONS = SAN ANTONIO FLYING CHANCLAS

San Antonio's Hispanic community has a rich heritage built around family. The "Flying Chanclas" name honors the matriarch of the Latino family, the "abuelita," or "grandmother," and her symbol of strength, discipline and love.

The Flying Chanclas' bold and bright colorway symbolizes the festive colors that illustrate and define San Antonio's fun and lively personality, and captures the unique brand of fun found at the Missions' ballpark all season long.

SAN JOSE GIANTS = SAN JOSE GIGANTES

The San Jose Giants have long been a pillar of the South Bay community, and have embraced "Our Town, Our Team, and Our Giants." San Jose adopted the name "Gigantes" as both a nod to its parent club in San Francisco, and the Minor League Baseball franchise's lovable mascot, Gigante. Perhaps the biggest asset for outreach in the local community, Gigante has been delighting fans in San Jose's culturally-rich city for more than a decade.

STOCKTON PORTS = STOCKTON CABALLOS

"Caballos" celebrates the first wave of Hispanic immigrants that arrived in Stockton from the Southern Pacific Railroad. The term "iron horse" is a word often used to describe large trains, and the Caballos de Stockton logo embodies this with a steel locomotive-stylized horse as an homage to the trains that transported the first Hispanic citizens of Stockton generations ago.

VISALIA RAWHIDE = VISALIA TOROS

Visalia is in one of the largest agriculture communities in the world, in the heart of California. With a significant percentage of its population working in the industry, Visalia felt that "Toros" represented the agriculture community, and the strength, power and determination its players embody throughout the season.

WINSTON-SALEM DASH = WINSTON-SALEM RAYADOS

"Rayados" translates to "the Striped Ones," and is born out of collaboration with the baseball team and the Hispanic League of Winston-Salem. The name recalls the pinstripes worn from previous Winston- Salem teams, and the term "Rayo" also loosely translates to "Bolt," the Dash's mascot.

CORPUS CHRISTI HOOKS = CORPUS CHRISTI RASPAS

As the southern-most Minor League Baseball team west of the Mississippi, and home to hot summer months, Corpus Christi elected to name its "Copa de la Diversion" brand after its community's favorite summertime treat, snow cones, or "Raspas."

The cool and refreshing dessert is beloved throughout southern Texas, with unique flavor twists stemming from the creative imaginations of delightful raspas' consumers, including leche quemada, pickle juice and horchata.

DURHAM BULLS = TOROS DE DURHAM

Durham chose "Toros de Durham" as a direct translation for its iconic Bulls' nickname. For a team rooted in its community, it was important the Bulls stayed true to their name with a direct translation.

GREENVILLE DRIVE = GREENVILLE ENERGIA

The Drive name was originally chosen in 2006 because it was the drive and vision of the citizens of Greenville and the Upstate that has made Greenville into what it is today.

"Energia" captures the continued energy that has made Greenville's downtown one of the most thriving cities in America.

HARTFORD YARD GOATS = LOS CHIVOS DE HARTFORD

"Chivos" translates to "goats," fitting both the literal equivalent of Hartford's unique team name, and the inferred meaning "The Greatest of All Time." The Chivos' name, with its hard consonants and strong vowels, gives the name an edgy, gritty feel, aligning with the overall philosophy of Hartford's official team name and brand.

KANNAPOLIS INTIMIDATORS = LOS RAPIDOS DE KANNAPOLIS

Deep in the heart of racing country, a new kind of speed has begun to make itself known. Growing, working, learning, and even dancing faster than any other, the Latin American community is on the rise.

The diversities of Latin culture come together as one to celebrate their fast-paced, positive impact here as "Los Rapidos de Kannapolis."

LEHIGH VALLEY IRONPIGS = LEHIGH VALLEY TOCINO

Since its adoption of "IronPigs" as its new name in 2008, Lehigh Valley's Triple-A baseball team has continued to incorporate more bacon-specific references and designs to its brand portfolio. In recent years, Lehigh Valley added a bacon logo to its official on-field cap options, trademarked the name "Bacon U.S.A." and developed a corresponding jersey design.

The "Tocino" seamlessly joins Lehigh Valley's brand family, providing a new opportunity to connect with Allentown's expanding Hispanic community.

MEMPHIS REDBIRDS = MEMPHIS MUSICA

The "Memphis Musica" brand name emphasizes how music is a vibrant part of both Hispanic culture and the culture of Memphis. From celebrations to gatherings to everyday life, "the universal language" is a common thread between the expanding Hispanic community and "The Birthplace of Rock and Roll."

RANCHO CUCAMONGA QUAKES = RANCHO CUCAMONGA TEMBLORES

The Quakes, named for the region's proximity to earthquake-producing fault lines, have a rich, 25-year history as a premier source of entertainment in southern California. In re-branding as the "Temblores" - the direct Spanish translation for "Quakes" - Rancho Cucamonga's baseball team hopes to connect with and engage its multi-cultural community to celebrate our shared values, and create lasting, fun and memorable experiences with family and friends all summer long.

TULSA DRILLERS = LOS PETROLEROS DE TULSA

Tulsa is known as the "Oil Capital of the World." To pay homage to the men and women who worked tirelessly bringing "black gold" into the world, the Drillers have chosen to become "Los Petroleros de Tulsa" as its brand for Minor League Baseball's "Copa de la Diversion" event series.





Images from this story

Copa de la Diversion caps
Copa de la Diversion caps

Copa de la Diversion logos
Copa de la Diversion logos

 

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Pacific Coast League Stories from March 20, 2018


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