Winning White Sox expected to be in the market for endorsements

“”It’s somewhat unusual to have the manager be a star, but that’s the case,” Ganis said. Guillen also has potential appear in both mainstream media and in the Hispanic markets, he said: “The largest untapped market for the White Sox is the Latin market. The White Sox are primed to be the most successful team to market to Latin Americans in all of sports. Guillen and other players, but Guillen in particular.”

“They play in a market where Latins are the largest minority and the fastest growing population. That’s the market to try and capture now,” he said. “They’re not Bears fans and they’re not Bulls fans. They’re available and they’re growing in numbers and assets.”"

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