Cultural resonance is more than language translation. Resonance and relevance is what we were after to more effectively reach our second-largest fan segment: Fans who are proudly Texan and proudly Mexican. One important channel to do that is our Los Rangers social account. And when we took control of Los Rangers from Major League Baseball in 2024, it could best be described as a copy-and-paste of the main @Rangers account, translated when needed for our Spanish-speaking audience. We had to change that. We had to be better at connecting with this important segment of our audience. So we reimagined @Los Rangers with a new voice, look, and feel. The aim: To showcase real fans in real settings and reflect the lifestyle of fans proud of their roots – both in Texas and in Mexico. To tell that story and celebrate a refreshed @Los Rangers, we partnered with a Chicano director known for the authenticity he brings to projects via real people and places. He found artists, dancers, restaurant owners, as well as the official Mariachi de los Rangers, and we even happened upon a young teen taking her quinceañera photos near our shot. The piece is narrated by real fans boasting of their lineage and pride in being from here – and there. The result was a visually arresting and compelling short film that authentically tapped into the culture and resonated with this passionate fan segment. Somos de aquí y somos de alla. Somos Los Rangers.