US marketers are targeting an Hispanic audience that will be consumed by this summer's soccer World Cup in Germany.
McDonald's first became an official World Cup sponsor back in 1994, but it wasn't until four years later that it began sending its customers to matches.
The company, which uses its World Cup programs to augment its year-round Hispanic marketing efforts, sent two people to a semi-final in France in 1998.
"We thought it was a huge deal back then," says Rick ...