The Challenge

In today’s increasingly diverse and multicultural marketplace, the White Sox face the challenge of successfully engaging with a broad variety of audiences and develop lasting and loyal fan relationships.

This challenge is not only about meeting societal expectations but also about unlocking the full market potential. Embracing diversity and inclusion must become core pillars of the White Sox organization. By fostering an inclusive environment and implementing thoughtful strategies, we aim to position ourselves as leaders in reaching diverse audiences.    

The Solution

In collaboration with Beaman Inc., PACO Collective crafted an inclusive playbook as a comprehensive strategy to enhance the approach to diversity and inclusion. The goal is to connect more effectively with Latino, Black, AAPI, LGBTQIA+ communities, and individuals of varying ages, genders, socioeconomic standings, and abilities.