“It’s a perfect example of a team that missed the boat by not advertising to the Hispanic community,” says Robledo, the head of Elite Advisors Sports Management – a Rancho Cucamonga, California-based operation. “They believed that Hispanics wouldn’t follow the team, but how do you know? I’ve brought friends to their first hockey games, and they’ve loved it.”

In July 2007, Gómez signed a seven-year, $51.5 million contract with the New York Rangers. Robledo reached out to Verizon and Sprint on Hispanic-market endorsement deals for Gómez, thanks to relationships Robledo formed with the hockey player’s father and sister.

Verizon showed no interest, and Robledo is still awaiting a response from Sprint.

It’s now likely Sprint will say no. Barely three weeks ago – on June 30 – Gómez was sent in a multi-player deal to the Montrėal Canadiens, making it much harder for him to secure a U.S. Hispanic endorsement deal.

Nevertheless, Herbalife – the personal care and nutritional products brand – has remained interested in Gómez.

He balances his time between Elite Advisors and a mortgage lending firm, but Robledo is convinced that the long-term need of hockey teams – especially those on the National Hockey League level – to target Latino sports fans is there.

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