Makita Delivers Exclusive “FMF” Saw Blade for Hispanic Contractors With a Passion for Soccer

Aug. 7, 2013Makita has released an exclusive 7-1/4″ Saw Blade featuring the logo of the Mexican National Soccer Team. Makita, the Official Power Tool Sponsor of the Mexican National Soccer Team (Federacion Mexicana de Futbol, or “FMF”), created the one-of-a-kind blade for the growing ranks of Hispanic contractors who follow FMF soccer. It’s the latest in Makita’s ongoing engagement with this expanding market.

“The passion and loyalty of the FMF fan is unmatched in the world of soccer,” said Raquel Portillo, Makita marketing specialist, emerging markets. “With World Cup 2014 fast approaching, Mexico is battling through the qualifying rounds and the focus of frenzied FMF fans has intensified. For the Hispanic contractor who wears a tool belt to work, and wears the green, white and red colors of the beloved FMF on game days, the new FMF blade is a powerful symbol of this fan’s unwavering support.”

The Makita 7-1/4″ 24T FMF Ultra-Coated Framing Blade (#A-95928-10) is engineered with premium features for construction building applications. Each of the blade’s 24 teeth have an innovative “M” shape with two cutting points, so the blade cuts quickly but with the smooth finish typical of a 48-tooth blade. The blade is ultra-coated for reduced pitch build-up, with high-grade C-3 fine-grain tungsten carbide tips for improved durability. The blade is ideal for cutting rough framing lumber, pressure treated wood, plywood, OSB, and other engineered lumber.

The exclusive Makita FMF Blade coincides with the approach of World Cup 2014 in Brazil. World Cup, which takes place every four years, is soccer’s premier championship tournament and the world’s largest sporting event.

“2013 is a qualifying year for the World Cup and Mexico is still a contender, so FMF fans everywhere are supporting their team,” said Portillo. “Our distributor partners tell us that many of their customers are big FMF fans, so in this World Cup year our exclusive FMF blade gives them a new way to connect with this audience.”

Makita’s active sponsorship of the Mexican National Team, as well as Major League Soccer (MLS), is a key part of the company’s effort to integrate the Makita brand into the life of the Hispanic contractor. The FMF team plays up to eight “friendly” matches in the US each year in sold-out stadiums. On game days Makita can be found at the stadium pre-game area with fans, offering hands-on demonstrations of the very latest best-in-class power tool solutions as well as other activities in conjunction with local distributors.

Another aspect of Makita’s leadership position in Hispanic marketing is the ongoing partnership with soccer broadcaster Fernando Fiore. Fiore, perhaps the most recognized voice in Spanish language sports media, has anchored Univision’s FIFA World Cup coverage and is the host of Republica Deportiva.

“Fernando Fiore is an authority in Spanish language sports media and a trusted voice for millions of soccer fans,” said Portillo. “He has created a genuine connection with the Hispanic community.”

Makita’s partnership with Fernando Fiore extends across a number of platforms including exclusive in-store activations, jobsite visits with contractors, and promotions built around Fiore’s personality and profile.