The Puerto Rico Challenge Should Not Be A “Challenge” for Sponsors

Image Credit: PR Baseball Challenge

CABO ROJO, PR — Back in December, when I first heard from my friend and early Latino Sports supporter Jorge Medina that he was organizing a baseball tournament featuring eight elite NCAA Division 1 schools in Puerto Rico, I was ecstatic. For years, I’ve been vocal about the decline of Puerto Rican players in Major League Baseball (MLB) since Puerto Rico was placed in the MLB Draft system in 1990. (That’s a conversation for another day.)

Prior to 1990, players from Puerto Rico could sign with MLB teams as free agents. When the draft system was proposed, I argued that it would lead to a decline in Puerto Rican representation in MLB—and unfortunately, history has proven me right. Today, there are more Cuban players in MLB—a country the U.S. doesn’t have formal diplomatic relations with—than Puerto Ricans, who are U.S. citizens.

It’s no secret that the Dominican Republic and Venezuela (not in the MLB Draft) dominate the MLB talent pool, with the Dominican Republic leading the way. Their success is bolstered by robust baseball development systems that function as pipelines to the big leagues. This is why Jorge’s initiative to bring NCAA Division 1 schools to Puerto Rico struck me as a game-changer. It’s a golden opportunity to bridge a gap: young Puerto Rican players meeting Division 1 programs that serve as steppingstones to professional baseball, and U.S. college programs gaining access to a pool of untapped talent.

This tournament offers benefits for all parties involved. Puerto Rican high school players get exposure to elite programs, Division 1 schools discover new talent, and the island, with its rich baseball history, gets to host high-caliber games. I applaud the universities of Michigan, UConn, Missouri, Virginia, Penn State, Stetson, Villanova, and Rice for participating in this historic event.

As I gear up to cover these games, set to take place in Ponce and Caguas from February 14–17, 2025, I can’t help but notice a glaring issue: the lack of major U.S. sponsors for this groundbreaking event.

In researching potential sponsors to highlight their involvement, I was stunned to find that none of the big names in corporate America had stepped up. This tournament has the potential to attract thousands of visitors to Puerto Rico, many experiencing the island for the first time. For companies like JetBlue (with a major hub in Puerto Rico), McDonald’s, or even major pizza chains—brands already embedded in college culture—this should have been a no-brainer. Imagine JetBlue positioning itself as the airline of choice for visitors inspired to return to Puerto Rico after the tournament. Or fast-food brands cementing their connection with college students and locals alike.

The absence of major sponsors highlights a larger issue: corporate America’s chronic underestimation—or outright neglect—of the Latino market. Puerto Rico, with its booming tourism and deep cultural ties to the U.S., represents a significant opportunity for companies to build meaningful relationships with a passionate, loyal audience. Yet time and again, these opportunities are ignored or undervalued.

It’s time for corporations to recognize the potential and the power of events like this. If they need help understanding the cultural significance, perhaps someone should introduce them to Bad Bunny.

Follow us on Social Media for updates and exclusive content

Instagram: @latinosportsoficial

Facebook: Latino Sports

Twitter: @latinosports