Makita Press Releases  


Thursday, September 27, 2012

Fernando Fiore, perhaps the most recognized voice in Spanish-language sports media, on the jobsite with contractors and Makita Power Tools.


Wayne Hart
Communications Manager
Makita U.S.A.
(714) 522-8088 x 4410

(800) 4-MAKITA

Thursday, September 27, 2012


Partnership with Fiore drives new initiatives to engage the Hispanic pro contractor

La Mirada, CA – Makita, a worldwide manufacturer of technologically advanced power tools that are more compact with less weight yet deliver industrial power and results, continues to advance its leadership position in Hispanic marketing with an ongoing partnership with soccer broadcaster Fernando Fiore. 

Makita is offering a chance to attend a Mexican National Soccer Team match with soccer icon Fernando Fiore.


Fiore, perhaps the most recognized voice in Spanish language sports media, joins Makita, the Official Power Tool Sponsor of Major League Soccer and the Official Power Tool of the Mexican National Soccer Team (Federacion Mexicana de Fútbol, or FMF).
"In the Hispanic community soccer is more than just a favorite sport, it’s a passion," said Raquel Navarrete, Marketing Specialist, Emerging Markets. "Fernando Fiore is an authority in Spanish language sports media and a trusted voice for millions of soccer fans, so he has created a genuine connection in this growing community. As we celebrate Hispanic Heritage Month, we also celebrate our partnership with Fernando Fiore."
The Voice of Soccer
Born in Argentina, Fernando Fiore is the host of Republica Deportiva and has anchored Univision's FIFA World Cup coverage in 1998, 2002, 2006, and 2010. Fiore’s encyclopedic soccer knowledge combined with his energy and contagious enthusiasm makes him a highly-recognized figure in the Hispanic community.
See "El Tri" with Fernando Fiore
New Makita plans to further leverage the partnership with Fernando Fiore across a number of platforms including on the jobsite, in stores and with promotions built around Fiore’s personality and profile. This month Makita launched a new initiative targeting Hispanic contractors with a chance to attend an upcoming Mexican National Soccer Team match with Fernando Fiore, including round-trip air and accommodations (information:
Makita’s focus on the Hispanic contractor is best demonstrated in the brand’s ongoing "Build Your Dreams" marketing and advertising initiative. The campaign links the best-in-class performance of Makita Power Tools with efficiency on the jobsite, and the potential for contractors to spend more time off the jobsite to focus on dreams and aspirations centered on home and family.
"Fiore’s high visibility in the Hispanic and soccer communities directly correlates with Makita’s ongoing commitment to the Hispanic pro contractor," said Navarrete. "Makita has been an active sponsor of soccer since 2007, and our partnership Fiore is a natural extension of our active presence in this dynamic community."
About Makita USA
Makita is a worldwide manufacturer of industrial quality power tools and offers a wide range of industrial accessories. Makita utilizes leading-edge technology and innovation to engineer tools that are more compact with less weight yet deliver industrial strength power and results. Makita’s extensive line of cordless lithium-ion tools includes 18V LXT® Lithium-Ion, 18V Compact Lithium-Ion®, and 12V max Lithium-Ion. Other best-in-class products include rotary and demolition hammers and saws equipped with Anti-Vibration Technology (AVT®), MM4 4-Cycle outdoor power equipment, Super Joint System (SJS®) grinders, miter saws engineered with Deep and Exact Cutting Technology (DXT®), and more. Makita U.S.A., Inc. is located in La Mirada, California, and operates an extensive distribution network located throughout the U.S. For more information, please call 800/4-MAKITA (800/462-5482) or visit the website at You can follow Makita at,, and The Makita Teal color is the trade dress of Makita Corporation and is protected under common law and registered with the U.S. Patent and Trademark Office. Makita is Best in Class Engineering.


  • Fernando Fiore, perhaps the most recognized voice in Spanish-language sports media, on the jobsite with contractors and Makita Power Tools.


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