World-renowned soccer star to work with Best Buy in Chicagoland community involvement and U.S. Hispanic marketing

Best Buy today announced an exclusive agreement with Cuauhtémoc Blanco, making the Chicago Fire Soccer star the first-ever brand ambassador for North America’s largest consumer electronics retailer.

Blanco, 35, is one of the most accomplished international soccer players and one of the most well-known stars of Major League Soccer. He joined the Chicago Fire in 2007 after having played in the Mexican First League Division since 1992. As part of his agreement with Best Buy, he will work with Best Buy in the U.S. as the brand ambassador for the company’s new Hispanic shopping experience; in addition, he will work closely with Best Buy’s 45 Chicagoland stores to encourage learning through technology among young people.

“Technology is an important part of my life – to stay connected with my family and friends in Mexico and staying productive at home. My work with Best Buy brings two of my passions – soccer and technology – together for a common purpose,” said Blanco. “Best Buy employees are well known for their dedication to their customers, and I share their commitment to excellence. I look forward to the chance to work with the employees in Chicago and meet Best Buy’s customers throughout the U.S.”

In January, Best Buy and the Chicago Fire agreed to a three-year sponsorship, making Best Buy the official presenting sponsor and the first-ever jersey sponsor of the Fire beginning this season. The agreement also incorporates support for the Fire’s community efforts, as Best Buy will serve as a sponsor for FireWorks for Kids (FWFK) events such as the Annual Season Kick-off Luncheon, Annual Frank Klopas Golf Outing, and the Chicago Fire/FWFK Kicks for Kids program.

Best Buy and its employees already are active in the Chicagoland community, sponsoring Chicago City Festivals such as Gospel Fest, Blues Fest and Latin Fest. Employees have taken leading roles in work with the Child Abuse Prevention fundraiser at Wrigley Field, Junior Achievement and other activities. Last summer, Geek Squad – led by Agent Moira Hardek – created a program to encourage young girls to get involved in technology, called Geek Squad Summer Academy.

“Cuauhtémoc is one of the biggest soccer stars in the world, and he’s a great addition to our team in Chicago,” said Glen Swanson, territory general manager for Best Buy. “Our work with Cuauhtémoc will help us better connect with our customers in the community.”

“Connecting with our Hispanic customers is a fundamental part of Best Buy’s growth strategy. We believe our involvement with Cuauhtémoc and Chicago Fire Soccer will help us build long-lasting relationships with many new customers, especially those with a Hispanic background,” said Teresa Iglesias-Solomon, vice president of Multicultural Initiatives at Best Buy.

Best Buy is making a significant investment to improve the shopping experience for its Hispanic customers. In November, Best Buy launched a Spanish-language version of BestBuy.com (www.espanol.bestbuy.com). In addition, the company has made a wide variety of enhancements to its overall shopping experience by:
Continuing to add multilingual sales associates at stores across the country
Offering assistance in Spanish via the Best Buy call center at 1-888-BEST-BUY
Adding bilingual signage throughout the stores
Adjusting merchandise offerings to address local community preferences
Launching a national advertising campaign created specifically for Hispanic customers
Helping inform Hispanic consumers about the Digital TV transition, including offering bilingual information brochures in stores

About Best Buy Co., Inc.

Best Buy Co., Inc. (NYSE:BBY) operates a global portfolio of brands with a commitment to growth and innovation. Our employees strive to provide customers around the world with superior experiences by responding to their unique needs and aspirations. We sell consumer electronics, home-office products, entertainment software, appliances and related services through nearly 1,300 retail stores across the United States, throughout Canada and in China. Our multi-channel operations include: Best Buy (BestBuy.com, BestBuy.ca and BestBuy.com.cn), Future Shop (FutureShop.ca), Geek Squad (GeekSquad.com and GeekSquad.ca), Pacific Sales Kitchen and Bath Centers (PacificSales.com), Magnolia Audio Video (Magnoliaav.com), Jiangsu Five Star Appliance Co. (Five-Star.cn) and Speakeasy (Speakeasy.net). Best Buy supports the communities in which its employees work and live through volunteerism and grants that benefit children and education.

Contacts

Best Buy
Media Contact:
Jeff Dudash, 612-291-6122
jeff.dudash {at} bestbuy(.)com