The Hispanic retail media company.
HRM exists because the fastest growing shopper base in the United States is served by a retail channel no one packaged for national brands.
Hispanic Retail Media (HRM) is the Hispanic retail media company. It aggregates advertising and commercial inventory across the independent Hispanic retail channel in the US-Mexico corridor and sells it to national brands through three business units: Sponsorship, Retail Media and Print. One audience, one contract, one measurement standard.
What HRM aggregates, and why aggregation is the business.
The independent Hispanic retail channel is not short of audience. It is short of a mechanism. Every store owner, every club president and every regional manufacturer holds commercial inventory that a national brand would pay for, and almost none of them can sell it on the terms a national brand requires: one contract, one specification, one report.
HRM supplies that layer. The company does not ask partners to change what they do. It standardizes what they already own, prices it, sells it centrally and returns the revenue with the paperwork handled. That is the whole thesis, and the three business units are simply the asset classes where it applies.
In-store work starts in Texas because density is what makes field operations affordable. Installation, maintenance and creative changes are physical jobs, and physical jobs only pay when the stores sit close enough together to service in a working week. Sponsorship and Print are not tied to that map: clubs list from any US state, and print ships from Mexico to buyers in the United States.
How is HRM organized?
Sponsorship
A sales house for local Hispanic soccer. Clubs give HRM a non-exclusive mandate to represent their open jersey, signage, matchday and social inventory; HRM sells it to brands with category exclusivity.
Retail Media
In-store retail media across independent Hispanic grocery and convenience stores, sold on one contract with one creative spec and one measurement standard.
Publishing and nearshore production of labels, point of purchase displays and publications made in Mexico and delivered in Texas.
What HRM operates today: El Tío Sabe, the flagship in-store format, in market from October 2026.
Intelligence is in development outside the three business units.
New to the category? Start with the Hispanic retail media glossary, or read how brands and partners work with HRM.
Team
Axel Olivella
Business Development Director
Axel leads sales at HRM. He is the person clubs and brands hear from first, and he answers every email himself.
Rafael Cid
Director of Sports Marketing
Rafael Cid is a former Liga MX defender and runs Clutch Sports MX. At HRM he leads club sponsorship, from the representation mandate a club signs to the brands that buy its inventory. He writes about the business of Hispanic and cross-border soccer in the United States.
Reach Hispanic fans through local soccer.
Pick a time. Bring the category you sell and the markets you care about.
Axel Olivella
Business Development Director, HRM
Common questions
- What does HRM do?
- HRM aggregates inventory that independent Hispanic retailers, sports clubs and manufacturers already own, standardizes it, and sells it to national brands as one buy. Sponsorship sells club assets, Retail Media sells in-store advertising and Print publishes El Tío Sabe and produces labels and displays. Intelligence is in development.
- Where does HRM operate?
- HRM works across the United States and Mexico. Sponsorship is open to clubs and brands across the United States. In-store retail media starts in Texas and grows market by market. Print is manufactured in Mexico for buyers in the United States.
- Why three business units instead of one product?
- Each business unit sells a different asset to the same audience, and each one makes the others cheaper to run. Print supplies the physical materials Retail Media and Sponsorship need. Intelligence is in development outside the three business units.
- Who is HRM for?
- National brands that need the Hispanic shopper and cannot reach the independent channel efficiently, and partners on the supply side: retailers, clubs and Mexican manufacturers with commercial inventory they own but cannot sell at national scale alone.
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