Puro San Antonio marketing done right. Photo: Madalyn Mendoza/Axios
👋 It's Madalyn! I chuckled when I saw this billboard on my drive into Game 1 at the Frost Bank Center on Monday — especially since I was wearing a "Crazy Hispanic Fan" hat by Y'all Cozy.
The big picture: The sign by San Antonio's Security Service Federal Credit Union (SSFCU) — which reads "UNOFFICIAL CREDIT UNION OF CRAZY HISPANIC FANS" — is the epitome of San Antonio's playfulness in response to a viral moment that happened at a Spurs game earlier this spring.
Catch up quick: In March, an unidentified fan was caught on video responding to a text about "crazy Hispanic fans" with, "All Hispanic! How can they afford it."
The video sparked backlash online and prompted the Spurs to reaffirm their support for the Latino community.
Since then, San Antonio has largely responded with humor — from merch to an in-game skit by the Spurs Coyote.
What they're saying: "We couldn't love it more," SSFCU spokesperson Brandy Ralston-Lint tells Axios in a statement. "Fans are embracing this as a badge of pride, reclaiming 'crazy' to mean unwavering loyalty, family tradition, and generational devotion to the team."
The bottom line: San Antonio knows how to laugh and stand up for itself at the same time.
