Minnesota United FC joined industry leaders and Hispanic marketing professionals at the annual Hispanic Marketing Conference on Wednesday, discussing media consumption and the changing demographics of the United States.

Manny Lagos, United’s Sporting Director, joined the conversation as well, sitting on a panel about multicultural sports and soccer marketing in the Twin Cities area. Lagos was joined by former U.S. Men’s National Team player and Sanneh Foundation President and CEO, Tony Sanneh, and Miguel Ramos, the Director of Diversity Marketing for the Minnesota Twins.

“It’s not just one segment of the community that’s involved in sports, it’s the entire community. And what’s exciting is where soccer is now. It’s the next generation that’s supporting the sport; kids now are watching more soccer than ever. They are very aware of the global presence soccer has,” said Lagos.

It’s that type of global presence that is bringing Club León, the legendary Liga MX team, to the Twin Cities in June. Minnesota United FC and Club León will clash on June 25, for the first ever soccer game played at Target Field.

“Target Field is an amazing stadium, with amazing sightlines," said Lagos. "We couldn’t be more excited to have this first ever professional soccer match there.”