Mobile marketing and advertising company Hipcricket and Spanish Broadcasting System have broadened their five-year relationship and will extend mobile marketing and advertising opportunities to three additional radio stations, along with SBS Entertainment’s live concerts and events.

SBS VP of Digital Sales Andrew Polsky said by extending its contract with Hipcricket, the broadcaster can bring new programs to advertisers seeking to reach Hispanic consumers, “while building a sizeable opt-in listener database that provides remarketing opportunities.”

U.S. Hispanic media spending continues to grow faster than general market media every year, topping $7 billion in 2011, according to the companies. This represents an opportunity for SBS, which recently introduced a marketing approach that enables advertisers to reach consumers across radio, TV, Web, social and mobile.

By partnering with Hipcricket, SBS can now offer advertisers opportunities to reach Hispanic radio audiences in Los Angeles, San Francisco, Chicago, New York and Miami, as well as at SBS Entertainment’s concerts and events through text-to-screen and other mobile programs that drive engagement, according to the companies.

Mobile has emerged as an important aspect of live events, enabling audiences to interact in real-time and brands to engage consumers with information, offers and contests. SBS also plans to use Hipcricket’s platform for its upcoming mobile Web and gaming initiatives.