It’s hardly a secret that Hispanic sports fans in the U.S. love soccer.
In some cities, the word “love” may be an understatement.
Fervent, fanatical fútbol lovers have been the target of many a Chief Marketing
Officer, working on behalf of a brand, product or service seeking to maximize its
potential for growth in the U.S. Hispanic market.
From beer to home improvement retailers to electronics companies and wireless
service providers, teaming up with a sports league, favored team or top talent has
emerged as a powerful way to get a brand recognized.
Yet many marketers stop at the most obvious of opportunities — soccer. Some are
simply unaware — or perhaps ignorant — of the additional opportunities for sales
growth, activations and that all-important ROI those in the C-Suite hold as their
ultimate sign of success.
Soccer is by far the No. 1 sport among all Hispanics in the U.S. But not all Latinos
are alike, and from region to region across the nation savvy marketers have already
noticed — and responded.
For Hispanics whose heritage is tied to the Caribbean or Venezuela, baseball rules.
Among Latinos across the American West, the Los Angeles Lakers and team superstar Kobe Bryant still command much Latino fan attention despite the rise of the crosstown Clippers and other Western Conference teams. In Miami, a typical tailgate party ahead of a Dolphins home game features churrasco, salchicha and a cacophony of car stereos blaring salsa and reggaetón tunes while the Miami Heat have become the team of choice from Westchester to Weston. Additionally, boxing and UFC mixed martial arts telecasts have become major events for thousands of Hispanic males in their 20s and 30s.
Other sports have started the process of luring Latino fans. NASCAR, thanks to the
presence of Juan Pablo Montoya, has gained in popularity among Hispanics. There’s
even a hockey community in Mexico, although visibility and participation have each
experienced challenges due to cost and accessibility.
That being said, soccer was the principal topic of discussion among the Hispanic media and advertising executives contacted for our fall 2010 Hispanic Sports Overview report, underwritten by premier sponsor FOX Deportes.
With coverage of the 2014 FIFA World Cup set to break Nielsen radio and television audience, we are pleased to revisit our 2010 report, as much of the content is still highly relevant for marketers. Media buying and planning for the 2014 World Cup has already concluded, but there’s much more in store for savvy marketers who crave the passionate Hispanic sports fan.
Let this report once again serve as a wake-up call for marketers to not only target the Latino soccer fans, but also Latinos who love other sports.
The opportunity to activate Latino sports fans can start today. All it takes is a little knowledge, a good pitch and a clear goal.
To Download Hispanic Sports Overview 2010, please click here:
Adam R Jacobson