Marketers Connecting with Hispanic Sports Fans

With all of the major sports leagues in season right now, marketers have a perfect opportunity to connect with fans of baseball, Hispanicsportsmalebasketball, football, soccer and hockey. This is especially true for marketers have also been seeking ways to target Hispanics. According to Nielsen research, Hispanic men are huge sports fans and are particularly receptive to sports-​related advertising and sponsorships.

According to Nielsen data, 94% of surveyed Hispanic men call themselves sport fans, with  56% falling into the avid category. Their passion on this subject leads them to say that athletes in the following sports are role models:

  • NBA 49%
  • MLB 48%
  • NFL 47%
  • NHL 43%
  • NASCAR 47%

As a result of these strong feelings, 43% of Hispanic men say they are loyal to brands that sponsor sports and 41% will buy products sold by these marketers. Hispanic men don’t just watch sports on TV; they are often at a friend’s house while doing so (55%). And, 24% try to tune into sporting events on their tablets. When it comes to attending live sporting events on a weekly basis, Hispanic men are twice as likely as other demographic groups to be in the stadium. For these guys, it’s all about the social experience and these gatherings make a perfect environment for marketers to share their messages.

At least ¾ of “Hispanics have purchased sports-​related merchandise within the last 12 months.” On average about 62% of all consumers have made these purchases during the same time frame.

What ideas do you have to target Hispanic men with sports-​related promotions?

To learn more about Hispanics, check out the AudienceSCAN report available on the Research Store at ad​-ology​.com.


Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.