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Volume 24 No. 156

Research and Ratings

Sports industry execs feel that the fragmented nature of the Hispanic market and limited expertise are the main challenges that brands and sports properties face in Hispanic marketing, according a Turnkey Sports Poll conducted in June. Forty-five percent of execs polled said they felt a fragmented Hispanic market was the biggest obstacle, while 26% said it was limited expertise. Fifteen percent of respondents said that inadequate marketing dollars were a main challenge. Execs were also asked which pro sport they believed has the most to gain by targeting the Hispanic market, with 35% percent of execs saying MLB and 34% saying MLS (THE DAILY).

Which of the following do you think is the main challenge that
brands and sports properties face in Hispanic marketing?
RESPONSE
%
Fragmented nature of Hispanic market
45%
Limited expertise
26%
Inadequate marketing dollars
15%
Language barriers
6%
Not sure/no response
8%
Which pro sport do you believe has the most to gain
by targeting the Hispanic market?
LEAGUE/SPORT
%
MLB
35%
MLS
34%
NFL
8%
UFC
8%
NASCAR Sprint Cup Series
5%
NBA
5%
Professional golf
1%
NHL
0%
Izod IndyCar Series
0%
Professional tennis
0%
Not sure/no response
4%