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% |
