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Volume 21 No. 1
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The cultural frontlines: How teams and brands are reaching the Hispanic demo

Photo by: Getty Images
Photo by: NBAE / Getty Images
Photo by: Ogilvy Public Relations

It’s sometimes about language, often about nationality, and always about culture.
Those themes, and the questions that stem from them, have percolated time and again over the years as we’ve spoken to teams, leagues, networks and sponsors about their efforts to reach U.S. Hispanics. Who better to address them than those who have the most at stake?

In exploring some of the latest ways sports properties navigate the growing Hispanic market, we went to the front lines and looked at four teams — one each from baseball, basketball, football and soccer — in the four major pro sports markets with the highest percentage of Hispanics: Miami (65.7 percent), San Antonio (55.5 percent), Los Angeles (44.5 percent) and Houston (36.3 percent).

We also went inside efforts by sponsors tied to the two sports most often used to target U.S. Hispanics — soccer and boxing.

You will find their stories in the links below. For additional research, click here.