Menu
In-Depth

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.


SBJ Morning Buzzcast: May 3, 2024

Seismic change coming for NCAA? Churchill Downs rolls out major premium build out and Jeff Pash, a key advisor to Roger Goodell, steps down

Learfield's Cory Moss, MASN/ESPN's Ben McDonald, and Canelo

On this week’s pod, SBJ’s Austin Karp has two Big Get interviews. The first is with Learfield's Cory Moss as he talks about his company’s collaboration on EA Sports College Football. Later in the show, we hear from MASN/ESPN baseball analyst Ben McDonald on how he sees the college and professional baseball scene shaking out. SBJ’s Adam Stern shares his thoughts on the upcoming Canelo-Mungia bout on Prime Video and DAZN.

SBJ I Factor: Molly Mazzolini

SBJ I Factor features an interview with Molly Mazzolini. Elevate's Senior Operating Advisor – Design + Strategic Alliances chats with SBJ’s Ross Nethery about the power of taking chances. Mazzolini is a member of the SBJ Game Changers Class of 2016. She shares stories of her career including co-founding sports design consultancy Infinite Scale career journey and how a chance encounter while working at a stationery store launched her career in the sports industry. SBJ I Factor is a monthly podcast offering interviews with sports executives who have been recipients of one of the magazine’s awards.

Shareable URL copied to clipboard!

https://www.sportsbusinessjournal.com/Journal/Issues/2013/06/24/In-Depth/Hispanic-marketing-intro.aspx

Sorry, something went wrong with the copy but here is the link for you.

https://www.sportsbusinessjournal.com/Journal/Issues/2013/06/24/In-Depth/Hispanic-marketing-intro.aspx

CLOSE