GAME CHANGER:
THE POWER OF LATINO FANDOM
Unpacking the Passion, Influence and Opportunity of America’s Fastest Growing Fan Base
Industry leader Nielsen and LiS: Latinos in Sports™ are teaming up to unveil a first-of-its-kind research study, unpacking the impact of Latino fandom, viewership, and demographic trends impacting the five major American sports (NFL, MLB, NBA, NHL, MLS).
LiS is at the forefront of the rapidly growing Latino fanbase, and its massive impact on the American sports industry. As the US Hispanic community now represents 19 percent of the population, this report highlights the immense opportunities for brands, teams, and leagues to engage with this vibrant and influential demographic.
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This study, powered by Nielsen’s comprehensive data and insights, dives deep into the unique characteristics of Hispanic sports fans. It uncovers the passion, digital engagement, and cultural influence that make this audience a key driver in the sports landscape. With major sports and events like the NBA, WNBA, UEFA Finals and Copa America, and the 2024 Olympics placing sports at the center of global attention, this report shines a spotlight on the role Hispanic fans play in shaping the future of the industry.