Hispanic Fans Are a Touchdown for Football
As the Super Bowl approaches on Sunday, the buzz is all about the teams, the commercials, the halftime performances, and—of course—the fans. Among them, Hispanic sports fans stand out as one of the NFL’s most valuable audiences. With their passion, purchasing power, and growing influence, Hispanic fans continue to play a critical role in football’s biggest event.
What Sets Hispanic Fans Apart?
In Fanáticos: Nielsen’s Playbook on Hispanic Media Consumption and Sports Engagement (2024), Latinos represent growing value for teams, leagues, and brands. As the future of fandom, they immerse themselves fully in the experience—attending live events, purchasing merchandise, and actively creating and engaging with sports content and sponsorships online. The Latino audience is a critical driver of growth and innovation in the sports industry. These insights are also aligned with LiS™: Latinos in Sports Game Changer: The Power of Latino Fandom, conducted in partnership with Nielsen and unpacks the impact of Latino fandom, viewership, and demographic trends across major American sports.
Passion that Drives Action
Hispanic fans don’t just watch the game—they take action. They are 52 percent more likely than the average fan to attend live games1, and 35 percent of Hispanic NFL fans purchase NFL team apparel1, making them a highly valuable audience for leagues and brands.
Their passion extends beyond personal engagement—Hispanic fans actively support and amplify the brands that invest in their favorite teams. They are:
- 39 percent more likely to recommend a brand that sponsors their favorite sport2
- 37 percent more likely to remain loyal to those brands2
- 18 percent more likely to engage with brands on social media by liking, following, or commenting on sponsorship content2
Sponsorships resonate deeply with Hispanic audiences. Fifty-eight percent of Hispanic fans see brands involved in sponsorships as trustworthy2, and 52 percent believe sponsors are socially responsible.1 A full 33 percent of Hispanic fans actively discuss brands that sponsor football with friends and family2, demonstrating the ripple effect of their engagement. This strong connection between fandom and brand impact underscores their influence, making them an invaluable audience for advertisers seeking ROI.
Digital-First Hispanic Fans Lead the Conversation
The story of Hispanic fandom goes beyond numbers—it’s about a generation redefining how we experience sports. Gen Z and millennials comprise 72 percent of Hispanic sports fans2, and they are leading the charge in the digital realm. Latinos are streaming games on their phones, engaging with players and teams on social media, and building an online community around their passion for football.
As the game shifts online, Hispanic sports fans are driving digital transformation:
- 64 percent have watched or streamed NFL games live over the past year, marking a 4 percent year-over-year increase.2
- They are 21 percent more likely than the general population to consume sports via streaming platforms.2
- They are 38 percent more likely to use TikTok for sports news and content. 2
Hispanic fans aren’t just consuming sports content—they are creating and amplifying sports narratives. This Sunday, their active participation on social media will be a game-changer for sponsors, where online buzz around commercials dominates the conversation.
A Cultural and Economic Opportunity
With $3.6 trillion in purchasing power3 and a median age of just thirty-one, Hispanic consumers are an economic powerhouse. Their deep engagement with football, combined with their loyalty to brands that support the game, creates a unique opportunity for advertisers to connect with one of the sport’s most influential audiences.
So while all eyes are on the Super Bowl this Sunday, let’s not just watch the game—let’s watch the fans, too. For marketers and advertisers, the playbook is clear: invest in authentic, culturally relevant strategies that honor the passion of Hispanic sports fans. By understanding the unique preferences and behaviors of this dynamic fanbase, brands can score big and build lasting relationships that extend far beyond the final whistle.
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Sources: (1) Scarborough USA+ 2023 Release 2 Total (June 2022-October 2023); (2) Nielsen Fan Insights 2024; (3) Latino Donor Collaborative 2024; (4) Census ACS 2024
Stacie de Armas is a trailblazing media executive at Nielsen, leading Inclusive Intelligence & Innovation to transform how brands and creators connect with today’s evolving audiences. Her work bridges data-driven insights with authentic storytelling to foster meaningful connections across media and marketing.
Stacie has served in many roles related to diverse marketing and audience during her tenure at Nielsen. She sits on the Boards of the Hispanic Marketing Council and RespectAbility and has also been the recipient of industry honors such as Imagen Foundation’s annual Most Powerful Latinos in Hollywood for her work in Latino representation in content.
In her spare time, Stacie is an adjunct professor of qualitative research at California State University Northridge and formerly at California State University Los Angeles. She received her master’s degree in business from Texas A&M; she is a first-generation Cubana and an advocate for human rights for the people of Cuba. She has two children and lives in Los Angeles, on Tongva ancestral land.