NEW YORK – SEPTEMBER 4, 2024—LiS™: Latinos in Sports, the multistrategy platform elevating Hispanics within the sports industry, unveiled today a first-of-its-kind research study on Latino fandom across the five major American sports (NFL, MLB, NBA, NHL, MLS). Among other compelling insights, the report reveals significant over-indexing on digital consumption (Latino fans are 38% more likely to use TikTok for sports news); Hispanic fans are notably younger (a striking 72% are Gen Z or Millennial, compared to just 50% of US gen market); a rapid growth of English-dominant Latino fans (9% year-over-year growth in bilingual NFL fans); and a clear path exists from fandom to revenue (Latinos are 11% more likely to purchase a brand product after experiencing a sponsor message). To download the full research report, visit LatinosinSports.com.
The report launch precedes a star-studded event hosted by LiS™ during the U.S. Open, featuring iconic speakers from leagues, teams and brands. CNBC, the recognized world leader in business news, will serve as official media partner. Confirmed speakers and attendees at the event include:
- Pedro Martinez (MLB Hall-of-Famer, 8X All-Star and World Series Champion)
- Scott Wapner (CNBC Host, Fast Money Halftime Report & Closing Bell)
- Rita Ferro (President of Global Advertising, The Walt Disney Company)
- Boris Gartner (CEO, LaLiga North America)
- Freddy Rolon (Head of Global Sports, Content & Talent, ESPN)
- Liz Montaño (Chief Operating Officer, NJ/NY Gotham FC)
- Iris Diaz (Director of Brand and Marketing, FIFA World Cup 2026)
- Stacie de Armas (SVP, Inclusive Innovation and Diversity, Nielsen)
“We launched LiS™ a few short months ago and are thrilled with the significant progress made across every key objective,” said Xavier A. Gutierrez, cofounder of LiS™ and chairman and CEO of ImpactX Sports Group. “We’ve received overwhelming support and enthusiasm across the entire landscape, further underscoring the importance of our mission to promote Latinos in Sports.”
Watch LiS™ Founder Xavier A. Gutierrez
on CNBC’s Squawk Box
LiS™ continues to execute on its core mission across four key pillars:
- CONVENINGS – marquee events gathering luminaries to engage, network, deal-make, inspire.
- CONTENT – a central media hub for the industry, showcasing best practices, executive profiles, thought leadership, breaking news announcements and more.
- CAREERS – an effort to identify, recruit and develop Latino executives in the sports industry.
- COMMUNITY – a membership organization with distinct tier-levels, adding value to Latinos at all career stages, and to the ecosystem which aims to recruit diverse executives.
The group’s next tentpole event will take place in February 2025, during the PGA TOUR’s Genesis Invitational in Los Angeles.
“It’s thrilling to witness our ambitious plans for this community take shape, due to the hard work and support of team members, sponsors, media partners and the industry at large,” said Pedro A. Guerrero, cofounder of LiS™, CEO of Guerrero Media, and publisher of Hispanic Executive. ”There is much to do in building the infrastructure to fulfill our four-pronged strategy, and continuing to shine a spotlight on the enormous impact of Latinos in global sports. We’re just getting started.”
PARTNERSHIP OPPORTUNITIES & MEDIA INQUIRIES:
Mike Valdes-Fauli
President
Chemistry Cultura
[email protected]
ABOUT IMPACTX SPORTS
ImpactX Sports Group, LLC (ImpactX) is a private investment and strategic advisory firm focused on the global sports industry. The firm partners with sports private equity funds and investment firms to acquire and operate world class sports assets and strategic joint ventures with professional sports teams, leagues, and university athletic departments across North America. Founded in 2024 by Xavier A. Gutierrez, the first Latino CEO in NHL history, and one of the only real estate executives and private equity investors to have led a major professional sports franchise, ImpactX strategically leverages the positive impact of sports on Commerce, Culture, and Community to achieve business and financial success in this growing institutional asset class. impactxsports.com
ABOUT HISPANIC EXECUTIVE
Hispanic Executive unites the leaders of the new majority. By turning our spotlight on business’s most influential Latinos, we help drive our community’s unmatched economic, political, and social power. As we shape the dialogue on the cultural force that is Hispanic leadership, we amplify the voices of those driving growth in the global marketplace. We are a key resource for Latino leaders, providing a platform for them to elevate their thought leadership and connecting them with those who are redefining the international business landscape.