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Speaker 1: Bloomberg Audio Studios, podcasts, radio News.

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Speaker 2: Now to another story we're watching. We've heard of streaming

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Speaker 2: platforms realizing the power of live sports, but what we

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Speaker 2: haven't heard much buzz about is the growing audience who's watching.

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Speaker 2: They had more than three point six trillion dollars in

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Speaker 2: buying power. Let's find out more this morning in this

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Speaker 2: report from Bloomberg's Lisa Matteo.

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Speaker 3: The landscape of sports fandom is rapidly evolving, with Hispanic

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Speaker 3: fans becoming one of the most influential and fastest growing

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Speaker 3: demographics as a general population approaches twenty percent.

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Speaker 4: I often say sports is important. It impacts commerce, it

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Speaker 4: impacts culture, it impacts communities, and Latinos are important to sports.

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Speaker 3: Javier Gutierres was the first Latino CEO in the history

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Speaker 3: of the National Hockey League and at the time the

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Speaker 3: only Latino to run a major American sports team, as.

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Speaker 5: The head of the then Arizona the Coyotes.

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Speaker 3: It was a sense of pride, but also a sense

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Speaker 3: of frustration. Despite the data pointing to the importance of

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Speaker 3: the Hispanic population, the marketing dollars set aside to reach

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Speaker 3: this audience weren't there now as a chairman and CEO

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Speaker 3: of Impact ex Sports Group and co founder of Latinos

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Speaker 3: and Sports, Gutietras decided to commission a study with Nielsen

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Speaker 3: to crunch the numbers.

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Speaker 4: When you think about the Latino sports fandom representing twenty

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Speaker 4: three million sports fans and growing to eighty five percent

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Speaker 4: till twenty forty and twenty one billion dollar marketplace, that

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Speaker 4: is a business opportunity that people need to be aware of,

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Speaker 4: the teams that leads the brands, that media partners need

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Speaker 4: to be aware of, and truth be told. There was

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Speaker 4: very little information out.

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Speaker 5: There the Latino sports fan is watching more.

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Speaker 3: More than half of viewers for the twenty twenty four

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Speaker 3: GOLBA America Final were Hispanic. The percentage of Hispanic viewers

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Speaker 3: for the Super Bowl increased forty percent from twenty sixteen

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Speaker 3: to twenty twenty five four and fifty percent for the

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Speaker 3: World Series. And in women's sports, it's huge, with the

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Speaker 3: Hispanic audience for the NCAA Women's Championship skyrocketing more than

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Speaker 3: three hundred and fifty percent between twenty twenty one and

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Speaker 3: twenty twenty four.

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Speaker 4: It brings people together and it creates an avenue for

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Speaker 4: joy and for hope and for passion.

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Speaker 5: Add to that purchasing power.

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Speaker 3: Hispanic sports fans are statistically more likely to recommend a

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Speaker 3: company and feel loyal to a brand if its sponsors

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Speaker 3: a sport they follow.

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Speaker 6: It's time for a shift in how we are holistically

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Speaker 6: approaching sports marketing, fan engagement, viewership, and putting those dollars there.

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Speaker 3: Nicole Jeter West is a co founder of Vanguard Maven Group,

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Speaker 3: a marketing and consulting agency for sports, entertainment and culture.

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Speaker 3: She says more companies are beginning to take notice of

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Speaker 3: the Hispanic audience, but sometimes the message isn't clear.

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Speaker 6: It's not all about Spanish translation and language. It's about

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Speaker 6: cultural relevancy. It's about understanding tree additions. It's about understanding

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Speaker 6: the nuances. And I think there are a handful of

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Speaker 6: brands out there, just in and out of sport.

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Speaker 5: Who seem to be getting it right. Of this, I

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Speaker 5: still hold it up on you.

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Speaker 6: Think about the Medellos of the world, and you know

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Speaker 6: their campaign of fighting spirit.

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Speaker 3: She adds that efforts need to be ongoing and not episodic.

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Speaker 5: I'm half black, half Puerto Rican.

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Speaker 6: I don't want you to just talk to me in

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Speaker 6: February and talk to me in September October.

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Speaker 5: Like, that's ridiculous.

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Speaker 6: I'm a sports fan year round.

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Speaker 3: It's also about connecting the brands to the athletes that

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Speaker 3: Latino sports fans look up to.

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Speaker 7: The tipping point is here. I sensed it maybe four

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Speaker 7: years ago and it's been really exciting to see the

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Speaker 7: growth of that.

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Speaker 3: Sarah Trussant is a co owner of the National Women's

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Speaker 3: Soccer League team, the North Carolina Courage, and the co

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Speaker 3: CEO of TMJ, a Global Women's soccer Talent Agencies.

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Speaker 5: It's happening.

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Speaker 7: It's happening with like really big youwtip brands, and I

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Speaker 7: credit those folks and especially the ones that are starting to

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Speaker 7: see that because it takes goods. It takes goods to

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Speaker 7: try something new in marketing. Seen some of these, like

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Speaker 7: Forward do deals with Maria Sanchez to help get that awareness.

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Speaker 3: Sanchez is a forward for the NWSL's San Diego Wave.

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Speaker 3: She was born and raised in the US from Mexican

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Speaker 3: immigrant parents, looking to live the American dream. Through hard work,

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Speaker 3: she became one of the highest paid players in the

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Speaker 3: league and caught the eye of a number of brands.

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Speaker 1: There's so much room for growth sponsorship contracts. It's exciting

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Speaker 1: to see that I'm a part of the generation that

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Speaker 1: gets to live it, and I know future generations will

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Speaker 1: even have better conditions.

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Speaker 5: The content is improving too.

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Speaker 1: I think they're they're trying, and they're getting there a

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Speaker 1: little bit more. It's probably, honestly, people in between that

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Speaker 1: don't send the clear message or didn't experience what a

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Speaker 1: Latino would have as a child or even now.

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Speaker 3: Gutieda says having more diverse voices that the seat of

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Speaker 3: decision making helps.

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Speaker 4: I constantly talk about what is the perspective that you're

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Speaker 4: bringing to the table that helps us make the best

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Speaker 4: business decision in order for us to have the best

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Speaker 4: business success.

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Speaker 3: A winning combination for those looking to connect with this

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Speaker 3: dynamic and loyal audience. Lisa Matteo, Bloomberg Radio