Speaker 1: Bloomberg Audio Studios, podcasts, radio News.
Speaker 2: Now to another story we're watching. We've heard of streaming
Speaker 2: platforms realizing the power of live sports, but what we
Speaker 2: haven't heard much buzz about is the growing audience who's watching.
Speaker 2: They had more than three point six trillion dollars in
Speaker 2: buying power. Let's find out more this morning in this
Speaker 2: report from Bloomberg's Lisa Matteo.
Speaker 3: The landscape of sports fandom is rapidly evolving, with Hispanic
Speaker 3: fans becoming one of the most influential and fastest growing
Speaker 3: demographics as a general population approaches twenty percent.
Speaker 4: I often say sports is important. It impacts commerce, it
Speaker 4: impacts culture, it impacts communities, and Latinos are important to sports.
Speaker 3: Javier Gutierres was the first Latino CEO in the history
Speaker 3: of the National Hockey League and at the time the
Speaker 3: only Latino to run a major American sports team, as.
Speaker 5: The head of the then Arizona the Coyotes.
Speaker 3: It was a sense of pride, but also a sense
Speaker 3: of frustration. Despite the data pointing to the importance of
Speaker 3: the Hispanic population, the marketing dollars set aside to reach
Speaker 3: this audience weren't there now as a chairman and CEO
Speaker 3: of Impact ex Sports Group and co founder of Latinos
Speaker 3: and Sports, Gutietras decided to commission a study with Nielsen
Speaker 3: to crunch the numbers.
Speaker 4: When you think about the Latino sports fandom representing twenty
Speaker 4: three million sports fans and growing to eighty five percent
Speaker 4: till twenty forty and twenty one billion dollar marketplace, that
Speaker 4: is a business opportunity that people need to be aware of,
Speaker 4: the teams that leads the brands, that media partners need
Speaker 4: to be aware of, and truth be told. There was
Speaker 4: very little information out.
Speaker 5: There the Latino sports fan is watching more.
Speaker 3: More than half of viewers for the twenty twenty four
Speaker 3: GOLBA America Final were Hispanic. The percentage of Hispanic viewers
Speaker 3: for the Super Bowl increased forty percent from twenty sixteen
Speaker 3: to twenty twenty five four and fifty percent for the
Speaker 3: World Series. And in women's sports, it's huge, with the
Speaker 3: Hispanic audience for the NCAA Women's Championship skyrocketing more than
Speaker 3: three hundred and fifty percent between twenty twenty one and
Speaker 3: twenty twenty four.
Speaker 4: It brings people together and it creates an avenue for
Speaker 4: joy and for hope and for passion.
Speaker 5: Add to that purchasing power.
Speaker 3: Hispanic sports fans are statistically more likely to recommend a
Speaker 3: company and feel loyal to a brand if its sponsors
Speaker 3: a sport they follow.
Speaker 6: It's time for a shift in how we are holistically
Speaker 6: approaching sports marketing, fan engagement, viewership, and putting those dollars there.
Speaker 3: Nicole Jeter West is a co founder of Vanguard Maven Group,
Speaker 3: a marketing and consulting agency for sports, entertainment and culture.
Speaker 3: She says more companies are beginning to take notice of
Speaker 3: the Hispanic audience, but sometimes the message isn't clear.
Speaker 6: It's not all about Spanish translation and language. It's about
Speaker 6: cultural relevancy. It's about understanding tree additions. It's about understanding
Speaker 6: the nuances. And I think there are a handful of
Speaker 6: brands out there, just in and out of sport.
Speaker 5: Who seem to be getting it right. Of this, I
Speaker 5: still hold it up on you.
Speaker 6: Think about the Medellos of the world, and you know
Speaker 6: their campaign of fighting spirit.
Speaker 3: She adds that efforts need to be ongoing and not episodic.
Speaker 5: I'm half black, half Puerto Rican.
Speaker 6: I don't want you to just talk to me in
Speaker 6: February and talk to me in September October.
Speaker 5: Like, that's ridiculous.
Speaker 6: I'm a sports fan year round.
Speaker 3: It's also about connecting the brands to the athletes that
Speaker 3: Latino sports fans look up to.
Speaker 7: The tipping point is here. I sensed it maybe four
Speaker 7: years ago and it's been really exciting to see the
Speaker 7: growth of that.
Speaker 3: Sarah Trussant is a co owner of the National Women's
Speaker 3: Soccer League team, the North Carolina Courage, and the co
Speaker 3: CEO of TMJ, a Global Women's soccer Talent Agencies.
Speaker 5: It's happening.
Speaker 7: It's happening with like really big youwtip brands, and I
Speaker 7: credit those folks and especially the ones that are starting to
Speaker 7: see that because it takes goods. It takes goods to
Speaker 7: try something new in marketing. Seen some of these, like
Speaker 7: Forward do deals with Maria Sanchez to help get that awareness.
Speaker 3: Sanchez is a forward for the NWSL's San Diego Wave.
Speaker 3: She was born and raised in the US from Mexican
Speaker 3: immigrant parents, looking to live the American dream. Through hard work,
Speaker 3: she became one of the highest paid players in the
Speaker 3: league and caught the eye of a number of brands.
Speaker 1: There's so much room for growth sponsorship contracts. It's exciting
Speaker 1: to see that I'm a part of the generation that
Speaker 1: gets to live it, and I know future generations will
Speaker 1: even have better conditions.
Speaker 5: The content is improving too.
Speaker 1: I think they're they're trying, and they're getting there a
Speaker 1: little bit more. It's probably, honestly, people in between that
Speaker 1: don't send the clear message or didn't experience what a
Speaker 1: Latino would have as a child or even now.
Speaker 3: Gutieda says having more diverse voices that the seat of
Speaker 3: decision making helps.
Speaker 4: I constantly talk about what is the perspective that you're
Speaker 4: bringing to the table that helps us make the best
Speaker 4: business decision in order for us to have the best
Speaker 4: business success.
Speaker 3: A winning combination for those looking to connect with this
Speaker 3: dynamic and loyal audience. Lisa Matteo, Bloomberg Radio