Latinos make mark on U.S. sports

Zbar, Jeffery D.
October 2003
Advertising Age;10/27/2003, Vol. 74 Issue 43, pS-10
Trade Publication
The article discusses the influence of Hispanic sports fans on U.S. sports. Hispanic preferences in sports can vary depending on how long individuals or families have been in the U.S. Marketers and television executives have come to realize that the longer a Hispanic has been in the U.S., the more likely he is to grow fond of traditional U.S. sports like football, basketball or hockey. With the 2000 census confirming the nation's 38 million-plus Hispanics as the largest and fastest-growing minority population in the U.S., league and sports executives are honing their marketing efforts to maintain the interest of acculturated Hispanics who often needed little enticement to initially develop rooting interest in U.S. sports. The U.S. Hispanic market is as diverse as the number of countries throughout Latin America and Europe, with preferences varying from sport to team to individual athletes or stars. At the National Football League, Hispanics represent a fast-growing audience, one that jibes nicely with the general-market population. It is difficult to generalize about Latino tastes in sports. Psychographics and length of time in the U.S. also to alter certain preferences. The growth of the U.S. Hispanic population has also sparked some changes in sports viewership by the general mark


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