This article was originally published online by the Orlando Business Journal.
From soccer to football, baseball, boxing and basketball, Hispanics represent a huge opportunity for the sports industry.
According to a Nielsen report, 94 percent of Hispanic males are sport fans, and 56 percent consider themselves avid fans. This translates into bigger audiences and a huge opportunity to increase ticket sales.
Although they think they’re making an effort, some sport teams and their sponsors still are struggling to connect with the rapidly growing Hispanic market. Some executives think it is an operational challenge. Others feel that being present in the community with one of their Hispanic employees or becoming a sponsor of a nonprofit Hispanic organization in their markets is all it takes to reach every fan in the community.
The truth is the lack of cultural understanding and the inclusion of a multicultural strategy as part of an overall marketing effort is what is limiting the growth of these teams and their sponsors. [Continue reading]