May 18, 2025 • 5 mins
We've heard of streaming platforms realizing the power of live sports. But what we haven't heard much buzz about is the growing audience who's watching. And they have more than $3.6 trillion dollars in buying power. Bloomberg's Lisa Mateo explains.
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Episode Transcript
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Speaker 1 (00:02):
Bloomberg Audio Studios, podcasts, radio News.
Speaker 2 (00:07):
Now to another story we're watching. We've heard of streaming
platforms realizing the power of live sports, but what we
haven't heard much buzz about is the growing audience who's watching.
They had more than three point six trillion dollars in
buying power. Let's find out more this morning in this
report from Bloomberg's Lisa Matteo.
Speaker 3 (00:28):
The landscape of sports fandom is rapidly evolving, with Hispanic
fans becoming one of the most influential and fastest growing
demographics as a general population approaches twenty percent.
Speaker 4 (00:40):
I often say sports is important. It impacts commerce, it
impacts culture, it impacts communities, and Latinos are important to sports.
Speaker 3 (00:49):
Javier Gutierres was the first Latino CEO in the history
of the National Hockey League and at the time the
only Latino to run a major American sports team, as.
Speaker 5 (00:58):
The head of the then Arizona the Coyotes.
Speaker 3 (01:00):
It was a sense of pride, but also a sense
of frustration. Despite the data pointing to the importance of
the Hispanic population, the marketing dollars set aside to reach
this audience weren't there now as a chairman and CEO
of Impact ex Sports Group and co founder of Latinos
and Sports, Gutietras decided to commission a study with Nielsen
(01:22):
to crunch the numbers.
Speaker 4 (01:23):
When you think about the Latino sports fandom representing twenty
three million sports fans and growing to eighty five percent
till twenty forty and twenty one billion dollar marketplace, that
is a business opportunity that people need to be aware of,
the teams that leads the brands, that media partners need
to be aware of, and truth be told. There was
(01:44):
very little information out.
Speaker 5 (01:46):
There the Latino sports fan is watching more.
Speaker 3 (01:49):
More than half of viewers for the twenty twenty four
GOLBA America Final were Hispanic. The percentage of Hispanic viewers
for the Super Bowl increased forty percent from twenty sixteen
to twenty twenty five four and fifty percent for the
World Series. And in women's sports, it's huge, with the
Hispanic audience for the NCAA Women's Championship skyrocketing more than
(02:10):
three hundred and fifty percent between twenty twenty one and
twenty twenty four.
Speaker 4 (02:14):
It brings people together and it creates an avenue for
joy and for hope and for passion.
Speaker 5 (02:21):
Add to that purchasing power.
Speaker 3 (02:24):
Hispanic sports fans are statistically more likely to recommend a
company and feel loyal to a brand if its sponsors
a sport they follow.
Speaker 6 (02:31):
It's time for a shift in how we are holistically
approaching sports marketing, fan engagement, viewership, and putting those dollars there.
Speaker 3 (02:41):
Nicole Jeter West is a co founder of Vanguard Maven Group,
a marketing and consulting agency for sports, entertainment and culture.
She says more companies are beginning to take notice of
the Hispanic audience, but sometimes the message isn't clear.
Speaker 6 (02:54):
It's not all about Spanish translation and language. It's about
cultural relevancy. It's about understanding tree additions. It's about understanding
the nuances. And I think there are a handful of
brands out there, just in and out of sport.
Speaker 5 (03:07):
Who seem to be getting it right. Of this, I
still hold it up on you.
Speaker 6 (03:11):
Think about the Medellos of the world, and you know
their campaign of fighting spirit.
Speaker 3 (03:16):
She adds that efforts need to be ongoing and not episodic.
Speaker 5 (03:19):
I'm half black, half Puerto Rican.
Speaker 6 (03:21):
I don't want you to just talk to me in
February and talk to me in September October.
Speaker 5 (03:24):
Like, that's ridiculous.
Speaker 6 (03:25):
I'm a sports fan year round.
Speaker 3 (03:29):
It's also about connecting the brands to the athletes that
Latino sports fans look up to.
Speaker 7 (03:34):
The tipping point is here. I sensed it maybe four
years ago and it's been really exciting to see the
growth of that.
Speaker 3 (03:40):
Sarah Trussant is a co owner of the National Women's
Soccer League team, the North Carolina Courage, and the co
CEO of TMJ, a Global Women's soccer Talent Agencies.
Speaker 5 (03:50):
It's happening.
Speaker 7 (03:50):
It's happening with like really big youwtip brands, and I
credit those folks and especially the ones that are starting to
see that because it takes goods. It takes goods to
try something new in marketing. Seen some of these, like
Forward do deals with Maria Sanchez to help get that awareness.
Speaker 3 (04:06):
Sanchez is a forward for the NWSL's San Diego Wave.
She was born and raised in the US from Mexican
immigrant parents, looking to live the American dream. Through hard work,
she became one of the highest paid players in the
league and caught the eye of a number of brands.
Speaker 1 (04:21):
There's so much room for growth sponsorship contracts. It's exciting
to see that I'm a part of the generation that
gets to live it, and I know future generations will
even have better conditions.
Speaker 5 (04:37):
The content is improving too.
Speaker 1 (04:39):
I think they're they're trying, and they're getting there a
little bit more. It's probably, honestly, people in between that
don't send the clear message or didn't experience what a
Latino would have as a child or even now.
Speaker 3 (04:54):
Gutieda says having more diverse voices that the seat of
decision making helps.
Speaker 4 (04:58):
I constantly talk about what is the perspective that you're
bringing to the table that helps us make the best
business decision in order for us to have the best
business success.
Speaker 3 (05:07):
A winning combination for those looking to connect with this
dynamic and loyal audience. Lisa Matteo, Bloomberg Radio
Bloomberg Audio Studios, podcasts, radio News.
Speaker 2 (00:07):
Now to another story we're watching. We've heard of streaming
platforms realizing the power of live sports, but what we
haven't heard much buzz about is the growing audience who's watching.
They had more than three point six trillion dollars in
buying power. Let's find out more this morning in this
report from Bloomberg's Lisa Matteo.
Speaker 3 (00:28):
The landscape of sports fandom is rapidly evolving, with Hispanic
fans becoming one of the most influential and fastest growing
demographics as a general population approaches twenty percent.
Speaker 4 (00:40):
I often say sports is important. It impacts commerce, it
impacts culture, it impacts communities, and Latinos are important to sports.
Speaker 3 (00:49):
Javier Gutierres was the first Latino CEO in the history
of the National Hockey League and at the time the
only Latino to run a major American sports team, as.
Speaker 5 (00:58):
The head of the then Arizona the Coyotes.
Speaker 3 (01:00):
It was a sense of pride, but also a sense
of frustration. Despite the data pointing to the importance of
the Hispanic population, the marketing dollars set aside to reach
this audience weren't there now as a chairman and CEO
of Impact ex Sports Group and co founder of Latinos
and Sports, Gutietras decided to commission a study with Nielsen
(01:22):
to crunch the numbers.
Speaker 4 (01:23):
When you think about the Latino sports fandom representing twenty
three million sports fans and growing to eighty five percent
till twenty forty and twenty one billion dollar marketplace, that
is a business opportunity that people need to be aware of,
the teams that leads the brands, that media partners need
to be aware of, and truth be told. There was
(01:44):
very little information out.
Speaker 5 (01:46):
There the Latino sports fan is watching more.
Speaker 3 (01:49):
More than half of viewers for the twenty twenty four
GOLBA America Final were Hispanic. The percentage of Hispanic viewers
for the Super Bowl increased forty percent from twenty sixteen
to twenty twenty five four and fifty percent for the
World Series. And in women's sports, it's huge, with the
Hispanic audience for the NCAA Women's Championship skyrocketing more than
(02:10):
three hundred and fifty percent between twenty twenty one and
twenty twenty four.
Speaker 4 (02:14):
It brings people together and it creates an avenue for
joy and for hope and for passion.
Speaker 5 (02:21):
Add to that purchasing power.
Speaker 3 (02:24):
Hispanic sports fans are statistically more likely to recommend a
company and feel loyal to a brand if its sponsors
a sport they follow.
Speaker 6 (02:31):
It's time for a shift in how we are holistically
approaching sports marketing, fan engagement, viewership, and putting those dollars there.
Speaker 3 (02:41):
Nicole Jeter West is a co founder of Vanguard Maven Group,
a marketing and consulting agency for sports, entertainment and culture.
She says more companies are beginning to take notice of
the Hispanic audience, but sometimes the message isn't clear.
Speaker 6 (02:54):
It's not all about Spanish translation and language. It's about
cultural relevancy. It's about understanding tree additions. It's about understanding
the nuances. And I think there are a handful of
brands out there, just in and out of sport.
Speaker 5 (03:07):
Who seem to be getting it right. Of this, I
still hold it up on you.
Speaker 6 (03:11):
Think about the Medellos of the world, and you know
their campaign of fighting spirit.
Speaker 3 (03:16):
She adds that efforts need to be ongoing and not episodic.
Speaker 5 (03:19):
I'm half black, half Puerto Rican.
Speaker 6 (03:21):
I don't want you to just talk to me in
February and talk to me in September October.
Speaker 5 (03:24):
Like, that's ridiculous.
Speaker 6 (03:25):
I'm a sports fan year round.
Speaker 3 (03:29):
It's also about connecting the brands to the athletes that
Latino sports fans look up to.
Speaker 7 (03:34):
The tipping point is here. I sensed it maybe four
years ago and it's been really exciting to see the
growth of that.
Speaker 3 (03:40):
Sarah Trussant is a co owner of the National Women's
Soccer League team, the North Carolina Courage, and the co
CEO of TMJ, a Global Women's soccer Talent Agencies.
Speaker 5 (03:50):
It's happening.
Speaker 7 (03:50):
It's happening with like really big youwtip brands, and I
credit those folks and especially the ones that are starting to
see that because it takes goods. It takes goods to
try something new in marketing. Seen some of these, like
Forward do deals with Maria Sanchez to help get that awareness.
Speaker 3 (04:06):
Sanchez is a forward for the NWSL's San Diego Wave.
She was born and raised in the US from Mexican
immigrant parents, looking to live the American dream. Through hard work,
she became one of the highest paid players in the
league and caught the eye of a number of brands.
Speaker 1 (04:21):
There's so much room for growth sponsorship contracts. It's exciting
to see that I'm a part of the generation that
gets to live it, and I know future generations will
even have better conditions.
Speaker 5 (04:37):
The content is improving too.
Speaker 1 (04:39):
I think they're they're trying, and they're getting there a
little bit more. It's probably, honestly, people in between that
don't send the clear message or didn't experience what a
Latino would have as a child or even now.
Speaker 3 (04:54):
Gutieda says having more diverse voices that the seat of
decision making helps.
Speaker 4 (04:58):
I constantly talk about what is the perspective that you're
bringing to the table that helps us make the best
business decision in order for us to have the best
business success.
Speaker 3 (05:07):
A winning combination for those looking to connect with this
dynamic and loyal audience. Lisa Matteo, Bloomberg Radio
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