Unlocking the growing power of Latino fans: Building a stronger sports economy
Fan Voices: FandomIQ blog - Unlocking the growing power of Latino fans. The US sports economy is booming, and Latino fans are leading the charge.
The US sports economy is booming, and Latino fans are leading the charge. Connecting with this multifaceted community can help drive growth opportunities. The sports economy is experiencing a dynamic period of growth, driven by expanding fan bases, evolving media platforms, and increasing investment. As the broader sports ecosystem evolves, so does Latino fandom and its emerging role in shaping the future of sports.
Across stadiums, screens, and social platforms, Latinos represent the future of sports fandom in America. Young, passionate, digitally fluent, and willing to spend, this fan group embodies the habits and expectations of tomorrow’s audience. With ties to professional leagues, community clubs, and recreational sports, Latino fans are a powerful force that drives ticket sales, streaming, and media consumption at scale. And as members of one of the fastest-growing and most diverse demographic segments in the United States, these fans have an influence that is only accelerating. Despite this potential, the richness of Latino fandom is often overlooked by media, marketers, and sports teams. Latino fans represent an audience that is not only growing quickly but also highly engaged across multiple channels and communities. For businesses, reaching Latino fans is an economic imperative, a smart growth strategy, and a way to build a stronger sports community.
“Nielsen research reveals that Latinos are 54 percent more likely than non-Latinos to consume sports content on WhatsApp, 37 percent more likely on TikTok, and 33 percent more likely on Instagram relative to the general population, illustrating a preference for fast-paced, interactive, and social formats over traditional broadcast television viewing.”
McKinsey / McKinsey Institute for Economic Mobility
Whitepaper: SportFive - How Sponsors Can Better Understand U.S. Soccer Fandom.
Fan Voices: SPORTFIVE Unveils Study On How Sponsors Can Better Understand U.S. Soccer Fandom
Brands have been told to "get ready" for the world's biggest sporting event. But interested parties should do so right now. A great way for them to start is by exploring SPORTFIVE's latest whitepaper, which delves into how brands and sponsors can better understand the unique nature of U.S. soccer fans and ultimately emerge victorious during this once-in-a-generation spectacle.
130 million people in the United States identify as soccer fans, but they are unlike any other demographic in the sporting world.
To better understand this large group of people, seven unique personas have emerged out of SPORTFIVE’s research. These seven personas exist across a spectrum, with some people’s fandom leaning toward "Sport-First" while others tilt towards "Culture-First." SPORTFIVE has segmented these personas across this spectrum, showing why they're fans and how they interact with the sport.
SPORTFIVE
The grief of a fandom: on Starship, Musk and losing the spark
Fan Voices: FandomIQ blog -The grief of a fandom: on Starship, Musk and losing the spark
SpaceX recently launched its 10th Starship flight from Starbase in South Texas. This proved to be the most successful Starship flight yet, with the vehicle making a (mostly) intact water landing. Starship is the most powerful heavy-lift launch vehicle ever built and it’s making some progress amid numerous high-profile failures and one test stand explosion this year.
“We cannot ignore [Elon, SpaceX’s CEO] Musk. He’s trying to be all cute on Twitter with his ‘I’m a scientist again!’ cosplay.” (Emily Carney)
Musk’s damage to United States space policy is likely to be long-lasting and permanent. While Musk was heading DOGE, the Trump administration proposed slashing NASA’s budget by 25%, ending many missions and programs including the Space Launch System rocket and Orion spacecraft, ironically championed in Trump’s first term as he promoted a U.S. return to the moon.
Emily Carney / Space News
New Research Reveals Fandom is a Family Affair and Brands are Missing a Trick
Fan Voices: FandomIQ blog -Fandom is a Family Affair and Brands are Missing a Trick
75% of families actively share fandom moments and in 89% of households, kids play the key role in discovery.
New research from Kids Industries (KI) has revealed that fandom is no longer a solo pursuit. Families today aren’t just consuming together – they’re actively sharing, shaping and spreading the fandoms they love across an ever-widening range of categories. These findings challenge outdated notions of how fandoms function - who drives them and how experiences are enjoyed.
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