LiS Unveils Innovative Study on Latino Fandom in Sports
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LiS Unveils Groundbreaking Nielsen Research on Latino Fandom
LiS™: Latinos in Sports, a pioneering platform advocating for Hispanics in the sports world, has announced a remarkable research study that shines a light on Latino fandom across the five major American sports: NFL, MLB, NBA, NHL, and MLS. This innovative study reveals fascinating insights into the digital consumption habits and demographics of Latino sports fans. It highlights that Latino fans are 38% more likely to turn to TikTok for sports news, showcasing a clear preference for digital engagement.
Key Findings from the Nielsen Research
The study uncovers that a significant 72% of Latino fans belong to Gen Z or Millennial demographics, contrasting with only 50% of the general U.S. population's sports fanbase. Furthermore, there is a notable growth trend among English-dominant Latino fans, illustrating a 9% year-over-year increase in bilingual fans in the NFL. Perhaps most importantly, the report indicates a direct link between fandom and brand revenue, with Latino consumers being 11% more inclined to purchase a product after viewing a sponsorship message.
The Star-Studded Event
The unveiling of this report is set to take place during an exciting event hosted by LiS™ amidst the celebrated U.S. Open. This gathering will feature esteemed speakers from leagues, franchises, and brands, with CNBC being the official media partner of the occasion. Attendees will have the chance to hear from prominent figures, including:
- Pedro Martinez (MLB Hall-of-Famer, 8X All-Star and World Series Champion)
- Scott Wapner (CNBC Host, "Fast Money Halftime Report" & "Closing Bell")
- Rita Ferro (President of Global Advertising, The Walt Disney Company)
- Boris Gartner (CEO, LaLiga North America)
- Freddy Rolon (Head of Global Sports, Content & Talent, ESPN)
- Liz Montaño (Chief Operating Officer, NJ/NY Gotham FC)
- Iris Diaz (Director of Brand and Marketing, FIFA World Cup 2026)
- Stacie de Armas (SVP, Inclusive Innovation and Diversity, Nielsen)
- Xavier Gutierrez (Chairman of ImpactX Sports Group, and only Latino CEO in NHL history)
LiS's Core Mission and Future Plans
Xavier A. Gutierrez, the Co-Founder of LiS™ and the CEO of ImpactX Sports Group, expressed his excitement regarding the organization's progress over a short time frame. He emphasized the support received across the landscape, which underlines the mission of advocating for Latinos in sports.
LiS™ remains committed to executing its objectives through four main pillars:
- CONVENINGS – organizing notable events that bring together influential figures for networking and inspiration.
- CONTENT – serving as a media hub for the industry, providing insights, executive profiles, and crucial updates.
- CAREERS – a dedicated initiative for identifying and nurturing Latino executives entering the sports sector.
- COMMUNITY – fostering a membership organization that provides resources to Latinos at all stages of their careers.
Looking Toward the Future
The upcoming marquee event for LiS™ will occur during a prominent PGA TOUR competition in early 2025. This event aims to further reinforce their commitment to promoting Latino representation in sports.
Pedro A. Guerrero, a Co-Founder of LiS™ and CEO of Guerrero Media, recognized the collaborative efforts that turned ambitious plans into reality, stressing the importance of developing a robust infrastructure to support their four-pronged strategy.
About ImpactX Sports Group
ImpactX Sports Group, established in 2024, is a strategy-focused investment firm dedicated to the sports industry. Founded by Xavier A. Gutierrez, who made history as the first Latino CEO in the NHL, ImpactX partners with various organizations to enhance sports asset management and build opportunities within the sports ecosystem across North America.
About Hispanic Executive
Hispanic Executive amplifies the voices of influential Latinos in the business world, driving economic and social progress for the community. The publication provides Latino leaders with a platform to share their insights and shape the narrative around Hispanic leadership.
Frequently Asked Questions
What is the focus of the study unveiled by LiS?
The study highlights Latino fandom in major U.S. sports, emphasizing digital consumption and demographic trends.
Who are some notable speakers at the event?
Pedro Martinez, Scott Wapner, and Rita Ferro are among the significant figures participating in the event.
What are the key pillars of LiS's mission?
LiS focuses on convenings, content creation, career development, and community support for Latinos in sports.
When is the next major event planned by LiS?
LiS's next marquee event will take place during the PGA TOUR's Genesis Invitational in early 2025.
What is the role of ImpactX Sports Group?
ImpactX Sports Group is dedicated to strategic investment and advisory services within the global sports landscape.
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