LiS Reveals Groundbreaking Nielsen Research on Latino Fandom
LiS™: Latinos in Sports, a trailblazing platform dedicated to advocating for Hispanics in the sports industry, has introduced a remarkable research study that explores Latino fandom across the five major American sports: NFL, MLB, NBA, NHL, and MLS. This innovative study uncovers intriguing insights into the digital consumption habits and demographics of Latino sports fans, revealing that they are 38% more likely to use TikTok for sports news, indicating a strong preference for digital engagement.
Key Insights from the Nielsen Research
The research shows that a substantial 72% of Latino fans belong to the Gen Z or Millennial demographics, compared to just 50% of the overall U.S. sports fanbase. Additionally, there is a significant upward trend among English-dominant Latino fans, with a 9% year-over-year increase in bilingual fans within the NFL. Most importantly, the report highlights a direct correlation between fandom and brand revenue, revealing that Latino consumers are 11% more likely to purchase a product after seeing a sponsorship message.
The Star-Studded Event
The unveiling of this report will take place during an exciting event hosted by LiS™ at the renowned U.S. Open. This gathering will feature distinguished speakers from various leagues, franchises, and brands, with CNBC serving as the official media partner for the occasion. Attendees will have the opportunity to hear from notable 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 the only Latino CEO in NHL history)
LiS's Core Mission and Future Plans
Xavier A. Gutierrez, Co-Founder of LiS™ and CEO of ImpactX Sports Group, shared his enthusiasm about the organization's rapid progress. He underscored the support received from various sectors, reinforcing the mission to advocate for Latinos in sports.
LiS™ is dedicated to achieving its goals through four main pillars:
- CONVENINGS – organizing significant events that connect influential individuals for networking and inspiration.
- CONTENT – acting as a media hub for the industry, offering insights, executive profiles, and essential updates.
- CAREERS – a focused initiative aimed at identifying and nurturing Latino executives entering the sports field.
- COMMUNITY – building a membership organization that provides resources to Latinos at every stage of their careers.
Looking Ahead
LiS™ is planning its next marquee event during a prominent PGA TOUR competition in early 2025. This event aims to further solidify their commitment to enhancing Latino representation in the sports arena.
Pedro A. Guerrero, Co-Founder of LiS™ and CEO of Guerrero Media, acknowledged the teamwork that has transformed ambitious goals into reality, emphasizing the need for a strong infrastructure to support their four-pronged strategy.
About ImpactX Sports Group
Founded in 2024, ImpactX Sports Group is a strategy-focused investment firm dedicated to the sports sector. Established by Xavier A. Gutierrez, the first Latino CEO in the NHL, ImpactX collaborates with various organizations to improve sports asset management and create opportunities within the sports ecosystem across North America.
About Hispanic Executive
Hispanic Executive amplifies the voices of influential Latinos in the business world, fostering economic and social progress for the community. The publication offers Latino leaders a platform to share their insights and influence the narrative surrounding 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.
