Every year from September 15th to October 15th, businesses, charities, politicians, and media outlets celebrate Hispanic Heritage Month. This yearly event doesn’t come close to acknowledging the significant influence Latinos have on our society all year round. The numbers are undeniable and astonishing: 63 million Latinos comprise 19.7% of the U.S. population and hold a collective buying power of $3.6 trillion, equivalent to the world’s 5th largest economy.
The power of sports is a dominant force in our culture. Sports bring people together, inspire communities, and boost economic growth. Yet, the massive impact Latinos have on this industry’s success is often overlooked.
Until recently, I served as the CEO of the Arizona Coyotes NHL franchise, the only Latino to lead a major professional sports team. That’s right, across the five major professional men’s leagues (NFL, MLB, NBA, NHL, MLS), with a total of 153 teams, I was the only Hispanic CEO. (The only exception is InterMiami CF, the soccer club owned and led by David Beckham.)
While this unique position was a source of pride, it also highlighted a disheartening reality. Despite overwhelming data emphasizing the importance of this demographic and the business imperative for diverse leadership, no Latino executive was leading any of these influential organizations – and that remains true today.
Collaborating with my business partner Pedro Guerrero, we recently conducted a proprietary research study on Latino fandom. The findings revealed that Latino fans represent the fastest-growing segment across all leagues. They are notably younger (72% are Gen Z or Millennial, compared to 50% of overall sports fans). Latinos over-index on digital consumption (38% more likely to use TikTok for sports news) and are crucial to the commercialization of sports (39% more likely to recommend a brand sponsoring a sport they follow).
So, how can organizations capitalize on the growing influence of Latino fans?
Here are six strategic imperatives for building genuine connections and driving growth:
Creation not translation
Companies often settle for the bare minimum, simply translating advertisements, press releases, or social media posts into Spanish. The market responds to companies that conduct thorough research and develop a unique Latino strategy that is deeply rooted in culture and not just language.
Ongoing not episodic
The Latino community demands a sustained dialogue, not just a one-time event during Hispanic Heritage Month. These efforts should not be limited to events or campaigns but rather integrated into the core of the entire business strategy.
Household not individual
Latinos often live in multi-generational households, so companies should connect with all members of the family, including abuela, the primary breadwinner, and the younger generations.
Culture not language
U.S. Latinos today use English, Spanish, and even Spanglish. The successful approach is to leverage cultural connections and communicate with each sub-segment with sensitivity and nuance.
Partner not solo
For brands new to this market, it’s advisable to collaborate with external voices that command inherent trust, including non-profit organizations, influencers, athletes, or media outlets.
Insights not stereotypes
Instead of relying on outdated tropes or clichés, such as folkloric music or food that only resonate with one country of origin, winning organizations analyze data and develop a genuine connection to what they do best.
It’s undeniable that Latinos are shaping our American culture, and they are the primary drivers of growth in the sports industry. For any organization looking to secure long-term success, focusing on Latino fans is a smart place to start.