How to win in sports: Engage Latinos

Sports stakeholders should embrace a wider range of passionate, loyal sports fans.

As we approach Hispanic Heritage Month (September 15 to October 15), political leaders, media outlets, and corporate America will shine a spotlight on the staggering growth of the Latino community. Much of the focus will be on this cohort’s political importance as a presidential election season heats up, but there are countless other ways Hispanics have a profound impact. One under-reported and under-appreciated sector is the world of sports. Much as Latinos are key to consumer and small business growth, we also drive sports fandom, viewership, attendance, and social media engagement.

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