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1、GAME CHANGER:THE POWER OF LATINO FANDOMUnpacking the Passion,Influence and Opportunity of Americas Fastest Growing Fan BasePowered by NielsenTABLE OF CONTENTS3INTRODUCTION4GAME CHANGING TAKEAWAYS5THE PASSIONATE LATINO SPORTS FAN8YOUTHFUL AND DIGITAL-FIRST:THE NEW FACE OF SPORTS FANDOM14THE RISE OF E

2、NGLISH-DOMINANT AND BILINGUAL FANS16SPONSORSHIP AND BRAND LOYALTY AMONG LATINO FANS18THE GROWING LANDSCAPE OF SPORTS BETTING AND FANTASY SPORTS20SOURCES20ACKNOWLEDGEMENTS2INTRODUCTIONLiS:Latinos in Sports is at the forefront of the rapidly growing Latino fanbase,and its massive impact on the America

3、n sports industry.As the U.S.Hispanic community now represents 19%of the population,this report highlights the immense opportunities for brands,teams,and leagues to engage with this vibrant and influential demographic.This study by Latinos in Sports,powered by Nielsens comprehensive data and insight

4、s,dives deep into the unique characteristics of Hispanic sports fans.It uncovers the passion,digital engagement,and cultural influence that make this audience a key driver in the sports landscape.With major sports and events like the NBA,WNBA,UEFA Finals and Copa America,and the 2024 Olympics placin

5、g sports at the center of global attention,this report shines a spotlight on the role Hispanic fans play in shaping the future of the industry.Xavier A.GutierrezChairman&CEO,ImpactX Sports Group and Cofounder,LiSPedro A.GuerreroGuerrero Media CEO,Hispanic Executive Publisher,LiSMike Valdes-FauliCOO,

6、Chemistry;President,Chemistry CulturaVianni LubusHead of Audience&Engagement and VP of Hispanic Division,Guerrero“Sports are fundamentally important to Culture,Commerce and Community,and Latinos are critically important to Sports.”Xavier A.Gutierrez“Latinos are changing the game,shaping the world of