Photo: Soccer news (Portada)
Reach Hispanic asks Portada Publisher Marcos Baer 4 questions about sports marketing.
Portada’s Hispanic Sports Marketing Forum will take place on September 25 in New York City. The Forum will provide a comprehensive overview of the evolving Hispanic sports marketing landscape. Marcos Baer spoke to Reach Hispanic to discuss Sports Marketing at the 2014 Soccer World Cup.
- What role do Hispanics play in the growing success of soccer in the U.S.?
The approximately 60 million Hispanics living in the U.S. play a tremendous role for the expansion of soccer in the U.S. The passion that Hispanics have for soccer is very appealing to the rest of the U.S. population.
Remember that millions of Americans watched soccer matches on Univision during the last World Cup even though they do not speak Spanish. However, while Spanish is obviously important as a “soccer language” in the U.S., English is more used overall.
This indicates how popular it already is among the mainstream U.S. population. According to stats compiled by Gilt Edge Soccer Marketing and the AC&M Group, in 2012 a total of 2,928 unique soccer matches were broadcast live or same delay in the United States. Of these, 43.17% were broadcast in English only, 28.72% in Spanish and 28.11% in English & Spanish.
According to some estimates, soccer attracts around 60% of the advertising budget spent on sports marketing at a global scale. This ratio is lower in the U.S. but it is definitely increasing.
- NBC Sports recently started broadcasting the English Premier League to a broad US audience, can we expect broadcasters to take a similar interest in other (primarily Hispanic) leagues?
Not sure the English Premier League can be defined as a Hispanic league. The most covered leagues are in this order: Liga Mexicana de Futbol, Major League Soccer and English Premier League.