Wasserman, a culture-centric agency for talent, brands and properties, and Navigate Research, an industry leader in measuring and evaluating marketing investments, have announced the availability of their second syndicated study, “The Hispanic Playbook: More Than Just Goals.” The study focuses on the importance of Hispanic fans in sports marketing and will provide brands, agencies and properties with insights to help guide their strategy and drive revenue from the largest multicultural segment in the U.S.

Using Wasserman and Navigate’s innovative analytics and research tools, The Hispanic Playbook provides an indepth look into the viewership and engagement habits of acculturated vs. unacculturated Hispanics, female vs. male fans, millennials vs. other age groups, as well as their countries of origin, education levels and household incomes.

“We’re excited about The Hispanic Playbook because we know how important it is to understand the Hispanic sports fan,” said AJ Maestas, President of Navigate Research. “With key findings such as Hispanics being twice as likely to trust sponsorships, we anticipate that this study will add tremendous insights and value to marketers.”

“Through our daily work with brands and properties, it has become clear that the industry has a great need to better understand the many facets of the Hispanic sports fan,” said Heidi Pellerano, Executive Vice President, Brands at Wasserman. “The insights we uncovered in the study are hugely compelling and will give brands and properties a broad perspective of the sports Hispanic fans consume, their consumption behaviors and their attitudes towards sponsorships.”

Examples of findings from the study include:

  • Soccer is not king – Hispanics are most likely to be NFL fans (66%), followed by NBA (61%), Summer Olympics (60%), MLB (58%) and Soccer (56%)
  • Hispanics are leaders in digital use – They are more likely to share content via social media and use smartphones to follow sports
  • Hispanics are attractive customers – They attend more live events and are more likely to purchase food, drinks and souvenirs at these events

The Hispanic Playbook features both static and dynamic reports available for purchase. The static report consists of a highly visual deck that communicates the study’s top-level insights and key findings, while the dynamic report gives users the ability to explore all topics through key filters, allowing for customization of the dashboards to mirror fan and demographic groups that are most important to an organization.


For more information about the study, visit www.TheHispanicPlaybook.com.

Leave a Reply

Your email address will not be published. Required fields are marked *