Hispanic Fans Bring Passion and Business to Football

Opinion for The Latino Newsletter

As the Big Game approaches this Sunday, the buzz is all about the teams, the commercials, the halftime performances, and —of course— the fans.

Among them, Hispanic sports fans stand out as one of the NFL’s most valuable audiences. With their passion, purchasing power, and growing influence, Hispanic fans continue to play a critical role in football’s biggest event.

What Sets Hispanic Fans Apart?

In Fanáticos: Nielsen’s Playbook on Hispanic Media Consumption and Sports Engagement (2024), Latinos represent growing value for teams, leagues, and brands. As the future of fandom, they immerse themselves fully in the experience—attending live events, purchasing merchandise, and actively creating and engaging with sports content and sponsorships online. The Latino audience is a critical driver of growth and innovation in the sports industry.

Passion That Drives Action

Hispanic fans don’t just watch the game—they take action. They are 52% more likely than the average fan to attend live games, and 35% of Hispanic NFL fans purchase NFL team apparel, making them a highly valuable audience for leagues and brands.

Their passion extends beyond personal engagement—Hispanic fans actively support and amplify the brands that invest in their favorite teams. They are:

• 39% more likely to recommend a brand that sponsors their favorite sport.

• 37% more likely to remain loyal to those brands.

• 18% more likely to engage with brands on social media by liking, following, or commenting on sponsorship content.

Sponsorships resonate deeply with Hispanic audiences. 58% of Hispanic fans see brands involved in sponsorships as trustworthy, and 52% believe sponsors are socially responsible. A full 33% of Hispanic fans actively discuss brands that sponsor football with friends and family, demonstrating the ripple effect of their engagement. This strong connection between fandom and brand impact underscores their influence, making them an invaluable audience for advertisers seeking ROI.

Digital-First Fans Leading the Conversation

The story of Hispanic fandom goes beyond numbers—it's about a generation redefining how we experience sports. With 72% of Hispanic sports fans being Gen Z or Millennials, Latinos are leading the charge in the digital realm. They stream games on their phones, engage with players and teams on social media, and build an online community around their passion for football.

As the game shifts online, Hispanic sports fans are driving digital transformation:

• 64% have watched or streamed NFL games live over the past year, marking a 4% year-over-year increase.

• They are 21% more likely than the general population to consume sports via streaming platforms.

• They are 38% more likely to use TikTok for sports news and content.

Hispanic fans aren’t just consuming sports content—they are creating and amplifying sports narratives. This Sunday, their active participation on social media will be a game-changer for sponsors, where online buzz around commercials dominates the conversation.

A Cultural and Economic Opportunity

With $3.6 trillion in purchasing power and a median age of just 31, Hispanic consumers are an economic powerhouse. Their deep engagement with football, combined with their loyalty to brands that support the game, creates a unique opportunity for advertisers to connect with one of the sport’s most influential audiences.

So^, while all eyes are on the Big Game this Sunday, let’s not just watch the game—let’s watch the fans, too. For marketers and advertisers, the playbook is clear: invest in authentic, culturally relevant strategies that honor the passion of Hispanic sports fans. By understanding the unique preferences and behaviors of this dynamic fanbase, brands can score big and build lasting relationships that extend far beyond the final whistle.

Sources cited:

• Scarborough USA+ (2023 Release 2 Total, Jun 2022 -Oct 2023)

• Nielsen Fan Insights (2024)

• Latino Donor Collaborative (2024)

• Census ACS (2024)

About the Author

Stacie de Armas is a trailblazing media executive at Nielsen, leading Inclusive Intelligence and Innovation to transform how brands and creators connect with today’s evolving audiences. Her work bridges data-driven insights with authentic storytelling to foster meaningful connections across media and marketing.

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The Latino Newsletter welcomes opinion pieces in English and/or Spanish from community voices. You can email our publisher, Julio Ricardo Varela. The views expressed by outside opinion contributors do not necessarily reflect the editorial views of this outlet.