Friday, May 6, 2011

Richard Oliver: Pro baseball teams increasingly plug into Hispanic market

By My SA.

According to the latest census figures, the growth of Latinos accounted for two-thirds of Texas' leap in population between 2000-10. Today, Hispanics make up 38 percent of the number of folks living in the state.

But Missions president Burl Yarbrough didn't need the federal government to tell him that.

"For us, we see a nice representation of it at our games," he said this past week. "It's reflected a great deal in our crowds, the same type percentage."

Like most pro sports organizations, the Missions have worked to cater to the emerging Hispanic audience in recent years. From the NFL to the NBA to Major League Baseball, officials have plugged into a growing market that includes not only demographic changes in the stands, but on the playing fields.

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