Monday, January 9, 2012

Move over Futbol, the NFL Scores Big with Latinos

Jan 03, 2011 | by Richie Matthews & Carlos Vassallo

More than 33 million Hispanics have watched professional football so far this season, making it the most-watched NFL season among Latinos. Professional football, not fútbol, delivered two of the most-watched professional sporting games in 2011 among Hispanics.

Generation Ñ

As a group, Hispanic children are growing faster than any other. History suggests today’s Latino kids eventually will become the parents of fully Americanized descendants whose only link to their cultural heritage is a surname, religious practice or holiday, said Hernán Ramírez, a sociologist at Florida State University who specializes in Hispanic assimilation tells the Tampa Tribune.

More and more NFL teams are courting the lucrative Latino market in attempt to tap into an aggressive and young fan base ready to shell out consumer dollars. Since Hispanic football fans spend nearly 15 hours engaged with the NFL each week during the regular season and because more Latinos watched the Super Bowl than the World Cup Final, it is easy to understand why the NFL’s strategic marketing efforts for this season’s big game should enable them to make unparalleled inroads with young Americans of Hispanic descent.

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