Page 30 - Synchrony US Hispanic Market Playbook

SPORTS

Though US Hispanics are known for their love of soccer as a major outlet of cultural
pride, other sports like US Football, Baseball, Basketball, and Lucha Libre are also
extremely popular with this consumer. Reaching Hispanics through sports is highly
dependent on geography. Choosing specific sports teams based in cities with high-
density Hispanic populations will generally help engage this demographic.

Hispanic sports fans are more likely than non-Hispanic sports fans to support
companies that sponsor their preferred sports teams and purchase their products for
the first time (54% of Hispanics vs. 48% of Non-Hispanics.)

Hispanics also over-index in online and mobile usage and follow niche sports. For this
reason, brands should consider digital sports advertisements in smaller formats,
curated specifically for social.

In 2019, there were 30.2 million Hispanic NFL fans – the highest number ever recorded
(up 5% from the year before).

 Many Hispanics (even those who speak Spanish as a first language) see
football as a way to become immersed and a part of the American culture.

 Representation of Hispanics in football is still very low: .5% of players in 2019
were Hispanic.

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