A new research report from Nielsen indicates that Hispanic sports fans in the United States demonstrate significantly higher engagement and brand loyalty toward corporate sponsors than the general population. The data shows that Hispanic fans are 11% more likely to purchase a brand after seeing a sponsorship associated with a sport or event they follow.
The study, which analyzes fan behavior leading up to the 2026 FIFA World Cup, found that 32% of Hispanic sports fans would consider a company’s product for the first time based on its sponsorship of an event. Additionally, interest in soccer is intensifying, with 47% of the total U.S. Hispanic population expecting their interest in the World Cup to grow over the next 18 months.
For commercial radio sales managers and account executives, these findings provide a concrete data point for selling local sports sponsorships and reaching the Hispanic demographic. The report suggests that radio operators can drive revenue by aligning local advertisers with sports-related content and community-driven events that capitalize on high-trust sponsorship environments.