Understanding Hispanic Fandom: Beyond the Myths

Pellerano and Francis set out to create a groundbreaking study that focuses on the consumption of sports by Hispanics in the U.S. This study provides an in-depth look at Hispanic sports fans, including a broad perspective of the sports they consume, how they consume them, as well as their attitudes toward different sources of information and sponsors. The study also emphasizes the importance of the Hispanic demographic within the sports marketing and sponsorship world. Much of the information in the study is comprised of insights the two have been looking for themselves or for clients that have proven to be very difficult to find. Also they wanted to debunk some of the misinformation on Hispanics and sports that are guiding many of today’s business decisions.

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