Welcome to Provoke Weekly. A digital publication from Dieste to help keep you current with the cultural trends and marketing developments that matter most. With inspirational nuggets that will provoke better insights, ideas and results.

Can Football Win Over
the Fútbol Fans?

The days are getting shorter, the school year has started, and temperatures are slowly decreasing (except here in Texas…). This all can only mean one thing: football season is about to start! Everywhere around the U.S. the boys of fall are ready to take the field, fantasy football draft parties are a common occurrence, and fans are buying new apparel in the hope that the newly acquired good luck charms will finally get their team to the Super Bowl this year.
 
Even though these rituals appear to be the same as 20 years ago, any marketer can confirm that a lot has changed. One of the major changes is the make up of the fan demographics. Granted, fútbol (that sport where the players actually use their feet during the game) is still the most popular sport among the U.S. Hispanic population, but football has been increasing in popularity among Hispanics in recent years. With the continual rise in Hispanic population in the U.S., it is important for marketers to understand the value of this growing NFL fan base and come up with new ways to reach them.
 
Will the increase in popularity of the NFL among Hispanics in the U.S. be a temporary craze or will the League be able to compete with futbol in the long run? 
 
Remy Smit, Cultur8 Planning

NFL and Hispanics 
quick facts. 

This infographic gives some surprising facts about fan engagement among Hispanic NFL fans in the U.S. For example, did you know that of the 50.5 million Hispanics who lived in the U.S. in 2010, 27 million watched at least a part of that year’s Super Bowl?

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Fútbol vs. NFL 
viewer ratings. 

Nielsen conducted research comparing the soccer and football viewing behavior of Hispanics. Soccer is still the most popular sport for the viewers who are Spanish dominant, but football is doing surprisingly well with English-dominant Hispanics.

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Targeting the Hispanic 
sports market. 

Some marketers are still struggling with how to reach USHs in the right way when it comes to sports. A panel of experienced marketers explains which approach to take.

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“El equipo 
de América.” 

At the end of the 1970s, the Dallas Cowboys were nicknamed “America’s Team” since they appeared so often on TV that everyone in the U.S. recognized them. They also have one of the largest Hispanic fan bases. How did America’s Team become so popular among Hispanic football fans?

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