If you’ve ever been to a soccer match with a passionate Latino crowd, you know one thing is certain: it’s loud. And not “someone forgot to mute their mic on Zoom” loud. We’re talking airhorns, chants, and a level of enthusiasm and love that makes you question if this is actually a sporting event or a family reunion.
Now, imagine channeling that energy into your brand’s advertising strategy. Hispanic sports fans aren’t just spectators—they’re a driving force in U.S. sports culture, boosting engagement and influencing purchasing decisions. If your brand isn’t tapping into this audience, you’re missing out on a massive opportunity.
Spanish programmatic ads let you connect with Hispanic sports fans where they are: in the stands, on streaming platforms, and glued to their smartphones, passionately debating their favorite players and teams.
As the 2025 Club World Cup draws near in June and July, brands have an even bigger opportunity to engage with this passionate audience at a global level. Let’s dive into why Hispanic sports fans should be the next big play in your advertising strategy.
The Rising Impact of Hispanic Sports Fans in the U.S.
For years, American sports were defined by the big three: football, baseball, and basketball. But today, the landscape is evolving rapidly. Hispanic fans are at the heart of this change, reshaping sports viewership in the U.S.
Consider the following findings by the 2024 report by Nielsen titled Fanáticos: Nielsenʼs Playbook on Hispanic Audiences, Sports and Media Engagement:
- The 2024 Copa América Final attracted 12 million U.S. viewers, with a remarkable 53% of them identifying as Hispanic.
- The UEFA Euro 2024 Final saw 40% of its 9.5 million U.S. viewers come from Hispanic audiences.
Even within mainstream American sports, the Hispanic influence is undeniable. The same report found that viewership for the NCAA Women’s Championship grew by 354% in only three years, largely driven by Hispanic audiences. In fact, the Hispanic audience share for both the Super Bowl and World Series now stands at 14% and 15%, respectively.
The figures show a clear trend: Hispanic sports fans are no longer a niche audience. They’re showing up in full force and are significantly impacting the viewership of major sporting events, including those traditionally dominated by U.S. sports.
What’s more, their enthusiasm doesn’t just benefit the sport they’re watching—it’s also boosting overall engagement and pulling in non-Hispanic viewers eager to share the experience.
Why Hispanic Audiences Are a Key Market for Advertisers
Sports fans are known for their loyalty, but Hispanic sports fans take it to another level. Their connection to their favorite sports, teams, and brands runs deep, making them a powerful audience for advertisers.
Nielsen’s 2024 Fanáticos report reveals how impactful the group is:
- Hispanic sports fans are 39% more likely to recommend a company that sponsors their favorite sport.
- They are also 37% more likely to feel loyal to a brand that shows up in their sports world.
In other words, loyalty allows brands to build a meaningful connection with fans based on their values and passion for the sport.
Take the example of major Hispanic athletes. When Lionel Messi joined Inter Miami in 2023, U.S. viewership for his debut match on Apple TV+ surged by 300%. This is often referred to as the “Messi effect,” and it’s a perfect demonstration of how Hispanic fans’ passion for their heroes translates into engagement that can benefit brands.
Programmatic advertising can channel that same level of enthusiasm for your brand through highly targeted campaigns that create powerful results. Hispanic sports fans notice and feel your message. By aligning your brand with their passion, you’re building a deeper bond that can lead to stronger loyalty, greater recommendations, and more opportunities for sales.
The Younger Demographics of Hispanic Sports Fans: A Long-Term Opportunity
Here’s another major win: Hispanic sports fans aren’t just active—they’re young. According to the Sports Business Journal, the average Hispanic sports fan is 10 years younger than the typical U.S. sports fan. Moreover, 72% are Gen Z or Millennials, compared to 50% of the general sports audience.
The younger demographic presents a huge opportunity for brands looking to build lasting relationships. Younger Hispanic sports fans are shaping the future of sports viewership. They are more likely to stay loyal to brands that align with their values and passions.
Why does this matter? Because reaching younger fans now means having a dedicated audience for years to come. The current generation watches sports while streaming, interacts on social media, and becomes highly engaged in the brands they follow. If brands tap into this demographic early, they can build a strong foundation that lasts for decades, cultivating brand loyalty from a young age.
Think of it this way: You wouldn’t start training for the Olympics the day before the event, right? The same logic applies to brand awareness. The sooner you get in the game, the stronger your position will be in the long run.
By connecting with these younger fans now, brands can establish an emotional connection that carries forward as they grow older and continue engaging with sports—and the brands that resonate with them.
How Brands Can Leverage Programmatic Advertising to Reach Hispanic Sports Fans
Effectively reaching Hispanic sports fans requires more than general strategies or partnerships. Programmatic advertising offers a unique, data-driven approach to engaging this powerful audience.
When they leverage AI and insights, brands can ensure their ads are not only seen but resonate meaningfully with Hispanic sports fans.
Targeting and Personalization
One of the greatest strengths of programmatic advertising is its ability to target specific audiences. When targeting Hispanic sports fans, it’s critical to consider not only their interest in sports but also their cultural identity.
Programmatic ads can be highly tailored using data and AI, ensuring they appear to the right audience at the right time. For instance, brands can use geographic targeting to reach Hispanic communities in areas with high concentrations of Hispanic sports fans.
Additionally, personalization can help increase engagement by delivering ads that reflect the interests and preferences of Hispanic fans. If they frequently watch soccer, particularly leagues or teams popular among Hispanic audiences, programmatic ads can be adjusted to those interests.
This level of precision helps brands avoid wasting ad spend on irrelevant audiences and makes the ads more likely to connect with the target demographic.
Spanish Language Ads
Language plays a significant role in connecting with Hispanic sports fans. Therefore, creating Spanish-language ads can increase a brand’s relevance. Programmatic advertising platforms allow brands to serve ads in the language preferred by their audience, ensuring the message feels authentic.
Hispanic fans are more likely to engage with content in Spanish because it resonates with their cultural identity. Brands that invest in creating culturally relevant, localized ads in Spanish build trust and strengthen their connection with this audience.
Moreover, bilingual ads—seamlessly incorporating English and Spanish—can effectively target younger Hispanic fans who speak both languages. By reflecting on how these fans consume media and engage with content, brands show they understand their audience, which can lead to higher engagement rates.
Contextual Advertising During Major Sports Events
Timing is everything, and programmatic advertising excels at placing ads at the right moment. Contextual advertising is particularly useful when targeting Hispanic sports fans during major events like Copa América or the UEFA Euro. These are moments when fans are glued to their screens, whether on traditional TV, streaming platforms, or social media.
By analyzing real-time data, programmatic ads can be placed during key moments—such as live sports broadcasts or social media discussions—ensuring the brand message reaches fans at the height of their engagement.
During live sports events, Hispanic sports fans watch and actively discuss the games, sharing highlights and reacting on social media. Programmatic advertising can place relevant ads across these platforms at the exact moments when fans are most engaged.
Real-Time Campaign Optimization
One of the most powerful features of programmatic advertising is real-time campaign optimization, which allows brands to adjust their campaigns instantly based on live performance data.
Real-time optimization can be critical for Hispanic sports fans during high-traffic sports events. As campaigns run, data on ad engagement, clicks, and conversions can be analyzed to identify patterns and adjust strategies on the fly.
For example, suppose an ad is performing well during the first half of a soccer game. Programmatic platforms can increase the frequency of that ad’s placement during the second half to maximize engagement. If certain segments of Hispanic sports fans are responding more positively than others, ads can be retargeted to reach those users with even greater precision.
Dynamic optimization ensures that brands always put their resources in the most effective places. It eliminates the need for rigid, one-size-fits-all approaches and allows for fluid, responsive advertising strategies.
Tap Into the Power of Spanish Programmatic Ads for Effective Audience Engagement
Hispanic sports fans are revolutionizing the U.S. sports landscape; KPAI can help your brand advertise to this and other influential audiences. Our targeted English and Spanish programmatic ads ensure your message reaches the ideal audience when it matters most, sparking genuine connections.
Schedule a meeting with us today, and let’s develop a strategy that drives long-term success.
