Nielsen released new data demonstrating how the Hispanic population is influencing the U.S. sports landscape. In the new report “Fanáticos: Nielsenʼs playbook on Hispanic audiences, sports and media engagement,” the company spotlighted how Latinos are driving higher engagement than ever before to sporting events, and bringing along all U.S. audiences.
The latest trend is evident in the growth of viewership of Copa América and the UEFA Champions League. The 2024 Copa América Final drew more than 12 million U.S. viewers, becoming the most-watched Copa Final in the U.S. Of this number, 53% of viewers were Hispanic. The 2024 UEFA Champions League Final also set records with 9.5 million U.S. viewers, 40% of whom were Hispanic. This serves as a testament to the increasing Hispanic influence in the U.S., as soccer has deep ties to Hispanic culture, supported by the enthusiasm of its fans.
In addition, Nielsen’s indicated that Hispanic viewership numbers for U.S. mainstream sports have risen. The Hispanic audience number for the NCAA Women’s Championship skyrocketed by 354% between 2021 and 2024, tripling since 2016. The percentage of Hispanic viewers for the Super Bowl has increased from 10% in 2016 to 14% in 2024 and for the World Series, from 10% in 2016 to 15% in 2023. This illustrates how Hispanic fans are bringing their passion to U.S. sports.
The report also highlighted that Hispanic enthusiasm for sports presents ongoing opportunities for brand engagement. Hispanic sports fans are 39% more likely to recommend a company and 37% more likely to feel loyal to a brand if it sponsors a sport they follow. Brands can build their reach in the Hispanic community by working with content analysis, influencer athletes, and user-generated content related to both men’s and women’s sports leagues.
Moreover, Hispanic viewers are significantly influencing the streaming landscape, accounting for nearly 50% of all streaming viewership. On average, they spend 25 hours per week watching TV, with nearly 14 of those hours spent on connected TV (CTV) devices. Additionally, the U.S. Hispanic population spends almost one more hour each week on social media via smartphones compared to the general population.
Lionel Messi's 2023 move to Major League Soccer has further solidified soccer's place in the U.S., drawing a diverse audience beyond the Hispanic community. His debut with Inter Miami boosted U.S. viewership on Apple TV+ by 300%. Hispanic athletes continue to make a significant impact globally, particularly through social media platforms. Soccer star Lionel Messi leads in both follower count and average media value per post on Instagram, with other notable athletes like boxer Canelo Alvarez and gymnast Rebeca Andrade following closely.
Soccer's popularity is also growing among non-Hispanic viewers in the U.S., as evidenced by the increasing traction of Copa América. Over the past three tournaments, the percentage of non-Hispanic viewers has risen from 27% to 47%, highlighting the sport's universal appeal. Additionally, the U.S. Hispanic population is 32% more likely to consider a brand for the first time if it sponsors an event or sport they follow, underscoring the importance of targeted sponsorships in reaching this influential demographic.
“This report provides brands with deeper insights into how Hispanic fans engage with sports media and are shaping the future of U.S. sports culture,” said Stacie de Armas, SVP of Inclusive Insights, Intelligence and Innovation at Nielsen. “As Hispanic fans drive new trends in sports viewership, brands, leagues and media rights holders have a unique opportunity to connect with a passionate, growing and influential audience,” she concluded.