Marketing Sport to Hispanic Consumers

Larry M. McCarthy

Hispanic consumers exist in a unique bilingual and bicultural market that allows the consumer to take part in mainstream American society without having to forfeit their Latin culture. Among the numerous demographic changes that will take place in American society, as it enters the 21st century, is a significant increase in the Hispanic population. This paper examines critical aspects of this rapidly expanding population, and indicates how sport organizations might most effectively tap into this unique market.