Target baseball’s Gen Z Hispanic viewers

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 02, 2021, 2:09 AM UTC

60% of US’ population growth will be driven by Hispanics over the next five years.

The author argues that for Major League Baseball (MLB) to remain viable, it must attract a diverse and younger audience. Brands could begin by attracting Hispanics, an “audience with an organic connection” to MLB.

Currently, 28% Gen Z are fans of the NBA, 35% of the NFL and only 15% Gen Z see MLB as their favourite professional sports league, as per Morning Consult’s data. Marketers are advised to invest in engaging and making MLB more relevant to Gen Z as an audience.

Where 2019 data suggests that a considerable chunk of MLB talent comes from Latin America. This aspect has failed to be a draw for the Hispanic audiences. The article recommends, depending on the market, marketers must look to connect with Hispanic audiences over key cultural moments.

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[4 minute read]