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ERIC Number: EJ903484
Record Type: Journal
Publication Date: 2009
Pages: 6
Abstractor: As Provided
Reference Count: 22
ISSN: ISSN-1930-4595
Researching Hispanic Fans: Professional Sports' Use of Spanish Language on the Internet
Bodey, Kimberly J.; Judge, Lawrence W.; Steward, Marshall; Gobel, Tamara
ICHPER-SD Journal of Research, v4 n1 p58-63 Spr-Sum 2009
With buying power exceeding $850 billion and tendencies toward brand loyalty, Hispanic consumers are a desirable market. Yet, at a time when North American professional sport leagues and teams have expanded to international territories to increase revenue, market share, and fan base, it is worthwhile to study the extent leagues and teams reach fans at home. This exploratory, descriptive study found MLB and MLS, more than other sport leagues, incorporated the Spanish language into league and team websites. There was much variability across websites particularly in big league markets with the largest as well as the fastest growing Hispanic populations. (Contains 6 tables.)
International Council for Health, Physical Education, Recreation, Sport, and Dance. 1900 Association Drive, Reston, VA 20191. Tel: 703-476-3462; Fax: 703-476-9527; e-mail:; Web site:
Publication Type: Journal Articles; Reports - Research
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A