Sports Innovation Lab Partners with TIEMPO to Expand Knowledge of Spanish-Speaking Sports Fans
Partnership will result in high-confidence fan intelligence utilized by leagues, teams, and brands
BOSTON, April 20, 2023 /PRNewswire-PRWeb/ -- Sports Innovation Lab, a data-driven fan intelligence company, has partnered with Spanish-language news provider TIEMPO (formerly El Planeta Media) to develop in-depth profiles of Hispanic and multiracial Fluid Fans™ in the United States. The partnership comes amidst rising annual growth of the U.S. Hispanic population, generating urgency amongst sports leagues and teams to understand this key demographic and implement corresponding business strategies that will resonate with it.
Nearly one of every five (19%) people in the U.S. is Hispanic, and Hispanics accounted for 52% of the national population increase from 2010 to 2021 (Pew Research Center). As of 2021, Hispanics have also become the largest racial or ethnic groups in California and Texas - two of the largest sports markets in the country, with California boasting the most Tier-1 professional sports teams (21) of any U.S. state, and Dallas, TX recently being named Sports Business Journal's Best Sports Business City as home to 26 properties and 64 prominent sponsor brands.
"Understanding the Spanish-speaking sports fan is pivotal to long-term success in U.S. sports broadly, and especially in some of the nation's largest sports markets," said Sports Innovation Lab co-founder and president Josh Walker, who oversees the company's proprietary market intelligence platform. "Working with TIEMPO and receiving their expertise on this demographic will strengthen our understanding of Fluid Fan behaviors, which ultimately benefits our customer base through better data."
As part of the partnership, Sports Innovation Lab's data science team has begun working with TIEMPO to build a high-confidence segment of Spanish-speaking consumers. The creation of this data set allows Sports Innovation Lab to monitor the segment's growth across every league and team in the U.S., as well as provide key metrics to sponsors and media properties looking to engage with this segment of fans.
"TIEMPO is proud to partner with Sports Innovation Lab in our quest to unlock the potential of the Spanish-speaking sports fan market, said TIEMPO CEO Marcos Marin. "This collaboration allows us to combine our deep understanding of the Latino community with the cutting-edge fan intelligence of Sports Innovation Lab, ultimately leading to more impactful strategies for sports organizations, teams, and brands. As we embrace this exciting opportunity, we remain committed to our purpose of serving the Latino community and enhancing their experiences in the ever-evolving world of sports."
In 2017, Sports Innovation Lab coined the "Fluid Fan" to represent the industry's most valuable fan - a younger, more fluid fan that exhibits value-based behaviors different from previous generations. Today, successful sports properties and brands prioritize understanding, acquiring, and retaining the Fluid Fan, which is increasingly multiracial and continues to shift its behaviors - including what they watch, which technologies they use, what they buy, and more.
About Sports Innovation Lab
Sports Innovation Lab is a fan intelligence and market research company that helps the world's leading sports organizations acquire the fan of the future - the Fluid Fan™ - and maximize their value. We collect and analyze observational data on what fans buy, watch, and how they behave, then provide analysis and strategic interpretation of that data to world-class clients such as the NFL, NHL, FIFA, Google, Facebook, Coca-Cola, Visa, and PUMA. Learn more at sportsilab.com
About TIEMPO
TIEMPO (formerly El Planeta Media) is a cutting-edge media network focusing on the Latino community with exceptional content and resources. Its flagship national news brand, El Tiempo Latino, along with partnerships with prestigious media brands such as The New York Times, The Washington Post, and Financial Times, enables TIEMPO to deliver tailored content to Spanish-speaking audiences. TIEMPO offers purpose-driven digital advertising solutions and content strategy services to a diverse clientele, including JPMorgan Chase, Red Sox, Blue Cross Blue Shield, Comcast, Community Change, Lyft, and the Smithsonian National Museum.
Media Contact
Anthony Baldini, Sports Innovation Lab, 1 4085065975, [email protected]
Andrea Chacon, TIEMPO, 7864140550, [email protected]
SOURCE Sports Innovation Lab
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