Multicultural Sports Market
Research Report


Multiply your Marketing reach!

Multicultural Sports Market Research Report

On your mark, get set, go with the multicultural sports community.

Cristiano Ronaldo is the most followed sports figure on Instagram with a whopping 209 million+ followers (and growing daily!) However, don’t believe that multicultural consumers only watch fùtbol; in fact Hispanics over-index in their following of both NBA basketball as well as the NFL. Learn more about Multicultural Sports Market Research via O.Y.E.

Diverse NBA fans, while followers of Hispanic players such as the Gasol brothers (Pau and Marc), also follow mainstream favorites such as Lebron James and Steph Curry at rates equal to that of the general market.

While Latino men dominate sports conversations by as much as a 5:1 ratio, women outperform men when it comes to Super Bowl advertising conversation.
Personal stories shared by MLS stars spurred heavy retweeting and comments propelling Hispanic players past their peers in soccer conversation.
During the 2016 Rio Olympics it was found that basketball, with its star-studded cast of NBA players, drove more conversation than soccer among Hispanic fans.


Major League Soccer (MLS)

The Challenge

The MLS, (Major League Soccer), is the men’s professional soccer league in the United States. At the time of this research, there were 26 soccer teams in the league across America ranging from New York to Los Angeles. The following MLS analysis is a comparative study to derive insights from social conversation surrounding top teams in the ascending league.

Our Approach

O.Y.E. performed a comparative study on five of the MLS’s most popular teams in the league: LA Galaxy, New York City FC, New York Red Bulls, Orlando City SC, and Seattle Sounders. This analysis was extrapolated from a sample of 38,951 conversations on Facebook, Twitter and Instagram of which 5,873 were from verified Hispanics.


Among many insights provided to soccer aficionados, it was found that Hispanic men dominated online conversation versus Hispanic women. Orlando City SC (23%) saw the most online mentions from Hispanic women among all five MLS teams analyzed. Regarding specific teams, the New York Red Bulls had the lowest volume of total mentions overall (both Hispanic and non-Hispanic), but interestingly had the highest Hispanic proportion (26%). On the contrary, Seattle Sounders FC had the most mentions overall, but had the lowest Hispanic proportion with only 7%.

O.Y.E. helps organizations collect and analyze key metrics among digital consumers.