MLB Continues Hispanic Push

Major League Baseball is continuing to expand its Hispanic outreach. While 11 clubs currently have fully-functioning en Español  websites, another three—the Angels, Rockies and Rangers—have Spanish-language segments to their web pages.

Some raw data:

% Hispanic of rosters: roughly 30%.

% Hispanic of Avid Fan base: 14% of the fan base. Demographically representative.

% Hispanic who say that they are fans of MLB: 60% --in line with general pop.

Baseball was the most popular U.S. sport among Hispanics last year, with over 14 million Hispanic fans purporting to have attended, watched or listened to an MLB game. Football was second, clocking 13.5 million for the same criteria.

Although there is some coordination between the league and the teams, the Hispanic outreach that is taking place today in MLB is being driven primarily by the individual teams. While MLB.com does have an en Español page, “all of the web-based initiatives are team-driven. Our role in managing all of these sites under the MLB flag is to ensure that the user experience is consistent from one team website to the next,” says Matt Gould, VP of corporate communications for MLB.com. “That way, users are able to easily locate the information that they are looking for.”

Related Article: MLB Brings “El Beisbol” to the Web (April 23, 2007)


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