Baseball’s Gen Z Hispanic Opportunity: It’s Up to Marketers

One of the youngest and largest US multicultural segments

Kids playing baseball
Morning Consult found that only 15% of Gen Z respondents named MLB as their favorite professional sports league. PeopleImages

As the 2021 MLB season starts, a recent poll conducted by Morning Consult reveals that only 15% of Gen Z respondents named MLB as their favorite professional sports league, compared to 28% for the NBA and 35% for the NFL. In fact, the Sports Business Journal reports that over the past decade, the average audience age for America’s pastime has increased from 52 to 57, while only 7% are under the age of 18.

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Michael Roca is managing director of multicultural at PHD.
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