Hispanic Heritage Month Ends. The Hispanic Opportunity in U.S. Soccer Continues.
For brands, clubs and Houston businesses, the opportunity is to build lasting relationships with the communities that help sustain the game.
Hispanic Heritage Month came to a close on October 15. The contribution of Hispanic and Latino communities to American soccer continues every day of the year.
It is visible in families passing club loyalties from one generation to the next, supporters gathering for international matches, young players taking the field, and audiences following competitions across the Americas and Europe. For businesses looking to grow through soccer, understanding these communities should be part of the strategy from the beginning.
At T.E.A.M. Houston, we see an opportunity to turn that understanding into stronger connections between fans, local businesses and the wider soccer community. The starting point is recognizing both the scale of Hispanic engagement and the diversity within it.
A central audience for American soccer
Major tournaments illustrate the importance of Hispanic viewers. According to Nielsen, the 2024 Copa América final attracted more than 12 million U.S. viewers, 53% of whom were Hispanic. The UEFA Euro 2024 final drew 9.5 million U.S. viewers, with Hispanic audiences accounting for 40%.
Those figures also illustrate a broader point: soccer interest crosses borders. A Houston resident might support Mexico or Colombia internationally, follow a European club, and attend local professional or youth matches. These interests can coexist, creating several opportunities for businesses to connect throughout the year.
The commercial task is to understand which teams, competitions and experiences matter to a particular audience. National origin, generation, family connections and personal preferences all shape that relationship. One broad Hispanic campaign cannot capture every community equally well.
Bilingual engagement goes beyond translation
Language matters, but the audience is more flexible than a simple English-versus-Spanish division suggests.
For Soccer’s research found that, for live matches, 40% of Hispanic fans preferred English, 30% preferred Spanish and 31% had no preference, with percentages reflecting rounding. Preferences also changed depending on whether people were reading, watching or listening to soccer content.
The same research found that 80% used social media for soccer news and updates. That creates opportunities across video, podcasts, supporter conversations and community storytelling alongside traditional broadcasts.
For marketers, the practical implication is to plan language and cultural relevance together. A bilingual host, a story rooted in a local supporter community or content featuring familiar voices may connect more effectively than a campaign translated at the last minute. The right approach depends on the audience and the purpose of the communication.
Houston shows the appeal of watching together
Houston offers a clear example of how national-team loyalty can bring people together locally.
During the 2026 World Cup group stage, the Houston Dynamo reported more than 68,000 cumulative visits to its Soccer Celebration events. Local reporting described more than 20,000 people attending the Mexico - England viewing at Shell Energy Stadium. The club also reported more than 20,000 attendees for a separate Mexico - Ecuador viewing.
These were communal experiences built around matches played elsewhere. They demonstrate the appeal of giving supporters a place to share the occasion with friends, family and other fans.
For venues, sponsors and business organizations, that is a useful demand signal. It supports exploring relevant watch events and community partnerships. Converting a major-tournament crowd into repeat customers or regular local-club attendance requires a separate, sustained effort.
Women belong at the center of the opportunity
The business conversation should also include female fans and opportunities for girls to participate.
For Soccer’s research estimated that more than 44 million American women were at least a little interested in soccer. Its fan survey found that 32% of female soccer fans identified as Hispanic or Latino. These are women who follow soccer generally, including the men’s game, rather than a measurement specifically of women’s soccer audiences.
That distinction matters, but the commercial implication remains compelling: women are a substantial part of the soccer audience and deserve attention in their own right.
Participation is another area where businesses can contribute. U.S. Soccer recognizes cost, transportation and access as barriers. Supporting affordable local programs, equipment, transport or accessible places to play can help families participate while building meaningful community relationships.
A marketing gap worth examining
Nielsen’s 2025 research identified a striking spending pattern: less than 1% of U.S. online retailers’ digital advertising expenditure went to Spanish-language websites in the first quarter of that year. Nearly 96% of that Spanish-language allocation went through YouTube.
This is a finding about a specific advertiser category and period. It does not measure all investment reaching Hispanic consumers, many of whom also use English-language and general-market media. It does, however, give businesses a reason to examine whether their media choices reflect their customers’ actual behavior.
Nielsen also reported that Hispanic sports fans were 11% more likely to buy from sponsoring brands and 12% more likely to recommend sponsors. Those findings support considering sports partnerships, while the results of any individual investment still need to be measured.
Build relationships that continue after October
For Houston businesses, the next step can be practical and manageable: partner with a supporter group, test a bilingual content series, host a well-planned viewing event or support a local youth program. Give the initiative a clear objective and measure participation, response and repeat engagement.
A heritage celebration can be a valuable part of that work. Consistency gives the relationship room to grow.
Hispanic Heritage Month offers a moment to recognize an enduring contribution. For U.S. soccer, and for businesses seeking a place in its future, the opportunity continues throughout the year.
T.E.A.M. Houston connects soccer and business through audience insights, community relationships and practical opportunities for engagement. Connect with us to explore where your organization can contribute and grow.
Also listen to the PODCAST on this topic:
https://www.team-houston.com/podcasts/episode/29643f18/from-pitch-to-market
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