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In the dynamic world of sports business, one demographic is increasingly shaping the marketplace, media strategies, and fan engagement models: Hispanics. As the largest minority group in the United States, Hispanics have long influenced the cultural fabric of American sports. Today, their growing economic clout, entrepreneurial spirit, and passion for sports are making them indispensable stakeholders in the business of sports — as fans, athletes, executives, media partners,

The Indy 500, held every Memorial Day weekend, is draped in Americana. Thousands of fans attend the “The Greatest Spectacle in Racing” decked out in stars and stripes attire. They stand tall when the the colors are presented, take off their hats for the National Anthem and cheer when a colossal American flag makes a lap around the track on a flatbed.

But the quintessentially American Indy 500 also is a showcase and celebration of international racing talent. In the 101st Indy 500 held Sunday, 2

As the demographic makeup of the United States continues to change, so too does the key target for marketers. Rising to the forefront are Hispanic sports fans.

"With growing consumer clout, Hispanic audiences represent a huge opportunity for the sports industry in the U.S.," said Stephen Master, senior vice president of sports at Nielsen. "Considering that 94 percent of Hispanic males say they're sports fans and 56 percent of Hispanic males consider themselves avid fans, we felt the need to loo