Off Topic: Pro Sports Appeal To Different Ethnic Groups

Tomorrow and Saturday I’ll be attending the MIT Sloan Sports Analytics Conference. It’s an amazing line-up of the biggest names in sports. And they’ll be talking my language: sports, statistics, and analytics.

In honor of the conference, I did some of my own analysis of pro sports, digging into our recent consumer survey to identify which US consumers prefer watching eight different professional sports. As you can see below, the sports have strongholds with different ethnic groups:

  • Football appeals the most to African Americans
  • Basketball appeals the most to African Americans (basketball has the largest ethnic gap, 38 percentage points between African Americans and Caucasians).
  • Baseball appeals the most to Hispanics
  • NASCAR appeals the most to Caucasians
  • Hockey appeals the most to Caucasians
  • Golf appeals the most to Asians
  • Tennis appeals the most to African Americans
  • Soccer appeals the most to Hispanics

The bottom line: Analysis matters in sports, even on the business/marketing side

Written by 

I am an experience management transformist, helping organizations improve business results by engaging the hearts and minds of their customers, employees, and partners. My "job" is Head of the Qualtrics XM Institute. The Institute is still being established, but our goal is to help organizations around the world thrive by mastering Experience Management (XM). As part of this focus, I examine strategy, culture, interaction design, customer service, branding and leadership practices. And, as many people know, I love to speak about these topics in almost any forum. Prior to joining Qualtrics, I was managing partner of Temkin Group (leading CX research, advisory, and training firm), co-founder and chair of the Customer Experience Professionals Association (CXPA.org), and a VP at Forrester Research. I'm a fanatical student of business, so this blog provides an outlet for sharing insights from my ongoing educational journey. Check out my LinkedIn profile: www.linkedin.com/in/brucetemkin

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