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An Evaluation of the Relationship Between Hispanics and Major League Soccer

This article examines the determinants of attendance in U.S. professional soccer. We concentrate on the relationship between the potential Hispanic fan base and yearly attendance in Major League Soccer. U.S. Hispanics have a long history of supporting professional soccer leagues in their home countries. In addition, the U.S. Hispanic community is the fastest-growing segment of the population. Although Major League Soccer has targeted the emerging U.S. Hispanic market, our results indicate that teams located in areas with relatively more Hispanics have lower attendance. This brings into question the efficacy as well as the direction of league marketing. Not surprisingly, we find that teams with better players and teams located in more populated regions have higher attendance. We also find, however, that local sports competition has a significant impact on attendance. These findings are important for the future viability of Major League Soccer.