Date of Award
Spring 2026
Degree Type
Honors College Thesis
Academic Program
Marketing BSBA
Department
Marketing and Fashion Merchandising
First Advisor
Dr. Sabrina Reed
Advisor Department
Marketing and Fashion Merchandising
Abstract
This quantitative study identifies the relationship between Spanish-language marketing and Major League Soccer (MLS) fandom and support among consumers. Data were collected by administering a survey in both English and Spanish to ensure inclusivity and increase accessibility. A total of 497 responses were collected, and a series of simple linear regressions were conducted using SPSS to evaluate if MLS fandom and team support could be predicted by language preference for marketing campaigns, perceptions of current Spanish-language content availability, cultural representation, cultural inclusion, and demand for more Spanish-language content.
Results indicated statistically significant differences across all hypotheses. Regarding the dependent variable of fandom, respondents who preferred Spanish-language content, perceived availability of Spanish-language content, and believed MLS adequately reflects Hispanic or Latino culture in their efforts reported higher fandom levels. In addition, respondents who felt included in MLS marketing efforts and expressed demand for more Spanish-language content reported significantly higher support and following of MLS teams.
These results emphasize the importance of considering both cultural and linguistic factors when developing marketing strategies for Spanish-speaking audiences. The findings suggest that Major League Soccer can expand its domestic reach by implementing Spanish-language content, enhancing cultural representation, and using preferred platforms and content types.
Copyright
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Recommended Citation
Lee, Larissa, "Evaluating Current and Prospective Major League Soccer Marketing Strategies to Spanish Speakers in the United States" (2026). Honors Theses. 1083.
https://aquila.usm.edu/honors_theses/1083