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FOR IMMEDIATE RELEASE: Jan 04, 2010

RIP CITY! A QUARTER OF PORTLAND LATINO ADULTS ARE BLAZERS FANS
PORTLAND TIMBERS SOCCER ALSO ATTRACTS HISPANIC FANS

PORTLAND, OR. - In a recent study of Portland metro-area Latino adults, almost one out of four Hispanics are followers of the NBA’s Portland Trail Blazers.

From October 27-December 3 2009, Rojo Research interviewed Latino adults from 393 households in Multnomah, Washington, Marion, Clackamas, Yamhill, Columbia, and Clark (WA) counties for a 55-question, 24 minute study. More than 19,200 households were contacted, with 73.3% of participants preferring to respond in Spanish.

Respondents were questioned regarding their fan avidity for Portland-area professional and collegiate sports teams including the Trail Blazers, Portland Beavers (Baseball), Portland Timbers (Soccer), Portland Winter Hawks (Hockey), Salem-Keizer Volcanoes (Baseball); as well as the University of Oregon Ducks, Oregon State University Beavers, Portland State University Vikings, University of Portland Pilots, and the Western Oregon University Wolves.

Latino fan rankings per Portland collegiate and professional sports organizations are as follows:

· Portland Trail Blazers: 23.9%
· University of Oregon Ducks: 15.3%
· Portland Timbers: 15.0%
· Oregon State University Beavers: 13.7%
· Portland Beavers: 10.4%
· University of Portland Pilots: 6.1%
· Portland State University Vikings: 5.6%
· Portland Winter Hawks: 4.6%
· Western Oregon University Wolves: 2.8% (6.1% of Marion Co. Latino Adults)
· Salem-Keizer Volcanoes: 2.3% (6.1% of Marion Co. Latino Adults)

Rojo Research captured over 400 consumer behavior data points, including purchasing plans, shopping behavior and demographics. Sports organizations and Latino media partners leverage such data to underscore the value their audience, and justify a return on investment for sponsors and advertisers.

Rojo has partnered with over 70 sports organizations throughout the U.S. and Canada; including Boise State, Mississippi State, Hawaii, Texas Tech, the Tacoma Rainiers, and the Saskatchewan Roughriders.


Rojo Research - John Herron, President & CEO, 503.954.2747 | john@rojoresearch.com

 

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