RIP CITY! A THIRD OF PORTLAND LATINOS FOLLOW THE TRAIL BLAZERS
UNIVERSITY OF OREGON DUCKS SUCCESS GREATLY INCREASES HISPANIC FANS

FOR IMMEDIATE RELEASE: February 1, 2011
PORTLAND, OR. - In a recent study of Portland metro-area Latino adults, 31.3% follow the NBA’s Portland Trail Blazers, up from 23.9% in 2010. This represents approximately 92,400 Hispanic fans.

Furthermore, nearly 90,340 Latinos have attended a Blazers game in the past 12 months.

While riding on the hype of playing for the NCAA football national championship, the University of Oregon Ducks were able to increase their Hispanic fan base from 15.3% to an impressive 21.6%.

Other sports organizations did not fair as well. While the Oregon State Beavers and Portland Timbers maintained their Latino market share; the Portland State Vikings, University of Portland Pilots, and Portland Winter Hawks Hockey dropped by half from 2010.

From December 1, 2010 to January 28, 2011, Rojo Research interviewed Latino adults from 408 households in Multnomah, Washington, Marion, Clackamas, and Clark (WA) counties for a 50-question, 26 minute study. 60% were interview in-person, and 40% by telephone.

Respondents were questioned regarding their fan avidity for regional professional and collegiate sports teams.

Considered a Fan
1. Portland Trail Blazers: 31.3%
2. University of Oregon Ducks: 21.6%
3. Portland Timbers: 16.9%
4. Oregon State University Beavers: 13.2%
5. Seattle Seahawks: 8.8%
6. Seattle Mariners: 6.1%
7. University of Portland Pilots: 3.2%
8. Portland State University: 2.7%
9. University of Washington Huskies: 2.7%
10. Portland Winter Hawks Hockey: 2.5%
11. Washington State University Cougars: 2.2%
12. Western Oregon University Wolves: 2.0%

Rojo Research captured over 350 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