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FOR IMMEDIATE RELEASE: Apr 27, 2010

ĦAY, CARAMBA! LEARFIELD LANDS LATINO RESEARCH FOR BEAVERS, PILOTS
PROGRAMS FIRST TO LEVERAGE SYNDICATED HISPANIC RESEARCH FOR SPONSORSHIP SALES INITIATIVES

PORTLAND, OR. – Learfield Sports, the exclusive athletic marketing partner to Oregon State University and the University of Portland, have acquired access to Rojo Research’s Portland Latino Media Study in behalf of Beaver Sports Properties and Pilots Sports Properties.

The data will be leveraged with local, regional, and national companies to illustrate not only an opportunity reach rabid Beavers and Pilots fans, but the ability to reach an emerging Hispanic audience as well.

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

An impressive 13.7% of Latino adults state they’re Beavers fans, while 6.1% follow the Pilots. Furthermore, Hispanics are tuning-in to each program’s broadcast vehicles.

Television:
· Beavers Football: 14.0% Portland Latino Adults
· Beavers Men's Basketball: 5.9% Portland Latino Adults
· Beavers Baseball: 5.6% Portland Latino Adults
· Pilots Soccer (M&W): 5.9% Portland Latino Adults
· Pilots Men's Basketball: 4.1% Portland Latino Adults

Radio:
· Beavers Football: 5.6% Portland Latino Adults
· Beavers Men's Basketball: 3.6% Portland Latino Adults
· Beavers Baseball: 2.3% Portland Latino Adults
· Pilots Men's Basketball: 2.3% Portland Latino Adults

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.

Rojo captured over 400 Hispanic consumer behavior data points, including purchasing plans, shopping behavior and demographics.

Beavers and Pilots Sports Properties are believed to be the first NCAA Division I institutions or their partners to leverage syndicated Latino media research for sponsorship sales endeavors.

Learfield Sports, a preeminent leader in the collegiate sports marketing arena, boasts a rich history dating back to 1975 as the radio rights holder for the University of Missouri.

A client still today, Missouri now joins a powerful portfolio of over 50 collegiate institutions and associations trusting Learfield Sports as their exclusive athletic marketing partner.

In addition to Oregon State and Portland, Rojo Research provides fan demographics for sixteen Learfield Sports properties including Army, Boise State, Bowling Green, Idaho, Louisiana Tech, Maine, Mississippi State, Montana, Montana State, Nevada, New Hampshire, Northern Iowa, San Jose State, Southern Illinois, Texas Tech, and Wyoming.

Rojo has partnered with over 70 college and professional sports organizations in the U.S. and Canada; and numerous Latino media outlets throughout the Pacific Northwest.

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

 

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