“…Spanish-speaking soccer fans, whose soccer fandom is certainly not homogeneous, may also consider themselves Hispanic, Latino, Chicano, or _________-American (Jensen & Sosa, 2008;Pellerano, 2014;Wilson, 2007). Due to a strong attachment to the country of their birth, individuals may favor a team in their native country over a U.S. franchise and have also been known to prefer watching their favorite on TV as opposed to attending an MLS game, which they may consider an inferior product lacking the artistry of the "beautiful game" (Jensen & Sosa, 2008;Lee, Shin, & Shinchi, 2010;Stodolska & Tainsky, 2015;Valeriano, 2014). Sport marketers face an uphill battle when faced with individuals whose preferred method is watching sporting events on TV and who "have a low loyalty for attending sporting events" (Lee et al, 2010, p. 91).…”