棒球运动正在经历一个文化时刻--尼尔森的数据显示，在很大程度上，这是由那些将这项运动视为不仅仅是一场比赛的球迷所推动的。多元文化受众正在改变球迷联系的方式、地点和原因，使体育成为代表、社区和文化的最强大平台之一。从东京到洛杉矶，棒球正在成为文化融合的一个充满活力的范例，而亚洲球迷则是其中的佼佼者。
For years, marketers have known that sports drive engagement. And that’s especially true for Asian American, Native Hawaiian, and Pacific Islander (AANHPI) audiences. According to Nielsen’s latest Diverse Intelligence Series Report, while AANHPI audiences spend less time with TV overall, when they do tune in, they’re spending a larger share of their linear TV time watching live sports compared to the total population.
Asian American fans are also 33% more likely to subscribe to sports-focused streaming services, based on Nielsen Attitude on Ads study. In addition, they’re highly engaged across apps like MLB.com At Bat and BetMGM, driving real-time interaction around the games they love.
AANHPI audiences are gravitating toward sports that center players who look like them, speak their languages, and represent their cultures. Shohei Ohtani, the LA Dodgers’ star player from Japan, helped drive Asian American viewership. The 2024 World Series had a remarkable average of 15.2 million viewers, with Asian American viewing increasing 146% over the 2023 World Series.
Nowhere is the intersection of culture and sports more visible—or more culturally electric—than in Los Angeles. Whether it’s the authentic Japanese flavors available at concessions or the mash-up of African American and Mexican music, multicultural fandom is front and center at Dodger Stadium.
Attendance also rose for Latino audiences at Dodgers games between 2019 and 2024, with the composition of Latino fans increasing by 3%. This is sustained, measurable momentum—and it’s creating a new baseline for audience expectations.
For advertisers, this moment offers more than just cultural visibility. Sports offers a brand-safe, emotionally resonant media environment with a real-time viewing experience that draws in co-viewing, live engagement, and multigenerational audiences. For diverse segments, that engagement is even more meaningful—because it’s anchored in identity, community and celebration.
All of this is amplified by global events like the MLB Tokyo Series. Ohtani led the Dodgers in the 2025 international season opener, driving a 113% spike in AANHPI viewership over the prior year’s MLB Seoul Series. Black, Hispanic and total audiences also grew their viewing for this international event, year-over-year, increasing 111%, more than 200% and 107%, respectively. This momentum is echoing back home, shaping not just fandom but consumer behavior, from streaming preferences to merchandise sales.
These global sports moments are having local impact. Fans are tuning in, showing up, and sharing cultural pride in unique ways—whether it’s sneakers commemorating Jackie Robinson Day or anime-patched jerseys. Events like Japanese Heritage Night at Dodger Stadium lean in even further, providing full-sensory experiences with stadium menus that blend Japanese flavors with Dodger Dogs and exclusive merch featuring world-renowned artist Takashi Murakami that sold out almost instantly. The stadium came alive with Japanese music, cuisine and colors—and the crowd reflected LA’s true makeup: Fans with diverse cultural backgrounds standing shoulder to shoulder, celebrating a passion for sports and culture.
当粉丝们感到自己被代表时，他们就会做出回应。尼尔森的 "对代表性的态度 "研究发现，59% 的亚裔美国人观众表示，他们希望在看电视时能看到更多代表其身份群体的内容。而美国亚裔 X 代人购买以其身份群体为主角的节目广告的品牌的可能性要高出 48%。更不用说，讲英语以外语言的亚裔美国人告诉我们，如果广告用他们的语言播出，他们对品牌的亲和力就会增加。代表性提高了品牌记忆度、好感度和购买意向。
对于品牌、电视网和广告商来说，现在是重新认识球迷群体的时刻，而不是将其视为一个静态的人口群体，而是一种不断发展的文化力量。体育，尤其是洛杉矶的棒球，不再是孤立地吸引 "目标群体"。而是要了解文化联系的重叠之处，并建立能够反映这一点的活动、内容和合作关系。
For more insights into today’s AANHPI fans and how to connect with them, check out our report 突破投资回报率：投资亚裔受众和媒体.
