With sports teams, leagues and events beginning to understand their Latino fan bases better, Hispanic Market Weekly has added the sports business to its roster of weekly features.

“HispanicSportsBusiness” appears on Fridays in the Coral Gables-based online publication that covers Hispanic business trends, advertising and media. The section focuses on deals, marketing, and other efforts sports are using to reach the Hispanic market.

The section first launched April 3 and in its first two editions has included stories about a study NASCAR commissioned to learn more about its Latino fans; Mexican beer Tecate title sponsoring boxing on ESPN; and how the Houston Astros are catering to their Hispanic fans, who represent a variety of cultures and income levels.

The section, which also has included sports business news briefs on broadcast deals and coverage of the IMG World Congress of Sports conference in Miami earlier this month, aims to cover the dollars associated with soccer, football, baseball, basketball, auto racing and extreme sports.

“We’re about following the money, following the dollars,” said Adam Jacobson, HispanicSportsBusiness associate editor. “The Hispanic sports fan represents a huge part of the U.S. consumer base. Retailers understand this. Sports franchises are just beginning to understand this -- that the growth lies in the Hispanic fan base.”