Global Sports Analytics Market By Component (Solutions, Services), By Application (Performance Analysis, Player and Team Valuation, Player Fitness and Safety, Fan Engagement, Broadcast Management, Other Applications), By Deployment Mode (Cloud, On-premises), By Sports Type (Individual Sports, Teams Sports, eSports), By Individual Sports (Boxing, Tennis, Racing, Athletics, Other Individual Sports), By End Users (Sports Associations, Sports Teams, Other End Users), By Team Sports (Cricket, Football, Basketball, Baseball, Hockey, Other Team Sports) and By Region (North America, Latin America, Asia Pacific, Europe, and Middle East & Africa), and COVID-19 Analysis – Global Forecast 2024 to 2034

Sports Analytics Market Analysis and Insights:

The market for Global Sports Analytics was estimated to be worth USD 4.5 billion in 2024, and from 2024 to 2034, it is anticipated to grow at a CAGR of 23%, with an expected value of USD 32.5 billion in 2034.

The Sports Analytics Market is primarily driven by the escalating adoption of data analysis technologies that enhance performance assessment, tactical decision-making, and fan interaction within the sports arena. The rising focus on optimizing player performance is reflected in the data-centric methodologies employed by teams and organizations, which provide them a competitive edge. Furthermore, the surge in data availability from sources such as wearable devices, social media platforms, and Internet of Things (IoT) technology enriches the analytical landscape, rendering insights more applicable and valuable. The growing interest in eSports and fantasy sports further stimulates the demand for sophisticated analytics, as fans increasingly seek immersive and personalized experiences. The incorporation of machine learning and artificial intelligence into analytics solutions is also driving innovation, facilitating real-time analysis and predictive insights. Lastly, the growing investments made by sports teams and leagues in technology to improve operational efficiency and revenue streams underscore the market's significant growth potential.

Sports Analytics Market Scope:

Sports Analytics Market Definition:

Sports analytics involves utilizing statistical and data analysis methodologies to assess both player and team performance. This practice aids in making informed strategic choices and bolstering overall competitive edge within the realm of sports. By harnessing quantitative data, it reveals valuable insights that can foster improvement and maximize results in athletic endeavors.

The use of analytics in sports is vital for improving performance, strategy, and decision-making throughout the industry. Through the application of data analysis, sports teams and organizations can uncover patterns, assess player productivity, and refine gameplay strategies. This analytical framework enhances the player recruitment process, allowing teams to strategically invest in new talent. Additionally, data-driven insights greatly enhance fan engagement by facilitating personalized interactions and targeted marketing initiatives. In a highly competitive environment, sports analytics equips teams with the tools necessary to attain a competitive advantage, helping them stay successful in player development and game results. Ultimately, it revolutionizes the operational methods of sports organizations.

Key Market Segmentation:

Insights On Key Component

Solutions

In the Global Sports Analytics Market, the solutions category is poised to dominate due to the increasing demand for data-driven decision-making among sports organizations. These solutions offer advanced tools for performance optimization, fan engagement, and strategic planning, enabling teams to harness data effectively. As the sports industry becomes more competitive, organizations are investing heavily in analytics solutions that provide actionable insights. The rise of technologies such as machine learning and artificial intelligence further enhances the capabilities of these solutions, enabling deeper analysis and predictive modeling. This growing reliance on technological advancement and data harnessing positions the solutions as the leading force in the market.

Services

The services aspect of the Global Sports Analytics Market includes consulting, implementation, and maintenance of analytics tools. Although this  is essential, it typically supports the solutions category by ensuring effective utilization of analytics software. Companies offering these services play a crucial role in customizing solutions for clients, aiding in the smooth adoption of analytics technologies. However, as organizations increasingly favor ready-made solutions that are user-friendly and intuitive, the growth rate of services may lag behind that of solutions, which provide the core value through tangible analytics capabilities.

Insights on Key Application

Performance Analysis 

Performance Analysis is expected to dominate the Global Sports Analytics Market. This area focuses on the quantitative evaluation of player and team performance, utilizing advanced analytics to make informed decisions. With teams and organizations increasingly relying on data to optimize strategies, gauge player efficiency, and enhance training programs, demand for performance analysis tools continues to surge. Companies are investing heavily in technologies that provide granular insights regarding player metrics, behaviors, and outcomes, making this application pivotal for overall performance enhancement on the field.

Player and Team Valuation

Player and Team Valuation employs data analytics to assess the financial and competitive value of players and teams. This application is essential for sports franchises and agents in negotiating contracts and understanding market dynamics. The rise of advanced metrics and big data analytics has greatly influenced transfer valuations, making this increasingly important for establishing a fair market value and ensuring optimal financial investments within the sports ecosystem.

Player Fitness and Safety

Player Fitness and Safety is centered around using analytics to monitor and improve player health and performance. By assessing injury risks and tracking fitness levels, teams can develop tailored training regimens. With increasing awareness about player well-being, technologies such as wearables and health-monitoring systems are being adopted to prevent injuries, thus making this application integral to sustaining athlete longevity and performance.

Fan Engagement

Fan Engagement focuses on enhancing the experience and interaction of fans with their favorite teams and sports. This involves analyzing fan data to personalize interactions, drive ticket sales, and optimize content delivery. Given the growing competition for viewer attention, media rights, and sponsorship deals, organizations are leveraging analytics to create compelling fan experiences. This application is vital in strengthening loyalty and broadening fan bases, making it a critical area of investment for franchises.

Broadcast Management 

Broadcast Management utilizes analytics for optimizing content delivery and improving viewer experience during live sports events. This includes analyzing viewership data to enhance programming, maximizing advertising revenue, and employing predictive analytics for better scheduling. As traditional broadcasting evolves with digital platforms, this application becomes crucial in tailoring content to meet audience preferences, ensuring maximum engagement and profitability for networks.

Other Applications

Other Applications encompass various niche uses of sports analytics that do not strictly fall into the previously defined categories. This includes ticket pricing strategies, merchandise sales forecasting, and spatial analytics in stadiums. As sports organizations continue to adopt data-driven strategies, these secondary applications are gaining significance, representing a growing area within the overall landscape of sports analytics aimed at improving operational efficiencies and revenue generation.

Insights on Key Deployment Mode

Cloud

The Cloud deployment mode is expected to dominate the Global Sports Analytics Market due to its scalability, flexibility, and lower upfront costs. Organizations are increasingly adopting cloud-based solutions as they enable real-time data analysis, seamless access for users across various geographic locations, and easier integration with other cloud services. Furthermore, the rapid digital transformation across industries has led to a higher adoption of cloud technology, allowing sports organizations to leverage advanced analytics tools without the constraints of traditional infrastructure. This mode also facilitates collaboration among teams, making it particularly advantageous in a data-driven environment where timely insights can significantly impact performance and strategy.

On-premises

The On-premises deployment method still has its relevance in the Global Sports Analytics Market, primarily for organizations that prioritize data security and control. Companies in sectors such as professional sports teams or leagues often have sensitive information that must be kept within their premises to comply with regulations or internal policies. Staying on-premises allows these organizations to customize their analytics tools and processes to fit their specific needs without relying on external providers. It may typically require a higher initial investment, but to many, the long-term security and performance advantages can justify the costs associated with this approach.

Insights on Key Sports Type

eSports 

eSports is expected to dominate the Global Sports Analytics Market due to its explosive growth over the past few years. The digital nature of eSports allows for advanced data analytics to be seamlessly integrated, providing insights into player performance, audience engagement, and game dynamics. The increasing viewership and participation in eSports tournaments have attracted significant investments and sponsorships, further elevating its profile in the sports industry. Furthermore, eSports teams are increasingly adopting analytics to gain a competitive edge, leading to more robust market demand for analytics solutions tailored specifically for gaming environments. As technology advances and the audience continues to expand, eSports is primed to lead in the analytics arena.

Individual Sports

Individual sports are another significant category within the sports analytics market, focusing on sports like tennis, golf, and athletics. In these sports, athletes often face the challenge of improving personal performance metrics, which analytics can greatly enhance. The utilization of performance data aids athletes in refining their techniques and strategies, leading to more personalized training programs. Coaches also rely on analytics to make informed decisions regarding athlete preparation and injury prevention. The increasing adoption of wearable technology that monitors individual performance adds to the demand for analytics in this sector, making it a prominent area within the overall sports analytics market.

Team Sports

Team sports represent a vital part of the sports analytics market, encompassing games such as soccer, basketball, and baseball. This  emphasizes the importance of collective team performance and strategies, with analytics playing a crucial role in game preparation and in-game decision-making. Coaches use data analytics to analyze opponent tactics and player interactions, helping to formulate winning strategies. Additionally, evaluating player statistics and team dynamics through analytics allows for better scouting and recruitment processes. The extensive fan engagement in team sports, coupled with analytics-driven insights, enhances the overall sporting experience, making this category a significant contributor to the global sports analytics landscape.

Insights on Key Individual Sports

Tennis

Tennis is anticipated to dominate the Global Sports Analytics Market due to its extensive viewership, high engagement level, and rigorous data utilization by players, coaches, and analysts. The sport has a rich history of employing analytics for optimizing performance, strategizing matches, and enhancing player fitness. With the increasing adoption of technology like artificial intelligence, machine learning, and advanced statistics, tennis organizations and stakeholders are keen on leveraging these tools for better decision-making. The global popularity of tennis tournaments, particularly the Grand Slam events, ensures a larger data pool and more stakeholders involved in analytics, ultimately positioning tennis as a leader in this market.

Boxing

Boxing has gradually been adopting analytics to enhance performance and increase the safety of fighters. Data is leveraged for analyzing fight stats, predicting outcomes, and understanding the physical capabilities of athletes. As strategies become more sophisticated, boxing organizations use analytics to guide training regimens and match preparation. However, compared to other sports, the growth rate of analytics in boxing remains relatively slower, primarily due to the sport's traditional structures and less consistent data availability.

Racing

Racing, particularly motorsports, enjoys a burgeoning analytics scene due to the immense amounts of telemetry data generated during races. Teams analyze various parameters such as speed, tire wear, and fuel consumption to fine-tune performance. The increasing popularity of online betting and fantasy sports also drives analytics presence in this field. However, factors such as high operational costs and limited participation can hinder the broader application of analytics compared to other sports with a larger fan base.

Athletics

Athletics covers a variety of events, each with specific performance metrics that can be analyzed. The embrace of technology, like wearables and real-time tracking, allows for in-depth performance evaluation and training optimizations. Yet, despite this potential, the varied nature of the events and sporadic global fan engagement means that athletics lags behind more commercially focused sports like tennis and racing in the analytics market. Data utilization is growing but not at the accelerated pace seen in other areas.

Other Individual Sports

The category of Other Individual Sports encompasses various sports that may not receive as much attention as the mainstays like boxing, tennis, or racing. While there is room for growth in analytics through niche engagement and personalized athlete performance tracking, these sports often lack the significant investment and widespread viewership needed for substantial analytics adoption. Many of these sports are still in earlier stages of data utilization, leading to slower development in this of the analytics market.

Insights On Key End Users

Sports Teams

The Global Sports Analytics Market is expected to be dominated by the Sports Teams category. This is primarily due to the increasing emphasis on performance and strategy enhancement in professional sports. Teams leverage analytics for player statistics, game strategies, injury prevention, and overall performance improvements, making data-driven decision-making crucial for gaining a competitive edge. As teams seek to optimize their performance and maximize wins, the demand for advanced analytics tools is witnessing exponential growth. This trend is further accelerated by the rising technological adoption within teams, resulting in higher investments in analytics software and services tailored specifically to meet the unique needs of sports teams.

Sports Associations

Sports Associations also play a significant role in the utilization of analytics, albeit to a lesser extent than Sports Teams. These organizations utilize analytics to manage various sporting events, develop grassroots programs, and promote sports at multiple levels. Their focus often lies on long-term developmental strategies and performance monitoring across various teams. However, the analytic needs here may be more about general trends, participation rates, and compliance rather than the intense focus on performance metrics that teams require. Their current investments tend to support broader organizational objectives rather than driver-specific competitive performance outcomes.

Other End Users

Other End Users, which include various stakeholders like sponsors, media companies, and technology partners, also engage in the sports analytics market, but their influence is comparatively lower. Their use of analytics is primarily centered around audience engagement, market analysis, and advertising effectiveness. While important, their focus is more on leveraging data for revenue enhancement and fan engagement rather than for competitive performance. Consequently, their overall contribution to the growth of the analytics market is notable, but it does not match the intensity and focus exhibited by Sports Teams and Associations.

Insights On Key Team Sports

Football

Football is expected to dominate the Global Sports Analytics Market due to its immense global popularity and the increasing investment in data-driven performance enhancements. Organizations and teams are leveraging advanced analytics to improve player performance, game strategies, and fan engagement. The sport's wide fanbase across various continents generates substantial data, which can be analyzed for insights. With clubs investing in analytics to enhance competition, optimize team performance, and fine-tune player acquisition strategies, this  likely captures the largest market share. The growing demand for real-time data and analytics in football further solidifies its position as the leading area in sports analytics.

Cricket

Cricket has emerged as a substantial contender in the sports analytics arena, particularly in regions like India, Australia, and England where it enjoys a dedicated fanbase. The rise of T20 leagues has enhanced the focus on player statistics, match outcomes, and performance analytics. Teams are increasingly using analytics for player recruitment, strategy development, and enhancing viewer experience. The traditional and modern approaches to the game benefit significantly from data insights, leading to a growing investment in analytics for better decision-making and competitive advantage.

Basketball

Basketball is increasingly utilizing analytics to enhance team performance and fan experience. With numerous scoring possibilities and dynamic gameplay, the ability to analyze player efficiency and game strategy using data insights is critical. NBA teams, in particular, rely heavily on analytics for draft decisions, in-game tactics, and player health monitoring. This rising focus on performance metrics and usage of advanced data analytics tools places basketball in a solid position within the sports analytics landscape, attracting investment and attention from various stakeholders.

Baseball

Baseball has a long history of using statistics, making it a fertile ground for analytics. Teams have historically utilized advanced metrics to evaluate player performance and make strategic decisions. The application of analytical tools in predictive modeling and performance analysis has led to a renaissance in how teams value players, develop talent, and approach team construction. The emphasis on sabermetrics, alongside the fascination with historical data and performance, marks baseball as a distinctive area within the sports analytics domain, although it faces stiffer competition from football and basketball.

Hockey

Hockey is gradually integrating analytics into its operational framework, enhancing strategies to improve team performance and player assessment. Teams are beginning to leverage data analytics for scouting, game tactics, and injury prevention. With the NHL embracing technology for tracking player movements and game statistics, the potential for analytics in hockey is surfacing. Although its current market position may not be as strong as football or basketball, the steady growth in its analytical approach reveals a promising future as teams recognize the value of data-driven decision-making.

Other Team Sports

The category of other team sports encompasses various lesser-followed games, which are starting to gain traction in the analytics market. While these sports may not have the same following or data richness as football or basketball, there is a growing interest in applying analytics for performance improvement and fan engagement. This  includes sports like rugby, handball, and even esports teams, where data analytics can provide insights for operational effectiveness and strategic decisions. However, their overall impact on the global sports analytics market remains relatively minor compared to the leading sports.

Insights on Regional Analysis:

North America 

North America is expected to dominate the Global Sports Analytics market due to its advanced technological infrastructure, significant investments in sports technology, and the presence of major sports leagues such as the NFL, NBA, and MLB. The region is home to several leading sports analytics companies that are driving innovation and implementation of data-driven decision-making processes in sports organizations. Additionally, consumer demand for enhanced viewing experiences and player performance insights has increased the adoption of sports analytics. With a robust ecosystem for research and development, North America is well-positioned to leverage data to improve sporting strategies and enhance fan engagement, making it the clear leader in this sector.

Latin America 

Latin America is emerging as a growing market for sports analytics, driven primarily by the increasing popularity of sports and the gradual adoption of data analytics in the industry. However, the region faces challenges such as insufficient technological infrastructure and limited investment compared to North America and Europe. Despite this, countries like Brazil and Argentina show potential, as their vibrant sporting culture encourages the exploration of analytics to optimize performance. As investment in technology and sports grow, Latin America could experience a significant boost in its sports analytics capabilities in the coming years.

Asia Pacific 

The Asia Pacific region exhibits significant growth potential for the sports analytics market, primarily fueled by the rising popularity of sports such as cricket, football, and basketball. Countries like China and India are focusing on sports development, leading to increased investments in technologies that offer analytical insights into player performance and fan engagement. However, the market still lags behind North America, with a greater emphasis on traditional sports management practices. Nevertheless, as the region embraces digital transformation, the adoption of sports analytics is expected to rise, driving future growth.

Europe 

Europe has a mature sports analytics market, characterized by its established sports leagues and teams that are increasingly adopting data-driven strategies for performance enhancement. The region is home to prominent football leagues, like the English Premier League and UEFA Champions League, which invest heavily in analytics to optimize both player and team performance. However, the competition among various countries can lead to a fragmented market. Despite these challenges, the European market continues to innovate, with a strong emphasis on research and development in sports technologies, making it a key player in the global sports analytics landscape.

Middle East & Africa 

The Middle East & Africa region is gradually embracing sports analytics, largely driven by investments in sports infrastructure and an increase in popular sporting events. However, it remains in the early stages of analytics adoption compared to North America and Europe. The Gulf countries, particularly Qatar and the UAE, are attempting to leverage analytics to improve their international sports standings and attract foreign investments. Challenges such as limited awareness and technological capabilities hinder rapid growth in this region. Nevertheless, ongoing efforts to enhance sports development and engagement may eventually catalyze more robust adoption of analytics in the Middle East & Africa.

Company Profiles:

Prominent entities within the Global Sports Analytics sector offers sophisticated data analysis tools and solutions that improve both team performance and fan engagement. Their proficiency in data management and predictive analytics facilitates strategic decision-making throughout different s of the sports industry.

Prominent entities in the sports analytics sector consist of IBM, SAP SE, SAS Institute Inc., Tableau Software, Sportradar AG, Opta Sports (part of Perform Group), STATS Perform, Catapult Sports, Zebra Technologies, Krossover, and Microsoft Azure. Other significant players include Oracle, Hudl, Second Spectrum, Inside Edge Sports Analytics, and PlaySight Interactive.

Moreover, organizations such as Genius Sports, Hudl, and Fanplayr play essential roles within the sports analytics domain, alongside Deltatre and SeatGeek Analytics.

COVID-19 Impact and Market Status:

The Covid-19 pandemic expedited the integration of innovative technologies within the Global Sports Analytics sector, underscoring the importance of utilizing data-centric strategies to address unprecedented obstacles.

The COVID-19 pandemic has significantly influenced the sports analytics industry, presenting both obstacles and new possibilities. The initial halt of sporting events resulted in a short-term drop in demand for analytics services, as teams and organizations grappled with budget reductions and unpredictability. Nevertheless, the urgency for data-centric strategies grew as sports entities aimed to optimize athlete performance, enhance fan interaction, and improve operational effectiveness upon the resumption of games. Moreover, the emergence of virtual competitions and esports during this period opened new pathways for the application of analytics, contributing to growth within these domains. As the sector adjusts to ongoing health measures, there has been a shift toward enhancing remote analytics and tech-driven solutions, such as predictive analytics and real-time performance assessment. This transformation has poised the sports analytics market for significant expansion, as stakeholders increasingly acknowledge the critical role of analytics in navigating the complexities of the sports environment in the aftermath of the pandemic.

Latest Trends and Innovation:

- In September 2023, Stats Perform announced a partnership with the International Cricket Council (ICC) to enhance cricket analytics and fan engagement through advanced data and AI-driven insights. This collaboration aims to provide comprehensive analytics for both teams and fans during major tournaments.

- In August 2023, the National Basketball Association (NBA) expanded its partnership with Second Spectrum, a leading sports analytics company, to integrate cutting-edge AI technologies for player tracking and performance analytics in real-time broadcasts and team strategies.

- In July 2023, Genius Sports finalized its acquisition of SportRadar's US data business, significantly boosting its capabilities in providing sports betting data and analytics after closing a deal valued at approximately $1 billion. This merger enhances Genius Sports' position within the growing sports betting market.

- In June 2023, Tableau, a Salesforce company, launched an advanced analytics solution specifically for sports teams to visualize performance data and fan engagement metrics effectively, showcasing a shift towards user-friendly data insights in sports management.

- In May 2023, the MLB announced a multi-year extension of its partnership with TrackMan, leveraging advanced tracking technology to enhance player performance analysis and in-game statistics, further incorporating data into decision-making processes for teams.

- In April 2023, Sportradar expanded its relationship with the NHL to deliver deeper real-time data and predictive analytics solutions, which help teams enhance their performance strategies while boosting fan engagement during the season.

- In March 2023, Catapult Sports secured a strategic investment round led by investment firm Francisco Partners, aiming to innovate its wearable technology and performance analytics tools for athletes, addressing the growing demand for precise performance metrics in various sports.

- In February 2023, the Premier League announced a new collaboration with a startup called SciSports, which specializes in data analytics and player scouting technology, enhancing the league’s player recruitment processes and performance evaluation metrics.

- In January 2023, the NFL unveiled its partnership with AWS to utilize machine learning and augmented analytics for team performance analysis, particularly focusing on enhancing player health and safety protocols, thereby fusing technology with sports analytics at a fundamental level.

Significant Growth Factors:

The expansion of the Sports Analytics Market is fueled by a greater need for data-oriented decision-making, technological innovations, and the escalating enthusiasm for sports among the public.

The Sports Analytics Market is witnessing remarkable expansion driven by various interconnected elements. Firstly, the surge in the use of cutting-edge technologies such as big data, machine learning, and artificial intelligence allows teams and organizations to extract profound insights from extensive data sets, thereby enhancing performance and strategic choices. Secondly, the growing emphasis on data-centric decision-making by sports franchises, broadcasters, and sponsors is propelling investments in analytics tools aimed at improving fan interaction, optimizing athlete performance, and maximizing returns.

Moreover, the increasing integration of wearable technology and Internet of Things (IoT) devices in sports facilitates real-time data gathering, enhancing analytics capabilities further. The rise of eSports and fantasy sports also plays a significant role by posing new metrics and analytics demands, attracting a wider array of stakeholders. Additionally, the COVID-19 pandemic has fast-tracked the adoption of digital and remote analytics solutions, which have become critical for ensuring operations continuity and player safety.

Lastly, the growth in sponsorship and advertising revenues linked to performance analytics further fuels the market's development as teams pursue competitive benefits. Together, these factors foster a dynamic environment that underpins the ongoing advancement of the Sports Analytics Market, positioning it for sustained growth in the years ahead.

Restraining Factors:

The primary obstacles impeding the expansion of the sports analytics industry consist of issues related to data privacy, elevated implementation expenses, and a lack of qualified experts in this domain.

The Sports Analytics Market is confronted with various obstacles that may impede its potential for expansion. One major challenge is the substantial investment required for sophisticated analytics tools and the supporting infrastructure, which can pose financial difficulties for smaller teams and organizations, thereby creating inequalities in technological access. Additionally, there tends to be a reluctance to embrace change among traditionalists in sports entities, where long-standing methods and hesitance to implement data-centric approaches can obstruct the assimilation of analytics into their decision-making frameworks. Furthermore, privacy issues present significant hurdles, as the collection and evaluation of player performance metrics can prompt ethical questions, particularly concerning athlete consent and data utilization. The lack of qualified professionals who can analyze complex datasets also constrains the efficacy of analytics initiatives. Finally, the fast-paced advancement in technology demands ongoing adjustments, placing additional strain on resources and complicating execution plans. Nevertheless, as the market progresses and the advantages of sports analytics become increasingly apparent, organizations are likely to navigate these challenges, fostering greater acceptance and incorporation of analytics in the sports domain, ultimately leading to improved performance and enhanced fan engagement.

Key Segmentation:

Key Segments of the Sports Analytics Market 

By Component 

• Solutions 
• Services 

By Application 

• Performance Analysis 
• Player and Team Valuation 
• Player Fitness and Safety 
• Fan Engagement 
• Broadcast Management 
• Other Applications 

By Deployment Mode 

• Cloud 
• On-premises 

By Sports Type 

• Individual Sports 
• Team Sports 
• eSports 

By Individual Sports 

• Boxing 
• Tennis 
• Racing 
• Athletics 
• Other Individual Sports 

By End Users 

• Sports Associations 
• Sports Teams 
• Other End Users 

By Team Sports 

• Cricket 
• Football 
• Basketball 
• Baseball 
• Hockey 
• Other Team Sports 

Regional Overview 

North America 

• US 
• Canada 
• Mexico 

Europe 

• Germany 
• France 
• U.K 
• Rest of Europe 

Asia Pacific 

• China 
• Japan 
• India 
• Rest of Asia Pacific 

Middle East and Africa 

• Saudi Arabia 
• UAE 
• Rest of Middle East and Africa 

Latin America 

• Brazil 
• Argentina 
• Rest of Latin America