Ben Von Willer and Alberto Chaia, partners at McKinsey & Company and co-authors of McKinsey’s latest report on Latino sports fans, outline how one of the fastest-growing and most influential fan segments is reshaping the U.S. sports landscape. Their research highlights how Latino audiences are driving disproportionate growth across leagues, properties, and participation, while still being underserved in how teams and organizations engage them.They break down the distinct cultural, behavioral, and generational factors that differentiate Latino sports fandom — from youth participation trends and women’s sports momentum across LATAM to digital consumption patterns, purchasing power, and family-centered fan habits. Their insights reveal where major opportunities exist for rights holders, brands, and operators to build more authentic, long-term relationships with this expanding demographic.Von Willer and Chaia also explore broader industry implications, including the role of community-based programming, future fan pipelines, and the commercial upside as North America prepares for global events such as the 2026 World Cup. Their findings provide a data-backed blueprint for the next phase of growth in the sports industry.
Chapters:
- 01:00 Background on McKinsey’s Report
- 02:22 Growth of Latino Fan Segments
- 04:39 Cultural Drivers of Fandom
- 08:19 Youth Participation Trends
- 10:51 Women’s Sports Across LATAM
- 13:22 Digital Consumption Behaviors
- 15:22 Purchasing Power & Market Influence
- 17:24 Opportunities for Rights Holders
- 19:22 Community Engagement & Fan Pipelines
- 21:00 Future Industry Outlook
- 22:06 Impact of Global Events on North America
