The Profluence Pod 🌐 #281: Ben Von Willer and Alberto Chaia, McKinsey’s Breakdown - Latino Fandom & the Future of Sports
Dec 3, 2025
Ben Von Willer and Alberto Chaia from McKinsey & Company dive into the explosive growth of Latino sports fandom and its significant impact on the U.S. sports landscape. They unveil that Latinos account for a third of sports growth, driven by unique cultural habits and higher spending. Key discussions include youth participation trends and how teams can leverage global events like the 2026 World Cup to enhance engagement. They emphasize the need for authentic representation and targeted digital strategies to connect with this vibrant demographic.
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Latinos Power The Next Wave Of Sports Growth
- Latinos will drive roughly one-third of U.S. sports market growth over the next decade and already spend significantly more than other fans.
- They over-index on digital engagement and paid subscriptions, making them a bellwether for the future of fandom.
Higher Spend And Deeper Engagement
- Latino fans spend about 15% more on sports, and when adjusted for income they spend roughly 50% more than non-Latino fans.
- They invest more time watching, traveling, and showing loyalty, amplifying their commercial value.
Invest In Community-Rooted Youth Programs
- Invest in youth grants, local infrastructure, and integrated community partnerships to build long-term fandom.
- Make programs convenient, inclusive, and resource-backed to reduce travel/time barriers for Latino families.