Ben Von Willer

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.