Unlocking the growing power of Latino fans: Building a stronger sports economy
The US sports economy is booming, and Latino fans are leading the charge. Connecting with this multifaceted community can help drive growth opportunities. The sports economy is experiencing a dynamic period of growth, driven by expanding fan bases, evolving media platforms, and increasing investment. As the broader sports ecosystem evolves, so does Latino fandom and its emerging role in shaping the future of sports.
Across stadiums, screens, and social platforms, Latinos represent the future of sports fandom in America. Young, passionate, digitally fluent, and willing to spend, this fan group embodies the habits and expectations of tomorrow’s audience. With ties to professional leagues, community clubs, and recreational sports, Latino fans are a powerful force that drives ticket sales, streaming, and media consumption at scale. And as members of one of the fastest-growing and most diverse demographic segments in the United States, these fans have an influence that is only accelerating. Despite this potential, the richness of Latino fandom is often overlooked by media, marketers, and sports teams. Latino fans represent an audience that is not only growing quickly but also highly engaged across multiple channels and communities. For businesses, reaching Latino fans is an economic imperative, a smart growth strategy, and a way to build a stronger sports community.
“Nielsen research reveals that Latinos are 54 percent more likely than non-Latinos to consume sports content on WhatsApp, 37 percent more likely on TikTok, and 33 percent more likely on Instagram relative to the general population, illustrating a preference for fast-paced, interactive, and social formats over traditional broadcast television viewing.”
McKinsey / McKinsey Institute for Economic Mobility