释放拉丁裔球迷日益增长的力量：构建更强大的体育经济

The US sports economy is booming, andLatino fans are leading the charge. Connecting with thismultifaceted community can help drive growth opportunities. Contents How Latino fandom is powering growth in US sports............................................................3 The sports economy’s rapid rise.............................................................................................................................3Latino fans: A growing force in the US sports ecosystem ................................................................................4Growing Latino consumer power.............................................................................................................................7Latino fans: Driving sports engagement at and off the field...........................................................................9Latino youth: Powering the future of sports.........................................................................................................9 Understanding the nuances of Latino fandom...................................................................... 12 Latino fandom is multifaceted............................................................................................................................... 13Opportunities for richer media engagement with Latino fans.....................................................................16Beyond the field: Latino underrepresentation in sports management and media................................. 17 Tapping into the full potential of Latino fandom....................................................................19 Awareness and community building: Becoming culturally relevant...........................................................20Digital: Meeting fans where they are....................................................................................................................21Youth: Investing in the next generation of fans.................................................................................................21Brands: Cultural authenticity..................................................................................................................................21 Alex Rodriguez on expanding Latino opportunity andrepresentation in sports............................................................................................................ 23 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 expectationsof tomorrow’s audience. With ties to professional leagues, community clubs, and recreational sports, Latinofans are a powerful force that drive ticket sales, streaming, and media consumption at scale. And as membersof one of the fastest growing and most diverse demographic segments in the United States, these fans havean influence that is only accelerating. Despite this potential, the richness of Latino fandom is often overlooked by media, marketers, and sportsteams. Latino fans represent an audience that is not only growing quickly but also highly engaged acrossmultiple channels and communities. For businesses, reaching Latino fans is an economic imperative, a smartgrowth strategy, and a way to build a stronger sports community. Latino sports fans are a multifaceted forceof influence and consumer power, capable of driving revenue, brand loyalty, and long-term engagement.The question is not whether they will transform sports; it’s whether organizations will be ready and willing tocapture the community-building and business opportunities that Latino fans create. Alex Rodriguez on expandingLatino opportunity andrepresentation in sports Read the full McKinsey interview on page 23 This report explores the trends, gaps and growth opportunities driven by Latino sports fandom. Ourresearch, conducted in collaboration with NBCUniversal’s Telemundo, draws from McKinsey analysis, third-party research, and two original surveys: one of about 2,500 self-identified sports fans and another of Latinoexecutives and board members. We also interviewed dozens of executives from major sports leagues andrelated organizations (see sidebar “About the research”). The findings are clear: Latino fans are not a nichesegment. They are a central force with potential to unlock the next era of sports growth. Our analysis shows that the US sports economy could nearly double to more than $300 billion by 2035,and Latino fans could represent one-third of that growth. Their youth, diversity, and deep enthusiasmacross multiple sports give them an outsize role in shaping consumption patterns, media engagement, andcommunity-building. Latinos already make up nearly 20 percent of the population in the United States, andtheir share continues to rise, bringing powerful new opportunities. What makes this multifaceted demographic especially exciting is Latinos’ s