McKinsey & Company, in partnership with NBCUniversal Telemundo, released a new report on how Latino fans are reshaping the economics of American sports.
With Puerto Rican musical artist Bad Bunny headlining Super Bowl LX and the World Cup coming to the U.S. in 2026, Latino fandom is reaching historic influence — and this research reveals why investing in Latino audiences isn’t just smart, it’s a business imperative.
“Latinos are essential to the future of sports fandom in America—on the field, in the stands, and across every screen,” says Mónica Gil, Chief Administrative and Marketing Officer, NBCUniversal Telemundo Enterprises. “As the McKinsey report confirms, Latinos are driving one-third of the industry’s growth — spending more, streaming more, and engaging more deeply than ever before. Telemundo gets the deep, long-standing connection our audience has with sports and the energy that rallies behind every game.
“We’ve built stories, coverage, and experiences that reflect the intersection of fans and culture today. With the World Cup on the horizon, this is a defining moment.”
Access the full report here.
