What the 2026 World Cup reveals about the next generation of sports fans

· Source: McKinsey Insights & Publications · Field: Business & Management — Marketing, Branding & Advertising, Corporate Strategy & Leadership · Depth: Fundamental Awareness, long

Summary

The 2026 World Cup highlights significant shifts in sports fan behavior, particularly among Latino audiences, who are driving a substantial portion of the booming sports economy. McKinsey's research predicts the global sports economy will nearly double from \$165 billion to over \$320 billion within ten years, with one-third of this growth attributed to Latino fans. These fans exhibit higher engagement, increased spending, and a strong preference for digital-native, omnichannel content, viewing sports as a vital community and identity experience. Brands must move beyond generic approaches, understanding the diverse preferences within the Latino demographic and leveraging advanced analytics and AI for "n of 1" personalization. However, successful engagement requires human oversight in AI applications and greater representation in leadership, as current Latino leadership in major leagues (6-10%) lags behind their fan base (20-33%). Investing in youth sports, which accounts for 15% of the economy, is also crucial for cultivating future fandom.

Key takeaway

For sports executives and marketing professionals aiming to capture future growth, you must prioritize authentic, personalized engagement strategies for diverse fan bases, particularly Latino consumers. Recognize that Latino fans, who drive a third of sports economy growth, seek community and digital-first experiences. Invest in advanced analytics and ensure your leadership reflects fan demographics to avoid missteps and build lasting trust. Your efforts in youth sports can also cultivate lifelong loyalty.

Key insights

The future of the sports economy is driven by diverse, digitally-savvy fans, especially Latinos, demanding authentic, personalized community experiences.

Principles

Method

Companies can achieve "n of 1" personalization by combining sophisticated analytical models and AI with human oversight to understand and resonate with diverse fan communities.

In practice

Topics

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Editorial summary, takeaway, and curation by AIssential. Original article published by McKinsey Insights & Publications.