Opinion for The Latino Newsletter
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The heart of American sports is changing, and at its center is a Latino fan base growing stronger, louder, and more influential than ever.
With the NFL season in full swing, the MLB playoffs rolling along, a U.S.-Mexico soccer match last weekend, and the NBA tipping off later this month, one fact is impossible to ignore: Latino fans are reshaping who shows up to games, who watches at home, and which brands they focus on. Sports organizations that take the Latino community seriously are building something durable — a fan base for the future.
Growing up in Los Angeles, I still remember going to Dodger Stadium and the Coliseum. Those cherished memories instilled a lifelong passion for sports. In our household, non-Latino athletes like Dodgers legend Sandy Koufax and Rams quarterback Roman Gabriel were heroes, the kind who inspired a kid like me to play organized sports. As a high schooler, football gave me a level of self-confidence I couldn’t have found anywhere else. Now, as a former athlete myself, I take pride in seeing more Latinos in sports these days.
I was fortunate to attend several World Cup games this summer. It was an incredible experience to join the world and millions of Latinos in an extraordinary global sporting event. The 2026 final match between Spain and Argentina punctuated a six-week sprint that put Latino culture front and center. Just ask Peacock and Telemundo, which enjoyed sky-high ratings with U.S. audiences.
The World Cup success proved that Latino audiences are fueling sports growth like no other group in the U.S.
Last year, McKinsey and Company examined the status of Latino fans. The report found that by 2035 the U.S. sports economy will nearly double to $300 billion, and Latino fans will represent one-third of that growth. Latino youth sports participation will nearly double that of non-Latino youth. Our diversity and deep enthusiasm across multiple sports give us an outsized role in shaping consumption patterns, media engagement, and community building.
Latinos already make up nearly 20 percent of the U.S. population, and their share continues to rise, bringing powerful new opportunities. The future of U.S. sports is being written by young Latino fans. With nearly one in four U.S. children identifying as Latino, this generation will redefine the American sports landscape. These young fans grow up straddling two worlds: their families' cultural traditions and U.S. sports culture. As a result, they support both the U.S. National Team and the teams of their parents’ home countries, creating a layered identity that makes them even more engaged.
Digital media is accelerating this trend. Platforms like TikTok, Instagram, and YouTube are flooded with Latino creators producing sports content, analysis, and entertainment that speaks directly to their communities. This grassroots movement ensures that Latino voices will continue to shape the conversation around sports for years to come.
And it makes perfect sense. Latino fans attend sporting events in greater numbers, consume more content across all platforms, and spend more on sports-related products than non-Latinos. Brands and sports teams are noticing our buying power — now estimated at $4.4 trillion.
From beer companies to apparel giants, marketing campaigns increasingly feature bilingual slogans, Latino athletes, and cultural references designed to appeal directly to Latino communities.
For example, when soccer matches are played in the U.S., brands often adjust their activations to reflect our communities. This might include mariachi performances, bilingual stadium announcements, or even culturally specific food and beverage offerings. The message is clear: to grow sports in the U.S., connecting with the Latino fan base is no longer optional. It’s required and essential.
Teams that invest now in our community will develop a loyal base for generations to come. Consider the Denver Broncos. They share a deep, historical connection with Latino fans in Colorado and across Mexico, cultivated through decades of outreach, international games, and vibrant cultural traditions. Mexico City represents the team's largest concentration of fans outside of the Denver metropolitan area.
Latino fans are no longer a curiosity — we are the future of American sports. We are no longer a public relations checklist item, but worthy of real investment and recognition.
Mauro Morales is a retired attorney and civil rights leader who spent 25 years in federal service, most recently as Staff Director of the U.S. Commission on Civil Rights. He also served in the Obama Administration, including senior roles at the Office of Personnel Management, and previously worked in private practice and on Capitol Hill.
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