Uploaded July 2026 | Updated September 2026, 2 weeks ago
The 2026 World Cup is the biggest tournament in soccer (football) history, and if it feels like more people are watching, it's because they are.
The games offer a window into changing consumers behavior, the power of community, and the future of sports fandom—especially among Latinos.
On the latest episode of The McKinsey Podcast, Senior Partner Lucy Pérez joins Editorial Director Roberta Fusaro to discuss McKinsey’s recent research on the growing influence of Latino fans, the brand opportunities for personalized engagement, and the investments that strengthen fandom.
The conversation also explores the long-term value of investing in youth sports, the importance of representation in leadership, and what business leaders can learn from one of the world’s biggest sporting events.
*In the full episode:*
- Why this World Cup is fueling the sports economy
- What are the smartest companies doing right?
- AI’s role in personalizing the fan experience
- Why youth sports create lifelong fans
- The role of Latino fans in the future of American sports
Listen to the podcast: youtube.com/watch?v=iHef5weXKqg
Read the research: mckinsey.com/institute-for-economic-mobility/our-insights/unlocking-the-growing-power-of-latino-fans-building-a-stronger-sports-economy
Subscribe to our channel: mck.co/YouTube
Subscribe to our newsletters: mck.co/Subscribe
*Find us on:*
Facebook: mck.co/Facebook
Twitter: mck.co/Twitter
LinkedIn: mck.co/LinkedIn
Instagram: mck.co/Instagram
The 2026 World Cup is the biggest tournament in soccer (football) history, and if it feels like more people are watching, it's because they are.
The games offer a window into changing consumers behavior, the power of community, and the future of sports fandom—especially among Latinos.
On the latest episode of The McKinsey Podcast, Senior Partner Lucy Pérez joins Editorial Director Roberta Fusaro to discuss McKinsey’s recent research on the growing influence of Latino fans, the brand opportunities for personalized engagement, and the investments that strengthen fandom.
The conversation also explores the long-term value of investing in youth sports, the importance of representation in leadership, and what business leaders can learn from one of the world’s biggest sporting events.
*In the full episode:*
- Why this World Cup is fueling the sports economy
- What are the smartest companies doing right?
- AI’s role in personalizing the fan experience
- Why youth sports create lifelong fans
- The role of Latino fans in the future of American sports
Listen to the podcast: youtube.com/watch?v=iHef5weXKqg
Read the research: mckinsey.com/institute-for-economic-mobility/our-insights/unlocking-the-growing-power-of-latino-fans-building-a-stronger-sports-economy
Subscribe to our channel: mck.co/YouTube
Subscribe to our newsletters: mck.co/Subscribe
*Find us on:*
Facebook: mck.co/Facebook
Twitter: mck.co/Twitter
LinkedIn: mck.co/LinkedIn
Instagram: mck.co/Instagram
