Uploaded July 2026 | Updated September 2026, 2 weeks ago
The 2026 World Cup offers a window into changing consumers behavior, the power of community, and the future of sports fandom—especially among Latinos. As the world’s biggest soccer (football) tournament brings millions together, what can business leaders learn from the fans driving the future of the sports economy?
On this 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.
Read the research: mckinsey.com/institute-for-economic-mobility/our-insights/unlocking-the-growing-power-of-latino-fans-building-a-stronger-sports-economy
*Chapters:*
00:00 – Introduction
01:40 – Why this World Cup is fueling the sports economy
04:30 – What are the smartest companies doing right?
08:04 – AI’s role in personalizing the fan experience
10:08 – Why youth sports create lifelong fans
13:10 – The role of Latino fans in the future of American sports
About the guest: McKinsey Senior Partner Lucy Pérez mckinsey.com/our-people/lucy-perez
Any unanswered questions about this episode? Comment or send them our way: TheMcKinseyPodcast@mckinsey.com
Theme music composed, performed, and produced by Joy Ngiaw.
See mckinsey.com/privacy-policy for privacy information.
The 2026 World Cup offers a window into changing consumers behavior, the power of community, and the future of sports fandom—especially among Latinos. As the world’s biggest soccer (football) tournament brings millions together, what can business leaders learn from the fans driving the future of the sports economy?
On this 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.
Read the research: mckinsey.com/institute-for-economic-mobility/our-insights/unlocking-the-growing-power-of-latino-fans-building-a-stronger-sports-economy
*Chapters:*
00:00 – Introduction
01:40 – Why this World Cup is fueling the sports economy
04:30 – What are the smartest companies doing right?
08:04 – AI’s role in personalizing the fan experience
10:08 – Why youth sports create lifelong fans
13:10 – The role of Latino fans in the future of American sports
About the guest: McKinsey Senior Partner Lucy Pérez mckinsey.com/our-people/lucy-perez
Any unanswered questions about this episode? Comment or send them our way: TheMcKinseyPodcast@mckinsey.com
Theme music composed, performed, and produced by Joy Ngiaw.
See mckinsey.com/privacy-policy for privacy information.
