Description:

In this episode, we explore the growing influence of Latino fans in the U.S. sports world, as revealed by Bain & Company’s latest research. With Latinos set to drive one-third of future sports spending, we break down the missed opportunities, cultural gaps, and the urgent need for sports organizations to engage this passionate fan base. From personalized experiences to Latino representation in media and leadership, we uncover what it will take to win over the future of sports. Join us as we dive into the numbers, the impact, and what’s next for the world of sports.

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Cold Opening: 

Picture this: the crowd’s roar, the game’s thrill, and the excitement of being part of something bigger. Now imagine… that one in every three dollars spent on sports in the next 30 years will come from Latino fans. That’s right—by 2050, Latinos will be the economic heartbeat of American sports, But here’s the catch: despite their growing influence, they’re still on the sidelines when it comes to media representation and marketing.

How is a community with so much passion, loyalty, and spending power being overlooked? And what does that mean for the future of sports in the U.S.?

Intro: 

What is going on everyone? I’m Kevin Muñoz. Today is Monday, September 16^th. Welcome to The LEO podcast, your go-to for insightful discussions on various educational topics, with a focus on issues impacting the Latin American community.

Happy Hispanic Heritage Month! A time when we honor the vibrant histories, cultures, and contributions of Hispanic and Latino communities across the United States. And today’s episode fits right into that theme.

We’re diving into groundbreaking research from Bain & Company that unveils just how powerful Latino sports fans are—and why leagues, teams, and brands are missing out.

Now, before we dive into this compelling episode, a quick shout-out to our fantastic supporters at patreon.com/latinamericaneo. If you want to unlock bonus content and help us keep the episodes coming, join our Palomitas community!

Don’t worry if you’re not a patron yet; you’re in for a treat with this episode. Packed with great content so just sit back, relax, and enjoy today’s show!

Background: Breaking Down the Bain Study

To really understand where we’re headed, we need to take a step back and look at where we are today in the world of American sports.

Bain & Company’s groundbreaking research presented at the L’ATTITUDE conference, reveals some eye-opening data about the future of sports fandom in the U.S., and it’s clear—Latino fans are going to be front and center

Let’s start with the most powerful statistic in the report. The Latino community now makes up about 20% of the U.S. population—one in every five people. By 2050, that number is projected to rise to 25%, meaning Latinos will account for more than half of the total population growth in the next 25 years. We’re talking about millions of new sports fans with real passion, loyalty, and, perhaps most importantly, spending power. Bain predicts that Latinos will account for one out of every three dollars spent on U.S. sports. That’s huge! Imagine the NFL, the NBA, MLB, and other major leagues—one-third of their revenue growth coming from a community that’s been historically under-engaged.

But let’s not forget: the influence of Latinos in sports isn’t new—it’s just becoming impossible to ignore. For decades, Latino athletes have made waves across the sports world, from baseball legends like Roberto Clemente and Fernando Valenzuela to soccer icons like Lionel Messi and Chicharito, and even trailblazers in the NBA and NFL.

But it’s not just about the money. It’s about engagement, passion, and the deep connection Latinos already have with sports. According to Bain, Latinos consume 64% more sports content than non-Latinos. Think about that for a second. Sixty-four percent! Whether it’s watching games on TV, streaming events online, or listening to sports radio, Latino fans are constantly plugged in.

In fact 40% of Latino fans identify as ‘avid’ sports fans. That’s the highest share of any group in the U.S. Now, we all know an ‘avid’ fan, right? The person who never misses a game, who’s constantly checking stats, who can tell you the batting average of their favorite player from five years ago. Latino fans are that kind of invested in their teams.

Yet despite these achievements, the reality is that Latino representation in sports media and marketing still hasn’t caught up. Think about it: when was the last time you saw a sports broadcast truly cater to Latino fans—not just with a Spanish translation, but with content that speaks to our culture, our communities, and our love for the game?

This is where the disconnect starts to show. Despite their passion, Latino fans feel sidelined. Forty-seven percent of Latinos say that sports have the least representation of their community compared to other forms of media. To put it another way, when they tune in to watch their favorite team, they don’t see people who look like them, talk like them, or understand their culture.

So why is this happening? Bain’s research suggests that leagues, teams, and sponsors simply aren’t meeting Latino fans where they’re at. Sure, there are Spanish-language broadcasts. But we all know that’s just scratching the surface. It’s not about language—it’s about culture, community, and authentic representation. Latino fans want to see themselves reflected in the sports they love. And let’s be honest, who wouldn’t?

Now, let’s talk about where the real opportunity lies. Right now, only 4% of U.S. marketing spending is directed at Latinos. Four percent! That’s a shockingly low figure for a community that’s expected to drive so much economic growth. Bain’s research shows that 54% of Latino fans are likely to purchase products from companies that sponsor their favorite teams or leagues. And that’s not just a passive connection—63% say they’re more likely to buy from brands that represent them in ads. So, it’s not just about sticking a logo on a stadium—it’s about showing up in a way that resonates.

And let’s be clear: this goes beyond advertising. It’s about leadership, representation, and cultural understanding. Sports organizations need to bridge cultural gaps if they want to thrive in the new mainstream sports economy. Bain suggests a new playbook—one that focuses on creating personalized, culturally relevant experiences for Latino fans, not just during a big game or event, but year-round.

Think about how sports could look if that gap was closed. Imagine more Latino representation in sports broadcasting, with commentators who understand the nuances of both the game and the community. Imagine sponsors creating ads that reflect Latino culture, players that inspire young Latino athletes, and more Latino leadership across the industry—from front offices to executive suites. That’s the kind of change we’re talking about.

Bain also points out that mobile, streaming, and social media will be crucial in this shift. Latino fans are incredibly engaged with digital platforms—think about how much content we consume on our phones alone. Meeting fans where they’re already at, whether it’s through tailored content on social media or accessible live streaming, could be a game-changer.

And let’s not forget youth sports. Bain’s research highlights that improving inclusion at every level—starting with youth participation—will be key to ensuring that Latino athletes, fans, and future leaders are fully represented in sports. It’s a pipeline that leads from local fields to the biggest stadiums in the country.

So what’s the bottom line here? Bain’s study shows that Latino fans aren’t just a part of the sports world—they’re shaping its future. But there’s a major gap between the potential and the reality. And it’s up to sports organizations to close that gap before it’s too late.

Economic Impact and Missed Opportunities:

Alright, let’s switch gears and talk about the money—because at the end of the day, sports is a business. And when it comes to Latino fans, the business opportunities are massive. But right now, they’re being left on the table.

We’ve already talked about how Latinos are set to drive a huge chunk of spending in the U.S. sports market. By 2050, they’ll be responsible for one out of every three dollars spent on sports. Now, imagine you’re a major sports league, a sponsor, or even a team owner. That kind of growth potential is a dream come true. And yet, here’s the reality: most organizations are missing the mark when it comes to connecting with Latino fans.

Right now, only 4% of marketing dollars in the U.S. are being directed at Latinos. Four percent. Let that sink in. We’re talking about a community that’s poised to be one of the largest and most engaged fan bases in the country, and yet they’re getting just a tiny slice of the marketing pie.

Here’s the thing: it’s not because Latinos aren’t willing to spend. As I mentioned before Bain’s research found that 54% of Latino fans say they’re more likely to purchase products from companies that sponsor their favorite teams or leagues. That’s more than half! So the demand is there—the willingness to support brands that align with their sports loyalty is crystal clear. But the supply? The actual number of brands making a real effort to engage this audience? That’s where the disconnect lies.

And it’s not just about buying tickets or merchandise. The influence Latinos have on the broader economy is undeniable. Remember, Bain’s research shows that 63% of Latinos say they’re more likely to buy from brands that represent them in ads. That’s a huge opportunity for companies to build long-term brand loyalty—not just within the Latino community, but in a way that resonates across the entire sports ecosystem.

So, what’s holding sports organizations and brands back? Well, part of the problem is that many organizations still see engagement with Latino fans as a ‘niche’ market—something to be done on special occasions or around cultural events like Hispanic Heritage Month. And sure, those moments are important, but they don’t capture the year-round passion Latino fans have for sports.

Another missed opportunity? Representation in advertising. Look at the ads you see during major sporting events. How often do you see Latinos in those commercials? Not just as background characters, but as the stars of the campaigns? Representation matters. It’s one thing to cheer for a team, but it’s another to feel seen and valued as part of the fanbase. And when brands make the effort to authentically represent Latino culture, it pays off.

So, what does all this mean for sports organizations and brands? It means there’s a huge opportunity waiting to be seized. As I said, it’s not just about throwing money into Spanish-language ads or putting out a few commercials featuring Latino athletes. It’s about creating authentic, long-term relationships with Latino fans.

This is where Bain’s research really hits home. Sports teams and brands need to stop thinking of Latino fans as a separate audience and start thinking of them as the core of the future sports economy. The opportunity isn’t just about reaching a ‘new’ fan base—it’s about adapting to the new mainstream sports consumer, who happens to be Latino.

Take a look at successful brands that have already embraced this shift. Companies like Nike and Adidas have begun incorporating Latino athletes and cultural elements into their campaigns, and it’s paid off in a big way. These brands aren’t just marketing products; they’re building a relationship with Latino fans that goes beyond the field or the court. They’re telling a story that resonates.

Now, think about what could happen if more companies followed suit. What if major sponsors for the NFL, NBA, and MLB really leaned into this and started creating campaigns that speak to Latino culture year-round? What if leagues made a bigger effort to bring Latino voices to the forefront, whether that’s in advertising, team leadership, or even as broadcasters?

The possibilities are endless. Bain’s report shows us that the key to unlocking this economic potential isn’t complicated. It’s about bridging the gap between Latino fans and the sports they love through authenticity, representation, and meaningful engagement.

But for now, those opportunities remain largely untapped. The question is: how long will sports organizations and brands wait before they realize just how much they’re leaving on the field?

Conclusion

As we wrap up today, one thing is clear: the future of sports in America is changing. With Latinos set to become one of the most influential fan bases, sports organizations have a choice—embrace these changing demographics, or get left behind.

We’ve seen from Bain’s research that there’s immense economic potential and passion within the Latino fanbase, but it’s going to take real effort to close the gaps in representation and engagement.

So, I’ll leave you with this question: how do you think the future of sports will change with Latino fans at the forefront? Share your thoughts with us on social media or call in. We’d love to hear from you!

Episode Summary/ Conclusion:

As we reach the end of our episode, let’s take a moment to wrap it up and reflect on the headlines that caught our attention.

First

Then,

Lastly,

Closing Remarks:

That’s all for today on the LEO podcast. I’m Kevin Muñoz and as always feel free to send me a voicemail through my website latinamerianeo.org by simply clicking the purple “send voicemail” popup and just start recording your thoughts or any interesting topic that you’d like to see covered. I might just feature it in the next episode!

and for those of you on Patreon, I’ll see you there.

Otherwise, I’ll see you all in next week’s episode!

*Outro Music Fades Out*

• https://www.wjbf.com/business/press-releases/cision/20240912NE04716/latino-fans-are-poised-to-account-for-1-out-of-every-incremental-3-spent-on-us-sports-by-2050-yet-they-remain-under-engaged-and-under-represented-in-sports-media/
• https://mma.prnewswire.com/media/818197/Bain_and_Company_Logo.html
• https://www.prnewswire.com/news-releases/latino-fans-are-poised-to-account-for-1-out-of-every-incremental-3-spent-on-us-sports-by-2050-yet-they-remain-under-engaged-and-under-represented-in-sports-media-302245947.html
• https://www.bain.com/insights/scoring-big-with-latino-sports-fans-infographic/

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