The Week in Charts

US sports get a lift from Latino fans

Consumer
Sports
Latin America

The US sports economy is projected to grow from about $160 billion in 2024 to more than $300 billion in the next decade. Latino sports fans represent a rapidly growing segment of this sector, Senior Partner Alberto Chaia and coauthors report, comprising 19 percent of the US sports ecosystem overall in 2024. This figure is expected to increase to 25 percent by 2035. Additionally, Latino fans currently spend 15 percent more than non-Latinos across sports categories, including media subscriptions and live event tickets. As the sports landscape evolves, it will be essential for brands and leagues to understand and engage with Latino fans.

The expected 2035 US sports ecosystem, a quarter of which will be Latino, will have grown at 6 percent per year and reach more than $300 billion.
Image description: A pair of area charts compares the US sports ecosystem in 2024 and the estimated value in 2035, segmented by Latino and non-Latino contributions. In 2024, the total value is $160 billion, with $31 billion attributed to Latinos and $129 billion to non-Latinos, resulting in a Latino share of 19%. By 2035, the total value is estimated to reach $316 billion, with $80 billion from Latinos and $235 billion from non-Latinos, increasing the Latino share to 25%. Note: This image description was completed with the assistance of Writer, a gen AI tool. Source: Antenna; GMR; Omdia; PwC Global Media Outlook; SNL Kagan; Sportcal; McKinsey Sports Ecosystem model. End of image description.

To read the report, see “Unlocking the growing power of Latino fans: Building a stronger sports economy,” October 13, 2025.