As sports become an even bigger engine of economic growth, the defining challenge isn’t identifying tomorrow’s fans; it’s recognizing that many of them are already filling stadiums, attending World Cup watch parties, and participating in digital communities. On this episode of The McKinsey Podcast, McKinsey Senior Partner Lucy Pérez joins Editorial Director Roberta Fusaro to reflect on McKinsey’s recent research about the growing influence of Latino fans, the brand opportunities for personalized engagement, and the investments that strengthen fandom—from youth sports all the way through lifelong participation.

Any unanswered questions about this episode? Send them our way at: TheMcKinseyPodcast@mckinsey.com

Theme music composed, performed, and produced by Joy Ngiaw.

As sports become an even bigger engine of economic growth, the defining challenge isn&rsquo;t identifying tomorrow&rsquo;s fans; it&rsquo;s recognizing that many of them are already filling stadiums, attending World Cup watch parties, and participating in digital communities. On this episode of <a href="https://www.mckinsey.com/featured-insights/mckinsey-podcast">The McKinsey Podcast</a>, McKinsey Senior Partner <a href="https://www.mckinsey.com/our-people/lucy-perez">Lucy P&eacute;rez</a> joins Editorial Director Roberta Fusaro to reflect on McKinsey&rsquo;s <a href="https://www.mckinsey.com/institute-for-economic-mobility/our-insights/unlocking-the-growing-power-of-latino-fans-building-a-stronger-sports-economy">recent research</a> about the growing influence of Latino fans, the brand opportunities for personalized engagement, and the investments that strengthen fandom&mdash;from youth sports all the way through lifelong participation.
Any unanswered questions about this episode? Send them our way at:&nbsp;<a href="mailto:TheMcKinseyPodcast@mckinsey.com">TheMcKinseyPodcast@mckinsey.com</a>
Theme music composed, performed, and produced by Joy Ngiaw.

The McKinsey Podcast, our new flagship podcast series, takes you inside our global firm, and features conversations with experts on issues that matter most in business and management. McKinsey & Company is a management-consulting firm that helps businesses, governments, and not-for-profit organizations realize their most important goals. Topics covered in this series include strategy, technology, leadership, marketing, operations, organization, and the role of business in society.

The McKinsey Podcast features conversations with experts from global management-consulting firm McKinsey & Company, focusing on the issues that matter most in business and management.

The McKinsey Podcast

Our flagship series The McKinsey Podcast takes you inside our global firm, and features conversations with experts on issues that matter most in business and management. McKinsey & Company is a management-consulting firm that helps businesses, governments, and not-for-profit organizations realize their most important goals. Topics covered in this series include strategy, technology, leadership, marketing, operations, organization, and the role of business in society.

Our flagship series The McKinsey Podcast takes you inside our global firm, and features conversations with experts on issues that matter most in business and management. McKinsey &amp; Company is a management-consulting firm that helps businesses, governments, and not-for-profit organizations realize their most important goals. Topics covered in this series include strategy, technology, leadership, marketing, operations, organization, and the role of business in society.