Archive · 19 Jul 2026
Sports Economy to Double by 2036
The global sports economy is expected to grow a lot in the next ten years, almost doubling in size.
Latino fans will play a big part in this growth, making up about one-third of the increase.
These fans enjoy sports more and spend more money on sports experiences.
They also use digital platforms a lot to watch and talk about sports.
The report says that companies should not treat all Latino fans the same because their preferences vary.
For example, baseball is more popular in some Caribbean communities, while soccer is more popular in some South American communities.
The report also talks about the importance of youth sports and the use of artificial intelligence to make sports experiences more personal.
Overall, the report suggests that sports leagues, brands, and policymakers should invest more in making sports accessible and engaging for everyone.
Global sports economy projected to grow from $165 billion to $320 billion in 10 years.
Latino fans expected to drive one-third of this growth.
Latino consumers spend more on sports and engage digitally across multiple platforms.
Sports preferences vary significantly among Latino communities, with regional differences in popularity.
Youth sports account for 15% of the sports economy, presenting a major growth opportunity.
- Who
- Global sports economy, Latino fans, McKinsey
- What
- Projected growth and influence of Latino fans
- When
- Over the next ten years, as of July 19, 2026
- Where
- Global sports market
- Why
- Rising commercial importance of community-driven and digitally engaged audiences
- Projected Growth
- Nearly double in 10 years
- Current Market Size
- $165 billion
- Projected Market Size
- $320 billion
- Latino Fans' Contribution
- One-third of growth
- Youth Sports' Share
- 15% of sports economy
- Key Growth Drivers
- Community-driven and digitally engaged audiences
- Report Author
- McKinsey
- Publication Date
- July 19, 2026