Source page: McKinsey & Company
Commentary
US sports get a lift from Latino fans
Consumer | Sports | Latin America
December 4, 2025 – 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.
To read the report, see “Unlocking the growing power of Latino fans: Building a stronger sports economy,” October 13, 2025.
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Visual form
Two-period stacked column comparison.
Layout / body structure
The chart is laid out as two large stacked columns, with 2024 on the left and 2035 on the right. It reads left to right across time, with each column split into Latino and Non-Latino components and the share label printed beneath the full bar.
What is being compared
It compares the size and composition of the US sports ecosystem in 2024 versus 2035. Within each year it compares the Latino and Non-Latino portions of the total market, so the visual is showing both overall growth and the changing share of Latino participation in that growth.
Measurement system
The unit is billions of dollars. The total for each year is printed above the bar, the segment values are printed inside the stacked blocks, and the Latino share is printed below the bar as a percentage of the total.
Visible structure inside the graphic
Each bar is divided into a dark blue Latino segment at the base and a much larger gray Non-Latino segment above it. The simple two-bar layout makes the time comparison extremely direct, while the large totals above and the percentage labels below tie the composition shift to the total-market expansion.
Main takeaway from the visual
The chart shows both scale growth and a rising Latino share of the sports ecosystem. The overall market nearly doubles from 160 to 316, and the Latino segment grows much faster than the Non-Latino segment, raising its share from under one-fifth to one-quarter of the total by 2035.
Key standout values or extremes
The total rises from $160 billion in 2024 to $316 billion in 2035. The Latino component grows from 31 to 80, while the Non-Latino component grows from 129 to 235, and the Latino share increases from 19 percent to 25 percent.
Controls / sequence, when applicable
This is a static chart image with no in-chart controls to operate.
Companion media, when applicable
There is no separate companion audio or video; the chart image is the full visual on this page.