What the 2026 World Cup reveals about the next generation of sports fans
7/16/202616 min
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.
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First 90 secondsLucy Perez· Guest0:00
[on-hold music] Increasingly, a lot of our conversations, be it with the brands or with the teams themselves, is around how do you use technology to allow you to drive that greater personalization and really creating those unique experiences that reflect the needs of individual consumers.
Roberta Fusaro· Host0:17
That's McKinsey senior partner Lucy Perez. How do you reach fans that aren't one-size-fits-all? Well, Lucy joins us to talk about the business opportunities and community connections inspired by the World Cup. We'll also hear about Latino fandom, which is driving significant growth in the US sports economy, and we'll hear more about the team that Lucy will be rooting for on Sunday, La Roja. [on-hold music] This is "The McKinsey Podcast," where we help you make sense out of the world's toughest business challenges. I'm Roberta Fazzaro, your host for today. [on-hold music] Lucy, thanks so much for joining the podcast today.
Lucy Perez· Guest0:58
Thanks so much, Roberta. Really looking forward to this conversation with you. I mean, it's all about sports these days, right?
Roberta Fusaro· Host1:05
Yes, it's so exciting. I have to ask you, who do you got? Who are you rooting for in this World Cup?
Lucy Perez· Guest1:11
So for me, it's always La Roja, the Spain national team. My parents are from Spain, so from a very young age, I've been trained in a love for that team.
Roberta Fusaro· Host1:22
I mean, as I watch the passing and the strategy, it truly is, like, a marvel to watch what's going on.