As Latino communities grow in size and spending power, leagues are evolving to meet their passion and influence.

By Jeffrey Bissoy

In the sun-drenched streets of Los Angeles, the energy during a Mexico national soccer team match rivals that of any World Cup stadium. At Dodger Stadium, fans chant in Spanish while cheering for home runs. In Houston, billboards alternate between English and Spanish depending on which side of the freeway you’re on. Latino sports fans aren’t just present—they’re defining the American sports landscape.

The numbers are striking. Latinos make up nearly 20% of the U.S. population and are responsible for 25% of Major League Soccer’s fan base, according to league estimates. In the NFL, that figure is 1 in 4 Latino adults who identify as fans. And in baseball, the sport’s long-standing relationship with Latino communities is evolving as younger generations demand more inclusive, culturally resonant engagement.

“We’ve always been here,” said Carlos López, a third-generation Mexican American and lifelong Dodgers fan. “The difference now is the leagues finally see us—not just as fans, but as drivers of the culture.”

A Demographic Tipping Point

According to Pew Research, Latinos account for more than half of all U.S. population growth over the past decade. With a median age of 30 and a growing middle class, Latino households are increasingly influential in determining how and where Americans spend entertainment dollars.

Sports leagues are taking note. MLS has ramped up bilingual broadcasts and club outreach in predominantly Latino neighborhoods. MLB has leaned into its “Fiesta Days” while also spotlighting Latino players during Hispanic Heritage Month. And the NBA, though historically less reliant on Latino markets, has launched Latin Nights and experimented with culturally specific merchandise like “Los Spurs” and “El Heat” jerseys.

“There’s a growing understanding that Latino fans are not monolithic,” said Maria Torres, a cultural marketing strategist and former executive at a major sports agency. “You can’t just play a Bad Bunny song and call it a day. They want representation in ownership, broadcasting, content—across the board.”

From the Sidelines to the Boardrooms

Despite their massive fan base, Latinos remain underrepresented in leadership across major U.S. sports leagues. Less than 10% of team executives in the four major sports leagues are Latino. That discrepancy is not lost on fans or emerging Latino sports media voices.

Still, change is coming. The rise of Latino-focused sports platforms—from podcasts and YouTube channels to Spanish-language broadcasts of the Super Bowl and World Series—has opened new pipelines of talent and storytelling.

“Young Latinos aren’t just consuming sports,” said Elena Cruz, host of the bilingual sports podcast Balón y Baseball. “They’re creating memes, launching TikTok pages, starting media companies. We’re building our own lanes.”

A Business Case and a Cultural Imperative

The financial stakes are real. According to Nielsen, Latino consumers spend $1.9 trillion annually, and sports remains one of their primary entertainment categories. Brands, too, are adapting. Michelob Ultra, Modelo, and T-Mobile have all leaned into culturally nuanced campaigns that speak directly to Latino sports fans, bypassing generic marketing strategies of the past.

“Authenticity matters,” said Ricardo Díaz, chief marketing officer at a multicultural ad agency. “If you’re just translating English ads into Spanish, you’re missing the point. Culture is the message.”

Looking Ahead

As U.S. sports become increasingly global in their ambitions, the Latino fan base represents both a domestic powerhouse and a bridge to international growth. Soccer’s rising popularity among Latino Gen Zers is expected to fuel MLS expansion and further elevate the profile of the U.S. men’s and women’s national teams. Baseball, once America’s pastime, is banking on Latino stars to win back younger, multicultural audiences. And the NFL, through partnerships in Mexico and Latin America, is betting on cross-border fandom to extend its global dominance.

“The leagues that succeed will be the ones who understand that Latino fans aren’t just a market—they’re the moment,” Torres said.

For fans like López, that moment is long overdue. “We’re not just watching the game anymore,” he said. “We are the game.”