What the 2026 World Cup reveals about the next generation of sports fans

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

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