What the World Cup Reveals About the Next Generation of Sports Fans | 16 Jul 2026 | The McKinsey Podcast
**1. Executive Briefing (TL;DR)** - **The Core Thesis:** The rapid expansion of the sports economy over the next decade is structurally tied to younger, digital-first demographics—with Latino fans acting as a primary growth catalyst. Maximizing this market potential requires a transition from broad demographic outreach to highly localized, authentic, and data-driven engagement campaigns coupled with representative…



