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

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. That's McKinsey senior partner, Lucy Perez. How do you reach fans that aren't one size fits all? Lucy joins us to talk about the business opportunities and community connections 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. This is the McKinse Podcast, where we help you make sense out of the world's toughest business challenges. I'm Roberta Fasaro, your host for today. Lucy, thanks so much for joining the podcast today. Thanks so much, Roberta. Really looking forward to this conversation with you. I mean, it's all about sports these days, right? Yes, it's so exciting, I have to ask you.

Who do you got? Who are you rooting for in this world cup? 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. I mean, as I watch the passing and the strategy, it truly is like a marvel to watch what's going on. I wanted to talk a little bit about Some research that you and your team did a year ago or so. You've obviously spent years studying Latino consumers and communities. When you look at these crowds World Cup

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