Founder & CEO | 360WiSE® Media
Robert Alexander is a credentialed Senior Correspondent recognized by the United States Press Agency (USPA) and German Daily News.
- Latinos are projected to contribute one-third of the US sports economy’s growth to $300 billion by 2035, despite currently representing 19 percent of the $160 billion market, according to McKinsey research
- Latino youth sports participation grew at 3.9 percent annually from 2019 to 2024, nearly double the rate of non-Latino youth, narrowing the participation gap from 6.3 percentage points to 2.8 percentage points
- Youth sports costs now average nearly $1,000 annually per child and up to $3,000 for teens per Sports and Fitness Industry Association data, with aluminum bats exceeding $500 and gloves costing $300 to $400
- Latino youth who play competitive sports are three times more likely to become avid fans as adults, and Latino fans spend 50 percent more than non-Latinos when adjusted by income
- 87 percent of Latino corporate board members surveyed participated in youth sports, a rate 25 to 30 percentage points higher than the broader Latino youth population
The youth sports industry faces two converging demographic and economic trends: a sports economy projected to nearly double over the next decade, and a Latino population that will account for 77 percent of total US population growth by 2035. New research from McKinsey in collaboration with NBCUniversal’s Telemundo quantifies the gap between current Latino youth participation rates and the potential economic impact of closing that gap.
The US sports economy reached $160 billion in 2024 and is forecast to grow to more than $300 billion by 2035, representing a 6 percent annual growth rate, according to McKinsey analysis of rights holders (leagues, teams, federations) and the surrounding sports ecosystem including broadcasters, sportsbooks, youth sports, video games, agencies, venues, and ticketing platforms.
Latinos currently account for 19 percent of the overall sports ecosystem, aligned with their 20 percent share of the general population. McKinsey projects that Latinos will represent approximately 25 percent of the sports economy by 2035 and will contribute one-third of the market’s total growth during that period.
Youth sports represents 15 percent of the current sports ecosystem and is expected to grow at a 9 percent compound annual growth rate. US Census Bureau data projects that Latinos will reach 28 percent of the US population by 2060, up from the current 20 percent.
Between 2019 and 2024, Latino youth sports participation grew at a compound annual growth rate of 3.9 percent, according to Sports and Fitness Industry Association data. This rate nearly doubled that of non-Latino youth during the same period. By 2024, more than half of Latino youth (53.7 percent) were active in sports.
The participation gap between Latino and non-Latino youth narrowed from 6.3 percentage points in 2019 to 2.8 percentage points in 2024. Latina girls showed accelerated growth, with participation rising from 39.5 percent in 2019 to 48.4 percent in 2024, outpacing non-Latina peers.
Organizations including Ella Sports Foundation, Girls on the Run, Sports 4 Life, and the Women’s Sports Foundation have launched programs serving girls in underrepresented communities, per the McKinsey report.
McKinsey research conducted with the US Soccer Federation found that Latino and Black children are three times more likely than White children to stop playing soccer because they feel unwelcome.
Alex Rodriguez, co-owner and co-chairman of the NBA’s Minnesota Timberwolves and WNBA’s Minnesota Lynx, described the current environment in a McKinsey interview: “There’s never been a time in American history when more kids are playing baseball and softball. However, at the age of 13, there’s massive drop-off.”
Youth sports costs now average nearly $1,000 annually per child, rising to $3,000 for teenagers, according to Sports and Fitness Industry Association data. Equipment expenses have escalated, with aluminum bats exceeding $500 and gloves ranging from $300 to $400.
The McKinsey report identifies multiple barriers to Latino youth participation. Twenty-five percent of Latino parents cite scheduling conflicts as a reason their children don’t participate in sports, compared with lower rates among non-Latino families, according to survey data in the report.
Rodriguez, who grew up with a single mother using food stamps in Miami, described the financial constraints: “If I were a ten-year-old again in today’s 2025 environment, my mother would not be able to pay thousands, and in some cases, tens of thousands, of dollars for me to travel every weekend for a game. I was lucky because I had mentors who stepped up and sponsored me. But you’re talking about a few hundred dollars back then, compared to tens of thousands of dollars today.”
Rodriguez credits mentors at the Boys & Girls Club in Coconut Grove, Florida, where more than 25 Major League players emerged from that single location over 40 years, and his high school coach at Westminster Christian School. “Two things saved my life: the Boys & Girls Club and sports,” he said in the interview.
Latino youth who play competitive sports are three times more likely than non-participants to become avid fans as adults, according to McKinsey survey data. Latino fans spend 15 percent more than non-Latinos on live event tickets, streaming packages, media subscriptions, and licensed merchandise. When adjusted for income differences, Latino fans spend 50 percent more.
Latinos are also 27 percent more likely to attend at least one live sporting event annually and show 14 percent higher engagement across digital-native media platforms, per the McKinsey survey of approximately 2,500 self-identified sports fans.
The Latino Corporate Directors Association surveyed 86 accomplished board members, finding that 87 percent participated in youth sports, a rate 25 to 30 percentage points higher than the broader Latino youth population. Nearly three-quarters credited sports with instilling professional qualities: discipline (71 percent), teamwork (68 percent), and leadership (68 percent).
Female board members reported starting sports later than males (9.8 years old versus 7.6 years) and were 21 percentage points less likely to continue participation through college.
A 2021 McKinsey report found that Latino household consumption is growing 35 percent faster than non-Latino households. A 2025 report from California Lutheran University and UCLA determined that Latinos accounted for more than 30 percent of US GDP growth since 2019, with US Latino GDP reaching $4.1 trillion in 2023, equivalent to the fifth largest economy globally.
Latinos account for 26 percent of the US population under 25 years old, according to US Census data cited in the McKinsey report. Approximately 56 percent of all Latinos are under age 34.
Rodriguez emphasized a shift in youth development philosophy in his interview: “Instead of asking, ‘Did you hit a home run?’ or ‘Did you strike out ten batters?’ we should be asking, ‘Did you enjoy the game? Were you well prepared? How did you feel out there?’ We need to put the focus on the process and take out the emphasis on results.”
The McKinsey survey found that 63 percent of Latino fans expressed interest in sports content highlighting their culture, athletes, and communities, compared to 55 percent of non-Latinos. Fifty-seven percent of Latino respondents indicated they would deepen engagement if teams launched culturally specific initiatives such as heritage nights, partnerships, or community celebrations.
Latino respondents were four percentage points less satisfied than non-Latinos with the amount of sports content reflecting their culture and perspectives, according to the survey.
The McKinsey analysis projects that with the sports economy growing from $160 billion in 2024 to more than $300 billion by 2035, and with Latinos contributing one-third of that growth, youth sports operators face both demographic shifts and changing participation patterns.
Rodriguez, whose path from food stamps to team ownership included a 22-season Major League Baseball career, noted the limited duration of professional careers: “The average career [of a baseball player] is only about five and a half years, and many players don’t have the financial literacy or the knowledge to be able to take competitive advantage of their capital.”
The McKinsey report concludes that Latino fans represent 19 percent of the current sports ecosystem with variation across individual market segments. Latinos are currently underrepresented in revenue generated from media rights (11 percent) and make up a higher percentage of revenue from youth sports (25 percent).
YSBR provides this content on an “as is” basis without any warranties, express or implied. We do not assume responsibility for the accuracy, completeness, legality, reliability, or use of the information, including any images, videos, or licenses associated with this article. For any concerns, including copyright issues or complaints, please contact YSBR directly.
About Youth Sports Business Report
Youth Sports Business Report is the largest and most trusted source for youth sports industry news, insights, and analysis covering the $54 billion youth sports market. Trusted by over 50,000 followers including industry executives, investors, youth sports parents and sports business professionals, we are the premier destination for comprehensive youth sports business intelligence.
Our core mission: Make Youth Sports Better. As the leading authority in youth sports business reporting, we deliver unparalleled coverage of sports business trends, youth athletics, and emerging opportunities across the youth sports ecosystem.
Our expert editorial team provides authoritative, in-depth reporting on key youth sports industry verticals including:
- Sports sponsorship and institutional capital (Private Equity, Venture Capital)
- Youth Sports events and tournament management
- NIL (Name, Image, Likeness) developments and compliance
- Youth sports coaching and sports recruitment strategies
- Sports technology and data analytics innovation
- Youth sports facilities development and management
- Sports content creation and digital media monetization
Whether you’re a sports industry executive, institutional investor, youth sports parent, coach, or sports business enthusiast, Youth Sports Business Report is your most reliable source for the actionable sports business insights you need to stay ahead of youth athletics trends and make informed decisions in the rapidly evolving youth sports landscape.
Join our growing community of 50,000+ industry leaders who depend on our trusted youth sports business analysis to drive success in the youth sports industry.
Stay connected with the pulse of the youth sports business – where industry expertise meets actionable intelligence.
Sign up for the biggest newsletter in Youth Sports – Youth Sports HQ – The best youth sports newsletter in the industry
Follow Youth Sports Business Report Founder Cameron Korab on LinkedIn