The global soccer industry is placing a bold bet on the U.S. Hispanic fan, and for good reason. With 73 percent 1 of U.S. Hispanics 16 and older identifying as soccer fans, many describe the sport not as a pastime but as a piece of their heritage, something they were born into and are incredibly proud of.
This deep-rooted passion is shaping everything from league strategies and stadium renovations to technology deployment and brand activations. According to For Soccer Research 2, 71% percent of U.S. Hispanic fans say cultural representation directly influences the leagues they support, making bilingual marketing and authentic storytelling essential. As the 2025 “Summer of Soccer” turns to July, the real question becomes: do we truly understand what is driving this audience, and are we doing enough to meet the moment?
Any organization preparing for the 2026 FIFA World Cup and beyond must take note. Ignoring this shift is not just a missed opportunity, it is a strategic mistake. This audience is not only expanding, it is redefining what modern fandom looks like. Bilingual, digital-first, tech-savvy, community-rooted and brand-loyal, Hispanic fans are truly setting the pace for what engagement must look like moving forward.
LEVERAGING EMERGING TECHNOLOGIES
As an organization, we are regularly engaged to help our partners leverage AI and emerging technologies to better understand their fans to maximize revenue and enhance fan experiences. Using these tools and technologies are no longer optional; they are critical to deliver measurable business growth.
For brands and rights holders, real-time data capture and predictive analytics unlock deeper insights into Hispanic fan behaviors: how they attend, watch, share, and buy. AI-powered personalization tailors messaging in ways that reflect cultural nuance and language preference. When layered with modern loyalty strategies (rewards programs, gamified engagement, and exclusive access) the impact goes beyond audience reach. It builds lasting relationships rooted in trust and shared identity.
Now imagine that infrastructure built around the most emotionally invested and commercially underserved fan base in American sports.
The urgency isn’t speculative, it's backed by data. According to TelevisaUnivision 3, 68% of Hispanic sports fans identify as soccer-first. This signals more than a preference; it represents a cultural connection.
This passion also translates into measurable impact. Nielsen reported U.S. Hispanic fans are 33% more likely to attend live sporting events than the general population, making them critical to matchday revenue and in-stadium experiences. These are not passive viewers; they are deeply engaged fans. More importantly, the growth curve shows what lies ahead as 42% percent of new U.S. soccer fans over the past five years are Hispanic. This audience is not simply sustaining the sport, they are actively reshaping how it is broadcast, marketed, and monetized.
Language plays a foundational role. Spanish-language broadcasts continue to outperform in Hispanic households and are gaining traction among non-Hispanic viewers as well. According to TelevisaUnivision, 64% of U.S. Hispanics believe soccer has become more exciting due to technology improvements and the growth of Spanish-language streaming. Nearly 90 percent of Hispanic fans prefer Spanish-language commentary, and more than 65 percent of non-Hispanic fans say the same.
CONNECTING BRANDS WITH (HISPANIC) FANS
Outside of traditional broadcast television, there are more opportunities today than ever before for brands to connect with Hispanic fans. According to the Nielsen and Latinos in Sports report 4 Soccer has become a digital-first sport within this community with 69% live streaming matches, 49% watching highlights, and Hispanic fans being 38% more likely to use TikTok for sports content than the general public. These are not emerging trends, they are current expectations that are already reshaping how soccer is consumed, shared, and commercialized.
To build effective strategies that engage and capitalize on today’s Hispanic demographic, it is critically important to dive deep into who these fans truly are. At Next League, we spend considerable time building user personas that help illustrate the unique motivations, habits, and cultural nuances that drive fan engagement. By defining a few key personas, like the bilingual Gen Z creator and the legacy fan with deep generational ties, we can shape strategies that are more relevant, personalized, and effective across platforms. Doing so successfully can and will unlock new revenue opportunities for brands.
The data is clear. The audience is ready. And the moment is now.
The world is not just betting on U.S. Hispanics to grow the game; it is relying on them to define its future. With a calendar full of marquee events and billions of sponsorship dollars on the line, success will come down to one key decision: whether leagues, brands, and broadcasters are prepared to meet Hispanic fans where they are—culturally, digitally, and authentically.
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