McKinsey - Latino Fans Could Power the Next Boom in Racquet Sports Facilities

McKinsey & Company’s new report, Unlocking the Growing Power of Latino Fans: Building a Stronger Sports Economy (Oct. 2025) , argues that Latino fans are poised to drive a disproportionate share of U.S. sports growth through 2035. The topline: the U.S. sports economy could rise from $160B (2024) to >$300B (2035) —and Latinos could account for roughly one‑third of that growth . For racquet‑sports facility operators, that isn’t a marketing footnote; it’s a strategic roadmap.

The Study at a Glance

• Market size & trajectory. The chart on page 6 pegs the 2024 U.S. sports economy at $160B ; Exhibit 1, Part 2 (page 7) projects >$300B by 2035 (~6% CAGR). Youth sports is flagged as a faster‑growth segment inside that total.

• Latino growth engine. Latinos represent ~ 19% of the current ecosystem, rising toward ~25% by 2035 —and one‑third of total market growth (see Exhibit 2 , page 9).

• Spending & attendance. Latino fans spend ~15% more across sports categories (and ~50% more adjusted for income ) and are 27% more likely to attend at least one live event annually ( Exhibit 3 , page 10).

• Digital-first consumption. Latinos over‑index on streaming and social: 56% of TV content via streaming vs. 46% for non‑Latinos; outsized engagement on WhatsApp, TikTok, Instagram ( pages 11, 18–19 ). Spanish‑language sports broadcasts remain undersupplied (≈ 5% of viewing hours).

• Youth participation. Latino youth participation has grown ~3.9% CAGR since 2019; cost, time and inclusion remain the main drop‑off risks ( pages 12–13 , Exhibit 4 ).

• Representation & authenticity. The report underlines strong brand loyalty when sponsorships feel culturally relevant—and warns against tokenistic, one‑off gestures without real community presence ( pages 17–23 ).

Why this matters for racquet facilities: The behaviors McKinsey highlights—family‑centric attendance, digital fluency, youth pipelines, and community loyalty—map directly onto how successful racquet‑sports clubs grow: recurring visits, coaching/programs, social events, and content that travels online.

From Stadiums to Clubs: What Transfers to Racquet‑Sports Facilities

• Community-first design beats court‑only rental. Latino fandom is social and multigenerational. Facilities that operate as community hubs —food & music activations, family nights, festival‑style tournaments—fit the observed live‑event appetite and brand loyalty dynamics ( pages 10, 20–23 ). In practice: “Racquets + Culture” programming (e.g., bilingual league nights, heritage celebrations, post‑play socials) outperforms sterile court blocks.

• Youth is the flywheel. McKinsey links youth participation to future fandom and broader social benefits; Latino youth participation is rising, but time/cost barriers persist ( pages 12–13 ). Facilities should counter with school partnerships, academies, gear‑libraries, need‑based scholarships , and neighborhood‑proximate schedules to cut travel and time costs. These are not “CSR add‑ons”—they are demand creation.

• Digital is the front door. Given streaming over‑index and social usage, the first interaction with your club is likely online ( pages 18–19 ). Build short‑form video highlights , mobile‑first booking , WhatsApp community groups , and bilingual content . If your club can’t be “watched,” it risks not being discovered.

• Authentic partnerships drive revenue. The report shows higher loyalty when fans see culturally relevant sponsors ( page 18 ). Translate that locally: partner with Latino‑owned food & beverage brands, media, and music creators ; co‑host watch‑parties and mini‑festivals. Avoid logo‑slaps without community presence—the report is explicit about the backlash to tokenism ( pages 21–23 ).

The Facility Playbook (What to Build, Launch, Measure)

Product & programming

• Bilingual leagues & socials: “Noche de Raquetas” (rotating Padel/Pickleball/Badminton/Squash), family doubles, music‑backed finals.

• Youth pipeline: school‑day clinics, starter‑gear closets, parent‑friendly time blocks, seasonal scholarships.

• Membership design: family passes, flexible freezes, rewards for referrals; “play‑to‑earn” points redeemable for coaching or F&B.

Digital acquisition & retention

• Streaming + short‑form: clip finals and drills for TikTok/Instagram Reels; live‑stream courtside cams on event days.

• WhatsApp & SMS communities: weekly ladders, instant sub lists, bilingual announcements.

• Measurement: track CLV by segment , first‑to‑second visit conversion , digital view‑to‑booking rates .

Partnerships & brand

• Local sponsors with cultural fit: food trucks, music labels, Spanish‑language media.

• Co‑created content: brand‑backed skills challenges, creator nights, mini‑documentaries about junior players.

• Guardrails: representation on staff and in leadership; ongoing community presence— not one‑off “heritage nights.” The report stresses that performative inclusion backfires ( pages 21–23 ).

Pricing & access

• Transparent entry ramps: starter packs, off‑peak family bundles, “$0 gear required” beginner nights.

• Time‑cost realism: shorter formats (best‑of‑X), neighborhood scheduling and shuttles where viable—responses to the time/transport frictions McKinsey documents for Latino parents ( Exhibit 4 , page 13).

Hard Truths (and How Not to Miss the Moment)

• If your Spanish‑language presence is an afterthought, you will leave money on the table. The report shows demand outstripping supply of Spanish‑language sports content; bring the language to your signage, staff, media, and onboarding ( pages 18–19 ).

• If you treat youth as a cost center, you’ll starve your pipeline. McKinsey links youth participation to adult fandom and long‑term market growth; subsidize the first steps and monetize the journey later ( pages 12–13 ).

• If your club is not watchable, it’s not discoverable. The audience is digital‑first; invest in low‑lift streaming and highlight workflows ( pages 18–19 ).

Bottom Line

McKinsey’s message is unambiguous: Latino fans are not a niche—they’re the blueprint for where U.S. sports consumption is going. Facilities that become culturally fluent, youth‑anchored, and digitally visible will grow faster—and more durably—than those that don’t. The opportunity is immediate; the playbook is clear. The only open question is who will execute first.

Methods, Sources & Scope

McKinsey’s analysis blends census data, SFIA youth‑sports participation, Nielsen/IPSOS/GWI audience data, and two original surveys : 2,555 U.S. sports fans (67% Latino respondents) and 86 Latino corporate directors , plus 40+ executive interviews across major leagues ( pages 3–4 ).