Considering HISPANIC HERITAGE MONTH this article highlights the importance of the Hispanic market for the growth of soccer’s popularity in the United States.
With the 2026 FIFA World Cup on the horizon, all eyes are on the U.S. as a prime destination for business opportunities tied to soccer. Yet, for European companies eyeing the U.S. market, there is a powerful demographic shaping the sport’s growth and fan base: the Hispanic community. Representing nearly 19% of the U.S. population, with a cultural passion for soccer that dates back generations, this segment offers unparalleled potential for brands looking to engage a loyal and influential fan base. As we celebrate Hispanic Heritage Month, let’s explore the size, influence, and strategic value of the Hispanic market for the soccer industry - and why it’s a game-changer for European businesses.
The Size of the Hispanic Market: An Unmatched Opportunity for Soccer
The Hispanic population in the United States is now over 62.1 million, making up nearly 19% of the total population. Not only is this community large, but it is also one of the fastest growing, projected to increase significantly over the coming decades. Their economic influence is equally impressive, representing a $1 trillion market that has been growing at an annual rate of 6% over the past decade.
However, what truly sets this demographic apart is its connection to soccer. For U.S. Latinos, soccer is not just a sport; it’s a part of their identity. A staggering 73% of U.S. Latinos aged 16 and older identify as soccer fans, compared to only 47% of non-Hispanics. This cultural affinity has made Hispanics the backbone of soccer’s rising popularity in the U.S. and the driving force behind the sport’s transformation into one of the fastest-growing spectator sports in the country.
68% of all U.S. soccer viewership in 2017 came from Hispanic audiences.
30% of Major League Soccer (MLS) fans are Hispanic or Latino.
61% of Hispanic TV households watched at least 6 minutes of a soccer match, nearly double the overall U.S. percentage.
Given these numbers, the Hispanic market’s role in shaping the future of soccer in the U.S. is undeniable. For European companies looking to establish a strong foothold in the U.S. sports market, engaging this demographic is not just a smart strategy—it’s essential.
Hispanic Influence on Sports and Soccer in the U.S.
The Hispanic community has not only fueled the growth of soccer in the U.S., but it has also become a critical segment for other major sports leagues. From record-breaking viewership numbers to growing engagement in local leagues, Hispanics are setting the tone for how sports are consumed in the U.S.
53% of U.S. viewership for the 2024 Copa América Final were Hispanic.
The 2024 UEFA Euro Final had 40% Hispanic viewership in the U.S., highlighting the community’s deep connection to international soccer.
Hispanic fans are leading the rise of domestic soccer as well. Liga MX, Mexico’s top soccer league, enjoys nearly double the U.S. viewership of MLS, demonstrating the loyalty and influence of this fan base.
But it’s not just about the numbers. Hispanic fans are also shaping how soccer is experienced:
65% of Hispanic soccer viewers prefer to watch games in Spanish, and two-thirds of all soccer viewing minutes are spent on Spanish-language networks.
This preference extends beyond soccer, as Hispanic audiences consume 64% more sports content via TV, radio, and streaming compared to non-Latinos.
Hispanic fans are 39% more likely to recommend a company and 37% more likely to feel loyal to a brand if it sponsors a sport they follow.
Cultural Connection: Soccer as a Community Pillar
For the Hispanic community, soccer is more than just a sport; it’s a celebration of culture, identity, and pride. A 2020 study revealed that 64% of Hispanics view the World Cup as a holiday, ranking it second only to Christmas in terms of cultural significance. This passion for soccer starts early and is reinforced through community events, youth leagues, and family traditions.
Youth engagement is also a crucial component. The growing Hispanic population has led to increased soccer programs in schools, making it an integral part of the nation’s sports culture. By focusing on family-oriented and community-driven initiatives, brands can build strong, lasting connections with Hispanic soccer fans.
Strategic Implications: How European Companies Can Connect with Hispanic Fans
The upcoming FIFA 2026 World Cup, set to be co-hosted by the U.S., Canada, and Mexico, will be the largest sporting event ever held in North America, featuring 104 matches across 16 cities. With 48 teams competing, and 7 million tickets expected to be available, this World Cup will attract not only Hispanic fans but also a diverse, global audience. European companies that start planning their engagement strategies now will have a competitive advantage in capitalizing on this monumental event.
Here’s how companies can effectively engage the Hispanic market:
⚽ Invest in Soccer Sponsorships and Local Partnerships
Hispanic fans are not only passionate but also deeply loyal to brands that support their teams and leagues. Companies should consider sponsoring major Hispanic soccer events like the Gold Cup, partnering with popular MLS teams, or supporting youth soccer academies that engage the local Hispanic community. Aligning with the Mexican National Team, which has 60 million fans in the U.S., is another powerful way to connect with this audience.
🌐 Embrace Spanish-Language Media and Culturally Relevant Content
With two-thirds of soccer viewing minutes spent on Spanish-language networks, companies must prioritize bilingual and culturally resonant campaigns. Brands that invest in Spanish-language digital content, social media activations, and in-game advertising will see stronger engagement and higher conversion rates.
📱 Leverage Digital and Social Media Engagement
Hispanic fans are 38% more likely to use platforms like TikTok and YouTube for sports news and content, making these channels ideal for targeted campaigns. Hispanic audiences also spend almost one more hour each week on social media than the general U.S. population, providing a unique opportunity for real-time engagement.
👨👩👧 Develop Family-Oriented and Community-Centric Initiatives
For Hispanic fans, soccer is a family affair. Brands should focus on initiatives that resonate with family values and community pride, such as sponsoring family-friendly viewing parties, community soccer clinics, or local youth tournaments.
Family-Oriented And Community-Centric Initiatives Are Key To Success 🏟️ Maximize Impact Around 2026 FIFA World Cup and 2025 Soccer Events
The Hispanic community will be at the heart of the 2026 World Cup, not only because of their love for soccer but also because of the tournament’s joint hosting by the U.S., Mexico, and Canada. Companies that invest early in event activations, local sponsorships, and community outreach in key cities with high Hispanic populations will see significant returns. Companies can do so during FIFA World Cup 2026 but also during the many soccer events in 2025.
📈 Tap into Long-Term Growth and Economic Potential
The Hispanic community is young and dynamic, with 54% of soccer fans under 45 years old. This younger demographic will shape the future of soccer in the U.S. and presents a long-term growth opportunity for brands willing to invest now.
Conclusion: Hispanic Fans Are the Key to Unlocking the U.S. Soccer Market
The Hispanic community is not just another market segment; it’s the foundation of soccer’s growth in the U.S. and a vital component of the sport’s future. For European companies looking to expand into the U.S., engaging this demographic with authentic, culturally relevant strategies is not just an option—it’s a necessity. With the 2026 FIFA World Cup set to draw millions of Hispanic fans from across North America, now is the time to develop a targeted approach that connects with this powerful audience and positions your brand for success.
Connect with Maximum Ventures in partnership with Van Holland Group to schedule a call to discuss your entry and/or growth strategy for the USA market Book your appointment here:
Sources:
For further background check these sources:
Sports Business Journal - The Rise of Football/Soccer as the New Market Trend in the U.S. - https://www.sportsbusinessjournal.com/Native/Isos/2023/March.aspx
Statista - U.S. Soccer Market Projections - https://www.statista.com/outlook/amo/sports/soccer/united-states
Nielsen - Hispanic Sports Fans Record Viewership and Brand Loyalty - https://www.nielsen.com/news-center/2024/hispanic-sports-fans-record-viewership-brand-loyalty-audiences-sports-media-engagement-2024-diverse-intelligent-series-report/
Lento Agency - The Rise of Football/Soccer as the New Market Trend in the U.S. - https://www.lentoagency.com/insights/the-rise-of-football-soccer-as-the-new-market-trend-in-the-us-opportunities-and-insights
Aspen Institute - Latino Youth and Soccer in the U.S. - https://www.aspeninstitute.org/blog-posts/latinos-soccer-whats-us-model-theyre-not-left-behind/
Nielsen - When It Comes to the Language of Fútbol: Hispanic Americans Know It Best -
Morgan Lewis - Navigating Labor, Employment, and Immigration Challenges for the 2026 FIFA World Cup - https://www.morganlewis.com/pubs/2024/02/2026-world-cup-navigating-labor-employment-and-immigration-challenges
CNBC - FIFA’s Plan to Cash in on High-End Sports Tourism for 2026 World Cup - https://www.cnbc.com/2024/07/18/fifa-2026-world-cup-plan-to-cash-in-on-high-end-sports-tourism.html
Bold Hispanic Marketing - The Latino Legacy: The Incredible Impact of the Hispanic Community in U.S. Sports - https://boldhispanic.marketing/en/the-latino-legacy-the-incredible-impact-of-the-hispanic-community-in-u-s-sports/
SSRS - The Impact of Messi’s Arrival on U.S. Soccer Fandom - https://ssrs.com/insights/the-impact-of-messis-arrival-on-us-soccer-fandom/
U.S. Soccer Federation - USWNT Performance and Stats for 2024 - https://www.ussoccer.com/uswnt-stats
NVGT Blog - Brand Investment and Sponsorship Opportunities for the 2026 FIFA World Cup - https://nvgt.com/blog/brand-investment-sponsorship-soccer-2026-world-cup/)
Time - Latino American Sports Fans and Nielsen’s Insights - https://time.com/7024087/latino-american-sports-fans-nielsen/
Retail Wit - Nielsen’s Playbook on Hispanic Media Consumption and Sports Engagement - https://retailwit.com/fanaticos-nielsens-playbook-on-hispanic-media-consumption-and-sports-engagement/
Latinos in Sports - Game Changer: The Impact of Latino Fans in U.S. Sports - https://latinosinsports.com/gamechanger-report/
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