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

What McKinsey’s new study means for operators—now, not later

By the Racquet Sports Institute

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

1. 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.

   
   

2. 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.

   
   

3. 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.

   
   

4. 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).