The Coming Wave: Latino Fandom and the2026 World Cup

📈 Trend

U.S.-born Latinos will exhibit dual and fluid soccer loyalties, reflecting bicultural identity and creating multi-layered engagement opportunities.

❓ Why it matters

Brands that understand these hierarchical loyalties can maintain relevance throughout the tournament—even when teams are eliminated—turning shifting allegiance into measurable attention and loyalty.

Many U.S.-born Latinos cheer for both the U.S. and their heritage country, transferring loyalties as matches progress.

Also of note: Hispanic sports fans in the U.S. are significantly more engaged than non-Hispanic sports fans. They are 39% more likely to recommend a brand sponsoring their sport, 37% more likely to feel brand loyalty for a team sponsor, and 32% more likely to consider a brand for the first time if it sponsors an event or sport they follow.

♟️ Strategic Implication

• Build “if/then” creative strategies to flex messaging based on match outcomes.

• Offer dual-loyalty products and experiences (e.g., hybrid country jerseys, co-branded fan events).

• Allocate media budgets dynamically, not just for marquee games.

Sources

1. Taylor & Francis

2. Nielsen