With international star Bad Bunny slated to headline the current NFL season's Super Bowl halftime show and the World Cup coming to American soil, the passion of Latino sports fans in the U.S. is set to be on full display in 2026.

A new report released on Oct. 13 by consulting company McKinsey in collaboration with Spanish-language network Telemundo during Hispanic Heritage Month has found that there is plenty of economic muscle behind that passion. (Telemundo is owned by TODAY.com's parent company, NBCUniversal.)

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Latinos currently represent 19% of the current $160 billion sports ecosystem in the U.S., which is roughly in line with the percentage of Latinos in the U.S. population. However, they are projec

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