The Impact Latino Consumers Have on Major League Baseball

The 2025 Major League Baseball season has officially begun. Latino fans and athletes are not just part of the game—they’re helping to define it.

As America’s pastime continues to evolve, one thing remains clear: Latino consumers are not just fans of Major League Baseball (MLB)—they are a driving force behind its cultural and economic vitality. From the stands to the dugouts and into boardrooms, the Latino influence on baseball is deep-rooted and rapidly growing, shaping the sport’s present and future.

Cultural Connection: More Than a Game
For many Latino families, baseball is more than just entertainment; it’s part of their heritage. Countries like the Dominican Republic, Venezuela, Cuba, Mexico, and Puerto Rico have long histories of producing top-tier talent and passionate fans. In the U.S., these cultural ties fuel a strong emotional connection to the sport, often passed down through generations.

In cities like Los Angeles, Miami, Houston, and New York—where Latino populations are among the highest—MLB teams have tapped into these roots with culturally relevant marketing, Spanish-language broadcasts, and community outreach efforts. Teams are not just marketing to Latino consumers; they are celebrating them.

Latino Fans = Loyal Fans
According to Nielsen and the MLB Hispanic Fan Engagement Study (2023), Latino and Hispanic fans are:

20% more likely to attend multiple games in a season compared to non-Hispanic fans.
More engaged on social media, particularly with Latino MLB players.
More inclined to support brands that sponsor their favorite teams and players.
Driving over 25% of merchandise sales in key markets.

Source: Nielsen Sports Hispanic Fan Insights 2023; Statista, “MLB Fan Demographics by Ethnicity” (2022)

The Players Reflect the Fans
As of 2024, over 30% of all MLB players identify as Latino or of Hispanic descent, according to MLB’s Racial and Gender Report Card by The Institute for Diversity and Ethics in Sport (TIDES). This includes stars such as:

Fernando Tatís Jr. (Dominican Republic)
Ronald Acuña Jr. (Venezuela)
Francisco Lindor (Puerto Rico)
Julio Rodríguez (Dominican Republic)

These players don’t just bring talent—they bring cultural pride and authenticity, helping connect the game to millions of Latino fans across the Americas.

Economic Power: Latino Consumers’ Estimated Impact on MLB
With over 63 million Latinos living in the U.S. and a consumer buying power projected to reach $2.8 trillion by 2026(according to The Latino Donor Collaborative, 2024), their financial influence on sports—including baseball—is undeniable.

Based on consumer studies, game-day spending, merchandise, media rights, and sponsorships, Latino consumers are estimated to contribute over $1.5 billion annually to Major League Baseball.

Breakdown includes:

~$400 million in ticket sales and concessions
~$300 million in licensed merchandise
~$600 million in advertising, media rights, and sponsorships tied to Latino markets
~$200+ million in youth development, community programming, and international academies

Sources:

Latino Donor Collaborative U.S. Latino GDP Report (2024)
Forbes SportsMoney, “Latino Consumers in American Sports” (2023)
Sportico, “MLB’s Global Expansion & Latino Fan Base” (2023)

Community and Future Growth
MLB’s investment in Latino-focused programs like the MLB Youth Academy, RBI (Reviving Baseball in Inner Cities), and partnerships in the Dominican Republic and Mexico demonstrate a commitment to nurturing future stars and expanding fan loyalty.

Digital content strategies have also embraced this audience, with a surge in Spanish-language social media accounts, YouTube player series, and bilingual broadcasts.

Latino and Hispanic consumers bring unmatched passion, cultural richness, and economic impact to Major League Baseball. Their influence is seen in the vibrant atmosphere of ballparks, in the dynamic play on the field, and in the growing importance of bilingual engagement.

As MLB continues to globalize and modernize, embracing and elevating Latino voices—on and off the field—will be essential to the league’s continued success.