As brands prepare for the FIFA World Cup 2026, one audience stands out as both culturally influential and commercially powerful: Latino sports fans. According to Nielsen, U.S. soccer fans, especially Latino audiences, are among the most digitally engaged, turning to social media, streaming, and creator-driven content before, during, and after matches. This makes Latino sports culture not just a passion point, but a full-funnel marketing opportunity.
The scale of that opportunity is only growing. Research from McKinsey & Company shows the U.S. sports economy could surpass $300 billion by 2035, with Latino fans driving nearly one-third of that growth. Latinos already represent close to 20% of the U.S. population, and their influence is amplified by how they engage: as omnichannel enthusiasts who fluidly move between live games, broadcast, streaming, and digital platforms. For brands looking to win in this space, tapping into trusted soccer influencers and soccer content creators is essential.
Below is a curated list of Latino creators, journalists, and personalities shaping the conversation around soccer and who should be on every brand’s World Cup radar.
Influencers & Creators to Watch
Melissa Ortiz - Former professional soccer player and current broadcaster, Melissa Ortiz blends on-the-ground tournament coverage with lifestyle and cultural storytelling. She brings credibility and relatability, making her a strong bridge between fans and brands.
Victor Miranda - A global freestyle soccer icon, “Vic Freestyle” creates high-energy, visually captivating content that resonates with younger audiences. His trick shots and collaborations make him a standout among soccer content creators.
Alexander Mendoza - Alex Funes is a digital soccer creator known for short-form content centered on freestyle, street soccer, and skill-based videos. His content leans heavily into visual creativity and trends rather than traditional sports analysis.
Osman Roa - Osman Roa mixes skill and trendy challenges, creating highly shareable content that speaks directly to futbol fans. His content resonates with younger audiences by tapping into engaging content rather than formal reporting.
Laura Biondo - Laura Biondo is a Venezuelan-born, Italian freestyle football champion and former Cirque du Soleil artist who connects with Gen Z audiences through her soccer skills content.
Sofía Carvajal - A rising voice on socials, Sofía brings a mix of sports and personality-driven content, offering brands a fresh, modern take on soccer. Her audience engagement is a key strength.
Matty Farias - Focused on comedic football skits, match day reactions, and educated sport commentary. Matty creates engaging videos that appeal to players and fans alike. His content thrives on short-form platforms.
Lilibeth Star - Blending entertainment and lifestyle with sports, Lilibeth Star adds personality and flair to soccer conversations. She’s a great example of how lifestyle creators can authentically tap into Latino sports culture.
Maria Isabelle - Maria Isabelle AKA SportsGirlNYC covers sports through a lifestyle and fan-first lens. She offers a unique perspective that resonates with female Latino sports fans—a growing and often underleveraged audience.
Abelardo Campuzano - A dynamic TikTok creator, Abelardo delivers entertaining, high-energy content that consistently performs well with younger audiences.
Pau Quintero - Pau Quintero is a nanoinfluencer based in Indiana who blends sports, fashion, and lifestyle, creating a multidimensional presence that aligns well with brands looking for crossover appeal.
Journalists & Media Personalities Driving the Conversation
Adriana Monsalve - A respected sports journalist and TV personality for Telemundo Deportes, Adriana Monsalve brings authority and deep industry experience. She’s a trusted voice among Latino sports fans.
Daniela Ballinas - Daniela Ballinas covers soccer with a sharp editorial voice for TUDN México and TUDN USA offering analysis and storytelling that resonates with dedicated fans.
Jocelin Flores - A sports reporter for TUDN México and TUDN USA, Jocelin Flores combines reporting with digital-first storytelling, making her a strong connector between traditional media and new platforms.
Lindsay Casinelli - A prominent sports journalist, Lindsay Casinelli is widely recognized for her coverage of major tournaments and her ability to connect with diverse audiences. Lindsay is also contributing to Telemundo shows and has recently hosted Jorge Ramos' podcast Así Veo las Cosas.
Ana Jurka - Ana Jurka is a leading voice in Spanish-language sports media, known for her World Cup coverage and strong connection with Latino audiences. She also creates sports-related content and commentary on her YouTube channel, extending her reach beyond traditional media.
Karim Mendiburu - A veteran sports anchor, Karim Mendiburu brings credibility, reach, and a loyal following—making him a valuable partner for brands looking to align with trusted media figures. He also co-hosts El Complot Podcast, where he dives into sports, culture, and current conversations with a more unfiltered, conversational tone.
Isabella Echeverri – Former Colombian national team player, Olympian, and World Cup athlete, Isabella Echeverri has transitioned into a leading voice in soccer media as an analyst for Telemundo Deportes. Known for both her on-field experience and advocacy for women’s soccer, she brings a thoughtful, purpose-driven perspective to the game and its culture.
Why this Matters for Brands
Latino sports fans aren’t just watching the game; they’re part of the conversation around it. You see it everywhere: group chats during matches, reactions on TikTok, commentary on Instagram, and creators breaking down plays in real time.
For brands, that means you can’t just show up during the World Cup and expect to connect. The brands that stand out will be the ones working with creators who already have that trust and understand the culture, humor, and passion behind the game.
