As we begin National Hispanic Heritage Month (Sept. 15-Oct. 15), corporate America, political leaders and national media will once again shine a spotlight on the Latino community. This segment’s population growth, spending power and shifting cultural demographics have influenced virtually every sector of society, and sports are no exception. However, a critical perspective often gets overlooked. Engaging the Hispanic cohort is not a philanthropic box to check. It’s a fundamental business imperative and competitive advantage that sports leagues, teams and brands ignore at their own peril.

Let’s start with sheer numbers. Latinos comprise 65 million people, 20% of our population and one out of every four births. At $4.4 trillion in GDP, the U.S. Hispanic economy is now the fourth-largest in the world — larger than every country except the U.S., China and Germany. Remarkably, this community is nearing majority status in major DMAs across the country, including Chicago, Houston, Los Angeles and Miami. How can any organization grow without engaging one in every five Americans?

Latino sports fans are considerably younger than the general population. A striking 72% are Gen Z or millennial, compared to just 50% of U.S. sports fans overall. This represents the future of sports fandom and offers a longer timeline for brands and leagues to build lasting relationships. On average,........

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