What the 2026 World Cup reveals about the next generation of sports fans

As sports become an even bigger engine of economic growth, the defining challenge isn't identifying tomorrow's fans; it's recognizing that many of them are already filling stadiums, attending World Cup watch parties, and participating in digital communities. On this episode of The McKinsey Podcast , McKinsey Senior Partner Lucy P rez joins Editorial Director Roberta Fusaro to reflect on McKinsey's…