The 2026 World Cup will be the largest in history, 48 teams, over 100 matches, and an estimated 5 billion viewers worldwide. But beyond the scale, this tournament tells a deeper story about who is shaping the game.
Latin America arrives with powerhouse teams like Argentina and Brazil, alongside rising forces like Colombia, Ecuador, and Uruguay, and historic returns from nations like Haiti and Paraguay. As host, Mexico stands at the center bridging cultures and fanbases across North America.
At the same time, U.S. Latinos are driving the energy behind this global moment. They represent about 20% of the U.S. population and nearly a fifth of the $160 billion sports economy, with projections to drive a third of its growth in the coming decade. Their connection to the World Cup is deeply rooted, 55% plan to watch, 71% see it as a family tradition, and 88% say sports help them feel part of something bigger.
This engagement translates into impact. Latino fans spend more, engage more, and show up, fueling stadium atmospheres, viewership, and the cultural relevance of the tournament itself.
As the World Cup unfolds across North America, it won’t just reflect the global game it will reflect the influence of Latin America and the power of U.S. Latino audiences.
Because this moment isn’t just about where the World Cup is played. It’s about who is shaping it.
More than 218,000 people, including leading Latino voices like Pedro Pascal, Diego Luna, and Alejandro González Iñárritu have signed a petition calling for the closure of a Texas immigration detention center holding children and families.
This moment reflects a broader shift: Latino leaders in Hollywood are using their platforms to elevate issues impacting their communities. Figures like Melissa Barrera and Jessica Alba are helping bring national attention to the conditions inside immigration detention facilities.
Recent reports point to overcrowding, inadequate medical care, and a rising number of deaths in ICE custody — raising serious concerns about safety, accountability, and the treatment of children and families.
As visibility grows, so does the call for action: no child should be held in an immigration detention center.
Five Latino athletes making history — and why now is the moment to show up for them
Latino athletes are redefining excellence across every level of sports and this week, we’re highlighting five who are making history right now. From Diana Flores helping bring flag football to the Olympics, to Julian Love delivering a game-changing moment at the Super Bowl, these athletes represent more than talent they represent impact.
With standout performances from Devin Booker, Javier Assad, and Hannah Hidalgo, this list showcases the power, resilience, and influence of Latino athletes shaping the future of sports.
The takeaway: now is the moment to show up. Follow them, share their stories, and celebrate their achievements, because when we amplify Latino success, we help move the entire community forward.
The $4.1 Trillion Vote: Why Your Receipt Matters
The Latino community in the U.S. is no longer an “emerging market”, it is the market. With $4.1 trillion in purchasing power, Latinos are driving one of the largest economies in the world. The future isn’t coming, it’s already here.
For years, brands treated Latinos as a seasonal audience. But today, the ones that lead understand that this community represents a permanent cultural and economic force.
Some are doing it right:
Modelo reflects identity through its “Fighting Spirit,” celebrating what it means to belong.
Ceremonia elevates Latina entrepreneurship, turning cultural heritage into luxury.
T-Mobile builds for real families with inclusive, bilingual experiences.
The takeaway?
Every purchase is a vote. A vote for brands that don’t just market to Latinos, but invest in them.
The power is in the receipt, spend it where it matters.
Watch: The Kiss of the Spider Woman
Stories don't just entertain, they shape how we see each other and who gets to belong. Watch this film where Jennifer Lopez, Tonatiuh, and Diego Luna bring an unforgettable story to life with power, vulnerability, and depth. Kiss of the Spider Woman is a reminder of what's possible when Latin American narratives are told with intention and care. Sit with it, let it move you, and let it spark the conversations we still need to have. Then take the next step: advocate for authentic Latino storytelling in the projects you support, the platforms you amplify, and the voices you champion.
The work doesn't end with one film. It continues every time we demand better representation, celebrate cultural roots, and make space for stories that have been overlooked for too long. Join the movement, because the stories we tell today shape the opportunities of tomorrow.
What you watch, shapes the culture
In a country where one in five people is Latino, the screen still has a lot of catching up to do. For too long, our stories were relegated to the margins or filtered through tired tropes. The tide is slowly turning, and it is our responsibility to support the projects that feature Latinos in meaningful roles. As viewers, we hold the ultimate greenlight. Every click, every ticket, and every stream is a vote for the world we want to see. If the industry wants our dollars, it must reflect our reality.
Here is your guide to the films and series reclaiming the spotlight and why they deserve your “Power of Presence” this week.
1. The Lincoln Lawyer (Netflix)
A legal drama that returns Mickey Haller to his Mexican-American roots.
Who to Watch: Manuel Garcia-Rulfo as the sharp defense attorney.
2. Will Trent (ABC/Hulu)
A crime series featuring a thoughtful and brilliant Special Agent.
Who to Watch: Ramón Rodríguez as Will Trent.
3. The Landman (Paramount+)
A drama about the power and people behind the West Texas oil industry.
Who to Watch: Paulina Chávez as Ariana Medina.
4. The Rookie (ABC)
A long-running police drama with strong Latino characters.
Who to Watch: Alyssa Diaz and Lisseth Chavez.
5. Good Luck, Have Fun, Don’t Die (In Theaters)
A satirical sci-fi story about a rogue AI.
Who to Watch: Michael Peña.
6. Hoopers (In Theaters)
An animated adventure with humor and mystery.
Who to Watch: Melissa Villaseñor.
L.A. IS 50% LATINO, WHERE IS THAT REFLECTION IN THE 2028 OLYMPICS AESTHETIC?
Los Angeles County is 50% Latino. Nearly half the population.Yet early promotional spots and opening ceremony previews for the 2028 games present a much narrower portrayal of the city, with Latino communities rarely centered in the visual narrative. When almost half of a region’s residents are Latino, that reality should be visible on the global stage. The 2028 Summer Olympics will introduce Los Angeles to billions of viewers worldwide. The question is simple: Will the world see the real LA?
Take Action:
Share the facts. Ask publicly: Where is Latino LA in the 2028 aesthetic?
Tag the Decision-Makers
Call on LA28 and partner brands to reflect the city as it truly is.
Highlight Latino artists, small businesses, athletes, and creatives who define LA’s culture. If LA is nearly half Latino, the Olympic stage should reflect it. Not symbolically. Not peripherally. But authentically.
Let’s make it visible.
SUPPORTING LATINO STORIES MATTERS, MORE THAN YOU THINK
Luna is one of those stories.
Meet Luna: an animated, high-energy project about a fearless young Latina who races Formula 1 cars. But this isn't just a racing movie. It's a powerful story of resilience, family, and breaking barriers. The 20-second trailer offers just a glimpse. With your support, we can help bring the full feature to life.
Latinos are the backbone of the U.S. economy and a driving force in culture,yet Hollywood continues to sideline our stories. The few Latino-led films that have made it to the big screen? They've proven themselves at the box office, showing that these stories aren’t just important, they’re lucrative.
Luna, created by Jeff Valdez of New Cadence Productions, is more than a movie. It’s a bold statement: Latino stories deserve the spotlight.
Watch the trailer. Share it. Help push Luna forward.
What we choose to support doesn’t just reflect culture, it shapes it.
The 5% Remittance Tax: What It Is, and Why It Must Be Stopped
The proposed 5% remittance tax is a policy that would place a 5% fee on money sent from the United States to family members and loved ones abroad. Remittances are a critical financial lifeline for millions of families, funding essential needs like housing, education, medicine, and food.
Under this proposal, individuals sending money internationally would be required to pay a 5% surcharge at the point of transfer.
Far from strengthening the U.S. economy, the 5% remittance tax could do real harm:
This tax doesn't stop families from sending money home, it just makes it more expensive. When families have to spend more to send money abroad, they won’t stop supporting their families. They’ll just have less to spend.
The remittance tax disproportionately affects immigrants and Latino communities. And Latino communities, in particular, drive a significant share of U.S. consumer spending. When their disposable income shrinks, the ripple effects hit local businesses and weakens the broader economy.
A real understanding of the Latino cohort is essential to shaping smart policy, one that supports economic growth and respects the contributions of this hard-working population.
