Gear up for the World Cup with Audio: Reach Latino Audiences

With 2026 quickly approaching, some of us already have World Cup fever. As we lace up our cleats for the upcoming tournament (hypothetically, of course), and think back to previous years, a common theme emerges: Audio was present during every history-making moment. Its audio moments even show up in the Guiness World Records, with a record-claiming 40s goal call, 130 decibel crowd noise, and 1B streams of the most-streamed FIFA World Cup anthem "Waka Waka.”

With the World Cup only occurring every four years, it’s a highly-anticipated affair for brands and fans alike—but especially Latino audiences. This demographic is three times more likely than non-Hispanic audiences to identify as soccer superfans, making the tournament a prime opportunity to reach ad-receptive sports fans and passionate Hispanic consumers—while leaning on audio to do it. When you partner with us, think of SiriusXM Media as the field, your brand as the player, and our listeners as the goal. 

While we can’t predict who will win the World Cup, we know that audio is the one constant before, during, and after the international event. As we celebrate Hispanic Heritage Month, here’s what to know about the unique relationship between Latinos, soccer, and audio. 

Outranking Other Demographics for Audio Listening

Fun fact: Latinos spend +12% more time with online audio than the overall population, clocking in almost 10 hours of time spent listening in the last week. Latinos are especially all-in on sports audio. In fact, Latino fans spend almost six hours weekly listening to sports audio, and 79% of Latino sports fans co-listen to sports audio at least some of the time—making audio more than a routine but a social pastime. If fans aren’t at the stadium, sports audio is a way for them to be a part of the action from home. 

Whether they’re listening to a podcast for their fantasy sports strategy, tuning in to an interview with their favorite athlete, or hyping themselves up before a game with music, Latino fans turn to sports audio for every stage—on and off the field, in- or off-season. 

Latinos and Soccer: A (Sports) Match Made in Heaven

Name a better duo than Latinos and soccer, we’ll wait. Whether they’re cheering on Lionel Messi or replaying the official anthem song, the sport is deeply embedded in Hispanic culture. 

While soccer fandom is expanding rapidly, with a +400% increase in fans of less than one year, and a +57% increase in fans of five years or less, many Latino soccer fans have been here since day one. To this audience, the World Cup is more than a tournament but a holiday. In fact, the World Cup ranks second only to Christmas as the biggest holiday for Latinos.  

Speak Their Language with Podcasts in Native Tongues

The power and scale of reaching Hispanic soccer fans is enhanced when you factor in Spanish-speaking and bilingual fans. To some, the passion and energy of each game is intensified when narrated in Spanish. In fact, major game moments like a goal call by a Spanish commentator prompted 37% greater emotional intensity. Meanwhile, watching a World Cup match with Spanish commentary generated 15% greater likeability than watching the identical match in English. We can attribute this to listeners feeling especially connected to their native language or the Spanish commentary featuring descriptors that don’t quite exist in English. Whatever the reason, with 61% US Latinos being bilingual, it’s a reminder for brands to diversify their messaging approach. The channel for achieving this? Podcasts. 

There’s a commonality among bilingual Latinos—60% of them listen to podcasts. And thanks to our powerful partnerships with Spanish-language podcast networks reVolver and Pitaya, you can reach Spanish-speaking and soccer fans across a variety of shows. To reach hardcore and casual soccer fans alike, take your pick from sponsoring Fútbol Manía, Futboy Hoy, or Erazno y La Chokolata. 

Pro tip: As you plan your creative, come from a place of authenticity and account for cultural nuance. Your strategy might be to target Spanish-language content, align with culturally relevant podcasts, or make a script that features a thoughtful mix of Spanish and English. 

Streaming Audio Offers Hype Songs and Celebration Tracks

Music is a non-negotiable in every sports fan’s routine. From hyping themselves up before a match with an upbeat track, to re-energizing themselves mid-game with a tune, or celebrating a match win with an album, audio sets the vibe as fans go through every emotion pre- and post-match. 

On Pandora, brands can tap into highly-passionate, deeply-engaged audiences who may spend even more time listening during the tournament. Sponsor stations that are some of the most popular among Hispanic listeners like Cumbia Sonidera, Bachata, or Salsa. 

Partnering with us means accessing 8M mobile monthly unique Latino visitors on the SiriusXM Streaming Network. And that’s not all, we have an unduplicated Latino audience and reach more Latino fans than iHeart Radio.  

Latino Fans Are Ad-receptive and Action-oriented

As of 2023, Latinos hold $2.7T in buying power. To put this in context, this amount is equal to: 

• The revenue from 360+ FIFA World Cups, based on revenue from the 2022 tournament 

• The price point for buying 415 Real Madrid clubs, based on their value in 2024 

• Over 50 years of global soccer club revenue when all leagues are combined 

Have your ears perked up, yet? When fans think of the World Cup, they’re not solely focused on the games themselves; they’re also considering the brand experiences and sponsorships. Over half of soccer fans say they like it when brands participate in big cultural moments. Brands can capitalize on fans’ love for the game by aligning with the tournament—and thoughtfully investing in Hispanic audiences. 

When targeting this demographic, authenticity catches (and maintains) attention. Latinos feel a stronger connection to brands that show their commitment through authentic ads. When brands get this right, it pays off. Over half of Latinos have purchased a product or service after hearing sports audio advertising, outranking Black and white audiences.

Take It on and off the Field with SiriusXM Media

From the anticipated opening whistle, to the heart-stopping match moments, to the roar of the home crowd, be a part of every sports moment with SiriusXM Media. We’re the leader in sports audio, thanks to our official partnerships with six professional leagues, library of 20+ sports talk channels, and live, play-by-play broadcasts. While the World Cup may be months away, the time to engage with Hispanic audiences is now. 

Ready to score goals with diverse audiences? Let’s chat. 

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