Unseen but unstoppable: Latina sport fans and their fight for representation in the U.S.

Purpose Latines (a gender-neutral term encompassing Latina and Latino individuals) constitute the fastest-growing demographic in the United States (U.S.), exerting significant influence on the cultural and economic dynamics of numerous industries, including the sport sector. Despite their substantial contributions, their lived experiences, particularly those of Latina sport fans, remain critically underexamined. This study addresses this gap by employing a qualitative phenomenological approach to investigate how intersecting identities of gender and race shape the lived experiences of Latina sport fans within the U.S. sport industry. Design/methodology/approach Semi-structured interviews with 10 participants revealed exclusion and systemic underrepresentation. Findings Nevertheless, Latina participants demonstrated remarkable resilience through deeply rooted familial and communal ties with other Latina sport fans. Originality/value This research provides essential insights for developing inclusive frameworks and fostering equitable representation in the U.S. sport industry.