My son is a star basketball player at Colorado College. He averaged 18 points per game and was an all-conference performer as a sophomore. He was the only Latino on his team and on the all-conference roster. Latino surnames are rare in college basketball and even more rare in the NBA. For decades, Latin America has incubated some of the greatest baseball and soccer stars in the world so there is no logical reason to believe the same can’t be true for basketball. Currently, almost 30% of Major League Baseball players are Latino. Yes, it helps to be tall in basketball, and there are more tall Latinos than you may think.
The NBA has seen a surge of players from Europe, Africa and a handful of other regions, but the number of players from Latin America remains near zero. Retired superstar Manu Ginobili, is from Argentina and is the last star from Latin America. The NBA has become global in the last few years and would be able to expand its reach into Latin America if there were a few more Ginobili’s. While there a several pro leagues in Latin America, quality training for young basketball players is hard to come by. Now, what if I told you that there is a new prep school in Southern California that trains high school players from Latin America, and ten of their players have division one scholarship offers. It’s true. And, while the details of that school will be forthcoming in a future blog, it’s time for the NBA, NCAA and Los Lakers to start waking up to Latin America. ¡Los Lakers!
There is no shortage of data showing the impact Latinos are having on the U.S. economy, from GDP and entrepreneurship to workforce participation and homeownership. So why hasn’t that growth translated into the kind of economic and political power our numbers suggest it should? In this episode, I focus on two things we can actually control: building wealth and owning our narrative. Cultural influence matters, but ownership is what turns influence into lasting power. And if we want the next generation to inherit more than momentum, we need a strategy for converting our work ethic, growth, and economic contributions into the institutions and assets that shape this country.
The World Cup reminded the world just how magnetic Hispanic and Latino culture can be. In this episode, I talk about why that popularity is more than a cultural victory—it is an economic opportunity hiding in plain sight. From music, food, sports, and fashion to the global appeal of our biggest stars, our culture already has the power to shape markets and influence how people see us. The question now is whether our business and political leaders are ready to turn that momentum into capital, representation, and lasting power. This is a moment we cannot afford to waste.
The World Cup gave Hispanics and Latinos an extraordinary global stage, but the opportunity goes far beyond sports. In this episode, I look at how cultural influence can shape perception, attract investment, and ultimately create economic power. South Korea understood this decades ago and built a global strategy around making its culture impossible to ignore. Now, the world has seen the energy, pride, and creativity of our community on its biggest stage. The question is whether we recognize the value of that moment and build something lasting from it.