Univision’s Marc Crosas: “Finales Futboleras Will Define the Next Generation of World Cup Stars”

As Univision enters its month of “Finales Futboleras” — featuring the decisive stages of Liga MX, the UEFA Champions League, UEFA Europa League, and the Concacaf Champions Cup Final — the spotlight is not only on the clubs fighting for titles, but also on the players making their final case ahead of the next FIFA World Cup.

For Marc Crosas, former Spanish footballer and current sports analyst and commentator for TUDN, this moment represents one of the most exciting and defining periods in global soccer. Having experienced elite football firsthand in Europe and now covering the sport for audiences across Mexico and the United States, Crosas offers a unique perspective on how the game — and the way fans consume it — is evolving.

“In a World Cup year, everything becomes more relevant,” Crosas said. “All eyes are already looking toward the summer, and these decisive matches become crucial for players trying to secure a place with their national teams.”

With semifinal clashes, knockout rounds, and Liga MX playoffs unfolding simultaneously, Crosas described this stage of the season as the most thrilling for both players and fans.

“These are elimination games, do-or-die matches. This is what players work for all season long: reaching finals, fighting for championships. And honestly, it’s also the stage we enjoy the most as broadcasters and spectators.”

According to Crosas, audiences in the United States have responded strongly to these major international matchups. He highlighted the recent UEFA Champions League clashes involving clubs such as Atlético de Madrid, FC Barcelona, Real Madrid, and Bayern Munich, which drew millions of viewers on Univision platforms.

“What’s incredible is that, traditionally, much of the Hispanic audience in the U.S. has been centered around Liga MX because of the strong Mexican fan base,” he explained. “But when competitions like the Champions League include major Latin-connected clubs like Barça, Real Madrid, or Atlético, the interest grows enormously.”

The Growth of Hispanic Soccer Audiences
Crosas believes the rise of younger audiences consuming soccer content differently has been key to the sport’s recent growth in the U.S. Hispanic market.

“I’ve been working at the network for nine years, and something that surprised me at first was how a Liga MX match between Club América and almost any opponent could attract bigger audiences than a Liverpool-Chelsea game,” he said. “But that has started to change.”

Part of that transformation, he argues, comes from the influence of social media and short-form digital content.

“There’s a ‘TikTok football’ generation now,” Crosas explained. “My kids consume highlights, goals, and fast-paced clips constantly. Players like Lamine Yamal, Mbappé, and Vinícius Jr. connect naturally with younger audiences because they speak their language culturally and digitally.”

He also pointed to the increasingly dynamic nature of modern soccer as a major factor behind renewed fan engagement.

“When you sit down to watch a match and you get nine goals in an end-to-end thriller like PSG versus Bayern, people stay engaged. The game today is faster, more spectacular, and more entertaining than before.”

Univision’s Multi-Platform Strategy
For Crosas, Univision’s approach to reaching younger and Hispanic audiences lies in distributing content across every possible platform.

“You can’t rely only on traditional television anymore,” he said. “The big Champions League matches air on Univision, on TUDN, on Vix streaming, and at the same time we’re creating alternative experiences on TikTok and social media.”

Crosas himself often streams reactions and commentary through his personal TikTok account while matches are being broadcast live on television.

“We try to connect with audiences everywhere they are,” he explained. “People can watch the game on TV, stream it, or follow clips and commentary online immediately after key moments happen. That constant interaction is part of what keeps audiences engaged.”

A New Era Ahead of the World Cup
Looking ahead to the World Cup, Crosas believes the sport is entering a new era led by younger stars and a more attacking style of play.

“We’re seeing a generation of young players taking over not just football, but sports in general,” he said. “At the same time, legends like Messi and Cristiano Ronaldo are still active, but players like Lamine Yamal are already becoming global references at 16 or 17 years old.”

He also noted that modern elite football increasingly rewards attacking, entertaining teams rather than purely defensive systems.

“The biggest teams right now — Manchester City, PSG, Arsenal, Barcelona, Real Madrid, Bayern Munich — are scoring huge numbers of goals and playing dynamic football. That creates a more spectacular product for fans.”

Crosas hopes that same attacking mentality carries into the World Cup, though he acknowledged that weather conditions in North America could become a challenge.

“It will be a summer World Cup with high temperatures in Mexico, the United States, and Canada,” he said. “There will also be more matches than before, so it will be interesting to see how that affects the intensity of the football.”

Players to Watch
When asked which players fans should keep an eye on during the current finals season and ahead of the World Cup, Crosas highlighted both established stars and emerging talents.

“For me, Luis Díaz at Bayern has been spectacular,” he said. “And he’s surrounded by players like Harry Kane and Michael Olise, who are playing at an incredible level.”

He also emphasized the growing impact of younger stars such as Lamine Yamal, Kylian Mbappé, Vinícius Jr., Jude Bellingham, and Julián Álvarez.

“Julián Álvarez is becoming a true global star,” Crosas said. “We already saw what he could do with Argentina at the last World Cup, but now he’s taking on an even bigger role. These are young players who still have so much more to give.”