The NFL is celebrating Latino Heritage Month with the season-long campaign "Por La Cultura" (For the Culture), which highlights Latino players, coaches and staff, celebrates Latino excellence and tells authentic stories of the community. The initiative features a variety of cultural and community-driven activities at both the national and local levels, and this season, the league is introducing new partnerships and activations that are designed to celebrate "la cultura Latina."
To kick off Por La Cultura, the NFL released a new video, called "The Celebration." The spot features award-winning actor and recording artist Anthony Ramos and highlights how football embraces culture, unifies people and uplifts youth. Championing the diversity and vibrancy of NFL fans, players and personnel, "The Celebration" will run all-season long and support various marketing initiatives.
"As a huge fan of the NFL, I'm honored to be a part of this season's Por La Cultura campaign," said Ramos. "The NFL's passion, diversity and commitment to the Latino community has grown tremendously as of late, and the cultural impacts of these efforts will be felt for years to come."
For the second year in a row, the league is partnering with the Hispanic Heritage Foundation (HHF) as the exclusive sponsor of the Youth Sports & Fitness Awards category this season, recognizing Latino youth who have contributed to the sports and fitness arenas. Winners, who will be announced later this season, will receive grants in support of their college education and/or to enhance their community service efforts. With support from Anthony Ramos, the league and NFL clubs will spread the word and encourage local nominations, along with national advertising that will help drive awareness of this opportunity. For more information on nominations and sign-ups, visit NFL.com/PorLaCultura.
Additionally, the NFL is proud to partner with the non-profit organization, Hispanic Alliance for Career Enhancement (HACE), as part of the Por La Cultura campaign. HACE delivers impactful and culturally sensitive learning content to small and large corporate groups, empowering Latino employees to become better leaders at work, at home and in their communities.
"The Por La Cultura campaign is about the vibrancy, commonalities and differences within our fan base," said Javier Farfan, NFL Cultural Marketing Strategist. "We are here to amplify the voices of the Latino community on and off the football field. Through an authentic brand campaign and partnerships with key players and personalities in the community, we want to inspire excitement, engagement and avidity all-year round – por la cultura."