Updates

The NFL kicked off Latino Heritage Month with the launch of its season-long campaign, “Por La Cultura” (For the Culture). This initiative showcases Latino players, coaches and staff, while celebrating Latino excellence and sharing authentic stories of the community. Por La Cultura features a range of cultural and community-focused activities at both national and local levels. This season, the NFL is introducing new partnerships and programs that honor "la cultura Latina." With a strong and passionate Latino fanbase, alongside numerous Latino players, personnel and Legends, the NFL and its teams are committed to uplifting Latino culture, inspiring youth to pursue their dreams and fostering a path to greatness through sport.

“We proudly have one of the largest Latino fan bases in American sports with more than 39 million Latino fans of the NFL,” said Marissa Solis, NFL senior vice president of global brand and consumer marketing. “While we kick off our ‘Por La Cultura’ campaign each year during Latino Heritage Month, our commitment to celebrating Latino excellence continues throughout the entire season. Through year-round content, marketing initiatives and thoughtful partnerships, we emphasize the significant contributions Latinos make to our sport and culture more broadly, aiming to inspire celebration and pride among our vibrant Latino fanbase.”

“Cross-Border Pride” Spotlights Bicultural Identity of Latino Players
To kick off this season’s “Por La Cultura” campaign, the NFL released a new spot titled “Cross-Border Pride,” connecting Latino players to their familial home countries to meet their global fans, aiming to expand awareness of the sport and strengthen ties beyond the U.S.

The first spot features Kansas City Chiefs running back Isiah Pacheco exploring his Puerto Rican roots and Chicago Bears kicker Cairo Santos returning to his home country of Brazil. A second spot will be released later in the year, highlighting New Orleans Saints wide receiver Chris Olave connecting with his Cuban heritage in Miami’s “Little Havana” neighborhood and Arizona Cardinals offensive lineman Will Hernandez embracing his culture in Mexico.

A central theme of these spots is “I’m From Here, I’m From There,” emphasizing the shared truth of Latino NFL players as bicultural individuals and proud global ambassadors for the sport. The two 30-second spots will run throughout the 2024 season, with a 60-second hero spot set to showcase all four players’ pride in both their U.S. and Latino roots.

NFL, HHF and Procter & Gamble to Honor Latino Football Stars  
The NFL and the Hispanic Heritage Foundation share a history of celebrating excellence within Latino communities, and the NFL Latino Youth Honors presented by Procter & Gamble celebrates high school seniors from across NFL club markets who excel both in the classroom and on the field. All 32 NFL teams are invited to select one male and one female high school senior football player to represent their team and submit these exemplary student-athletes to be considered for this year’s program. From the 64 nominees, eight outstanding finalists will be selected – each representing one of the NFL’s eight divisions.

Thanks to P&G’s support, this elite group will each receive a grant award that can be used for college – including $25,000 grants for both the male and female national winners and $5,000 grants for each of the six other finalists. They will participate in a variety of special events taking place in New Orleans during Super Bowl LIX Week. Activities will be designed to provide mentorship, guidance and resources to pursue careers in professional sports, and all eight finalists will attend the Super Bowl. During that week, a male and female national winner will be announced at NFL Honors, the league’s annual awards show, with the recipients receiving an invitation to HHF’s National Youth Awards ceremony later in 2025.

NFL Vota Campaign Encourages Voting and Civic Engagement Among Latinos
The “NFL Vota" campaign is a public awareness initiative under the league-wide, nonpartisan "NFL Votes" program, aimed at encouraging Latino fans and the broader NFL community to engage in the democratic process through voter education, registration and turnout.

As part of NFL Vota, Dave Canales – head coach of the Carolina Panthers and the only Latino head coach in the NFL – stars in a spot inspiring eligible voters in the Latino community to participate in the country’s democratic process. To view the NFL Vota spot, click here. Additionally, the NFL teamed up with Voto Latino, a 501(c)3 dedicated to registering Latino voters and encouraging civic participation. The partnership announced this year aims to encourage Latino fans to register to vote for this year’s U.S. elections. ​

NFL Vota will come to life through a national public awareness campaign highlighting the importance of civic engagement. All 32 NFL clubs will host activations and events to support civic engagement within their local communities, funded in part by grants from the NFL Foundation, with other key activations and touchpoints continuing throughout the first half of the NFL season and culminating on Election Day, November 5.

NFL Football Brings Brazilian Family Back to its Roots at São Paulo Game
For the first time ever, the NFL played a regular season game in South America when the Green Bay Packers took on the Philadelphia Eagles on September 6. The historic first game in Brazil took place in the city of São Paulo at the Corinthians Arena, home to Brazilian soccer team the SC Corinthians.

As part of this occasion, the NFL created an unforgettable experience for Brazilian fan Alex Costabile, who now lives in Philadelphia. Alex, his wife and their three daughters traveled to São Paulo to participate in the festivities surrounding the first-ever NFL game in Brazil, held in Alex’s hometown. The Costabile family enjoyed VIP access to pre-game events and attended the matchup between the Eagles and Packers at Corinthians Arena. Their journey was documented and broadcast on Telemundo and Peacock, sharing Alex’s passion for football and the Eagles with his children, as well as family and friends back in Brazil. A complete video of their experience will be released later this season.

Career Advancement Affiliations Empower Latino Community
Additionally, the NFL is proud to work with several organizations making a difference for Latinos on a variety of fronts. The league has affiliations with the Hispanic Alliance for Career Enhancement (HACE), Latinas in Tech, Latinx in Sports, Alliance for Inclusive and Multicultural Marketing (AIMM) and We Are All Human to underscore its commitment to educating and empowering Latinos as they look to grow and develop professionally in their chosen fields.

Social Content Highlights on Mundo NFL
The official source for NFL news, video highlights, fantasy football, game-day coverage, schedules, stats, scores and more, Mundo NFL is the destination for Hispanic/Latino fans to consume all things NFL. Mundo NFL produces shows and segments for its YouTube channel and distributes content on its Twitter and Instagram account. More content can be found at www.NFL.com/Mundo, as well as through the Spanish-language social media accounts of many NFL clubs.  

“Por La Cultura is a year-round brand initiative celebrating Latino contributions to the sport both on-and-off the field, telling stories that elevate culture, inspire and propel youth to achieve their goals and pave a unified path to excellence,” said Javier Farfan, NFL global brand and consumer marketing strategist.

In addition, the league and its partners offer live Spanish-language game coverage on ESPN Deportes, FOX Deportes, Universo, Telemundo, Amazon Prime Video and Entravision. Super Bowl LIX on Sunday, February 9, 2025, will be aired on FOX Deportes and Telemundo (click here for ways to watch the NFL).

Throughout the 2024 season, NFL teams will bring to life the “Por La Cultura” efforts through in-game recognitions, community events and social media amplification. More information and content surrounding the “Por La Cultura” campaign can be found at NFL.com/porlacultura.