NEW YORK – The National Football League celebrates Hispanic Heritage Month with its season-long “Por La Cultura” campaign, highlighting players, coaches and staff of Hispanic descent, celebrating Hispanic excellence and telling authentic stories from this community . The initiative includes a variety of national and local cultural and community activities, and this season, the League introduces new partnerships, collaborations and activations to celebrate Latino culture. With a large and passionate Hispanic fan base, as well as a growing number of Hispanic players, staff and Legends, the NFL and its clubs are committed to celebrating the diversity of cultures that make up the Hispanic community.
To kick off the season with “Por La Cultura,” the League released a new video, titled “The Celebration” in English. Featuring award-winning actor, performer and NFL fan Anthony Ramos, the TV spot highlights how football embraces cultures, unites society and inspires youth. Advocating diversity and resonance for NFL fans, players and staff, “The Celebration” video will support various marketing initiatives throughout the season.
For the second year in a row, the League joins the Hispanic Heritage Foundation (HHF) as the exclusive sponsor of the Youth Sports & Fitness Awards category, recognizing young Hispanics who have contributed to the areas of fitness and sports. The winners, who will be announced later this season, will receive scholarships to support their college education and/or support their community service efforts. With the support of Anthony Ramos, the League and NFL teams will publicize the existence of the scholarships and promote local nominations of candidates, parallel to a national advertising campaign that will increase awareness of the existence of these scholarships. For more information about nominations or entries, visit NFL.com/PorLaCultura.
In addition, the NFL is proud to partner with the Hispanic non-profit organization Hispanic Alliance for Career Enhancement (HACE) as part of the “Por La Cultura” campaign. HACE produces and disseminates high-impact, culturally sensitive content to corporate groups large and small, empowering Hispanic employees to become better leaders in their profession, home and community.
“It’s critical that our content, marketing and partnerships reflect, celebrate and serve every aspect of the diversity of our population,” says Marissa Solis, senior vice president of global brand and consumer marketing for the NFL. “We are fortunate that we have one of the largest Hispanic fans of any sport in our country. And that is why we are excited to have focused content that highlights the contributions and impact that Latinos have in our sport.”
“The ‘Por La Cultura’ campaign speaks to the vitality, common denominators and differences within our fanbase,” said Javier Farfán, NFL Cultural Marketing Strategist. “Our purpose is to amplify the voices of the Hispanic community on and off the field of play. With an authentic brand campaign and partnerships with key individuals and personalities in our community as vehicles, we want to inspire excitement, activity and year-round avidity – for culture.”
“As a huge NFL fan, I am honored to be a part of the ‘Por La Cultura’ campaign this season,” added Anthony Ramos. “The NFL’s passion, diversity and commitment to the Hispanic community has grown tremendously in recent years, and the cultural impacts of these initiatives will be felt for years to come.”
SOCIAL MEDIA CONTENT TO HIGHLIGHT
To connect the Hispanic community to football on a regular basis, the NFL launched the El Snap NFL on Instagram account in 2021. This season, a new series of El Snap content will begin to be revealed, including a collaboration with Marcus Rivero (@solesbysir), the celebrity athletic shoe designer, who will design a series of shoes and cleats for players and coaching staffs of a number of teams. Five teams, including the Los Angeles Chargers, Pittsburgh Steelers and Washington Commanders will highlight NFL player positions in Spanish with the “Por La Cultura” NFL Shield patch as a tribute to Latino culture.
The Snap is “the Latino side of the NFL,” framing how music, video games, food, traditions, language and people can enhance the NFL fan experience and highlighting how NFL teams around the country embrace the diversity of their local communities. It is part of the NFL content offering designed for Hispanic fans, including MundoNFL on YouTube, MundoNFL on Twitter, www.NFL.com/Mundo, and content from many NFL clubs. In addition, the League and its media distributors offer live coverage of games in Spanish on ESPN Deportes, FOX Deportes, Universo, Telemundo, Amazon Prime Video and Entravision (click here to see how you can watch NFL games in Spanish).
Throughout the 2022 season, NFL teams will bring the “Por La Cultura” campaign to life through in-game public recognition, events in their communities, and social media promotions.
THE MUSICAL SERIES “FOR CULTURE”
On the heels of J Balvin and Trueno’s memorable performance at the opening NFL Kickoff game, and with fans and teams more eager and excited than ever to connect in more dynamic ways, the NFL will launch the “Por La Cultura” Music Series. Starting this month, joint efforts with local teams will bring concerts and unique music experiences to fans in key markets. Among the renowned musical performers we find Piso 21, Dímelo Flow, DJ Camilo, Sofía Reyes, and Gera MX, among others.
Later this fall, the NFL will air its first-ever “Por La Cultura Mixtape” alongside production powerhouse NEON16, headed by multi-platinum creatives One Six and super-producer Tainy. The collaboration contains a number of exclusive songs, including “Rómpela” with Yandel, El Alfa and Will.I.Am, which is the first song on the mixtape and the theme song for the campaign’s opening video “The Celebration.” In addition to the television commercial, “Rómpela” will be included in activations at the League level and its teams, and in content that will be distributed during the 2022 season.
THE NFL x CHITO APPAREL COLLABORATION
This season, the NFL continues its “Por La Cultura” collection by collaborating with CHITO on two limited-edition Mitchell & Ness ‘Legacy’ jerseys. A series of nine official airbrushed helmets on display at the Azteca Stadium during the international match in Mexico City on November 21 will complement this market launch.
CHITO is a Mexican-American artist from Seattle, with an international practice rooted in Mexico. The jerseys don’t lose their focus on portability while enhancing the classic structure of a football jersey with the airbrushing style that this artist is so known for. The story behind these prints pays tribute to the eagle and snake on the Mexican national flag and connects us to American football. The jerseys also feature the crest patch that celebrates Hispanic excellence. It is a mark of the League’s commitment to excellence, on and off the field, in the Hispanic communities that continue to shape, influence and propel it forward. This collaboration will be released on October 14 by NFLShop.com.
MORE ABOUT THE NFL AND HISPANIC HERITAGE FOUNDATION
The NFL and Hispanic Heritage Foundation (HHF) are teaming up to support this year’s Youth Awards in the Sports & Fitness category. Founded in 1998 by HHF, the Youth Awards honor Hispanic high school seniors who excel in the classroom and in their community for excellence in various categories including: Business and Finance, Community Service, Entrepreneurship , Education, Health Care & Science, Media & Entertainment, Public Service, Social Justice, Technology, as well as Sports & Fitness.
These efforts are part of the NFL’s commitment to using its platform and convening power to celebrate Hispanic communities. Enhancing and supporting youth efforts in our communities is a focus point of the ongoing Por La Cultura initiative.
In conjunction with HHF, awards in the gold, silver and bronze categories will be distributed in the Sports & Fitness category. These youth will receive a scholarship to fund their college education or a community service effort that addresses a social issue.
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NFL Por la Cultura initiative celebrates Hispanic heritage throughout the season