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September 20, 2024
The National Football League (NFL) has kicked off its 2024 edition of ‘Por La Cultura’ (For the Culture) during Hispanic Heritage Month (Sep 15 – Oct 15) in the U.S. to celebrate the Latino community and culture. The season-long campaign showcases Latino players, coaches and staff, while highlighting Latino excellence and sharing stories from the community.
The NFL has a strong and passionate Latino fanbase, alongside numerous Latino players, personnel and sporting legends. This season it is introducing new partnerships and programs that uplift Latino culture and inspire youth through sport. Por La Cultura features a range of cultural and community-focused activities at both national and local levels.
“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 VP of global brand and consumer marketing. “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.”
Por La Cultura 2024 opened with the release of ‘Cross-Border Pride,’ an advertising spot connecting Latino players to their familial home countries to meet their global fans, expand awareness of the sport and strengthen ties beyond the U.S. The first ad featured Kansas City Chiefs’ Isiah Pacheco exploring his Puerto Rican roots and the Chicago Bears’ Cairo Santos returning to his home country of Brazil. A second ad will be released later this year, highlighting New Orleans Saints’ Chris Olave connecting with his Cuban heritage in Miami’s “Little Havana” neighborhood and Arizona Cardinals’ Will Hernandez embracing his culture in Mexico.
Other campaign components include, the NFL Latino Youth Honors program in partnership with Hispanic Heritage Foundation and presented by Procter & Gamble (P&G), and NFL Vota. NFL Latino Youth Honors recognizes outstanding high school tackle and flag football seniors across the country who excel in the classroom and on the field. Through P&G, finalists 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.
NFL Vota is part of the league-wide “NFL Votes” program which encourages Latino fans and the broader NFL community to engage in the democratic process through voter education, registration and turnout. 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 elections. All 32 NFL clubs will host activations and events to support civic engagement within their 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 (Nov 5).
Throughout the 2024 season, NFL teams will bring Por La Cultura efforts through in-game recognitions, community events and social media amplification.
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