Por La Cultura: How the NFL Celebrates and Engages its Latino Fanbase
The roar of the crowd, the clash of helmets, and the thrill of the game – these are the sounds and sensations that define the NFL experience. But beyond the gridiron action, there’s a vibrant cultural tapestry that enriches the league and its connection with fans. With over 39 million Latino fans, the NFL recognizes and celebrates the significant contributions of the Latino community through its “Por La Cultura” initiative. This season-long campaign is more than just a nod to Hispanic Heritage Month; it’s a year-round commitment to honoring Latino players, coaches, staff, and the passionate fanbase that fuels the sport.
Cross-Border Pride: Connecting Players to Their Roots
The “Por La Cultura” campaign kicked off with a powerful message of “Cross-Border Pride,” showcasing the bicultural identities of Latino players. The NFL released a spot featuring Kansas City Chiefs running back Isiah Pacheco, who explored his Puerto Rican heritage, and Chicago Bears kicker Cairo Santos, who returned to his home country of Brazil. These segments aimed to strengthen ties beyond the U.S. and expand awareness of the sport. Later in the season, New Orleans Saints wide receiver Chris Olave connected with his Cuban heritage in Miami’s “Little Havana,” and Arizona Cardinals offensive lineman Will Hernandez embraced his culture in Mexico.
These stories resonate deeply with fans who share similar experiences of navigating dual identities. The campaign highlights the shared truth of Latino NFL players as bicultural individuals and proud global ambassadors for the sport.
NFL Vota: Empowering the Latino Community
Recognizing the importance of civic engagement, the NFL has launched “NFL Vota,” a public awareness initiative under the league-wide “NFL Votes” program. This nonpartisan effort encourages Latino fans and the broader NFL community to participate in the democratic process through voter education, registration, and turnout. Carolina Panthers head coach Dave Canales, 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.
Latino Youth Honors: Recognizing Excellence On and Off the Field
The NFL, in partnership with the Hispanic Heritage Foundation and Procter & Gamble (P&G), presents the NFL Latino Youth Honors program. This initiative recognizes outstanding high school tackle and flag football athletes across the country who excel 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. 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.
A League-Wide Celebration
Throughout the season, NFL teams bring the “Por La Cultura” efforts to life through in-game recognitions, community events, and social media amplification. The Jacksonville Jaguars, for example, support the Northeast Florida Hispanic/Latino community through various events, including food distributions and recognition of Hispanic/Latino students who are accomplished in the classroom and active in the community.
Latino Players Making an Impact
The growing influence of Latinos in the NFL is evident in the increasing number of Latino players, coaches, and staff. As of September 2024, there were 45 Latinos on NFL teams, with 31 on 53-man rosters and 14 on practice squads.
Several Latino players have made significant contributions to their teams. Kansas City Chiefs running back Isiah Pacheco, with his Puerto Rican and Dominican heritage, has been instrumental in the Chiefs’ success, helping them win two consecutive Super Bowl games. New Orleans Saints wide receiver Chris Olave, with Cuban heritage, has quickly become a star in the league. San Francisco 49ers linebacker Fred Warner, with Mexican and Panamanian heritage, is recognized as one of the best linebackers in the game.
In the 2025 playoffs, a remarkable 15 Latino players are set to participate, representing nine of the 14 playoff teams. The Washington Commanders lead the pack with four Latino players. Additionally, this year’s playoff teams include Latino assistant coaches such as Minnesota’s Brian Flores and Pittsburgh’s Mike Sullivan, as well as a Latino general manager in the Steelers’ GM Omar Khan.
Engaging the Digital-First Fanbase
The NFL recognizes that Hispanic fans are at the forefront of the digital revolution in sports. Gen Z and millennials comprise 72 percent of Hispanic sports fans, and they are leading the charge in the digital realm. Latinos are streaming games on their phones, engaging with players and teams on social media, and building an online community around their passion for football. The NFL has partnered with NGL mitú to create and amplify original content that combines the passion of the NFL with NGL mitú’s reach and authenticity in the Latino community.
Looking Ahead: A Growing Legacy
The NFL’s commitment to the Latino community extends beyond the field. The league partners with organizations like the Hispanic Health Coalition of Georgia to address health disparities and promote better health outcomes through education and support.
The “Por La Cultura” initiative is a testament to the NFL’s dedication to celebrating diversity and fostering inclusivity. By honoring the contributions of Latino players, coaches, staff, and fans, the NFL is building a stronger, more vibrant league that reflects the rich cultural tapestry of its fanbase. As the Latino community continues to grow and make its mark on the sport, the NFL’s “Por La Cultura” campaign will undoubtedly play a vital role in shaping the future of football.