As the Latino influence continues to transform sports and culture in the United States and around the world, the National Football League (NFL) kicks off “Latino Heritage Month” by highlighting how Latino players, fans and communities are driving the future of American football.
The NFL launched its “Por La Cultura” campaign, which will run throughout the season to celebrate a community that already has more than 39 million Latino fans in the US and whose impact is increasingly visible on the playing field, in the communities and in the growing international presence of the football league.
A central element of this year’s campaign is “The Specifics,” a new series designed for social media that puts the camera directly in the hands of Latino NFL players to share the traditions, people, cuisine, music and experiences that have shaped their identities.
The series features Fred Warner, Enrique Cruz, KC Concepcion, Fernando Carmona, Josh Cuevas and Gabriel Rubio, offering a more personal perspective on the diversity of Latino experiences across the league.
This narrative emerges in a significant year for the NFL’s connection with the Latino public:
The league will play regular season games in Brazil, Spain and Mexico, including its first game in Rio de Janeiro and its return to Mexico City after the last visit in 2022.
NFL stars and legends, such as Christian Gonzalez, Isiah Pacheco and Victor Cruz—along with Brazilian flag football star Gabi Bankhardt—highlight how Latino communities are driving the growth of the sport beyond borders.
Additionally, the “NFL Latino Youth Honors” program returns for the fourth consecutive year, recognizing 61 high school student-athletes in NFL markets and awarding $25,000 college scholarships to national winners (both male and female).
The season will culminate with Super Bowl LXI in Los Angeles, which will air live in Spanish on Univision, in addition to parallel broadcasts on ESPN Deportes, ESPN and ABC.
Together, “Por La Cultura” tells a story that transcends “Latino Heritage Month”: Hispanic communities not only represent an increasingly important part of the National Football League (NFL) audience, but they are also helping to define who plays, where the sport grows and how American football culture will evolve in the future.
“Latino fans, players and communities are a powerful force in the growth and cultural impact of American football both in the United States and around the world,” said Marissa Solis, NFL Senior Vice President of Global Brand and Consumer Marketing.
“With more than 39 million Latino NFL fans in the United States alone, the ‘Por La Cultura’ campaign celebrates their passion and contributions to the sport, while inspiring new generations of Latino fans to make American football part of their own history.”
In this way, throughout the 2026 season, NFL teams will bring “Por La Cultura” initiatives to life through activities during games, community events and dissemination on social networks.
In NFL.com/porlacultura More information and content can be found about this outstanding campaign.
