The National Football League kicks off Hispanic Heritage Month with the unveiling of its season-long campaign, “Por La Cultura” (For the Culture), highlighting Latino players, coaches and staff, celebrating Latino excellence and sharing authentic stories of the community. The initiative features a variety of cultural and community-driven activities at both the national and local level, and this season, the league is introducing new partnerships and activations designed to celebrate “la cultura Latina.”

With a large and passionate Latino fanbase, as well as a number of Latino players, personnel and Legends, the NFL and its clubs are committed to celebrating the stories that elevate Latino culture, inspire and propel youth toward their dreams, and build a unified path to greatness through sport.

“With more than 32 million Latino fans of the NFL, we are fortunate to boast one of the largest Latino fan bases of any sport in this country,” said MARISSA SOLIS, NFL Senior Vice President of Global Brand and Consumer Marketing. “But it is not enough to only shine the light on this critical community once a year during Latino Heritage Month.  We want the community to feel welcome every day of the NFL season, every day of the year and in all the ways that the community engages.  We are thrilled to have year-round content, marketing efforts and unique partnerships that highlight the contributions and impact Latinos are having on our sport and the United States as a whole.”

Fred Warner of the San Francisco 49ers

“HOMETOWN HEROES” HIGHLIGHTS SHARED TRUTH FOR LATINO PLAYERS
To kick off “Por La Cultura,” the NFL released a new spot titled “Hometown Heroes,” which takes a deep dive into the origin stories of Latino NFL standouts FRED WARNER of the San Francisco 49ers, ALIJAH VERA-TUCKER of the New York Jets and CHRISTIAN GONZALEZ of the New England Patriots. The multi-part content series highlights the shared truth that all Latino NFL players (and athletes everywhere) have hometown heroes who were critical to their journey, their success and building their love for the game. Individual vignettes that expand on Warner, Vera-Tucker and Gonzalez’s journey to the NFL will be released throughout the 2023 season, while the hero spot will run season-long to support various marketing initiatives.

Alijah Vera Tucker of the NY Jets

HISPANIC HERITAGE FOUNDATION CELEBRATES LATINO STUDENT-ATHLETES
The NFL will also expand its longstanding partnership with the Hispanic Heritage Foundation (HHF). This season, the focus is dedicated to honoring outstanding Latino tackle and flag football student-athletes for their excellence in sports and school. The new program highlights Latino excellence while putting a focus on football within this rapidly growing segment of the population. All 32 clubs will play an important role in the selection process, as each team will recognize one or two Latino high school football players. The league will select eight finalists who will receive grant awards and be recognized during Super Bowl week in Las Vegas. Clubs and the NFL will create and amplify content surrounding these gifted student-athletes to help share their stories of exemplary success in athletics, academics and life.

Christian Gonzalez of the New England Patriots

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, 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.

NEON16 & NTERTAIN STUDIOS BRING “POR LA CULTURA” MUSIC TO LIFE 
The NFL together with NTERTAIN Studios and music label NEON16, led by Latino industry giants Tainy and Lex Borrero, announced an expansion of their partnership for the 2023 season. Now in its third year, the collaboration will include a multimedia content series featuring music and artists from award-winning production powerhouse, NEON16, as well as custom social video content. The series will showcase the diversity and inclusivity of the NFL by bringing together the shared passion for music and football by current NFL Latino players and emerging NEON16 music artists.

This season’s partnership features a unique creative effort between Latino NFL players and rising NEON16 stars, as they come together to create an original song and music video while authentically sharing their passion for music, football and community. The first song entitled “NIVEL #0B” is a production by RMAND, a rising Dominican star from Netflix’s hit reality music competition show “La Firma,” and is inspired by his experience working with Miami Dolphins wide receiver BRAXTON BERRIOS, who is of Puerto Rican descent. The full-length track is set for release during Week 3 of the NFL regular season in the lead-up to the Miami Dolphins Latino Heritage Month game and home opener on September 24th. A second full-length track made by another player and artist collaboration will debut later this season and will join the RMAND/Berrios song on this season’s Por La Cultura Anthem songs for this season. All episodes from the multimedia content series will be available at NFL.com/PLCheroes throughout the 2023 season.

In addition to the multimedia content series featuring NFL Latino players, RMAND is one of three NEON16 artists to feature in this year’s NFL Shop commercial, also scored by a NEON16 beat, along with fellow emerging stars Alex Ponce and Nashy-Nashai. The hitmakers at NEON16 will produce four tracks exclusively for the NFL and its 32 clubs to use as part of their soundtrack to the 2023 season.

FUERZA RÉGIDA BRINGS LATINO SOUNDS TO NFL CITIES THROUGH “CULTURA LIVE” SERIES
The popular regional Mexican band Fuerza Régida will visit numerous NFL cities this season, as part of its “Otra Peda” tour. The band will engage with local youth as well as NFL players or alumni from NFL clubs, including the Denver Broncos, Dallas Cowboys, Atlanta Falcons, Washington Commanders, Las Vegas Raiders, New York Jets, Arizona Cardinals, Los Angeles Chargers and Los Angeles Rams.

Fuerza Régida, which features bandmates Jesús Ortíz Paz, Krystian Ramos, Samuel Jaimez, José “Pelón” García and Moisés López, will chronicle its experiences in the NFL cities through a content series that will be distributed across the MundoNFL ecosystem and featured in the “Cultura Live” series produced by TBV, the creators of the new fan engagement platform, Call It.

The band’s tour, which began on July 15 in Los Angeles, runs through November 25 with its final show in Anaheim, Calif.

SOCIAL CONTENT HIGHLIGHTS ON MUNDONFL
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 newly rebranded Instagram account. More content can be found at www.NFL.com/Mundo, as well as through the Spanish-language social media accounts from many NFL clubs.

“Por La Cultura is a year-round initiative with the goal of bringing the NFL experience and culture to our broad and diverse fanbase,” added JAVIER FARFAN, NFL Cultural Marketing Strategist. “Our hope is to engage, inspire and excite a whole new family of fans through the journeys of the very players who represent their communities.”

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, while Super Bowl LVIII on Sunday, February 11, 2024, will be aired on Univision for the first time ever (click here for ways to watch the NFL).

Throughout the 2023 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.