To mark Hispanic Heritage Month, the NFL has launched the “Por La Cultura” (for the culture) campaign, which highlights Latino players, coaches and staff, celebrates Latino excellence and tells authentic stories of the community. The initiative introduces 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 diverse cultures within the community.

The campaign kicks off with a new spot titled “The Celebration,” featuring award-winning actor and recording artist Anthony Ramos (of Hamilton, In the Heights and the newest member of the Marvel Cinematic Universe). Featured alongside NFL teams and players, Ramos takes viewers on a journey that celebrates the vibrancy, commonalities and differences within the Latino fanbase. Donning a NY Jets jersey to rep his home of NYC, Ramos opens the video saying, “It’s about family, mi familia.” From the way the community shows up “por la cultura” (for the culture) to the way fans are authentically themselves, “The Celebration” is a true tribute to the Latino community and their football fandom. See the video HERE.

Highlights of the campaign include:

“POR LA CULTURA MIXTAPE”

·         First-ever “Por La Cultura Mixtape,” which comprises a series of exclusive tracks, including “Rómpela” featuring Yandel, El Alfa and Will.I.Am. This is the first track on the mixtape and backdrop of “The Celebration.”

·         Launch of the “Por La Cultura” Music Series, which will bring unique local music concerts and experiences to fans in key markets. Celebrity musical talent participating include Piso 21, Dimelo Flow, DJ Camilo, DJ Livia, Sofia Reyes, and Gera MX, among others.

EL SNAP CONTENT

·         New content series on El Snap NFL on Instagram will feature a collaboration with celebrity cleat designer, Marcus Rivero, who will design a series of shoes and cleats for players and coaching staff from a number of teams.

NON-PROFIT PARTNERSHIPS

·         Partnership with the Hispanic Heritage Foundation (HHF), the exclusive sponsor of the Youth Sports & Fitness Awards category this season, which will recognize Latino youth who’ve contributed to the sports and fitness arenas.  Winners will be announced later this season and will receive grants in support of their college education and/or to enhance their community service efforts.

·         Hispanic Alliance for Career Enhancement (HACE) collaboration, as HACE delivers impactful and culturally sensitive learning content to small and large corporate groups, empowering Latino employees to become better leaders at work, at home and in their communities.