New Video Called “The Celebration” Kicks off Latino Heritage Month, Featuring Actor and Recording Artist Anthony Ramos, NFL Clubs and Players
“Por La Cultura” Music Series Includes Concerts and Activations in NFL Club Markets, As Well As First-Ever Mixtape Track “Rómpela” from Yandel, El Alfa and Will.I.Am
“El Snap NFL” Social Content Highlights Intersection of Culture and Football Year-Round, Introduces New Series for Season
NEW YORK, September 15, 2022 – The National Football League is celebrating Latino Heritage Month with the season-long campaign “Por La Cultura” (For the Culture), which highlights Latino players, coaches and staff, celebrates Latino excellence and tells 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 that are 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.
To kick off “Por La Cultura,” the NFL released a new video, titled “The Celebration.” The spot features award-winning actor and recording artist Anthony Ramos and highlights how football embraces culture, unifies people and uplifts youth. Championing the diversity and vibrancy of NFL fans, players and personnel, “The Celebration” will run all season long and support various marketing initiatives.
For the second year in a row, the league is partnering with the Hispanic Heritage Foundation (HHF) as the exclusive sponsor of the Youth Sports & Fitness Awards category this season, recognizing Latino youth who have contributed to the sports and fitness arenas. Winners, who will be announced later this season, will receive grants in support of their college education and/or to enhance their community service efforts. With support from Anthony Ramos, the league and NFL clubs will spread the word and encourage local nominations, along with national advertising that will help drive awareness of this opportunity. For more information on nominations and sign-ups, visit NFL.com/PorLaCultura.
Additionally, the NFL is proud to partner with the non-profit organization, Hispanic Alliance for Career Enhancement (HACE), as part of the “Por La Cultura” campaign. 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.
“It is critical that our content, our overall marketing and our partnerships reflect, celebrate and serve every aspect of our fanbase,” said Marissa Solis, NFL SVP Global Brand and Consumer Marketing. “We are fortunate to have one of the largest Latino fan bases of any sport in this country. That is why we are excited to have focused content that showcases the contributions and impact Latinos are having on our sport.”
“The ‘Por La Cultura’ campaign is about the vibrancy, commonalities and differences within our fan base,” said Javier Farfan, NFL Cultural Marketing Strategist. “We are here to amplify the voices of the Latino community on and off the football field. Through an authentic brand campaign and partnerships with key players and personalities in the community, we want to inspire excitement, engagement and avidity all year round – por la cultura.”
“As a huge fan of the NFL, I’m honored to be a part of this season’s ‘Por La Cultura’ campaign,” added Anthony Ramos. “The NFL’s passion, diversity and commitment to the Latino community has grown tremendously as of late, and the cultural impacts of these efforts will be felt for years to come.”
SOCIAL CONTENT HIGHLIGHTS
To connect the Latino community with the sport of football on an ongoing basis, the NFL launched El Snap NFL on Instagram in 2021. This season, a new El Snap content series will roll out, featuring a collaboration with celebrity cleat designer, Marcus Rivero (@solesbysir), who will design a series of footwear for players and coaching staff from a number of teams. Five clubs, including the Los Angeles Chargers, Pittsburgh Steelers and Washington Commanders will highlight NFL player positions in Spanish with the NFL Por La Cultura shield as a tribute to Latino culture.
El Snap is “el lado Latino de la NFL” and showcases how music, gaming, food, traditions, language and people can enhance the NFL fan experience. El Snap NFL highlights how NFL teams across the country are embracing diversity within their local communities. It forms part of the roster of NFL content designed for Latino fans, alongside MundoNFL on YouTube, MundoNFL on Twitter, www.NFL.com/Mundo, and content from many NFL clubs. 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 (click here for ways to watch the NFL).
Throughout the 2022 season, NFL teams will bring to life the “Por La Cultura” efforts through in-game recognitions, community events and social media amplification.
“POR LA CULTURA” MUSIC SERIES
On the heels of a memorable NFL Kickoff performance by J Balvin and Trueno, and with fans and Clubs more excited and eager than ever to connect in dynamic ways, NFL will launch the “Por La Cultura” Music Series. Starting this month, partnerships with clubs 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.
Later this fall, the NFL will release its first-ever “Por La Cultura Mixtape” in partnership with production powerhouse, NEON16, led by multi-platinum selling creatives One Six and hitmaker, Tainy. The collaboration will comprise a series of exclusive tracks, including “Rómpela” featuring Yandel, El Alfa and Will.I.Am, which is the first track on the mixtape and backdrop of the campaign kickoff spot “The Celebration.” In addition to the TV spot, “Rómpela” will be included in league and local level activations and content throughout the 2022 season.
NFL x CHITO MERCHANDISE COLLABORATION FEAT. LIMITED-EDITION JERSEYS
This season, the NFL continues its “Por La Cultura” collection by collaborating with CHITO on two limited-edition Mitchell & Ness Legacy jerseys. Complementing this release will be a series of nine official airbrushed helmets that will be displayed at Azteca stadium for the upcoming international game in Mexico City on November 21.
CHITO is a fine artist of Mexican-American heritage, hailing from Seattle with an international practice making roots in Mexico. Utilizing the artist’s signature airbrush style, the jersey garments maintain a focus on wearability while highlighting the structure of the iconic football jersey. The story of the prints pays homage to the eagle and serpent of the Mexican flag and connects the community to the American sport of football. The jerseys also feature the patch of the shield celebrating Latino excellence, marking the league’s commitment to the Latino communities who continue to shape, influence and push it forward both on and off the field. The collaboration will launch on October 14 on NFLShop.com.
MORE ON NFL & THE HISPANIC HERITAGE FOUNDATION
The NFL and Hispanic Heritage Foundation (HHF) have partnered to support this year’s Youth Awards in the Sports & Fitness category. Founded in 1998 by the HHF, the Youth Awards honor Latino high school seniors who excel in the classroom and community for their excellence in various categories including: Business & Finances, Community Service, Entrepreneurship, Education, Healthcare & Science, Media & Entertainment, Public Service, Social Justice, Technology, along with Sports & Fitness.
These efforts are part of the NFL’s commitment to utilize the league’s platform and amplification power to celebrate Latino communities. Elevating and supporting the efforts of youth in the community is a focus for the continuation of the “Por La Cultura” initiative.
Through the partnership with the HHF, gold, silver and bronze awards will be distributed for the Youth Sports and Fitness category. These youth will receive a grant to fund their college education or to fund a community service effort that tackles a social issue.