NFL Kicks Off 2024 Hispanic Heritage Month with New Ads in Its ‘Por La Cultura’ Campaign Developed by Chemistry

The National Football League is launching Latino Heritage Month with its season-long campaign, “Por La Cultura” (For the Culture) developed by its AOR Chemistry. This initiative showcases Latino players, coaches, and staff, while celebrating Latino excellence and sharing authentic stories of the community. Por La Cultura features a range of cultural and community-focused activities on both national and local levels. This season, the NFL is introducing new partnerships and programs that honor “la cultura Latina.” With a strong and passionate Latino fanbase, alongside numerous Latino players, personnel and Legends, the NFL and its teams are committed to uplifting Latino culture, inspiring youth to pursue their dreams and fostering a path to greatness through sport.

“We proudly have one of the largest Latino fan bases in American sports with more than 39 million Latino fans of the NFL,” said Marissa Solis, NFL senior vice president of global brand and consumer marketing. “While we kick off our ‘Por La Cultura’ campaign each year during Latino Heritage Month, our commitment to celebrating Latino excellence continues throughout the entire season. Through year-round content, marketing initiatives and thoughtful partnerships, we emphasize the significant contributions Latinos make to our sport and culture more broadly, aiming to inspire celebration and pride among our vibrant Latino fanbase.”

To kick off this season’s “Por La Cultura” campaign, the NFL released a new spot titled “Cross-Border Pride,” connecting Latino players to their familial home countries to meet their global fans, aiming to expand awareness of the sport and strengthen ties beyond the U.S.

The first spot features Kansas City Chiefs running back Isiah Pacheco exploring his Puerto Rican roots and Chicago Bears kicker Cairo Santos returning to his home country of Brazil. A second spot will be released later in the year, highlighting New Orleans Saints wide receiver Chris Olave connecting with his Cuban heritage in Miami’s “Little Havana” neighborhood and Arizona Cardinals offensive lineman Will Hernandez embracing his culture in Mexico.

“Por La Cultura is a year-round brand initiative celebrating Latino contributions to the sport both on-and-off the field, telling stories that elevate culture, inspire and propel youth to achieve their goals, and pave a unified path to excellence,” added Javier Farfan, NFL Global Brand and Consumer Marketing Strategist. “The NFL is committed to advancing meaningful engagement with the Latino community through a series of priority initiatives. These programs are designed not only to celebrate Latino culture, but also create lasting connections between the NFL, its clubs, and the Latino community.”

A central theme of these spots is “I’m From Here, I’m From There,” emphasizing the shared truth of Latino NFL players as bicultural individuals and proud global ambassadors for the sport. The two 30-second spots will run throughout the 2024 season, with a 60-second hero spot set to showcase all four players’ pride in both their U.S. and Latino roots.

The NFL and the Hispanic Heritage Foundation have a shared history of celebrating excellence within Latino communities, and the NFL Latino Youth Honors presented by Procter & Gamble celebrates high school seniors from across NFL club markets who excel both 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. From the 64 nominees, eight outstanding finalists will be selected – each representing one of the NFL’s eight divisions.

Thanks to P&G’s support, this elite group 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. They also will participate in a variety of special events taking place in New Orleans during Super Bowl LIX Week. Activities will be designed to provide mentorship, guidance and resources to pursue careers in professional sports, and all eight finalists will attend the Super Bowl. During that week, a male and female national winner will be announced at NFL Honors, the league’s annual awards show, with the recipients receiving an invitation to HHF’s National Youth Awards ceremony later in 2025.

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 Instagram account. More content can be found at www.NFL.com/Mundo, as well as through the Spanish-language social media accounts of 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.

Throughout the 2024 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.