U.S. HISPANIC
NFL Celebrates Latino Fans, Players and Culture With Season-Long Por La Cultura Campaign
19 de septiembre de 2025
New Campaign Videos Feature NFL Players Isiah Pacheco and Christian Gonzalez, NFL Legend Victor Cruz and Brazilian Flag Star Gabi Bankhardt
The National Football League kicks off Latino Heritage Month with its season-long campaign “Por La Cultura” (For the Culture). This annual initiative showcases Latino players, coaches and staff, while celebrating Latino excellence, the community’s lasting impact on football, and the role it plays in taking the game to new places.
“Por La Cultura” features a range of cultural and community-focused activities on both national and local levels that honor “la cultura Latina.” With a strong and passionate Latino fanbase around the world, 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.
“With more than 39 million Latino NFL fans in the U.S., we’re proud to have one of the largest Latino fan bases in American sports, and as the game continues to grow globally—particularly in Hispanic and Latino communities around the world— ‘Por La Cultura’ serves as both a celebration of Latino excellence and a reflection of our year-round commitment to the community,” said Marissa Solis, NFL senior vice president of global brand and consumer marketing. “Through content, marketing initiatives and meaningful partnerships, we aim to highlight the profound impact Latinos have on our sport and culture, while inspiring pride and connection among our vibrant, expanding fanbase.”
“Where They’re Taking It” Spotlights Latinos Growing Football Globally
To kick off this season’s “Por La Cultura” campaign, the NFL released a new spot titled “Where They’re Taking It,” spotlighting how Latino players, fans and leaders are expanding the reach of football, from inspiring the next generation in U.S. communities to fueling the game’s growth globally. The league’s global footprint will be on full display this season with the NFL’s games in São Paulo and Madrid, milestones that reflect the sport’s rising presence in Latin America and Spain, as well as the passionate fanbases driving that expansion.
Latino star power is evident throughout this year’s spots, featuring players in both tackle and flag football. The first of two spots is titled “Where They’re Taking It,” underscoring how Latino players are fueling interest in football and accelerating the rise of flag football, the most inclusive format of the sport, internationally. Kansas City Chiefs running back Isiah Pacheco travels to San Juan, Puerto Rico; New England Patriots defensive back Christian Gonzalez returns to his hometown of Carrollton, Texas; NFL Legend Victor Cruz brings the NFL to Madrid, Spain; and Brazil Women’s National team member and NFL Global Flag Ambassador Gabi Bankhardt celebrates the most accessible, inclusive football format in her country.
A second video titled “New Places” will run later this season and will continue to elevate stories from the Latino community, and foster pride, connection and belonging among Latino NFL fans.
