3 lessons brands can learn about Hispanic marketing from the NFL

This Sunday, over 100 million people will tune in to America’s most-watched sporting event — the Super Bowl LVIII with Kansas City Chiefs and San Francisco 49ers. But the most avid fans of the NFL are some you wouldn’t expect — Latinos.

American football is undoubtedly (and redundantly) very American, so this might come as a surprise. The NFL’s decades-long history solidifies its status in American culture, with the game built with American passion. But for Hispanics, that same passion ingrained in football, along with the game’s standing in culture, becomes an opportunity for inclusion and comunidad (community).

And the stats confirm the rising sector of Hispanic NFL fans. According to the latest data from the NFL, the Latino fan base accounts for 31 million fans in the U.S.! And it's no surprise. Hispanics are the nation's largest ethnic minorities and have a growing population of 63.7 million, per the latest Census. In addition to being the largest NFL fanbase, Hispanics have the highest interest in football than any other demographic group, with 45% consisting of avid fans who frequently watch and attend games.

Not only do football fans transcend ethnicities, but they also transcend borders. In fact, Mexico, with 48 million fans, is the NFL’s most important international market and the second-biggest market for American football, after the United States.

The Latino population’s growth also benefits the NFL’s in-house team, with fresh, new Hispanic NFL players, Latino NFL coaches, and NFL Latino commercials showcased every year.

But interest doesn’t stem from population growth alone. Coupled with the NFL’s Hispanic marketing strategy — beyond Hispanic or Latino Heritage Month initiatives NFL Mundo and Por La Cultura — we understand why more and more Latinos are tuning in every game.

So, what lessons can we take away from the NFL’s Hispanic marketing — a strategy becoming more successful with every passing year? Keep reading to learn three winning plays for transforming Hispanic customers into your brand’s next fanáticos (super fans).

Photo by Riley McCullough on Unsplash

Lesson 1: Open the door.

In 2012, the account @49ersESP published its first post on Twitter, now known as X — an accurate, real-time Spanish-language update of the San Francisco 49ers game. While many assumed the account came from the 49ers’ social media team, the updates actually originated from Mexico City, thanks to the ardent fan Mario Patiño.

Patiño’s account glaringly illustrated an untapped audience previously restricted by language. Brands removing those language barriers, such as the NFL, cater to that desire.

The NFL’s Hispanic-targeted initiatives do just that — from all-Spanish game broadcasts, website copy content on its official domain NFL Mundo, and brand identity. It broadens media access to Spanish speakers, giving fans unabridged access to rules, commentary, and favorite teams.

On the same note, accessibility for fans doesn’t have to stop at language and broadcasting — it can even mean addressing physical barriers. Just like in 2005, when the first international NFL game in Mexico City’s Estadio Azteca gave international fans the chance to cheer loudly — and be heard by their favorite teams. 

Give Hispanics the chance to love and celebrate your brand — whether that be right in their corner of the world or comprehensively addressing their language needs.

Lesson 2: Be an ally and use authentic, inclusive depictions of Hispanics.

As the NFL's vice president of fan strategy and marketing Peter O’Neill states, “The NFL is such a strong American passion and a badge of our culture.  In a lot of American communities, football is a glue. Hispanic fans tell us it's a connection point.”

It’s about blending American tradition with Hispanic inclusivity — all centered around football. But how does the NFL connect the two cultures? Through authentic depictions of Hispanic realities.

The NFL’s “Run With It” ad, featuring Mexican flag football star Diana Flores creatively dodging renowned football players, is a great example of this. Running during the 2023 Super Bowl, the spot gave prominence to talented Hispanic players, all with natural Spanish-language dialogue incorporated seamlessly.

Deep understanding of the Hispanic experience (the nuances, jargon, values, and realities) combined with inclusivity in one of America's largest cultural events is as important to the NFL's Hispanic marketing success just as any football team’s QB-WR duo is to a winning season. Without it, your Hispanic marketing strategy fumbles.

Lesson 3: Celebrate Latino culture with social initiatives and community-driven activities.

While some become fans of the NFL by watching the game, some become fans by playing it.

As the Latino community grows each year, so does the next generation of bilingual, bicultural fans, players, and coaches coming after it. For those enrolled in the American school system, Hispanic children have the opportunity to fall in love with the game from the very beginning.

The league’s Hispanic representation — from players to coaches and team personnel — stems from the NFL’s successful social initiatives targeting Hispanic youth.

By supporting budding Hispanic teams and programs, such as high school players, programs and scholarships, the NFL is clearing the channels necessary for helping Hispanic talent.

This includes amplifying their voices, such as the NFL’s “Hometown Heroes” series with Hispanic NFL players like Fred Warner, Christian Gonzalez, and Alijah Vera-Tucker. It’s also partnering with relevant organizations for your initiatives, such as the Hispanic Heritage Foundation for the NFL’s Latino Youth Honors.

As more Hispanics tune in to your brand, the more significant your social action can be. It’s not enough to have a one-sided conversation with Spanish speakers. By fostering interest in supporting the very things Latinos care about, you fortify the path for lifelong fans to your brand.

Photo by Stephen Baker on Unsplash

The NFL’s Hispanic audience, both on and off the field, is a testament to the powers of the right strategy. And across all the takeaways from the NFL’s Hispanic marketing — from opening the doors for inclusion, creating authentic Hispanic depictions, and supporting Hispanic communities — one thing remains true. It all stems from understanding and building authentic connections.

So, this Sunday, when Los Chiefs and Los 49ers play for the infamous Super Bowl rings, you’ll understand why so many Latin American flags wave at you from Las Vegas’ Allegiant Stadium.

Glossary:

Hispanic: An ethnic term to refer to people from or with cultural heritage from Spain or Spanish-speaking countries in the Americas. Includes people from Spain, but not Brazil or Haiti.

Latino(a): An ethnic term to refer to people from or with cultural heritage from Latin America. Includes people from Brazil and Haiti, but not Spain.

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