Exploring the NFL through a Spanish Lens- A Growing Audience

The NFL began in 1920 as the American Professional Football Association (APFA), before officially changing its name to the National Football League (NFL) in 1922.

In recent years, the football league has increasingly been reaching out to Spanish-speaking audiences, thanks to a recognition of the vibrant and growing community of Latino fans in the U.S. and abroad. This effort to connect with a more diverse audience is reshaping the way football is experienced, celebrated, and understood.

Considering that according to the Pew Research Center, Hispanics are projected to make up 29% of the U.S. population by 2060,

For Spanish-speaking communities in America, the NFL is not just a sport but a space for cultural gathering and shared experiences. It represents the American Dream of making it big in America for them.

In fact, Hispanics make up the second largest ethnic group watching football after white people. From bilingual broadcasts to outreach programs in Latin America, the NFL has been working hard towards expanding its horizons and connecting with the passions of loyal U.S. Hispanic fans.

Let us explore the many aspects of this growing connection:

Bilingual Broadcasts and Commentary

• NFL pregame and half-time shows, as well as player and coach interviews, are now widely available in Spanish through channels and platforms like Telemundo Deportes, which is the first-ever Spanish-language channel to broadcast the Super Bowl.

• The first such initiative was launched in 1987 when the NFL started broadcasting the Sunday game on radio and television in Spanish.
• For the 2024 season, there are more than 75 broadcasts in Spanish.
• The NFL has integrated bilingual and Spanish commentary in the Super Bowl games to bridge the language barrier and make the game accessible to a broader audience.
• Highlights include expert commentators who bring unique perspectives and a cultural flair.
• Real-time translations are also available on various platforms.

NFL Outreach in Latin America

• The NFL has been hosting regular season games hosted in Mexico City, which draw thousands of passionate fans.
• The NFL International Series is at the forefront of this initiative.
• At the beginning of the 2024 season, the NFL hosted a game in Brazil for the first time. The game was broadcast exclusively on the huge platform Peacock.
• The “Por La Cultura” campaign by the NFL is aimed at helping Hispanic players connect to their home countries. It hopes to expand the outreach of the NFL beyond the US.
• As part of this campaign, the Puerto Rican rapper Daddy Yankee graced a Monday Night Football game in Kansas City and spent time with Isiah Pachecho, a Puerto Rican player of the Chiefs.

Representation of Hispanic Players in the NFL

• The NFL has been big on celebrating the contributions of Hispanic players who have excelled in the league.
• "It's mathematically impossible for the league to grow without Latinos," said Marissa Solis, the senior vice president of brand and consumer marketing at the NFL.
• The NFL Hispanic Leadership Alliance was made with the purpose of recruiting more Hispanic players and helping them progress.
• The NFL Latino Youth Honors is a program in collaboration with the Hispanic Heritage Foundation. One male and one female high school player are selected on the basis of their performance. The winners are rewarded with a grant as well as the opportunity to participate in several events during Super Bowl week.

Spanish-Language Social Media and Digital Presence

• NFL’s official website, mobile app, and social media accounts all have Spanish-language versions that provide real-time updates and exclusive content.
• NFL has been focusing on engaging with fans through platforms like Instagram, Twitter, and TikTok with tailored content in Spanish.
• Fans abroad can enjoy broadcasts and live streaming on the NFL’s social media pages as not all channels have broadcasting licenses for the NFL games.

Cultural Integration through Merchandise and Marketing

• NFL has been engaged in creating Spanish-language merchandise and slogans.
• Marissa Solis, the NFL senior vice president of global brand and consumer marketing says, “We want to make sure our overall marketing, our content, and our partnerships reflect, celebrate, and serve every aspect of our fanbase.”
• NFL has partnered with NGL collective to create more than 20 pieces of custom El Snap content. This will be spread across various social media platforms.
• The content includes a 13-part meme series, a video called “Latinos don’t do basic fandom,” as well as the “Por La Cultura Mixtape: Volume 1.”
• Marketing campaigns during Hispanic Heritage Month aim to honor and celebrate the community.
• The customized content reflects the values and interests of Spanish-speaking audiences.

Key Takeaways

The NFL’s engagement with Spanish-speaking fans highlights the league’s commitment to inclusivity and cultural appreciation.

By embracing bilingual broadcasts, promoting Hispanic players, and fostering connections with Latin America, the NFL is creating a more diverse football experience for everyone.

Whether you are tuning in for the Super Bowl or watching a regular Sunday night game, the NFL’s outreach to Spanish-speaking communities offers something for everyone. Share your favorite NFL moments or ideas for further integration!