NFL Honors Latino Fans and Culture With “Por La Cultura” Campaign

The National Football League has launched its season-long “Por La Cultura” initiative to celebrate Latino Heritage Month and spotlight the influence of Latino players, coaches, and fans on the game. The campaign, which translates to “For the Culture,” will highlight Latino excellence through videos, events, and international showcases, underscoring the NFL’s commitment to one of its largest and fastest-growing fan bases.

With more than 39 million Latino NFL fans in the United States alone, the league aims to recognize the community’s contributions while inspiring the next generation of players and supporters. “Por La Cultura” will run throughout the 2025 season, pairing vibrant storytelling with meaningful programs that deepen connections between the league and Latino communities worldwide.

Powerful Campaign Videos Showcase Latino Impact

The NFL released its opening video, “Where They’re Taking It,” to kick off the campaign. This inspiring feature follows Kansas City Chiefs running back Isiah Pacheco in San Juan, Puerto Rico, New England Patriots defensive back Christian Gonzalez in Carrollton, Texas, and NFL Legend Victor Cruz in Madrid, Spain. Brazilian flag football star Gabi Bankhardt also appears, underscoring the rise of flag football as an inclusive and global version of the sport.
A second video titled “New Places” will premiere later in the season to elevate even more stories of Latino pride, connection, and achievement. These spots show how Latino players and fans are expanding football’s reach, whether through grassroots efforts in their communities or by fueling the sport’s growth internationally. NFL Senior Vice President Marissa Solis called the campaign a celebration of Latino excellence and a reflection of the league’s year-round commitment to this dynamic community.

In addition to video content, Mundo NFL, the league’s Spanish-language digital platform, will amplify “Por La Cultura” stories and highlights through YouTube, Instagram, and X. Fans can expect exclusive interviews, behind-the-scenes footage, and coverage of cultural events that align with NFL games.

Latino Youth Honors and International Growth Strengthen Connections

The NFL Latino Youth Honors program returns for its third year, spotlighting high school seniors who excel on the field, in the classroom, and within their communities. All 32 NFL teams will nominate one male and one female player, with eight finalists chosen to represent each division. Winners will receive college grants, with national recipients earning $25,000 each and finalists receiving $5,000. These honorees will attend special mentorship events during Super Bowl LX week in San Francisco, providing them with valuable resources to pursue careers in sports.

The league’s international expansion is another focal point of “Por La Cultura.” The 2025 season will feature a record seven regular-season games outside the United States, including the NFL’s first-ever game in Spain and a return to Brazil. São Paulo hosted the Los Angeles Chargers and Chiefs in a thrilling opener, where Latin music superstar Karol G performed at halftime before an audience of over 17 million viewers worldwide. Madrid’s legendary Bernabéu Stadium will host the Washington Commanders and Miami Dolphins on November 16, adding another historic milestone to the NFL’s global journey.

The league will also play games in London, Berlin, and Dublin this season, proving that Latino culture and international enthusiasm are vital to football’s growth. “Por La Cultura is more than a campaign, it is a movement,” said NFL strategist Javier Farfan, emphasizing its role in honoring Latino contributions while inspiring future generations.

The NFL’s “Por La Cultura” campaign embodies pride, connection, and cultural celebration. By uplifting Latino stories, empowering youth, and expanding football’s global presence, the league strengthens its bond with a passionate fanbase and ensures the game continues to thrive across cultures and continents. Fans can explore more content and initiatives at NFL.com/porlacultura.

Lake Lewis Jr Lake Lewis Jr. is an NFL and Washington Commanders Insider, as well as a contributing NFL Analyst for ABC and CBS Television. He hosts The Lake Lewis Jr. Show on YouTube, Radio One in Washington DC, and most major podcast platforms. Follow him @LakeLewisJr on social media. More about Lake Lewis Jr