Marketing Touchdown: How the NFL Grew Latino Fandom Through Inclusive Storytelling

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Join us for an in-depth look at Por La Cultura, a 2024 ANA Multicultural Excellence Award winner in the Sports/World Cup category, developed by the NFL in partnership with Chemistry Cultura. This campaign was designed to grow the NFL’s Latino fanbase by authentically highlighting the cultural impact of the Hispanic community both on and off the field. The campaign aimed to expand the league’s reach and engagement with Latino audiences through compelling storytelling, strategic media partnerships, and community engagement efforts. From a nationally televised “Hometown Heroes” spot to activations with all 32 NFL clubs, Por La Cultura successfully increased positive brand perception, deepened fan engagement, and delivered powerful results.

Don’t miss this dynamic session about how the NFL built an “always on” inclusive marketing platform, aligned marketing with mission, and positioned football as a game for all!