The National Football League (NFL) is showing its Latine pride. On September 12, the league announced its annual Por La Cultura (For the Culture) campaign, featuring the stories of Latine players like running back Isiah Pacheco, who is of Puerto Rican and Dominican descent, as part of their Latine Heritage Month celebrations.
Por La Cultura aims to connect Latine players to their home countries and their global fans. Per the press release, it’s designed to “expand awareness of the sport and strengthen ties beyond the U.S.”
Pacheco, the Kansas City Chiefs running back, is the star of this year’s first “Cross-Border Pride” TV spot. In the spot, Pacheco is seen walking and throwing a football in his hometown of San Juan, Puerto Rico. He says, “I’m from here, I’m from there,” referring to being from both Puerto Rico and the U.S. Another frame features him dancing with a bunch of kids. While another shows him winning last year’s Super Bowl, sporting his home flag after winning the championship.
The same spot also features Chicago Bears kicker Cairo Santos. He’s shown in his hometown of São Paulo, Brazil, sporting a flag and saying, “From the Americas, let’s go Brazil!” He’s seen mingling with children from his hometown, kicking a football with them, and overall embracing his Brazilian roots.
“We proudly have one of the largest Latino fan bases in American sports with more than 39 million Latino fans of the NFL,” the NFL senior vice president of global brand and consumer marketing Marissa Solis said in a press statement. “While we kick off our ‘Por La Cultura’ campaign each year during Latino Heritage Month, our commitment to celebrating Latino excellence continues throughout the entire season. Through year-round content, marketing initiatives and thoughtful partnerships, we emphasize the significant contributions Latinos make to our sport and culture more broadly, aiming to inspire celebration and pride among our vibrant Latino fanbase.”
Up next, NFL’s scheduled to drop another ad highlighting Orleans Saints wide receiver Chris Olave’s Cuban roots and Arizona Cardinals offensive lineman Will Hernandez’s Mexican culture.