New Campaign Videos Feature NFL Players Isiah Pacheco and Christian Gonzalez, NFL Legend Victor Cruz and Brazilian Flag Star Gabi Bankhardt
NFL Latino Youth Honors to Award Top Student-Athletes Across NFL Markets
NEW YORK — Sept. 15, 2025 — The National Football League kicks off Latino Heritage Month with its season-long campaign “Por La Cultura” (For the Culture). This annual initiative showcases Latino players, coaches and staff, while celebrating Latino excellence, the community’s lasting impact on football, and the role it plays in taking the game to new places.
“Por La Cultura” features a range of cultural and community-focused activities on both national and local levels that honor “la cultura Latina.” With a strong and passionate Latino fanbase around the world, alongside numerous Latino players, personnel and Legends, the NFL and its teams are committed to uplifting Latino culture, inspiring youth to pursue their dreams, and fostering a path to greatness through sport.
“With more than 39 million Latino NFL fans in the U.S., we’re proud to have one of the largest Latino fan bases in American sports, and as the game continues to grow globally—particularly in Hispanic and Latino communities around the world— ‘Por La Cultura’ serves as both a celebration of Latino excellence and a reflection of our year-round commitment to the community,” said Marissa Solis, NFL senior vice president of global brand and consumer marketing. “Through content, marketing initiatives and meaningful partnerships, we aim to highlight the profound impact Latinos have on our sport and culture, while inspiring pride and connection among our vibrant, expanding fanbase.”
“Where They’re Taking It” Spotlights Latinos Growing Football Globally
To kick off this season’s “Por La Cultura” campaign, the NFL released a new spot titled “Where They’re Taking It,” spotlighting how Latino players, fans and leaders are expanding the reach of football, from inspiring the next generation in U.S. communities to fueling the game’s growth globally. The league’s global footprint will be on full display this season with the NFL’s games in São Paulo and Madrid, milestones that reflect the sport’s rising presence in Latin America and Spain, as well as the passionate fanbases driving that expansion.
Latino star power is evident throughout this year’s spots, featuring players in both tackle and flag football. The first of two spots is titled “Where They’re Taking It,” underscoring how Latino players are fueling interest in football and accelerating the rise of flag football, the most inclusive format of the sport, internationally. Kansas City Chiefs running back Isiah Pacheco travels to San Juan, Puerto Rico; New England Patriots defensive back Christian Gonzalez returns to his hometown of Carrollton, Texas; NFL Legend Victor Cruz brings the NFL to Madrid, Spain; and Brazil Women’s National team member and NFL Global Flag Ambassador Gabi Bankhardt celebrates the most accessible, inclusive football format in her country.
A second video titled “New Places” will run later this season and will continue to elevate stories from the Latino community, and foster pride, connection and belonging among Latino NFL fans.
NFL Latino Youth Honors Returns for Third Season
The NFL Latino Youth Honors is back for its third season, as the NFL, Procter & Gamble (P&G), and the Hispanic Heritage Foundation will recognize high school seniors of every background from across NFL club markets who not only excel on the football field and in the classroom, but also contribute to or engage meaningfully with Latino culture and community.
All 32 NFL teams are invited to select one male and one female high school senior football player to represent their team and submit these exemplary student-athletes to be considered for this year’s program. From the 64 nominees, eight outstanding finalists will be selected – each representing one of the NFL’s eight divisions.
With presenting sponsor P&G’s support, this elite group will each receive a grant award that can be used for college — including $25,000 grants for both the male and female national winners and $5,000 grants for each of the six other finalists. They will also participate in a variety of special events taking place in San Francisco during Super Bowl LX Week. Activities will be designed to provide mentorship, guidance, and resources to pursue careers in the sports industry. During that week, a male and female national winner will be announced, with the recipients receiving an invitation to HHF’s National Youth Awards ceremony later in 2026.
NFL Expands Internationally in São Paulo and Madrid
The 2025 NFL season will feature seven regular season games played outside of the U.S. — the most ever regular season international games to date, including the league’s latest return to Brazil and its first-ever NFL game in Spain.
For the second consecutive year, the NFL was in Brazil during Kickoff Week as the Los Angeles Chargers opened the 2025 International Games on Sept. 5 at Corinthians Arena in São Paulo, Brazil. The Chargers defeated the AFC rival Kansas City Chiefs, 27-21, and GRAMMY® Award-winning Latin music superstar KAROL G performed at the halftime show during YouTube’s first exclusive NFL live broadcast of the 2025 São Paulo game, which streamed free worldwide and drew a global audience of over 17.3M average-minute-audience.
The 2025 International Games will culminate in Madrid on Sunday, Nov.16, with the Washington Commanders taking on the Miami Dolphins at the legendary Bernabéu Stadium, home of Real Madrid C.F.
In addition to games in Spain and Brazil, the NFL will play three games in London, United Kingdom, and its first-ever games in both Berlin, Germany, and Dublin, Ireland during the 2025 season.
Social Content Highlights on Mundo NFL
The official source for NFL news, video highlights, fantasy football, game-day coverage, schedules, stats, scores, and more, Mundo NFL is the destination for Hispanic/Latino fans to consume all things NFL. Mundo NFL produces shows and segments for its YouTube channel and distributes content on its X and Instagram accounts. More content can be found at www.NFL.com/Mundo, as well as through the Spanish-language social media accounts of many NFL clubs.
“Por La Cultura is more than a campaign – it’s a year-round initiative that honors Latino contributions on and off the field while showcasing stories that elevate culture, inspire young fans to chase their dreams and build a path to excellence,” added Javier Farfan, NFL Global Brand and Consumer Marketing Strategist. “The NFL continues to deepen its engagement with the Latino community, celebrating culture while creating lasting connections between our league, our clubs, and Latino fans everywhere.”
In addition, the league and its partners offer live Spanish-language game coverage on ESPN Deportes, FOX Deportes, Telemundo, Universo, Amazon Prime Video, and Entravision (click here for ways to watch the NFL).
Throughout the 2025 season, NFL teams will bring to life the “Por La Cultura” efforts through in-game recognitions, community events, and social media amplification. More information and content surrounding the “Por La Cultura” campaign can be found at NFL.com/porlacultura.
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