NFL Celebrates Latino Culture and Its Growing Impact on Football with Season-Long “Por La Cultura” Campaign

New Social Series "The Specifics" Spotlights Personal and Cultural Stories of Latino Players, Like Fred Warner, Enrique Cruz, KC Concepcion, Fernando Carmona, Josh Cuevas and Gabriel Rubio

NFL Players and Legends, including Isiah Pacheco, Christian Gonzalez, Victor Cruz, and Brazilian Flag Star Gabi Bankhardt Return in "Por La Cultura" Videos

Fourth Annual NFL Latino Youth Honors to Recognize Outstanding Student-Athletes Across NFL Markets

NEW YORK - Sept. 15, 2026 - The National Football League kicks off Latino Heritage Month with "Por La Cultura" (For the Culture), its season-long initiative celebrating the Latino community's influence on football and its growing role in shaping the future of the game. Through the stories of Latino players, coaches, Legends, staff and fans, "Por La Cultura" highlights the community's impact on the sport-from inspiring the next generation to helping bring football to new audiences and communities around the world.

Throughout the season, "Por La Cultura" will come to life through cultural, community and football-focused activations at both the national and local levels. As football's global reach continues to expand, the NFL and its clubs will celebrate the passion and contributions of Latino communities while creating greater access to the sport, inspiring youth and showcasing how Latinos are helping drive the game forward across borders and generations.

"Latino fans, players and communities are a powerful force in football's growth and cultural impact in the U.S. and around the world," said Marissa Solis, NFL senior vice president of global brand and consumer marketing. "With over 39 million Latino NFL fans in the U.S. alone, 'Por La Cultura' celebrates their passion and contributions to the game while inspiring new generations of Latino fans to make football part of their story."

"The Specifics" Celebrates Latino Players
To help kick off this season's "Por La Cultura" campaign, the NFL will launch "The Specifics," a new social-first series on Mundo NFL celebrating the personal details and cultural touchstones that shape Latino identity. Latino culture is not defined by any one experience. It lives in the people, traditions, flavors, music and shared expressions that make each person's story unique, and "The Specifics" hands the camera directly to Latino players to tell their personal stories and how their experiences have shaped who they are today. Designed to feel conversational, confessional and off-the-cuff, the self-shot videos offer fans an intimate window into players' lives, with the authenticity of something they might send directly to their mamás.

The series will feature one new video weekly from September 15 through October 15, aligning with Latino Heritage Month. Players who will be featured in "The Specifics" include San Francisco 49ers linebacker Fred Warner and offensive lineman Enrique Cruz, Cleveland Browns wide receiver KC Concepcion, Tennessee Titans offensive lineman Fernando Carmona, Baltimore Ravens tight end Josh Cuevas and Pittsburgh Steelers defensive tackle Gabriel Rubio. Together, their stories will showcase the diversity within the Latino community and celebrate the personal touchpoints that create culture, connection and belonging across the NFL.

"Where They're Taking It" Spotlights Latinos Growing Football Globally
As part of the NFL's "Por La Cultura" campaign, the NFL launched a spot entitled "Where They're Taking It," which spotlights the powerful role Latino players, fans and leaders are playing in growing football around the world. From inspiring the next generation in U.S. communities to building passionate fanbases internationally, Latinos are helping take the game to new audiences, cultures and communities across the globe.

That impact comes to life through stories spanning tackle and flag football. In "Where They're Taking It," New England Patriots defensive back Christian Gonzalez returns to his hometown of Carrollton, Texas; Detroit Lions running back Isiah Pacheco travels to San Juan, Puerto Rico; NFL Legend Victor Cruz brings the NFL to Madrid, Spain; and Brazil Women's National Team member and NFL Global Flag Ambassador Gabi Bankhardt showcases flag football in Brazil, demonstrating how Latino athletes and ambassadors are creating connections to the sport across borders.

The stories reflect a broader moment of global growth for football, as the NFL continues to expand its international footprint and flag football builds momentum around the world. With regular-season games in Rio de Janeiro, Madrid and Mexico City, as well as growing participation in flag and tackle programs across markets, Latino communities are not simply embracing football, they are helping shape where the game goes next.

A second spot, "New Places," will run later this season, continuing to elevate stories from the Latino community while fostering pride, connection and belonging among Latino NFL fans.

NFL Latino Youth Honors Returns for Its Fourth Season
NFL Latino Youth Honors is back for its fourth 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.

The fourth edition of Latino Youth Honors kicked off in April at the 2026 NFL Draft, where last year's national winners Eddie Jordan IV from Jacksonville, Fla., and Isabella Jubrey from Windsor, Conn., announced a draft pick while officially kicking off the start of the Latino Youth Honors program's fourth year.

All 32 NFL teams were 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. This process led to the nomination of 61 outstanding student-athlete nominees, who will be honored during Latino Heritage Month celebrations hosted by their nominating teams. From this talented pool, a panel will select eight finalists, each representing one of the eight NFL divisions.

With presenting sponsor P&G's support, each member of this elite group will 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 Los Angeles during Super Bowl LXI Week. Activities will be designed to provide mentorship, guidance and resources to pursue careers in the sports industry, a male and female national winner will be announced, and all eight finalists will attend the Big Game.

NFL Goes Global with Record Nine International Games, Including Three in Latino Markets
The 2026 NFL season will feature a record-breaking nine games played across four continents, seven countries and eight stadiums - including three games in Latino markets.

The first international game in a Latino market this season will take place during Week 3 in Rio de Janeiro, Brazil, when the Baltimore Ravens take on the Dallas Cowboys at the iconic Maracanã Stadium on Sunday, Sept. 27. This will be the third regular-season game hosted in Brazil and a first for Rio, following two previous games in São Paulo. In addition to the action on the field, Brazilian DJ Pedro Sampaio and global music icon Ricky Martin will perform in the 2026 NFL Rio Game Halftime Show.

On Sunday, Nov. 8, the Cincinnati Bengals face the Atlanta Falcons in their Week 9 contest at the Bernabéu Stadium - home to Real Madrid C.F. - as the NFL returns to the Spanish capital for a second consecutive regular season game.

Week 11 will mark the conclusion of this year's international slate with a visit to Mexico City for Sunday Night Football, where the Minnesota Vikings face the San Francisco 49ers at Estadio Banorte on Nov. 22. The game will see the NFL return to Mexico for the first time since 2022 and will be the sixth regular-season game hosted in the country since 2005.

In addition to games in Brazil, Spain and Mexico, the NFL will play three games in London, United Kingdom, one in Munich, Germany, and its first-ever games in Melbourne, Australia, and Paris, France.

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 rooted in celebrating the people and stories that make Latino culture such an important part of football," added Javier Farfan, NFL Global Brand and Consumer Marketing Strategist. "It's about showing up authentically for our community, creating moments that resonate across generations and giving young fans more ways to connect with the game around the world."

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).

The season will culminate with Super Bowl LXI, which will air in Spanish live on Univision on Sunday, February 14, 2027, from SoFi Stadium in Los Angeles, alongside separate broadcasts on ESPN Deportes, ESPN and ABC.

The broadcast marks Univision's second Super Bowl, following its first-ever national Spanish-language telecast of Super Bowl LVIII in 2024. Its return reflects both the NFL's growing connection with U.S. Hispanic audiences and Univision's expanding role as a destination for major live sports, giving Latino fans another in-language, in-culture way to experience one of the country's biggest cultural moments.

Throughout the 2026 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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