Igniting culture at the biggest stage in sports
At the center of Super Bowl week, when the sports world converges and brands fight for attention, Chemistry will partner with our NFL client on a celebration of culture.
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Be part of something bigger than the game
In collaboration with the NFL and LiS: Latinos in Sports, Chemistry will bring together athletes, executives, founders and change-makers for a Super Bowl Eve gathering in San Francisco. This high-impact, star-studded event shines a spotlight on the power of Latino fandom across leagues, teams and brands.
Chemistry and LiS: Latinos in Sports activate premier convenings in partnership with ESPN and CNBC during tentpole events like the U.S. Open, Miami Formula 1 Grand Prix, and PGC Genesis Invitational.
The activation at Super Bowl LX will feature a star-studded lineup of sessions, including:
- Comedic Set with Al Madrigal, Correspondent for five seasons on The Daily Show with John Stewart, and Co-Founder of All Things Comedy podcast with Bill Burr.
- ESPN unveiling of LiS Latino Power Players List - the 10 most influential Hispanics in the sports industry.
- FIFA Fireside Chat: Fútbol Meets Football in Road to World Cup, featuring current superstars from FIFA and NFL discussing the world’s two biggest sporting events.
- CNBC spotlight on Latino Legends - honoring NFL Head Coach Ron Rivera, fourteen-time Pro Bowler Anthony Muñoz and four-time Pro Bowl quarterback Jeff Garcia.
LEADING WITH A WINNING STRATEGY
A key player in this event and effort at large is Mike Valdes-Fauli, Chief Operating Officer of Chemistry and President of its multicultural division, Chemistry Cultura. Mike is also the co-founder of LiS: Latinos in Sports. His visionary leadership continues to define how brands engage authentically with Latino audiences, as evidenced by a decade-long partnership Cultura has cultivated with the NFL—the league’s Hispanic agency of record.
From the athletes competing at the highest levels, to the executives building leagues, brands, and platforms, the Latino community continues to drive growth, innovation, and fandom across every corner of the industry. And it only makes sense—the Latino audience is the fastest growing, youngest, and most tech savvy segment in America, whose impact on the world of sports is undeniably profound.
$21 BILLION
The Hispanic sports marketplace totals $21 Billion
Boston Consulting Group, L'Attitude 2022
26% growth
Hispanic sports viewership has grown by 26% in the past 5 years
Turnkey Solutions and Sports Business Journal, 2022
22% increase
Latino you fandom is expected to increase 22% in the next decade
Boston Consulting Group
Engaging with this audience is the business imperative that drives LiS: Latinos in Sports—a multi-strategy platform elevating Hispanics in the sports industry, and central hub connecting leagues, teams and brands with this powerful cohort.
That same commitment to the Latino audience is reflected in the NFL’s long-standing partnership with Chemistry Cultura. Their ten season partnership sends a clear signal that the Latino audience is integral to the league and to the business of sports.
“Chemistry Cultura is one of the league’s longest-standing and most-valuable partners, helping us engage authentically with the Latino growth segment. Their creativity and cultural expertise have been hugely beneficial to the league.”
Chemistry Cultura approaches every client, partnership, brief, and event in the same way: a philosophy rooted in authenticity and cultural fluency that sparks real engagement, turning partnerships into long-term relationships.
Although Super Bowl Eve is one night, the conversations sparked and connections made are guaranteed to live on, shaping the future of Latinos in business and in sports.
Experience the energy from past events
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LiS: Latinos in Sports NYC Full Recap
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LiS: Latinos in Sports LA Full Recap
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LiS: Latinos in Sports Miami Full Recap