We do it for the culture

When the assumption is that Latino sports fans only go crazy for soccer, how do we create engagement and excitement around the game of American football among this burgeoning fan segment? As the NFL’s Latino marketing agency of record, we’re setting trends and blazing new trails for the modern Latino sports fan—one that cheers for their hometown team as hard and loud as their home country team competing in the World Cup. “Translating” this effort took years of fan research, tracking patterns, and consumption habits that ultimately led us to diversify how the league AND its 32 clubs cultivate excitement for the game, on and off the field.