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By Denny Alfonso • 12 Diciembre 2023 • 3 min read •
Latinos Amplify Shade in NFL Fandom
While soccer has historically been the sport of choice for most Latinos, the NFL’s Hispanic fanbase has now grown to an estimated over 30 million, according to a study published by SSRS/Luker -Trends Sports, a figure supported by the league itself.
Given the significant potential of this demographic, the National Football League is exploring new ways to connect with this community. The latest initiative comes in the form of Leaders, the NFL’s first retail-focused program, designed to empower small businesses, collaborators, and artists from various underrepresented communities by granting them the ability to commercialize the brand through licensed products.
“The program will provide a unique opportunity to these businesses to obtain NFL licenses to manufacture and sell products with the league’s official brands and logos. The NFL has a huge platform, and we want to share that platform and its benefits whenever we can. Leaders offers an opportunity to share our platform by obtaining an NFL license,” emphasized Xaimara Coss, NFL’s Director of Licensing.
Four companies were selected to receive the license, including Hedley & Bennett, a brand popular for its aprons designed by chefs. The brand’s Mexican owner, Ellen Bennett, shared, “As a woman and a Latina-founded company with a product closely associated with the experience of watching NFL games: grilling, tailgating, cooking… Hedley & Bennett was chosen to be part of the NFL Leaders Program, and we are thrilled to be included!” She added, “The program helped make the licensing process smooth so we could bring something truly special to life.”
According to a survey published by Statista in April 2023, Hispanic interest in the game has steadily risen when compared to other demographic groups. The survey found that 43% of Hispanic participants considered themselves NFL enthusiasts, compared to 42% of African Americans and 37% of Anglo-Saxons. Moreover, interest is also reflected in television viewership, as Telemundo became the first free-to-air TV channel to air an entirely Spanish-language Super Bowl broadcast in 2022, securing a record of 1.9 million viewers.
Not only does the ‘Leaders’ program provide more affordable financial arrangements to aid their business growth, but brands also gain access to NFL resources, including product development, marketing support, and retail placements. Merchandise created under the program will be available on nflshop.com, the league’s primary platform for apparel and equipment.
Marissa Solis, an immigrant from Mexico, now serves as the Chief of Global Brand and Consumer Marketing for the NFL.