The NFL’s Quest for a Wider Audience
The National Football League (NFL) is on a mission to expand its fan base, and it’s looking to the Hispanic community to drive growth. With a growing population and increasing purchasing power, Hispanic viewers are a crucial demographic for the league.
A Key Demographic
“I think when you have a successful product, you’re a little bit bound to your success,” said Olek Loewenstein, global president of sports at TelevisaUnivision. “The Hispanic population is one of the largest, if not the largest demographic, that’s growing and younger in the U.S.” Marissa Solis, senior vice president of global brand and consumer marketing at the NFL, agrees, stating that “it’s mathematically impossible for the league to grow without Latinos.”
Reaching New Heights
The NFL’s “Por La Cultura” campaign, now in its fourth year, aims to connect with Hispanic fans through cultural events and storytelling. The league has also expanded its Spanish-language broadcasts, with over 75 games available this season. This effort has led to a significant increase in Hispanic fans, with 40 million considering themselves NFL fans, up from 31 million four years ago.
Breaking Barriers
The NFL’s push for Hispanic viewership is not limited to the U.S. The league has taken its games to international locations, including Brazil, and has partnered with Spanish-language networks like TelevisaUnivision and Telemundo to broadcast games and events. This year’s Super Bowl, broadcast in Spanish on TelevisaUnivision, broke records with 2.3 million viewers across all platforms.
A Growing Partnership
Telemundo, which has been broadcasting “Sunday Night Football” in Spanish since 2022, has seen significant growth in viewership. “This is helping us attract younger, more tech-savvy viewers,” said Joaquin Duro, executive vice president of sports at NBCUniversal Telemundo Enterprises. The network has also expanded its coverage around NFL events, highlighting the stories of Hispanic players and providing on-site coverage.
A Bright Future
As the NFL continues to grow its Hispanic fan base, it’s clear that this demographic will play a critical role in the league’s future success. With its “Por La Cultura” campaign, expanded Spanish-language broadcasts, and partnerships with Spanish-language networks, the NFL is poised to reach new heights and cement its position as a leader in the sports world.
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