Many Have A Negative Reaction To NFL’s Newest Campaign

Yesterday the National Football League (NFL) announced its “Por la Cultura” initiative, meant to honor the Latino community’s contribution to American football.

The mission, according to the league’s official announcement, is to “champion the diversity and vibrancy of its fans, players, and personnel.”

This latest cultural advertising campaign by the NFL is reminiscent of their 2021 initiative, which was centered around the same ethnic group. The goal in 2021 was to “recognize Latinx youth who have contributed to the sports and fitness arenas,” read the official mission statement.

What possesses these institutions to, in an attempt to gain interest from a particular ethnic group, use a term widely hated by that very group?

The advertising campaign, which is set to run for the next 30 days, was not well received by football fans, especially those from Latin America.

Some viewed the purple airbrushed tilde over the ‘N’ as a listless attempt to honor their Spanish-speaking fanbase. “Way to spend 7 seconds on this,” said SB Nation Los Angeles area soccer reporter Alicia Rodriguez on Twitter.

Although Por la Cultura became an instant punchline to most, there were some that rushed to the defense of the campaign.

The NFL has ventured into global markets in recent years, starting in 2007 with the inaugural matchup between the Dolphins and Giants at Wembley Stadium in London.

The 2022 season will feature a record five overseas games, including a showdown between the 49ers and Cardinals in Mexico City on November 21st. Three are set to take place in London, the first being an October 3rd matchup between the Vikings and Saints. The NFL will topple another international milestone when the Seahawks take on the Bucs in Munich, Germany on November 13th.

What few realize is how profitable global markets are for other American professional sports leagues. For instance, the NBA has quietly built a $5 billion-dollar empire in China.

It appears the NFL has a “why not us?” mentality. In a league run by thirty business-minded billionaires, it’s surprising it took this long.