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Before an NFL game between the Los Angeles Chargers and the Kansas City Chiefs in Mexico City in 2019, fans exhibited palpable excitement as they anticipated the action on the field. Next season, the NFL is set to expand its global outreach, planning up to eight international games, with Mexico and Brazil identified as its largest overseas markets.
Raúl Allegre, who moved to Washington state from Torreón, Coahuila, in 1977 as a high school exchange student, was swiftly recognized by the football coach for his footballing skills. As a senior, he learned the mechanics of kicking an American football, marking a significant moment in his sporting journey.
Historically, the connection between Mexican immigrants and American football, often referred to as “Americano” in Mexico, has been tenuous. In the 1970s, it was even more uncommon for a Mexican teen to aspire to play in the NFL.
Allegre eventually established himself as the most illustrious Mexican-born kicker in NFL history, clinching two Super Bowl titles with the New York Giants in 1987 and 1991 during his nine-season career.
While Tom Fears, a wide receiver from Guadalajara, holds the distinction of being the first Mexican-born player in the NFL, Allegre was among the few who made the journey from Mexico to the gridiron despite the challenges of that era.
“At that time, the NFL had not yet begun its international expansion,” Allegre remarks. “Today, Mexico and Latin America represent a massive market. This was not the case during the 70s. Although there were a few Latino players like Tom Flores and Anthony Muñoz, many did not identify primarily as Latinos.”
Fast forward to 2024, and attitudes have shifted. The NFL is working to transform its image from one rooted in American exceptionalism and conservatism to one that embraces global inclusivity and community engagement. The backlash against Colin Kaepernick in 2016 stands in stark contrast to present efforts, marked by the Washington Commanders’ rebranding in 2020. While this transition hasn’t been seamless, it’s clear the league is eager to broaden its fan base internationally.
During a game in Germany last November, NFL commissioner Roger Goodell emphasized the aim of hosting up to eight international games in the upcoming season. Currently, Mexico and Brazil are at the forefront, boasting fan bases of approximately 39.5 million and 35.9 million, respectively. Germany, China, and the U.K. are also significant, although they each have fewer than 20 million fans.
Moreover, viewership among Latino audiences is on the rise, outpacing other demographic segments. Reports indicate that both English and Spanish-speaking Latino viewers have increased by 11%, with Spanish broadcasts surging by 34% compared to previous years. This growth has culminated in Netflix México announcing its inaugural live streaming of NFL games this Christmas, marking a significant milestone for Latino fans.
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Breaking language barriers was a considerable challenge for the NFL in its bid to attract non-English speaking fans. It prompted the need for entirely new terminology to make the game accessible.
Fernando Von Rossum played an integral role in bridging this gap over 60 years of announcing NFL games in Spanish for networks in Mexico. His contributions were recognized with the prestigious Ralph Hay Pioneer Award by the Pro Football Hall of Fame, establishing him as a foundational figure in fostering NFL fandom in the Latino community.
Notably, Von Rossum helped forge a unique vocabulary, introducing terms like “mariscal de campo” for quarterback and “balón suelto” for fumble, making the sport comprehensible and relatable for Spanish-speaking audiences. His efforts greatly popularized the game among numerous generations of Latin Americans, including Allegre and many other aspiring players.
In contrast to the U.S., where English-speaking fans enjoy extensive coverage of NFL games, Spanish-speaking audiences have often faced limitations. Notably, Telemundo made history as the first Spanish-language network in the U.S. to exclusively air the Super Bowl in Spanish in 2022.
Since then, the NFL has secured multiple partnerships with Spanish-language networks, regularly broadcasting games throughout Mexico and Latin America. The league also hosts annual matches in major cities like Mexico City and São Paulo.
Antonio Ramos, a Mexican-born broadcaster for the Carolina Panthers, recalls a time when he could only catch NFL games on select occasions and learned the rules by playing popular video games like NFL Madden. Presently, as a broadcaster, he acknowledges the substantial changes the NFL has made to engage a younger generation of fans, despite the Panthers being less popular among Mexican fans compared to teams like the Dallas Cowboys and Pittsburgh Steelers.
“There is a genuine appreciation for Latino involvement now,” Ramos states. “It’s beyond just token recognition during Hispanic Heritage Month. Teams are truly investing in community engagement and stadium experiences, rather than simply marketing through a few advertisements or Spanish social media posts. This is authentic and enduring.”
Today’s NFL is “Por La Cultura”
For contemporary sports enthusiasts, following the NFL has become increasingly accessible due to the influence of the internet, social media, and streaming platforms. This evolution has allowed the league to connect more effectively with Spanish-speaking fans.
Since 2019, a concerted effort led by Javier Farfan, a New York-raised Ecuadorian-American, has been pivotal in highlighting the diversity within the league. Initially joining the NFL as a Global Brand and Consumer Marketing Consultant, Farfan’s leadership has had a transformative impact on the visibility of Latino heritage within the sport.
Under Farfan’s stewardship, the “Por La Cultura” marketing initiative has gained traction, celebrating players of mixed heritage such as Fred Warner, a Mexican-American linebacker, and Isaiah Pacheco, a Puerto Rican running back. This initiative aims to amplify the stories and contributions of Latino players in the NFL.
The league’s 2023 video series titled “Hometown Heroes” features Latino players retracing their roots, while the “Cross-Border Pride” segment showcases selected players connecting with their cultural heritage across regions such as Brazil and the Caribbean.
“The chance for Pacheco to return to Puerto Rico and reunite with his grandparents was a remarkable experience. Football has been his bridge to reconnecting with his heritage,” Farfan shares.
Additionally, the league has introduced an International Player Pathway, launched in 2017, producing talents like Isaac Alarcon from Mexico and Bayron Matos from the Dominican Republic, marking a significant expansion from earlier periods when such opportunities for Latino players were scarce.
Pioneering figures like Chad Ochocinco, who was celebrated for his flamboyant persona, inadvertently brought more attention to the presence of Latino influences in the NFL despite not being of Latin descent. Today, however, over 40 Latino players are actively competing in the league, the highest number since Mexican quarterback Ignacio “Lou” Molinet made history as the first Latino player in the pre-merger NFL in 1927.
The NFL’s strategies extend beyond merely spotlighting current players; they encompass outreach to casual fans and future generations through initiatives like Latino Youth Honors, Mundo NFL, ‘Tochito’ (flag football), and international competitions.
“We are fostering this growth from the ground up,” explains Farfan. “Flag football’s inclusion in the [2028] Olympics will be a groundbreaking moment for us, particularly in reinforcing engagement within Latino communities. The NFL has been collaborating with community centers to promote flag football internationally for two decades, producing incredible talents like Diana Flores. We’re committed to supporting talent development within indigenous communities in Mexico.”
Moreover, the NFL’s collaboration with niche Mexican streetwear brands for the “Orígenes” project highlights the distinctive creative fan culture beyond the borders. Farfan highlights that extensive efforts have been made to engage Spanish-speaking audiences, resulting in a historic increase in the number of games aired in Spanish.
“The perception of the game and the league among this demographic has significantly improved,” asserts Farfan. “They’re more inclined to engage with our content and join the conversation. We’re cultivating a supportive ecosystem that tells the stories of players and fans alike, creating a community that reflects shared experiences.”
Ultimately, for Farfan, Ramos, Allegre, and many others, the NFL is evolving into the inclusive league they have always envisioned, one that embraces and celebrates Latino culture.
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