Page 31 - SYF Hispanic Playbook_WorkingDraft (1)

 Many Hispanics (even those who speak Spanish as a first language) see
football as a way to become immersed and a part of the American culture.

 Representation of Hispanics in football is still very low: .5% of players in 2019
were Hispanic.

USA Today: While Hispanic NFL fan Base expands, representation on the field, among players, coaches still lagging; October 14, 2020
Passion For Sports: How Hispanics Are Driving The Sports Marketing Landscape (July, 2020)
https://www.forbes.com/sites/forbesagencycouncil/2020/07/31/passion-for-sports-how-hispanics-are-driving-the-sports-marketing-
landscape/?sh=5d8ca42c46ed

MUSIC

Music is an essential part of Hispanics’ life. Not only is it a strong symbol of culture and
heritage, it is also a conduit of unity among US Hispanics.

For Hispanics, music is very much about emotion. From extreme happiness and

partying (think salsa, merengue and reguetón) to extreme sadness (Mexican rancheras,
“música de tríos”), music adds heart to everyday life.

Music is also closely tied to home (i.e., the “home” country). Particularly so with older
generations, listening to or watching their favorite performers from their countries of
origin brings back memories and longing for family and home .

THE ROLE OF LANGUAGE &

ASSIMILATION

For U.S. Hispanics, Spanish is a cultural connector, and a source of pride. It largely
impacts how this community engages with media and brands

At 41 million native Spanish speakers, the U.S. is the world’s second largest Spanish-
speaking nation.