By Denny Alfonso  • 12 Diciembre 2023  •  3 min read  •
Ivy Liu
Mostly lovers of soccer, the Latino community has become increasingly interested in the NFL. With an estimated more than 30 million Hispanics watching NFL games, the league has launched the
Leaders initiative to connect with this demographic.
“The program will offer a unique opportunity for these businesses to obtain NFL licenses to manufacture and sell products with official league brands and logos,” emphasizes Xaimara Coss, Director of Licensing at the NFL.
Four initial companies have received their license awarded including Hedley & Bennett, a kitchen apron brand founded by Mexican entrepreneur Ellen Bennett. She expresses that “as a company founded by a Latina woman with a product closely connected to NFL game-watching: barbecuing, tailgating, cooking… Hedley & Bennett was chosen.” The company’s products will be for sale on nflshop.com, the league’s primary portal for apparel and equipment.
An April 2023 study indicates an increasing interest in the game among this demographic, with 43% of Hispanic participants considering themselves NFL fans, surpassing Anglo-Saxons and nearly equaling African American fans. Moreover, Telemundo set a new record with the Super Bowl broadcast in Spanish, reaching an audience of 1.9 million viewers.
In addition to providing financial arrangements at a more affordable cost, the Leaders program offers the businesses marketing support and retail opportunities.
Marissa Solis, a Mexican immigrant, is currently leading the initiative as Chief of Global Brand and Consumer Marketing of the NFL.
