Miami.- The Super Bowl, the grand finale of the NFL, the professional American football league arrives this Sunday in Las Vegas (Nevada) and Latinos are increasingly joining the main American sports festival, participating on the field, in concerts , the famous and expensive commercials and even with a broadcast in Spanish.
The fever of Super Bowl LVIII, which will pit the San Francisco 49ers against the Kansas City Chiefs, has more and more fans from this community, which in the United States is close to 64 million people.
According to the National Football League (NFL), the Latino audience is the fastest growing in this sport, with an increase of 11% in 2024, compared to last year.
70% of 2,202 Latinos interviewed by the NFL in 2023 declared themselves fans of American football and “we are paying more and more attention to them,” said Marissa Solís, senior vice president of global brand and consumer marketing for the league.
“The power and influence that the Latino community represents is wonderful for the league and for the sport,” he added.
On the field, the Latin presence is evident in both finalist teams. Isiah Pacheco, the running back of the Kansas City Chiefs, is of Puerto Rican and Dominican origin; and in the 49ers there are Jon Feliciano, also of Puerto Rican origin, who has been a pillar on the offensive line, and Fred Warner, a defender of Panamanian and Mexican descent.
Isiah PachecoJon FelicianoFred Warner
“The presence of Latinos in American football is something that increasingly draws the attention of the sport and the worlds that surround it, such as advertising and stages. This year it is stronger and we are making history,” Lindsay Casinelli, sports commentator for the TelevisaUnivision event, told EFE.
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The Spanish-language network will broadcast the game for the first time this Sunday and has attracted advertisers with commercials only in that language.
“This has never happened before. We are going to broadcast exclusively for our community through all Univision programs. It is also something unprecedented,” she added.
The Puerto Rican Myke Towers is in charge of a pre-match show on the network, adding to that of the Colombian Maluma this Thursday and that of the Ecuadorian American Christina Aguilera.
Other artists, such as Luis Fonsi y The Tigers of the Northamong others, have declared themselves die-hard fans of the San Francisco 49ers and will be supporting them from wherever they are.
Fonsi sang the United States anthem in the semifinal (Conference final, in which the 49ers defeated the Detroit Lions) wearing his team’s jersey.
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The Tigres del Norte have a concert in Chicago on Sunday, but they assured that they will support the San Francisco team in every way possible, including the underwear, which will be red that day. There are also several Latinos in the highly anticipated commercials.
El comediante de Saturday Night Live Marcello Hernandez and Grupo Frontera will be in one on vehicles.
Other figures who will participate in commercials are Lionel Messi, Aubrey Plaza, as well as Jenna Ortega and Danny Ramírez.
The Mexican Association of Travel Agencies announced that purchases from the country to attend the game increased by 20% this year, which will add to the city’s Hispanic population.
Latinos represent 36% of the 695,000 inhabitants of the urban area of Las Vegas, the city that will celebrate the grand final at Allegiant Stadium.
2024-02-08 17:33:23
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