The Latino presence in the Super Bowl is becoming increasingly evident—not only with players and a growing Spanish-speaking fan base but also in commercials, the halftime show, and the food at Super Bowl parties. 

The Impact of Latinos on the Big Game

The National Football League (NFL) final will feature the Kansas City Chiefs and the Philadelphia Eagles at the Caesars Superdome, a stadium largely rebuilt by Hispanic labor after Hurricane Katrina in 2005.

"More and more Latino fans are engaging and consuming everything related to American football," said Stacie de Armas, Senior Vice President of Diverse Insights and Initiatives at Nielsen, in an interview with EFE.

"Beyond political discussions, businesses and the NFL recognize the impact of the Latino community," De Armas added.

With a purchasing power of $3.6 trillion and an average age of just 31, Hispanic consumers represent a powerful economic force in the U.S., according to Nielsen.

One of the standout Latino players on the field is Isiah Pacheco, the Kansas City Chiefs running back, who is of Puerto Rican and Dominican descent. Now in his second year in the NFL, he has become a key piece of the team’s offense.

Also worth mentioning is Matt Araiza, a kicker of Mexican descent. While he is not a starter, he could play a crucial role in a close game.

According to the NFL, there are currently 39 million Latino fans of the league in the United States. Meanwhile, Mexico recorded 24 million viewers for last year’s Super Bowl, making it the NFL’s largest international market.

NFL Expanding Its Reach in Mexico

NFL Commissioner Roger Goodell has expressed interest in hosting a future Super Bowl in Mexico. He has also championed the "Por la Cultura" initiative, which aims to attract more Latino fans to the NFL ecosystem.

Additionally, Super Bowl commercials reflect the growing influence of Latino consumers. Avocados From Mexico has launched another campaign capitalizing on the high demand for guacamole, with an estimated 150,000 tons of Mexican avocados expected to be consumed in the U.S. this weekend.

Tequila brand Don Julio, one of the leading names in Mexico’s growing spirits industry, will be featured in pre-game advertisements. Other brands have also enlisted Latino celebrities, such as Antonio Banderas, who will appear in a home appliance commercial.

Singer Becky G stars in a Mountain Dew ad, while Fast & Furious actress Michelle Rodríguez joins Vin Diesel in a Häagen-Dazs ice cream campaign.

According to Nielsen, 33% of Hispanic NFL fans actively discuss brands that sponsor the league with friends and family, showcasing the multiplier effect of their engagement.

Meanwhile, American rapper Kendrick Lamar, who will headline the halftime show, will wear designs by Mexican-American fashion designer Willy Chavarría.

Several Latino artists will also feature in Spanish-language broadcasts and pre-game events. Fox Deportes has announced performances by Puerto Rican reggaeton artist Anuel AA and regional Mexican singer Gabito Ballesteros as part of its Super Bowl coverage.

"It’s an honor to be part of one of the most-watched sporting events of the year, but most importantly, to represent our people," Ballesteros told EFE.