How Brands Can Celebrate Hispanic Heritage Year-Round Through Sports Marketing

Hispanic Heritage Month in the U.S. is celebrated from September 15 to October 15 each year, honoring the contributions and cultures of Hispanic and Latin American communities. Established in 1968 as a week-long celebration, it was expanded to an entire month in 1988. The mid-September start date marks the independence anniversaries of several Latin American countries, including Costa Rica, El Salvador, Guatemala, Honduras, Nicaragua, and Mexico.

While this time is an excellent opportunity for brands to engage with Hispanic audiences, relying solely on a one-month campaign isn’t enough to build lasting connections. For brands to authentically engage with the Hispanic community, sports marketing must incorporate cultural appreciation year-round, showing a more profound commitment and reaping long-term benefits.

In my previous article, we discussed how brands can tap into the Hispanic market through authentic storytelling and tailored marketing strategies. Today, I’ll explore how these brands can go beyond a single month of celebration and consistently integrate Hispanic culture into their messaging throughout the year.

Cultural Relevance Year-Round: Why It Matters

Many brands need to avoid engaging with Hispanic audiences during Hispanic Heritage Month. But Hispanic culture is present year-round, deeply rooted in sports, family, and tradition. Brands that consistently reflect these values in their campaigns build stronger emotional connections with their audience, increasing loyalty and fan engagement across borders.

Consistency builds trust. When brands weave cultural appreciation into their messaging year-round, it shows a commitment to the community that goes beyond temporary marketing trends. For instance, Nike’s “Somos Familia” campaign doesn’t just run during a specific period. It integrates Hispanic family values year-round, resonating with audiences in the U.S., Mexico, and Argentina, strengthening Nike’s brand affinity worldwide.

Authentic Storytelling and Cultural Appreciation

Effective sports marketing for the Hispanic community isn’t just about showing an athlete’s skills; it’s about telling their story—their roots, their struggles, and the pride in their heritage. Brands that localize content and communicate in Spanish see higher engagement. In fact, a Univision study found that 56% of U.S. Hispanic consumers feel more loyal to brands that speak to them in their native language.

Coca-Cola’s campaigns in Latin America are a great example. By collaborating with local artists, athletes, and influencers, Coca-Cola doesn’t just translate their content—they infuse it with regional flavor, tapping into local pride. This strategy has helped them maintain a loyal fanbase throughout the region and extend their reach beyond significant markets like Mexico and Colombia.

Best Practices for Authentic Engagement

1. Partnerships with Hispanic Athletes and Influencers: Collaborating with athletes proud of their heritage adds authenticity. Brands like Adidas have successfully partnered with Mexican soccer stars like Hirving Lozano, celebrating Mexican culture year-round and not just during key sporting events.

2. Incorporate Cultural Holidays: Engage with audiences by celebrating significant cultural holidays like Día de los Muertos and Latin American Independence Days. This shows that you understand and respect what’s important to the community beyond a single month.

3. Localized Campaigns for Different Regions: What works in Mexico might not resonate in Argentina. Tailor your campaigns to each region to show respect for the diverse Hispanic cultures. For example, the NFL’s games in Mexico City not only cater to Mexican fans but also build loyalty among U.S. Hispanic audiences with ties to Latin America.

Return on Engagement: Expanding Across Borders

When brands commit to celebrating Hispanic culture year-round, the return on investment stretches beyond increased engagement in one region. Hispanic fans in the U.S. maintain strong cultural ties with their home countries, meaning authentic engagement in the U.S. can have a ripple effect across Latin America.

When a U.S.-based league like the NBA consistently celebrates Hispanic culture, it strengthens relationships with U.S. Hispanic fans and boosts engagement in countries like Mexico and the Dominican Republic. Similarly, MLS's collaboration with Liga MX has expanded the league’s reach in Mexico while deepening loyalty among U.S. Hispanic fans.

Conclusion: Building Inclusive, Global Brands

Celebrating Hispanic culture year-round is not just about building campaigns—it’s about building community. By consistently integrating cultural appreciation into sports marketing, brands can forge deeper connections with Hispanic audiences in the U.S., Latin America, and beyond.

This approach doesn’t just generate fans—it builds lasting relationships. As we saw in my previous article, authentic engagement with the Hispanic community pays off with both loyalty and engagement that spans across borders. The future of sports marketing is global, and the Hispanic community is at the heart of it.