How the NFL Can Get Hispanic and Latino Outreach Right

The league's 'Por la Cultura' campaign offers lessons in marketing to diverse communities and owning mistakes

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The National Football League left everything on the field for Hispanic Heritage Month.

It recognized Latino and Hispanic coaches, players and executives. It teamed with community organizations including the Hispanic Heritage Foundation and Hispanic Alliance for Career Enhancement. It partnered with celebrities, clothing designers and its own teams to reach underserved audiences.

Then, on social media during its “Por La Cultura” campaign’s first day, it put a tilde over the “n” in NFL that, it said, provided “unmistakable Latin flavor.”

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