NFL Kicking Off Hispanic Heritage Month Initiative Tonight

By Terry Lefton, Editor-at-Large

Some Hispanic marketing surrounding tonight's Eagles-Cowboys game at Texas Stadium kicks off the NFL's "Fútbol Americano" initiative, which recognizes Hispanic Heritage Month (September 15-October 15)."Fútbol Americano" messaging will be integrated into ESPN's "MNF" presentation across TV, radio, online and print. Dallas is the league's biggest Hispanic market. "Around 70% of U.S Hispanics aged 12 or older consider themselves NFL fans,'' said NFL Dir of Marketing Pete O'Reilly. "When I see some of our consumer product sponsors like Coors and Pepsi launching Hispanic/NFL campaigns and Madden videogame now being available in Spanish, I think its fair to say we're making good progress with this group." Tonight's "MNF" broadcast will feature special graphic integrations, vignettes and audio from the ESPN Deportes Spanish-language telecast. The telecast will kick off with a customized version of the Hank Williams Jr. opening, featuring some lyrics in Spanish. A special Hispanic Heritage Celebration commemorative cup featuring Cowboys QB Tony Romo and former Cowboys with Hispanic ties will also be available at concessions stands at Texas Stadium. In-game and in-broadcast Hispanic marketing will continue across every NFL market over the next month, with banners and on-field observances at NFL venues.