Hispanic Heritage Foundation


What: The NFL Hispanic Heritage Leadership Awards are the linchpin for activities during the league’s celebration of Hispanic Heritage Month.
Why it matters: Programs like the HLLA and the “Feel the Orgullo” campaign offer ways for the league and partners like Nationwide to honor leaders in the Hispanic community, an ever-growing fan base segment.

In Pittsburgh, Carnegie Mellon University student Rosana Elena Guernica raised more than a quarter of a million dollars for humanitarian missions to Puerto Rico following Hurricane Maria. She spearheaded efforts that delivered 76,500 pounds of aid to the island and led the founding of nonprofit 296+, one of 32 recipients (one per NFL team) of US $2000 in donations through the NFL Hispanic Heritage Leadership Awards (HHLA) (@NFLEspanol), one of several ways the league is celebrating Hispanic Heritage Month.

The eighth annual awards, in partnership with the Hispanic Heritage Foundation (@HHFoundation) and Nationwide (@Nationwide), are a way for the league and its teams to make a positive impact on the Latino community, according to Marissa Fernandez, NFL Vice President of Marketing Strategy & Fan Development.

“We wanted the league’s support of Hispanic Heritage Month to go beyond just a marketing campaign,” Fernandez told Portada in an email interview. “We wanted to recognize those leaders who were already making such a positive contribution to their local communities and do something to not only reward them but to enable them to continue. Lastly, we wanted to build something that all 32 clubs can participate in and make their own.”

With Hispanics representing a significant and growing segment of the NFL fan base … Nationwide’s alignment in this cause marketing effort can help introduce its services to this fandom.
Marissa Fernandez

The HHLA makes up a significant part of the NFL’s Hispanic Heritage Month support, providing grants to more than 250 organizations over the past eight years.

Nationwide’s support, for the second straight year, is critical to the program’s success, Fernandez noted. “Nationwide’s support of the Hispanic Heritage Leadership Awards continues to demonstrate the company’s commitment to the Hispanic community and aligns with our shared goal of improving the lives of others and giving back to the community.”

With Hispanics representing a significant and growing segment of the NFL fan base (one in four under age 24 identify as such by some polling estimates), Nationwide’s alignment in this cause marketing effort can help introduce its services to this fandom.

“Nationwide takes pride in providing resources, support and service to Hispanic consumers and business owners across the country,” said Jennifer MacKenzie, Senior Vice-President of Marketing at Nationwide, in a statement. “We look forward to celebrating the charitable efforts of Hispanic leaders in all 32 NFL markets during Hispanic Heritage Month.”

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For the league, in addition to supporting the HHLA winners’ grassroots programs, Fernandez is particularly gratified that individual clubs have become so involved not just in Hispanic Heritage Month and the NFL’s theme of “Feel the Orgullo” (pride), but in honoring the history, heritage and tradition of Latinos in other ways.

“In Indianapolis, the Colts host an annual Hispanic Heritage Month Football Camp,” she noted. “This year’s camp featured Colts cheerleaders, mascot Blue, players Matthew Adams, Matthias Farley, Kenny Moore, Jabaal Sheard and Rigoberto Sanchez, alongside youth from the Indiana Latino Institute. And in Tampa, the Buccaneers will deploy the Glazer Family Foundation’s Vision Mobile on a Hispanic Heritage Month tour. Vision Mobile is a state-of-the-art themed RV that travels to title-1 schools providing crucial eye screenings for children.”

As a partner, Nationwide also has a hand in the NFL Hispanic Leaders Alliance presented by Nationwide, launched in January, which, according to the league, “feature[s] webinars, events, and continued dialogue to help shape the NFL’s engagement and outreach with the Hispanic community.”

These are the kind of programs that, properly executed, boost Latino communities and have the added benefit of recognizing the increasing interest in the sport of young Hispanic fans.

Cover Image: Carolina Panthers present their Hispanic Heritage Leadership Award

What: After the World Cup, it’s baseball’s Latino stars’ turn to show off in the All-Star Game and associated activities.
Why it matters: Baseball’s Latino numbers are higher than ever. Companies are figuring out the best ways to transfer that star power to marketing strength.

The best news coming out of the World Cup for sports business in the United States was the aggregate power of Latino activation. It played out across broadcast numbers, social engagement and brand activation. The ROI from all who looked to the Latino demo, from millennials and Spanish-first speakers to families and women, was a landmark. It should pave the way for a less adverse media audience to find better ways to engage across all sports.

So what about baseball? This week’s All-Star events in Washington, from the Futures Game to The Mid-Summer Classic, had more star power with Latino ties than ever before. The brand power of these stars, from established veterans like Manny Machado and Jose Altuve (@JoseAltuve27), to rising names like Jesús Luzardo (@Baby_Jesus9) are not just the names and faces of baseball. They can be its marketing life blood.

Baseball has committed stars who understand their legacy and want to continue to give back to the game that has brought them so much.

Baseball Brand

Last Friday at the American History Museum in Washington, La Vida Baseball (@LaVidaBaseballhosted a panel called “Giving and the Game.” The packed event showcased the history and the opportunities that Latinos have to grow the baseball brand. We can attribute this to the way the game is so deeply rooted in culture, from Cuba and Venezuela to Mexico and Panama and beyond. The event was hosted by baseball historian and La Vida Editor In Chief Adrian Burgos Jr. And the discussion covered a wide variety of topics. Presenters were Mets Special Assistant General Manager Omar Minaya, and José Antonio Tijerino of the Hispanic Heritage Foundation (@HHFoundation ‏).

“When you look at the business of baseball, you cannot overlook that 32 percent of the players today in the Major League alone are Latino. That number continues to rise,” Tijerino said. “The game is ingrained in the culture across Latin America. That’s a really powerful message that can help grow the sport that needs to continue to get out there. Baseball has committed stars. They understand their legacy, as well as wanting to continue to give back to the game that has brought them so much.”

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Manny Machado (Wikimedia Commons/Keith Allison)

Minaya was also ebullient about the power of Latinos. As a result, he talked about the commitment of players young and old. He talked about storytelling and making sure that the traditions learned continue on. That’s a message that brands need to hear more of as they pick the areas where they will spend their dollars.

Latinos’ Responsibility

“Leadership is all about responsibility. Therefore, we as Latinos, from the front office to players of all ages, have to grow the game of baseball. We have to grow it and not just on the field but in the community,” he said. “Our athletes today have the ability, especially with social media, to help transform society. That’s because they are revered, and not just in the countries where they come from, but in the cities they play in today or have played in in the past.  They understand that responsibility and as a result how that can translate into helping baseball continue to grow as a sport and a business.”

Still, even with All-Star rosters dominated by Latino surnames, 25 in total, the opportunity for business growth lies ahead. MLB has made big strides in recent years to better develop and assimilate young Latino stars into the business and branding side. Therefore, teams like the Diamondbacks, the Mets, the Yankees, and the Astros have put a premium on marketing their stars to a Latino fan base. They use very targeted programs. Meanwhile, Madison Avenue is still trying to figure out the multicultural mix that shows a return. It remains a challenge. It is one that seems to move more and more to the forefront. That’s because Latino spending increases and millennials are finding their niche in sports engagement.


This year we have seen companies like New Era (@NewEraCap), Pepsi (@pepsiand 5-Hour Energy (@5hourenergystart to incorporate young Latino stars into crossover promotions. But the growth has been slow, although now more steady.

“Brands need to recognize that ‘Latino’ is a multicultural reality. And for many Latinos in the United States soccer is not the number one sport. Baseball is as young, exciting and profitable as it has been in generations. And the on-field product is becoming increasingly Latino,” added La Vida Baseball’s Managing Director Tab Bamford. “There are tremendous individual ambassadors in the game, and brands don’t see the untapped potential in baseball.”

Baseball can learn a great deal from the success of the World Cup with Latino engagement and activation. Its multilingual stars are more front and center and transcendent in numbers than ever before. Now it’s time to put those personalities on center stage for partners. Specially for those reticent about interacting with players whose background wasn’t always All-American. “All Americas” is becoming in vogue.

A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting Multicultural consumers right now.

For prior Sales Leads editions, click here. 

  • Hispanic Heritage Foundation

H Code Media,  digital advertising agency focused on the US Hispanic market, announced it has been named by the Hispanic Heritage Foundation (HHF), a non-profit dedicated to increasing the number of Latino leaders in society, as HHF’s new digital media and integrated marketing arm. Parker Morse, CEO and founder of H Code Media and  a member of Portada´s Agency Star Committee stated, “We are thrilled to partner with the Hispanic Heritage Foundation, which shares with H Code Media a vision to educate and empower young Latinos. Together with HHF, we will put a spotlight on its tremendous civic efforts as well as the exciting events they are part of, which is exactly the kind of authentic and relevant content that advertisers want to leverage in order to engage with US Hispanics in a organic and meaningful way.”H Code Media also plans to drive traffic to all of HHF’s initiatives and events throughout 2018 and beyond, including Hispanic Heritage Month, the award-winning LOFT leadership and workforce development program, and the star-studded Hispanic Heritage Awards.

  • SuperValu Inc.

Grocery Industry Leader SuperValu Inc. announced it will reorganize their company’s corporate structure into a holding company structure. The firm is planning to organize and further segregate the company’s wholesale and retail operations in an operationally efficient and strategic manner, including to separate the wholesale and retail operations.It also plans to facilitate the company’s previously announced strategic transformation plan to sell certain retail assets to third parties.The Minneapolis-based company, which is the nation’s largest publicly owned grocery wholesaler, acquired Commerce, Calif.-based Unified Grocers in early 2017.Then the company agreed to acquire Associated Grocers of Florida, which had become the nation’s sixth-largest cooperative wholesaler, for US$180 million. In between, Supervalu acquired the warehouse of another cooperative wholesaler, Joliet, Ill.-based Central Grocers, which was in bankruptcy, for US$61 million.Both Unified and AG of Florida have a significant customer base serving Hispanic consumers on the West Coast and in the Southeast, respectively.

  • Lucozade

Soda brand Lucozade is planning to move 20% of its media spending from Mediacom to internal agency TED, which handles tech, entertainment and design already.  MediaCom would continue managing the remaining 80%,mainly spread across TV and outdoor.





2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the below campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@portada-online.com.

  • Converse 

Nike-owned sneaker brand Converse has replaced previous global media agency, Omnicom’s PHD, with IPG’s Initiative, Ad Age first reported. The account was put into review in early 2018.  PHD, which won the Converse media business away from Starcom in 2015, did not participate. Converse U.S. anual spend is US$20 million. Nike is planning to ramp up digital advertising for Converse, according to Adage.




  • Ally Financial 

Ally Financial, a bank holding company,  has awarded Mediacom its´media planning and buying account, following a review. MediaCom was selected to replace Publicis agency Spark Foundry, which was the incumbent and participated in the review. Also participating in the review were GroupM’s Wavemaker and Dentsu’s 360i. Ally Financial spent US$113 million on advertising in 2017.




2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@portada-online.com.

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