The NFL Honours 'Hometown Heroes' in Season-Long Latino Focused Campaign

To kick off Hispanic Heritage Month on Friday September 15th, the NFL released a new campaign titled 'Hometown Heroes'. The film takes a deep dive into the origin stories of Latino NFL standouts Fred Warner of the San Francisco 49ers, Alijah Vera-Tucker of the New York Jets and Christian Gonzalez of the New England Patriots.

The content series, produced by Admiration and created in-house at the NFL, highlights a shared truth that all Latino NFL players (and athletes everywhere) have hometown heroes who were critical to their journey, their success and building their love for the game.

Marissa Solis, NFL SVP of global brand and consumer marketing, said, "We have the largest Latino fan base of any sport with more than 32 million Latino fans of the NFL. We created Por La Cultura as a year-round initiative to celebrate the community and the many ways Latinos continue to impact our sport and broader culture. 'Hometown Heroes' is a key part of Por La Cultura, featuring some of our top Latino players and honouring their path to greatness and those that helped them along the way. It’s a testament to the grit, tenacity and determination of Latinos throughout this country, and we’re excited to share these stories with the world."

Fred Warner’s vignette of 'Hometown Heroes' recently debuted. The 49ers linebacker discusses growing up in San Marcos, California, with his mother, grandma and siblings. Having the ultimate leader in his mum and fuelled by a staple breakfast of eggs & tortilla made by his grandma, Fred always knew that “if you want to achieve anything great in this life, there’s going to be some sort of sacrifice.”

"The content series, along with our broader Por La Cultura campaign, won’t just happen during Hispanic Heritage Month though," added Marissa. "These initiatives will go throughout the season because we want the Latino community to feel engaged, inspired and excited year round."

Individual vignettes that expand on Alijah Vera-Tucker and Christian Gonzalez’s journey to the NFL will be released throughout the 2023 season, while the hero spot will run season-long. 'Hometown Heroes' is part of the 'Por La Cultura' (For The Culture), the NFL’s season-long campaign that highlights Latino players, coaches and staff, celebrating Latino excellence and sharing authentic stories of the community.