THIS ISN’T A HALFTIME SHOW. IT’S A GROWTH STRATEGY

By David Chitel

The National Football League (NFL) putting a global Latino superstar on the biggest stage in America isn’t about vibes. It’s about growth, relevance, market share and good business.

Bad Bunny built one of the largest fanbases on planet Earth while singing almost entirely in Spanish. No translation. No dilution. No “mainstreaming.” He didn’t shrink his culture to fit the market. The market expanded to meet him on a global scale. He “keeps it 100” as the kids today like to say.

AND SPEAKING OF 100…

100% of U.S. population growth is coming from communities of color. Full stop.

Not “most.” Not 99%. ALL of it. 100%.

And Latinos alone have driven upwards of 60% of that growth for over two decades.

So, by leaning in the NFL is not “taking a risk.” They’re simply following the math and recognizing where audiences are growing, where culture is forming, where loyalty compounds and where lifetime value will continue to multiply exponentially.

SO, TO RECAP…

If you’re not building with Latino consumers in mind, you’re building for a shrinking market.

If you’re not culturally fluent, you’re strategically blind.

If you’re “waiting to see,” or “sitting on the sidelines” your competitors are already winning.

The companies that authentically invest in Latinos — in product, talent, marketing, and leadership are the ones scaling.

The ones that lean out will spend the next decade explaining to investors why growth disappeared. The data and math are clear. The winners are acting on it.

We like winners.