The Super Bowl's rising stars: Latinas redefine what brands should stretch for during the game

Jennifer Yepez-Blundell

Looks at the opportunity in reaching Latina football fans during the biggest TV and sports event of the year in the US: The Super Bowl.

The Super Bowl, a cultural phenomenon that unites millions in the US, is in the midst of a fan transformation that can lead to high dividends for marketers who understand the shift. And who’s at the heart of this fandom shift? Latino Women.

The Super Bowl's hottest new lineup isn't on the field, it's online and in the stands, and it is partly fueled by the unstoppable force of Latinas. Representing one of the fastest-growing fan bases in the NFL – the league’s Latino fan base is projected to reach 53 million by 2050, Latinas are redefining the...

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