What: The NFL has increased its work engaging the Latino community through various efforts including games in Mexico City and the new Hispanic Leadership Alliance.
Why it matters: The power of the Latino dollar and influence over brands is ever-increasing, and programs like this reinforce their desire to connect.
Earlier this year the NFL announced an expansion of its efforts to better engage the Latino audience in Mexico, which included more grassroots efforts and the extension of their series of regular season games in Mexico City. For brands looking to take the power of the NFL and marry it with the growing and engaged fans, not just in Mexico but Latino fans in the U.S., the effort makes great sense as the league finds ways to grow its massive following.
This past week the league announced another extension of that effort, bringing on Nationwide Insurance to launch the Hispanic Leaders Alliance, in conjunction with the Hispanic Heritage Foundation. The program will expand the relationship between the NFL and HHF, which has existed since 2011, through webinars, community events and other efforts to better position the league with a community they have been steadily growing. Nationwide’s involvement will give the program a much-needed corporate boost as well, providing a longtime NFL partner with a bigger avenue into the growing Latino market and expanding a leadership position in the community.
One of those key growth areas remains the Latino community, and the great success the league enjoyed this past season in Mexico will be expanded by efforts like this one and others to come.
“The launch of the Hispanic Leaders Alliance signifies a continued commitment by the NFL, the Hispanic Heritage Foundation and Nationwide to connect with and serve Latino communities across the country,” said Dawn Hudson, NFL Chief Marketing Officer this past week. “We are excited to connect with this network of leaders on a year-round basis and continue to impact the local communities of our 32 teams.”
A key part of the existing program has been acknowledging leaders during Hispanic Heritage Month, with more than 200 Hispanic leaders from across the country already recognized and more than $400,000 granted to non-profit organizations. The efforts will now focus in every market, as well as with the NFL’s Latino community outreach which can bolster its efforts south of the border as well.
“Nationwide is honored to partner with the NFL and Hispanic Heritage Foundation to support this newly formed Hispanic Leaders Alliance,” added Mike Boyd, Senior Vice-President of Marketing at Nationwide. “Our sponsorship along with the Hispanic Heritage Leadership Awards align with Nationwide’s goal of partnering with organizations that share our values of improving the lives of others and giving back to their communities.”
With Super Bowl week here, the NFL will look to wrap up what has been a tumultuous season and continue its push to marry brands that they have gotten great benefit from to their dedicated extended community programs. These programs will be great currency for the league as it continues to reshape its public persona and grow from the many positive efforts its players and teams are doing in the community. One of those key growth areas remains the Latino community, and the great success the league enjoyed this past season in Mexico will be expanded by efforts like this one and others to come.
The power of the Latino dollar and influence over brands has never been stronger, so marrying Nationwide to this program is a great sign of the future and sets a nice benchmark for future work.
Jerry Milani is a freelance writer and public relations executive living in Bloomfield, N.J. He has worked in P.R. for more than 25 years in college and conference sports media relations, two agencies and for the International Fight League, a team-based mixed martial arts league, and now is the PR manager for Wizard World, which runs pop culture and celebrity conventions across North America. Milani is also the play-by-play announcer for Caldwell University football and basketball broadcasts. He is a proud graduate of Fordham University and when not attending a Yankees, Rams or Cougars game can be reached at Jerry (at) JerryMilani (dot) com.
Honduras prison violence: Dozens killed in women’s jail riot
At least 46 women have been killed in a riot at a women’s prison in Honduras on Tuesday.
It is understood that a fight broke out between rival gangs, after which one gang set a cell alight.
Officials say most of those who died were killed in the fire but others were shot, stabbed or beaten to death.
An investigation is under way to determine how the inmates managed to smuggle automatic weapons and machetes into the jail.
President Xiomara Castro, who last year launched a crackdown on gangs, said on social media that she was “shocked by the monstrous murder of women” and would take “drastic measures” in response.
She has dismissed Security Minister Ramón Sabillón and replaced him with the head of the national police force, Gustavo Sánchez.
Survivors of the deadly incident told local media that it was triggered by rivalries between two of Central America’s most notorious criminal organisations: the 18th Street Gang and MS-13.
They said members of one gang had been taunting their rivals, who then set fire to the mattresses in the cell holding those taunting them.
Videos posted on social media showed a huge cloud of grey smoke rising from the women’s prison, which is located about 25km north of the capital, Tegucigalpa, and holds approximately 900 inmates.
While the warring factions are locked up in different parts of the jail, the wings are located close to each other.
The unrest broke out early in the morning local time on Tuesday.
Survivors said that many of those who died had been seeking refuge from the flames in a bathroom. Their burnt bodies were found piled on top of each other.
Others were shot dead and stabbed by gang members in the corridors and a prison courtyard.
Some of the victims are not thought to have been linked to either of the two gangs but were caught up in the incident.
Among them is a former police cadet who was serving a 15-year prison sentence after confessing to killing a fellow police officer.
Another of those killed was only days away from being released after serving her sentence for kidnapping.
Honduras is known for corruption and gang violence, which have infiltrated government institutions and seen the homicide rate soar.
Along with neighbours El Salvador and Guatemala, the country is a major transit route for cocaine coming from South America to the United States.
It also has a history of deadly prison riots, which are often linked to organised crime.
At least 18 people were killed in gang violence at a prison in the northern port city of Tela in 2019.
Colombian plane crash: New clues found in search for lost children
A desperate search for four children who have been missing since their plane crashed in the Colombian jungle on 1 May has yielded new clues.
Items belonging to the siblings, who are aged between 11 months and 13 years, have been found in two different locations in the rainforest.
Their mother and the other adults on board the plane died in the crash.
But search teams say small footprints found last week indicate that the children survived the impact.
The footprints were spotted on Thursday and specialists said most likely belonged to the children.
Earlier last week, search teams had found a child’s drinking bottle, a pair of scissors and a hair tie, as well as what appeared to be a makeshift shelter made from branches and a half-eaten passion fruit.
The children belong to the Huitoto indigenous group and members of their community have expressed the hope that their knowledge of fruits and jungle survival skills will have given them a better chance of surviving the ordeal.
But despite more than 100 soldiers combing the jungle, no further traces were found until the early hours of Wednesday.
The latest items were spotted by an indigenous woman some 500m (1,640ft) from the crash site.
She found a dirty nappy, a green towel and shoes, which judging by their size are thought to belong to the second youngest of the missing siblings, who is four years old. The nappy is believed to have been worn by the 11-month-old baby.
At a separate location, the search team found another nappy, a mobile phone case and a pink cap which matches the drinking bottle found last week.
Indigenous people have joined the search and helicopters have been broadcasting a message from the children’s grandmother recorded in the Huitoto language urging them to stay put and to stop moving so as to make them easier to locate.
The latest traces are further indication that the four siblings survived the plane crash which killed their mother and the plane’s pilot and co-pilot, the Colombian army said.
But it warned that the state of the items suggested that they had not been abandoned there recently, but “sometime between 3 and 8 May”.
The army added that it was encouraged by the fact that none of the items showed traces of blood.
The army colonel in charge of the search also said that all indications were that the four children were roaming the jungle on their own.
Last week, Colombia’s president came under criticism when a tweet published on his account announced that the children had been found.
He erased the tweet the next day saying that the information – which his office had been given by Colombia’s child welfare agency – could not be confirmed.
Pedro I: Emperor’s embalmed heart arrives in Brazil
The embalmed heart of Brazil’s first emperor, Dom Pedro I, has arrived in the capital Brasilia to mark 200 years of independence from Portugal.
The heart, which lies preserved in a flask filled with formaldehyde, was flown on board a military plane from Portugal.
It will be received with military honours before going on public display at the foreign ministry.
The heart will be returned to Portugal after Brazil’s independence day.
Portuguese officials gave the go-ahead for the preserved organ to be moved from the city of Porto for the celebrations of Brazil’s bicentenary.
The organ arrived on a Brazilian air force plane accompanied by the mayor of Porto, Rui Moreira.
Mayor Moreira said it would return to Portugal after having basked “in the admiration of the Brazilian people”.
“The heart will be received like a head of state, it will be treated as if Dom Pedro I was still living amongst us,” Brazil foreign ministry’s chief of protocol Alan Coelho de Séllos said.
There will be a cannon salute, a guard of honour and full military honours.
“The national anthem [will be played] and the independence anthem, which by the way was composed by Dom Pedro I, who as well as an emperor was a good musician in his spare time,” Mr Séllos said.
Dom Pedro was born in 1798 into Portugal’s royal family, which at the time also ruled over Brazil. The family fled to the then-Portuguese colony to evade Napoleon’s invading army.
When Dom Pedro’s father, King John VI, returned to Portugal in 1821, he left the 22-year-old to rule Brazil as regent.
A year later, the young regent defied the Portuguese parliament, which wanted to keep Brazil as a colony, and rejected its demand that he return to his home country.
On 7 September 1822 he issued Brazil’s declaration of independence and was soon after crowned emperor.
He returned to Portugal to fight for his daughter’s right to accede to the Portuguese throne and died aged 35 of tuberculosis.
On his deathbed, the monarch asked that his heart be removed from his body and taken to the city of Porto, where it is kept in an altar in the church of Our Lady of Lapa.
His body was transferred to Brazil in 1972 to mark the 150th anniversary of independence and has been kept in a crypt in São Paulo.
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