Can Football Win Over The Fútbol Fans? The days are getting shorter, the school year has started, and temperatures are slowly decreasing (except here in Texas…). This all can only mean one thing: football season is about to start! Everywhere around the U.S. the boys of fall are ready to take the field, fantasy football draft parties are a common occurrence, and fans are buying new apparel in the hope that the newly acquired good luck charms will finally get their team to the Super Bowl this year. Even though these rituals appear to be the same as 20 years ago, any marketer can confirm that a lot has changed. One of the major changes is the make up of the fan demographics. Granted, futbol (that sport where the players actually use their feet during the game) is still the most popular sport among the U.S. Hispanic population, but football has been increasing in popularity among Hispanics in recent years. With the continual rise in Hispanic population in the U.S., it is important for marketers to understand the value of this growing NFL fan base and come up with new ways to reach them. Will the increase in popularity of the NFL among Hispanics in the U.S. be a temporary craze or will the League be able to compete with futbol in the long run? Remy Smit, Cultur8 Planning