The site, NFLatino.com, is up and running in partnership with NFL Mexico, which maintains its own website (nfl.com.mx) geared toward fans in Mexico. It is similar to nfl.com.
Similarity in branding
"The similarity in branding was intentional," said Peter O'Reilly, director-marketing for the NFL. "We wanted to be consistent. But beyond that, you're going to see more and more as we roll it out. There will be more news articles geared toward U.S. Hispanics."
The site features real-time NFL and team news, schedules, scores, standings, expert analysis from columnists Alejandro Morales and Adolfo Cortes, Hispanic-player diaries, and interactive polls. The site also contains areas geared toward beginners who already know futbol, or soccer, but want to learn more about Futbol Americano, including a rules section with explanations of NFL rules and a glossary of terms.
Mr. O'Reilly said the league has learned enough from the eight franchises that already have Spanish-language broadcasts and/or Hispanic marketing programs to reach out nationally.
That includes internal research, he said, that found 72% of the 40 million U.S. Hispanics said they have spent or would spend time engaging with the NFL. In addition, the league's regular-season game held last year in Mexico City was wildly popular.
Fan base growing
"Our Hispanic fan base is growing incredibly rapidly," Mr. O'Reilly said. "The 72% number is not as deep as on the general-market side, but we knew we needed more customized offerings in Spanish that spoke to this fan base."
Right now, NFLatino.com is in a soft launch. The league plans to put its promotional power to use in late August as training camps wind down in anticipation of the league opening its season Sept. 7.
"We're going to do a number of things nationally," Mr. O'Reilly said. "We'll have two or three Spanish-language spots that we'll run that will drive people to NFLatino.com, as well as radio, and we're working with AOL Latino to promote it there as well."