As Hispanic Heritage Month draws to a close, it’s a fitting time to spotlight the brands and rights holders that have activated their partnerships to celebrate the vibrant Hispanic culture through a wide range of initiatives. These activations not only honor the Hispanic community, but also deepen connections with fans, reflecting the richness of Hispanic heritage in the world of sports.

‍Pepsi x Miami Dolphins: In partnership with Publix, Pepsi hosted a massive tailgate party featuring a live performance by singer Ally Brooke to kick off Hispanic Heritage Month. This free fan experience combined the excitement of game day with a vibrant celebration of Hispanic culture, offering food, music, and community engagement. Pepsi’s activation at the Miami Dolphins tailgate reinforced its commitment to celebrating diversity and creating memorable experiences for fans.

H-E-B x Houston KHOU 11: In partnership with local media, H-E-B led a feature segment that showcased Hispanic stories, merging community engagement with powerful storytelling during the month-long celebration.

Advocate Health Care x Chicago Cubs: In a highly visible campaign, Advocate Health Care highlighted Hispanic Heritage Month, showing support for Hispanic communities in the city of Chicago through sponsored content at Wrigley Field.

Bimbo Bakeries USA x Philadelphia Union: In addition to its presence on the rotating video billboard at Subaru Park, Bimbo Bakeries USA hosted a Fiesta Hispana (Hispanic Heritage Night) during the Philadelphia Union vs. Atlanta United FC game. Not only does this create an immersive experience for fans, but it reinforces Bimbo Bakerie's deep connection to the Hispanic community, both on and off the field.

Blue Shield of California x San Diego Padres: Blue Shield of California took center stage as the presenting sponsor of the Padres’ Hispanic Heritage Weekend in September. The brand’s involvement reinforced its commitment to community health and engagement, connecting with fans in a culturally meaningful way during one of the season's most vibrant celebrations.

T-Mobile x Atlanta Braves: As the presenting sponsor of the Braves Untold: Los Bravos series, T-Mobile highlighted the stories of Latin Braves alumni during Hispanic Heritage Month. The series showcased influential figures like Julio Franco, a Dominican-born player who defied age to have an exceptional five-year run with the Braves. Through compelling storytelling, the partnership celebrated the impact of Hispanic players on the team’s history, engaging fans with stories of perseverance and cultural pride.

adidas x Major League Soccer: Through the release of a 2024 Hispanic Celebration jersey, adidas partnered with MLS to blend Hispanic arts and culture into the sport. This unique collaboration celebrated Hispanic heritage by offering fans a way to support their teams while honoring their cultural roots.

Goya x New York City FC: Goya Foods, the largest Hispanic-owned food company in the U.S., continued its partnership with New York City FC to promote healthy living through sports and nutrition. By leveraging their shared commitment to wellness, this collaboration engaged the Hispanic community, encouraging fans to embrace a healthy lifestyle while supporting their favorite soccer team.

‍