Who hasn’t ever stopped whatever it is that they were doing for a peek at the grand interval shows of the American Football League final, the Super Bowl (that under the production company of no one less than Jay-Z, has brought to its stage Rihanna, Bruno Mars, JLo and Shakira, among other stellar artists)? 

The world of sports seems to have taken over pop culture, permeating fashion, music and consumerism across the most diverse cultures and communities. Or would it be diversity that is reshaping the businesses? The answer is yes. Some of the most long-established industries are manoeuvring to stay relevant across the exponential rise of new and powerful groups.   

In this touchdown episode of Beyond Marketing - The Podcast, the Cultural Strategist for the iconic NFL, Javier Farfan, opens up about the moves to access and engage the audiences that will shape the dynamics of the new economy, and “future-proof the business”. Alongside our hosts, Farfan pinpoints the focus on bringing the so-called minority groups into the fields of American football. He states the relevance of women’s, LGBTQ+ and Latin communities' voices and a targeted strategy to engage kids and youth.

A lesson on how to recognize and anticipate new audiences, and effectively reach and retain them - from identifying cultural and geographic nuances to the partnership with influential voices and media outlets, and new technologies. The NFL is building a new football for a new world, and those cultural strategies will fit right into any business that wishes to thrive in this already-rolling future.