NFL continues to to be the gold standard of sports promotion. Latino's are up 19% of a 160 billion dollar Sports Market in the US. Latino fans are more likely to attend live sporting events and engage in paid digital content or subscriptions than non-Latinos. But their NFL participation lags other sports, Soccer, Baseball, Boxing. Getting a bigger piece of of that spending, plus continuing to play showcase games, in South America to expand their market. Bad Bunny's Show was impressive on its own, its American Dream theme, and a logistical masterpiece, was more NFL marketing genius.