Jorge Villanueva, the Chargers longtime Spanish-language radio announcer, watched the Green Bay Packers triumph over the Pittsburgh Steelers on Sunday.
In fact, he's got fond memories of growing up watching Super Bowl games in the 1970s in Mexico.
Yes, he said. The game was popular back then in his home country and interest has only grown over the years among Mexicans from both sides of the border.
"The audience is growing, otherwise the sponsors would not be there," said Villanueva who lives in Chula Vista.
The National Football League teams, including the Chargers, have done their part to market the game to Latinos by celebrating such events as Hispanic Heritage Month and providing Spanish-language broadcasts of the games.
While soccer remains the most popular game among Latinos, American-style football also has a loyal fan base among Hispanics.
"Especially along the border," Villanueva said.
"People in Tijuana, Mexicali and Ensenada, they are so close to the U.S.
that they know football. They know the rules. They know everything. It's very popular for them."
Among Latinos who live in the United States, he said the U.S.-born children of immigrants often influence their parents to start following the American game.
"They come only liking soccer but they become fans," he said.
"Their kids play football.
They ask their kids all the rules and they begin understanding the game."
The result, according to the NFL, is an increasingly loyal Latino football fan base.
Minutes after the Super Bowl ended Sunday, the league's Spanish-language site, NFL.com/espanol, had extensive coverage of the game, including a photo gallery stacked with images of Mexican magnate Carlos Slim, Alex Rodriguez, Cameron Diaz, and Christina Aguilera.
The site includes a section, called "Reglas de la NFL," which explains the rules of the game as well as what equipment is used and why.
On Friday, Stan Dale, co-owner of La Bella Pizza Garden in Chula Vista, prepared for Sunday's full house.
Dale said most of his customers were going to be Latino football fans.
"Being by the border," is one reason he said. But he's also noticed a rise in the popularity among Latinos during his 30-plus years at the pizzeria.
Leonel.sanchez@sandiegored.com
