Jorge Villanueva, the San Diego Chargers longtime Spanish-language radio announcer, has 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 and will be watching the game with friends this Sunday.
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.
A few facts from NFL.com/espanol:
The 2010 NFL season has been the most watched ever among Latinos
The NFL is the most-watched U.S.-based sports league among Latinos
Latino NFL fans spend nearly 15 hours engaged with the NFL each week during the regular season
Super Bowl XLIV is expected to be the most-watched English-language program ever among Latinos
In Chula Vista, Stan Dale, co-owner of La Bella Pizza Garden on Third Avenue, expects a full house watching the Super Bowl this Sunday.
Dale said it's likely that most of his customers are 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 La Bella Pizza.
Leo Orenday, 39, of Chula Vista is a regular at La Bella and has been a football fan most of his life. On Friday he didn't know yet where he was going to watch the Super Bowl but he knew he was going to build his day around it.
"It's a tradition," he said.
His wife , Ali Orenday, said she would be watching also. She's become a bigger fan over the years because of her husband's enthusiasm for the game. She said, "You know the saying: You either leave them or join them.'"
Leonel.sanchez@sandiegored.com
