MLB Hispanic Heritage Month
Baseball is more than a game across Latin America—it is a cultural foundation, a shared language spoken in backyards, sandlots, and city streets long before it’s heard in stadiums. It lives in family traditions, neighborhood pride, and national identity, shaping generations of players and fans whose passion transcends the diamond. This project exists to honor that truth by recognizing the deep, inseparable bond between Hispanic culture and the game of baseball. By reimagining team identities through their Hispanic names during Hispanic Heritage Month, Major League Baseball has an opportunity to make that connection unmistakably visible. This initiative moves beyond symbolism to become a living tribute—one that celebrates the communities, history, and spirit that have fueled the sport for decades. It is a league-wide acknowledgment that Hispanic culture is not adjacent to baseball’s story; it is central to it.
INSPIRATION
The inspiration for this concept is rooted in the momentum created by MLB’s groundbreaking Ponle Acento and Somos MLB campaigns, which marked a turning point in recognizing the profound impact of Latino players and fans on the league. Those efforts opened the door to deeper cultural storytelling—inviting MLB to celebrate not only individual contributions, but the heritage and identity that continue to shape the game. This project builds on that legacy, honoring past trailblazers while inspiring a new generation through pride, representation, and shared cultural ownership.
brand execution
The campaign comes to life through bold, highly visible expressions across stadiums, cities, and broadcast moments—turning baseball’s most iconic spaces into platforms for cultural celebration. Stadium walls, billboards, and large-scale installations feature the Hispanic Heritage Month mark alongside powerful language like “Más Que Un Juego” and “La Historia del Béisbol,” paired with iconic imagery from Latin American baseball history.
Anchored by a distinctive new logo system, the execution transforms these environments into immersive storytelling canvases that celebrate language, culture, and legacy—deepening the emotional connection between teams, fans, and the game itself.
