The San Francisco 49ers' 2026 Latino Heritage Collection is a merchandise line.
A designer discussed the merchandise in a segment on CBS News.
A Collection Celebrating Latinx Identities
The collection celebrates generations of Latinx identities.
A Broader Push for Spanish-Speaking Fans
The merchandise drop lands alongside a separate accessibility effort at Levi's Stadium. The 49ers introduced a free, real-time Spanish-language audio broadcast inside the stadium through the team's official app, hosted by play-by-play announcer Jesús Zárate and analyst Carlos Yustis, according to 49ers.com. Zárate has called Spanish-language broadcasts for the team since 2012.
A 2021 project connected the 49ers with a Latinx artist, according to Graphic Design USA.
Why the 49ers Keep Investing South of the Border
The cultural push makes business sense for a franchise with an outsized stake in Mexico. The 49ers are the most followed NFL team in Mexico, the league's largest international market, with an estimated 39.5 million fans as of 2025 — a fan base larger than those in Brazil, Germany or the UK, per Mexico News Daily. Spanish-speaking sports fans were also the NFL's fastest-growing demographic as of late 2025, the outlet reports. Separately, the team offers digital options such as 49ers en Español.
The 49ers played in the NFL's first regular-season game outside the United States in 2005 at Mexico City's Estadio Azteca, before a crowd of 103,467 that set an NFL attendance record at the time, the same report notes.
The franchise has also kept building international partnerships beyond the jersey rack. The 49ers have renewed a multi-year Global Markets Program partnership with Mexican gaming firm Foliatti Casino to sponsor official “Casa de los Fieles” watch parties at Pinche Gringo BBQ in Mexico City, according to Elevate. The venue serves as the primary gathering spot for the team's Mexican supporters.
Taken together, the new apparel line, the in-stadium Spanish broadcast and the Mexico City watch parties point to a franchise treating its Latino fan base as central to its identity rather than a seasonal marketing afterthought.
