The Cowboys long history of supporting Hispanic outreach initiatives starts at the very top of the organization. In November 2002 Jerry Jones' appreciation for Hispanic culture earned him the title of "Honorary Mariachi" at the Mariachi Vargas Extravaganza in San Antonio, Texas. The event's organizers selected Jones because of his love of Latin culture, his contributions to education and the diverse fan base he represents as owner of the Dallas Cowboys.
Featured Programs
NFL Mexico
As part of the team's international expanded market region, the Dallas Cowboys provide resources to youth programs, non-profits and others to outreach efforts in Mexico.
Unidos
Unidos is a Dallas Cowboys Employee Network committed to create a community that empowers, uplifts, and educates one another by providing personal and professional enrichment opportunities.
Hispanic Heritage Month
Since 2006, the Dallas Cowboys have proudly celebrated Hispanic Heritage Month (Sept. 15 – Oct. 15) through a dynamic series of game day and community activations that honor the culture, impact, and passion of their Hispanic fan base. The centerpiece is the club's annual Hispanic Heritage game features vibrant cultural elements such as Latin American flag presentations and live plaza performances from Ballet Folklórico dancers and musicians, creating an immersive and festive stadium experience. Beyond the field, the Cowboys recognize and uplift Hispanic leaders and youth across North Texas—highlighted in 2025 by Charlotte Jones presenting $30,000 in Hispanic Business Salute grants, supported by UPS and Telemundo, to local changemakers. The celebration also includes recognition of rising student-athletes through the NFL Latino Youth Honors program, underscoring the Cowboys' ongoing commitment to empowering the next generation while celebrating the rich traditions and contributions of the Hispanic community. In 2024, the Dallas Cowboys added special mariachi performances and other culturally significant moments during each home game as a celebration of their Hispanic fanbase across the season.
PLAY 60 Hispanic Youth Outreach
During Hispanic Heritage Month and throughout the year, the Cowboys focus several community outreach activities on predominantly Hispanic youth. For example, the club has hosted a Dallas Cowboys Character Playbook Experience with EverFi at Uplift Education's Wisdom Preparatory that included a panel of Dallas Cowboys employees (Aymé Carretero and Christian Tezaguic), Dallas Cowboys Legend Timmie Newsome, and Dallas Cowboys Cheerleader, Kelly, as well as an NFL FLAG-In-Schools Football Americano Camp at Bud Remynse Elementary School in Arlington ISD.
