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Hispanic Outreach


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 Cowboys.

NFL Mexico & Tochito Partnership

As part of the team's international expanded market region, the Dallas Cowboys provide outreach and resources to Tochito – the official youth football partner of NFL Mexico.


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 Cowboys have dedicated one home game annually to celebrating Hispanic Heritage Month (Sept. 15 - Oct. 15) and the rich culture and contributions of their many loyal Hispanic fans. Hispanic Heritage Month games are enriched with elements of Hispanic culture, including presentations of Latin American flags and special plaza performances from Ballet Folklorico Festival dancers and musicians. In 2022 the Dallas Cowboys joined The Salvation Army North Texas in celebrating Hispanic Heritage Month at the Gene and Jerry Jones Family YET Center in Arlington. Students in the after-school program enjoyed a Tex-Mex meal provided by Legends, a visit from Rowdy and a virtual Character Playbook lesson focused on how culture shapes our character and values.

Play 60 Hispanic Youth Outreach

During Hispanic Heritage Month and throughout the year, the Cowboys focus several community outreach activities on Hispanic youth. This year, as part of the team's annual celebration of Hispanic Heritage Month and Play 60 Week, the Dallas Cowboys hosted a virtual Character Playbook LIVE event with Dallas Cowboy employees and Spanish Radio Personality Victor Villalba. The employees and Villalba joined students and athletes of Hispanic heritage in a celebration of culture and community, discussing their heritage and answering questions about how character has played a role in their professional experiences. The Dallas Cowboys Rookie Club and Cowboys Legend Danny McCray also hosted a Play 60 Fútbol Americano Camp at McLaughlin Strickland Elementary School, rewarding them for reaching Touchdown status within the Fuel Up to Play 60 program this past school year.

Cinco De Mayo at the YET

As part of the Monthly Salvation Army Mentorship visits, Cowboys Legends and employees joined students at the Gene and Jerry Jones Youth Education Town and Salvation Army of North Texas in celebrating Cinco De Mayo. They shared cooking lessons to promote cultural understanding, foster curiosity, and exploration, enhance language skills, and develop important life skills.

Hispanic Business Salute Presented by UPS

In honor of Hispanic Heritage Month, Charlotte Jones presented the 2022 Hispanic Business Salute Honorees with a grant delivered by UPS at the Hispanic Heritage game on September 18.