--- title: Los Angeles Chargers Puro Chargers | 8th Hashtag Sports Awards description: Global awards recognizing excellence in fan engagement and celebrating creativity across sports marketing, media & entertainment image: https://www.hashtagsports.com/hs-fs/hubfs/Assets-AF-2025/nKDqzeqb-kgRCwfUNLb-file.png --- Los Angeles Chargers Puro Chargers | 8th Hashtag Sports Awards [The 8th Annual Awards](https://www.hashtagsports.com/awards/shortlist-2026?hsLang=en) # Los Angeles Chargers Puro Chargers [Los Angeles Chargers](https://www.chargers.com) ![trophy-icon-silver](https://www.hashtagsports.com/hubfs/brand/trophy-icon-silver.svg) Hashie Winner - Excellence in Latinx & Hispanic Storytelling ![trophy-icon-silver](https://www.hashtagsports.com/hubfs/brand/trophy-icon-silver.svg) Fan's Voice Winner - Excellence in Latinx & Hispanic Storytelling ![Image](https://www.hashtagsports.com/hs-fs/hubfs/Assets-AF-2025/nKDqzeqb-kgRCwfUNLb-file.png?width=1920&height=1080&name=nKDqzeqb-kgRCwfUNLb-file.png) Share [** ](https://www.facebook.com/sharer/sharer.php?u=https%3A%2F%2Fwww.hashtagsports.com%2Fawards%2Fshortlist-2026%2Flos-angeles-chargers-puro-chargers) [** ](https://twitter.com/intent/tweet?url=https%3A%2F%2Fwww.hashtagsports.com%2Fawards%2Fshortlist-2026%2Flos-angeles-chargers-puro-chargers&text=Los+Angeles+Chargers+Puro+Chargers+%7C+8th+Hashtag+Sports+Awards) [** ](https://www.linkedin.com/sharing/share-offsite/?url=https%3A%2F%2Fwww.hashtagsports.com%2Fawards%2Fshortlist-2026%2Flos-angeles-chargers-puro-chargers) ABOUT THIS ENTRY The Los Angeles Chargers celebrated Latino Heritage Month with a multi-platform campaign blending cultural storytelling, football content, and an immersive gameday experience. Anchored by the Puro Chargers game at SoFi Stadium, the initiative honored Latino culture across social media, original video, merchandise, and fan activations throughout the entire month. ![Image](https://www.hashtagsports.com/hs-fs/hubfs/Assets-AF-2025/nKDqzeqb-kgRCwfUNLb-file.png?width=1920&height=1080&name=nKDqzeqb-kgRCwfUNLb-file.png) How does this represent "Excellence in Engagement"? Puro Chargers represents excellence in engagement by creating a culturally authentic celebration that connected with fans both online and inside the stadium. Rather than limiting Latino Heritage Month to a single moment, the Chargers built a campaign that invited fans to participate through storytelling, shareable social content, and immersive gameday experiences. From the viral telenovela-style hype video and the Raspados social series to the in-stadium performances, fan tailgate cook-off, and exclusive merchandise, the campaign reflected the energy and traditions of Los Angeles’ Latino community. By blending football, culture, and community across digital and live environments, Puro Chargers generated millions of interactions and created a celebration that resonated far beyond gameday. Objective Los Angeles is one of the most vibrant Latinx & Hispanic cultural hubs in the world.  For the Chargers, Latino Heritage Month presents an opportunity to celebrate the community that shapes so much of the city’s identity while deepening the connection with our fans through culturally relevant storytelling.  The goal was to build a month-long campaign that authentically celebrated Latino culture while keeping football at the center. We went beyond the single themed game and created an integrated campaign from digital content, merchandise, community storytelling and the gameday experience. We ensured that every piece of content reflected the diversity of their fanbase and elevated Latino voices across the organization and community. Strategy & Execution The celebration was anchored by the Puro Chargers game at SoFi Stadium — the team’s first home game of the season against the Denver Broncos. The experience reflected Latino culture from the moment fans arrived, beginning with a tailgate cook-off where fan groups competed with their favorite Latino dishes. Inside the stadium, the celebration continued with performances from the Chargers’ resident banda band, exclusive Puro Chargers merchandise, culturally inspired graphics, themed music throughout the game, and a halftime performance from Mexican-American singer MKY. Leading into the game, the Chargers launched a [telenovela-style hype video](https://www.instagram.com/reels/DO1hhTgkt9F/) that reimagined football storytelling through a beloved Latino entertainment format. Throughout the month, social content highlighted Latino culture through original storytelling, including the [“Raspados” taste-test](https://www.tiktok.com/@chargers/video/7551584534911864094?utm_campaign=tt4d_open_api&utm_source=6997404317372137474) where players tried traditional Mexican shaved ice after practice. The campaign also featured exclusive merchandise online and a dedicated [Latino Heritage Month hub](https://www.chargers.com/latino-heritage) on Chargers.com where fans could explore content and celebrate alongside the team. ** Nominations ** - Excellence in Latinx & Hispanic Storytelling **Organizations** - Los Angeles Chargers **Links** - [  Website ](https://www.chargers.com/puro-chargers/) **Credits** **[ Jason Lavine](https://www.linkedin.com/in/jason-lavine-49a4b01a/) ** SVP of Brand Creative & Content Los Angeles Chargers **[ Megan Julian](https://www.linkedin.com/in/meganjulian/) ** Vice President of Digital Marketing and Social Media Los Angeles Chargers **[ Tyler Pino](https://www.linkedin.com/in/tyler-pino-81a83785/) ** Vice President of Production Los Angeles Chargers **[ Lisa Simmons](https://www.linkedin.com/in/lisa-simmons-5aa118244/) ** Vice President of Entertainment Teams & Programs Los Angeles Chargers **[ Tyler Brazas](https://www.linkedin.com/in/tbrazas/) ** Director of Art & Creative Services Los Angeles Chargers **[ David Bretto](https://www.linkedin.com/in/davidbretto/) ** Director of Creative Video Los Angeles Chargers **[ Allie Raymond](https://www.linkedin.com/in/allieraymond/) ** Director of Organic Social Media Los Angeles Chargers **[ Brian Raab](https://www.chargers.com/team/front-office-roster/) ** Lead Editor of Features & Branded Content Los Angeles Chargers **[ Calysta Tyree](https://www.linkedin.com/in/calysta-tyree/) ** Programming Manager of Organic Social Media Los Angeles Chargers **[ Jaemin Cho](https://www.linkedin.com/in/jaemincho1/) ** Vertical Video Producer of Organic Social Media Los Angeles Chargers **[ Emma Breen](https://www.linkedin.com/in/emmabreendesign/) ** Graphic Designer Los Angeles Chargers **[ Hannah Johnson](https://www.linkedin.com/in/hannah-johnson-social/) ** Coordinator of Organic Social Media Los Angeles Chargers #### INSPIRED TO ENTER WORK? 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