Houston Texans in Mexico
Mission
In early 2025, the Houston Texans partnered with Samba Digital to expand their presence in Mexico through a culturally aligned Spanish-language strategy.
Our mission was clear: manage the team’s social media channels in Spanish, create authentic content that resonates with Mexican fans, and build meaningful connections in one of the NFL’s most important international markets.
Samba was responsible for managing the Texans’ Instagram, Facebook, and TikTok in Spanish, creating culturally aligned graphics for Somos Texans, and delivering rapid-turnaround on-site content from key activations across Mexico.
Approach
In less than three months, Samba deployed a comprehensive strategy to authentically connect the Texans with Mexican fans:
- Spanish-Language Social Media Management
Managed daily content across Instagram, Facebook, and TikTok with culturally relevant messaging tailored specifically for Mexican audiences. - Somos Texans Brand Identity
Created high-quality graphics and visual content that strengthened the team’s Spanish-language presence and brand consistency. - Real-Time On-Site Coverage
Delivered rapid-turnaround content from postseason watch parties in Mexico, enabling timely, high-engagement social posts. - Super Bowl Activation in Monterrey
Provided comprehensive coverage of the Texans’ Super Bowl activation, expanding the team’s footprint in a key international market. - Culturally Aligned Content Strategy
Developed content that authentically connected with Mexican football culture, ensuring relevance and engagement beyond simple translation.
Results
The Houston Texans’ Mexico expansion delivered exceptional results in under three months:
- +35% follower growth on one platform in less than 3 months
- 1M+ impressions in one month across all platforms
- High-engagement content from postseason watch parties and Super Bowl activations
- Culturally aligned brand presence through Somos Texans identity
- Expanded footprint in Monterrey and key Mexican markets
Samba’s rapid-deployment strategy, combining cultural relevance with real-time execution, positioned the Houston Texans as an authentic presence in the Mexican market.
The campaign successfully demonstrated that meaningful international growth doesn’t require years of buildup—when built on cultural understanding and strategic execution, teams can achieve significant impact in months.
Beyond the impressive metrics, the Somos Texans initiative created authentic connections with Mexican football fans through content that resonated with their culture and passion for the sport.
This culturally-informed approach allowed Samba to establish the Texans’ foundation in Mexico during a critical postseason moment, positioning the team for deeper fan engagement and sustainable growth heading into the next season.
