Fútbol has long reigned as the king of sports among Hispanics, but recent research shows that many Latinos in the U.S. are warming to American football and the NFL. The 2012 NFL season attracted a record number of Hispanic viewers, and Super Bowl XLVII drew in nearly 10 million Latino viewer ages 12 and up. So how long will soccer keep its crown, or has the NFL already edged out Latin America’s “beautiful game”?

Marketers who can tap into this fast-growing group of Latino NFL enthusiasts are setting themselves up for success. But American football doesn’t appeal across the board, and savvy marketers need to know who’s receptive and who’s not.