Univision, which operates the NFL's Spanish-language Web site in partnership with the league, has extended its attachment to the Super Bowl in a new three-year deal.
The role has the network backing events in the Super Bowl host cities, which also generates programming.
During the build-up to the game, Univision will link with a Pepsi-sponsored concert and flag football game with former NFL players and Hispanic celebrities, while holding a sponsorship role with the NFL Experience, an "interactive theme park."
The "Pepsi Música Super Bowl Fan Jam" and "Tazón Latino Presentado por Pepsi" will be carried on Univision as specials on Super Bowl weekend running from 2012-14, and yield programming on other platforms.
Univision, which is launching a 24/7 sports network, also sponsors Spanish-language radio broadcasts of three teams. Last year, Univision and the NFL combined Spanish-language sites targeted at domestic and international audiences into one.
Programming on Univision and TeleFutura attempts to complement the site. The new cable network would appear to be an outlet for additional NFL content, as the NFL looks to attract more Hispanic fans.
The bulk of Univision's sports programming covers the other "football" or "fútbol," with U.S. and Mexican national team games, the MLS and World Cup.