State Farm showcased its support for the Latin community and its vibrant culture through key activations at Billboard Latin Music Week in Miami. As a presenting sponsor, State Farm showcased the “Music of the World Cup” panel, featuring Latin music stars Carlos Vives, Emilia, Wisin, and soccer legend Xavi. Moderated by sports anchor Carlota Vizmanos, the discussion offered fans an exclusive behind-the-scenes look at the creation of the official 2026 Telemundo World Cup anthem.
“Soccer unites us,” Vives added. “It’s brotherhood, it’s friendship, it’s love. Even though it’s competition and rivalry, it’s fair play. That’s why it unites us all.” This spirit of connection and collaboration is at the heart of Latin culture—and it was evident throughout Billboard Latin Music Week.
Returning to Miami for Latin Music Week, the industry’s largest celebration of Latin music brought together executives, artists, tastemakers, and fans in the genre’s American home. The three-day event leads up to the Billboard Latin Music Awards and has, for more than 30 years, stood as the world’s premier annual gathering of Latin artists and industry leaders.
This year, State Farm joined as a presenting sponsor, reinforcing its ongoing commitment to the Latin community. Coming off a successful activation at Billboard Hip-Hop Week, the brand brought its Buen Vecino Marketplace to Miami, offering fans at Billboard En Vivo a chance to take home custom merchandise printed live on-site.
The limited-edition designs were created by Brazilian graphic designer and artist Thiago Lacaz, who said, “It’s an honor to have my work on display here at Billboard Latin Music Week and to see so many fans excited about the design. I think people will wear these for a long time and that makes me very happy.”
Fans lined up to choose from different design and color options, with custom-printed shirts and keychains available throughout the activation.
Through its sponsorship of Billboard Latin Music Week, State Farm reaffirmed its commitment to supporting the Latin community and uplifting the voices shaping its culture. From the Buen Vecino Marketplace to the Music of the World Cup panel, the brand celebrated creativity, diversity, and the power of connection that defines Latin music.
