The San Antonio Spurs have officially launched a dedicated Spanish-language Instagram account, @LosSpurs, to directly engage their massive Spanish-speaking fan community. This digital move comes as the team prepares for its next preseason fixture against the Sacramento Kings at home on October 16, 2026, following a 123-103 victory over the Phoenix Suns on October 14.
The new @LosSpurs account is designed as a complete digital hub for Spanish-speaking fans. It will feature curated team news, exclusive behind-the-scenes content, and details on fan events like watch parties and giveaways. The content will be produced in collaboration with the Spurs' main social media channels but tailored specifically for an audience that prefers Spanish. This platform aims to be more than just a news feed. It's built for storytelling and deeper fan engagement, creating a space where the community can connect in their primary language.
Jordan Mandelkorn, the vice president of marketing, creative and retail for Spurs Sports & Entertainment, explained the reasoning. "Our Spanish-speaking fans are a big part of what makes the Spurs family so special," Mandelkorn said. "We want them to feel connected to the team in the language they call their own." He added that Los Spurs provides a new way to celebrate fan passion and share resonant stories, bringing supporters in San Antonio, Mexico, and globally closer to the Silver & Black.
This launch is a strategic step in the franchise's long-term international efforts. The Spurs have invested heavily in growing the NBA's presence in Mexico for years, running basketball camps and supporting community projects. A significant portion of their local fanbase in San Antonio proudly identifies as passionate Hispanic supporters. The team already saw success with a similar global account. Their @LesSpurs French-language Instagram, launched in 2025, quickly became the most-followed French NBA team account in the league. The Los Spurs project follows that proven blueprint for building dedicated international communities.
It recognizes that fan connection deepens when communication happens in a native tongue. This isn't about simple translation. It's about creating original content and conversations that reflect the cultural nuances of the Spanish-speaking Spurs nation. The initiative solidifies the team's commitment to its core demographic while expanding its digital footprint across borders. Fans can now follow the team's preseason progress, including recent results like a 119-109 loss to the Utah Jazz on October 12 and a 102-98 defeat to the Phoenix Suns on October 10, through a channel made specifically for them.
Immediately, the team's focus is on the court as they finalize their preseason schedule. Their next test is a home game against the Sacramento Kings on October 16. After that, the regular season looms, and maintaining a strong connection with every segment of the fanbase will be important for the year ahead. The Los Spurs account will likely play a key role in broadcasting lineup news, injury updates, and game highlights directly to a huge audience.
The team's broader roster development and performance will be the main story, but initiatives like this ensure no fan is left out of the conversation. It’s a smart play. By fostering these digital communities, the Spurs aren't just building followers. They're strengthening the global family that has supported them through championship runs and rebuilding years alike. The launch of Los Spurs is a clear signal that the organization values every voice in its fanbase, wherever they are and whatever language they speak.
