Brand extension

Fútbol Mundial, a bi-monthly magazine published as an insert in 20 newspapers in 15 Hispanic DMAs (see “Sports magazines and newspapers,” page 10, Portadatm No. 2 March/April 2003) organized Esquina Latina on August 2nd at the Home Depot Center in Carson, Calif. That day, a Major Soccer League All-Star team played against Las Chivas Rayadas del Guadalajara (México). Esquina Latina was held in the stadium's pavilion. The event was sponsored by the magazine's advertisers (Toyota, HBO Latino, Crown Royal, Radio Shack, Radio Única, Nissan, Honda, Terra and Puma, among others). Visitors were able to take part in interactive soccer related games and skill challenges. Felix Sención, publisher of Fútbol Mundial, said that the “event enabled advertisers to connect with the readers.”


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