Azteca and Hennessey Announce New Sports Partnerships Focused on Hispanic Audiences
What: Azteca Los Angeles 54 announced an exclusive multiyear agreement as the Los Angeles Chargers Spanish-language flagship television station and broadcaster. Meanwhile, cognac brand Hennessey became the exclusive partner of boxer Canelo Alvarez.
Why it matters: Both partnerships reflect the brand’s and channel’s interest to connect with the Hispanic audience in the U.S.
Through an exclusive multiyear agreement, Azteca and Los Angeles Chargers (a team that had been playing in San Diego until last season) are seeking to reach the Hispanic audience through the Spanish-language broadcast of three preseason games.
In addition, they are looking to expand the broadcast to reach fans and viewers throughout all of Southern California.
“We are excited to serve as the flagship Spanish-language station for the Los Angeles Chargers preseason games as they “Fight for LA,’” said on a statement Enrique Perez, Executive Vice President, Azteca America Station Group. “Our viewers throughout Southern California will be able to watch the games live as well as participate in team-supported community events for fans of all ages in the local LA area.”
Our viewers throughout Southern California will be able to watch the games live as well as participate in team-supported community events for fans of all ages in the local LA area.
Beginning in September, and continuing through the NFL season, Azteca Los Angeles will broadcast a weekly primetime show featuring Los Angeles Chargers highlights and expert commentary that will provide viewers and fans with behind-the-scenes coverage.
The partnership also will include cross promotion on all social media and digital platforms for Azteca Los Angeles 54 and the LA Chargers.
“We strive to provide Chargers fans with the best experience in every way possible,” said A.G. Spanos, Chargers President of Business Operations. “In this case, unparalleled television access throughout the LA region. This partnership only serves to enhance this priority.”
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Canelo Alvarez Signs With Hennessey
As the world's best-selling cognac, Hennessey decided to join the boxing industry by signing an exclusive partnership with current WBC Light Middleweight Champion Saul 'Canelo' Alvarez (and management/ promotions firm Golden Boy Promotions), through HOMBRE Magazine.
Hennessy will use Canelo’s upcoming fight against Julio Cesar Chavez, Jr. at the Las Vegas T-Mobile Arena on Saturday, May 6th, as an opportunity to kick off their Golden Boy/ Canelo Alvarez partnership.
“Like Hennessy, the Alvarez family lives the mantra of ‘Never stop. Never settle.’ Canelo and Hennessy recognize the importance of community and family in building a successful and enduring legacy,” said Giles Woodyer, Senior Vice President at Hennessey, through an official statement.
Alvarez’s relationship with Hennessy also marks a groundbreaking moment for the Latin community. The fact that such an international label selected a fighter of Mexican heritage to join in this partnership is a major triumph for Latinos.
“We hope that consumers across all demographics will enjoy Canelo’s personal story of pushing the limits of potential. He embodies the spirit, determination and relentless pursuit that inspires us and we hope that it will inspire others,” Woodyer added.
We hope that consumers across all demographics will enjoy Canelo’s personal story of pushing the limits of potential.