ESPN Deportes has an interactive live event called En Vivo that it is kicking off at the Superbowl in Phoenix, Arizona. This first En Vivo will be part of the larger ESPN “NEXT” event that will take place at the Scottsdale Performing Arts Center.
The event will run for the entire week prior to the Super Bowl, from 12:00-6:00 PM, and is expected to draw between 10k and 20k people. ESPN Deportes is partnering with the NFL and DirecTV as part of the event. Both sponsors will have a presence in the “partners” area. The NFL will have game consuls outfitted with the highly-popular EA Sports “Madden” football game. The sponsors will also be tied-in to the radio broadcasts and TV/Print coverage.
Central to the En Vivo event is the enormous 60’x 90’ inflatable stadium, where visitors participate in various interactive games and activities that serve to reinforce ESPN’s branding efforts, while entertaining participants.
ESPN is currently in talks with auto, apparel and airline companies regarding sponsorship of the En Vivo Tour, which will span 9 U.S. cities following the Superbowl event. Past sponsors have included companies like Jeep and Sauza.
Marketing Director Maribel Viteri comments, “If you think of it from a sponsor’s perspective, it's really a great vehicle. ESPN Deportes is offering the 360 exposure that is truly comprehensive. Not a lot of other brands offer that.”
The 9-stop tour will begin in Miami at the Calle Ocho Festival in mid-March. Other cities on the tour include Houston, Dallas and New York.