ESPN Deportes announced the launch of La Conexión (The Connection) creating a centralized platform for Spanish speaking sports fans to interact with ESPN Deportes studio shows with Ford Motor Company as its exclusive media sponsor. La Conexión brings together SportsCenter, Fútbol Picante, Juego Cruzado and Jorge Ramos y Su Banda and many more in a new web hub within ESPNDeportes.com.
The web hub will feature the top stories of the day from ESPN Deportes’ most popular programs. The multimedia platform also features integration across TV and Radio encouraging fans to sound off and interact with ESPN Deportes’ top shows via Facebook, Twitter and mobile text messaging.
“ESPN Deportes has a longstanding alliance with Ford, and we are thrilled to join forces once again and offer them a unique opportunity to connect with fans,” said Lino Garcia, General Manager for ESPN Deportes. “The eight shows in the platform on average make up over 60% of our weekly programming, and La Conexión offers unprecedented fan interaction with our top talent and shows.”
As part of the comprehensive collaboration, Ford will serve as the exclusive sponsor across the entire La Conexión platform with branding throughout the web hub and its TV and Radio extensions. The TV executions include the integration of exclusive segments presented by Ford within the studio shows driving fans to the web hub and encouraging participating via social media.
This new initiative will feature La Conexión segments within ESPN Deportes eight studio shows highlighting comments from fans and including them in the debate. These segments presented by Ford, and coordinated by Hispanic Agency of Record, Zubi Advertising, will air more than 30 times every week across the various studio shows. In addition, the radio executions include regular promotion within ESPN Deportes Radio across the nation to help drive fans to get into the conversation.