What: A week ago, Univision announced its alliance with Juanfutbol to launch an exclusive soccer channel focused on millennials. Now, in an interview with Portada, Juanfutbol founder Miguel Ramírez Lombana tells us about his plans for expanding the business to a second country in Latin America.
Why it Matters: Through its alliance with Univision, Juanfutbol will do live broadcasts on Facebook in an effort to reach bilingual and multicultural Hispanic millennials who are accustomed to consuming multi-screen content, as an additional part of the company’s expansion plans.
Three years ago, Miguel Ramírez Lombana saw an opportunity to create a new sports content platform focused on soccer that would be broadcast on social media. “For many users, social media has become their main source of news,” he explains.
For many users, social media has become their main source of news.
When he launched Juanfutbol, he wanted to anticipate a trend that was already in the making. “Juan[futbol] anticipated a type of consumption (that would be done through social networks),” he adds.
In his experience, the site’s growth has been aided by the fact that it was easier to create something entirely new at the beginning of the trend, adopting new technologies and platforms, than by turning around an already existing medium that needed modernizing.
Juanfutbol was created in 2014 to entertain millennial fans, who have changed the way digital media is used. The brand has grown considerably since its inception and become very popular in Mexico, where it reaches millions of young soccer fans through all of its social and digital platforms.
“We struggled the first few months because nobody was monetizing content through social media,” but it was worth the perseverance and effort, he says.
We struggled the first few months because nobody was monetizing content through social media.
Now, Juanfutbol is a well-recognized outlet among the Mexican public, as well as Hispanic consumers in the United States. Armed with this success, it was time for the entrepreneur to “experiment” with a new project, and Univision turned out to be the right partner.
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“Univision is very invested in soccer. For them, this sport is part of their core (content) strategy”, explains Ramírez Lombana. That is why, through this new alliance, a new sports news unit will be created to reach bilingual and multicultural Hispanic millennials, whose use of mobile devices, digital videos, and social networks exceeds that of the general population.
“Univision has definitely dominated the Spanish-speaking Hispanic market, but the children of this population are bilingual and are accustomed to consuming (content) in English,” says the entrepreneur. Therefore, it was decided that the channel would do live broadcasts on Facebook featuring primarily English content, with a focus on creating original content on social media for soccer fans.
When asked why they decided to use Facebook instead of Univision’s platforms or even Juanfutbol itself, Ramírez Lombana explained that the company was convinced by FB’s strong appeal among young people and especially among Hispanics. In Mexico, for example, Facebook is still the most widely used social network.
In addition, thanks to this alliance, a customer can now buy advertising on Univision or delve into social media with Juanfutbol. “Both platforms complement each other very well,” he says.
Now, as part of its expansion, Juanfutbol is preparing to fan out across the Latin American market in partnership with Univision. Ramírez Lombana revealed during the interview that the company will be launching the platform in a third country in the coming months. However, he was not yet able to give specific details about this new market.
As part of its expansion, Juanfutbol is preparing to fan out across the Latin American market in partnership with Univision.