ESPN Deportes


A summary of the most exciting news in multicultural sports marketing. If you’re trying to keep up, consider this your one-stop shop.

  • Toronto will host the WWE SummerSlam Week in August 2019 with SummerSlam, Monday Night Raw, SmackDownLive and NXT taking place at Scotiabank Arena over four consecutive nights. “We are thrilled to bring WWE’s biggest event of the summer back to Toronto,” said John Saboor, WWE Executive Vice President, Special Events. “We look forward to working with our partners at Tourism Toronto and Maple Leaf Sports & Entertainment to build a blueprint that welcomes our global fan base to the great city of Toronto.”


  • Pizza HutPizza Hut is returning for a fourth season as the Official Pizza Sponsor of ESPN College Game Day built by the Home Depot. Each week, Pizza Hut will be onsite with its “House of Pi”, featuring a lounge to enjoy the full Game Day experience.


  • Hyundai has become the new presenting sponsor of NBC’s Sunday Night Football Kickoff show and will have the marquee presence leading into the primetime game each week. For the fourth season in a row, Hyundai is the presenting sponsor of the NFL’s Kickoff celebration. According to  Forbes, between 2005 and 2015, the total number of NFL Hispanic fans doubled from 750,000 to 1.5 million.


  • Dos Equis, the Official Beer Sponsor of the College Football Playoff unveiled its new television spots featuring coaching staples Les Miles and Steve Spurrier as part of the brand’s “2 Keep It Interesante” campaign.

Subscribe to Portada daily Sports Marketing Updates!

  • Uncle Ray'sMinor League Baseball renewed a multiyear extension of its partnership with Uncle Ray’s as the “Official Potato Chip of Minor League Baseball.” Uncle Ray’s will continue its coast-to-coast expansion with exponential growth anticipated in the coming years. According to MiLB, some 18.3-million U.S. Hispanics designate themselves as fans of Minor League Baseball, behind only the NBA and MLS.


  • ESPN Deportes unveiled a new This is Sports Center campaign featuring Lineal Middleweight World Champion Canelo Alvarez and undefeated WBC, WBA and IBO Middleweight World Champion Gennady Golovkin ahead of their upcoming rematch on Sept. 15.


  • State FarmPhilips Arena in Atlanta has been renamed after State Farm locked in a deal to snag naming rights to the venue, now called State Farm Arena. The venue is expected to reopen in October as the Hawks celebrate their 50th year in Atlanta.


  • The NFL team owners will permit franchises to sell sponsorship deals to casinos that work alongside bookmakers and betting companies. Still, casinos will be prohibited from directly advertising its associated sportsbook in its partnership with an NFL team. According to CNN Money, the NFL’s Hispanic viewership grew by 28% from 2011-2016.


  • FanDuel Group and Minute Media are launching The Duel, a fan-generated digital platform focused on fantasy sports and sports betting news and information. The partnership will “blend together authentic, fan-fueled editorial content alongside expert-led video and audio programming for the growing segment of fantasy sports and betting fanatics” across NFL, NBA, MLB, NCAAF, NCAAB, and PGA. The platform will also feature expert audio and video content from popular FanDuel personalities including JJ Zachariason, Jim Sannes, and Brandon Gdula.


A summary of the most exciting news in multicultural sports marketing. If you’re trying to keep up, consider this your one-stop shop.

  • Thunder GamingThunder Gaming announced a partnership with gaming hardware maker TechniSport. TechniSport will offer high-performance gaming chairs exclusively designed for Thunder Gaming Esports Center in Long Beach. “We are pleased to partner with TechniSport since they share our passion for delivering comfort and performance to amateur and pro players alike, ” stated Christian Bishop, CEO of Thunder Gaming. According to a 2014 Think Now Research study, Hispanics expressed more interest in watching others play video games compared to Non-Hispanics.


  • The boxing encounter between Manny “Pacman” Pacquiao and Lucas “La Maquina” Matthysse will be live streamed exclusively in the US on July 14 on ESPN+. The fight will finalize a full day of boxing on the ESPN family of networks, as Regis “Rougarou” Prograis will defend the WBC Diamond super lightweight title against Juan Jose Velasco, and lightweight Teofimo Lopez will face William Silva, live on ESPN and ESPN Deportes.

Subscribe to Portada daily Sports Marketing Updates!

  • La Vida BaseballThe Smithsonian’s National Museum of American History and La Vida Baseball are partnering to celebrate and explore Latino baseball culture and the impact of baseball on communities with baseball players and leaders, philanthropists, and historians. “Giving and the Game” is the centerpiece of the museum’s All-Star Film Festival on the evening of Friday, July 13.


  • Repsol has extended its title sponsorship of the factory Honda MotoGP team until at least the end of the 2020 season. Together, Repsol Honda have won a total of 13 riders’ titles and 163 premier-class grand prix wins.


  • The Cubs and Biofreeze have locked a deal in which the pain reliever brand will be the exclusive sponsor of the club’s upcoming 10-game slate of games shown on Facebook. The package of games, beginning on July 10, are simulcasts of over-the-air broadcasts with WLS-ABC. Financial terms were not disclosed. “We see this effort on Facebook as the next generation of Cubs programming, and are really pleased to have Biofreeze step up like this,” said Cubs President of Business Operations Crane Kenney. 31% of MLB players are Latino, according to ESPN.

What: The Las Vegas Knights utilize the Hispanic community by broadcasting games in Spanish
Why it matters: With a third of Las Vegas’ population being Hispanic, the recent NHL finalists have found ways to connect to the regions’ Latino community.

Las Vegas Knights See Potential for New Set of Fans

Kerry Bubolz

The inclusion of Hispanic marketing within typical American sports has been on the rise in recent years. For years NBA and MLS have had tremendous success in reaching this audience. MLB has played games in Puerto Rico and Mexico. After a 19-season absence, the Padres and Dodgers played a series in Monterrey, Mexico last month. The NFL has recently been making moves, playing some regular-season games in Mexico City as well. But attempts by the NHL are almost non-existent. Some teams have the Hispanic heritage night to honor the community, but this is as far as efforts have gone. However, the newest team to the NHL and recent Stanley Cup finalists, Las Vegas Golden Knights, are making strides to change this to connect with the regions’ Latino-American community.

The Las Vegas metropolitan area is a diverse mix of 2.2 million people and Hispanics are 30% (3rd of the market) of the population and the fastest growing group economically. This was recognized by the Chief Operating Officer and President of the Knights, Kerry Bubolz, and he believed there was a huge opportunity to explore a whole new fan base. His take on raising hockey’s profile:

Maybe there wasn’t much exposure to our game, but the way you create exposure is you have to provide the product. So, we ultimately put it on ESPN Deportes.

Subscribe to Portada’s daily Sports Marketing Updates!

Golden Knights Spanish Commentator, Jesus Lopez (left).

In their inaugural season with the NHL, the Knights decided to broadcast some of their games in Spanish. The plan was to have games broadcast in Spanish once a week to gauge the level of interest within the community and then to see where to take it from there. The Knights are one of three NHL franchises that broadcast in Spanish. The Chicago Blackhawks and the Florida Panthers are the other two and did not broadcast in Spanish this past season. The man behind the mic calling the games on ESPN Deportes 1460 is Jesus Lopez. He broadcasted about 20 home games in the regular season. It was an absolute success and the Knights also had him call home games for their Stanley Cup push. In addition to this, he added a 15-minute segment on his show called, “Caballeros de la Mesa Redonda,” or “Knights of the Roundtable.”

The Knights and Bubolz have plans to expand their Spanish radio broadcast after it was received well within the Hispanic community and gardened much attraction to the sport. With the money from the NHL/NHL Players Association Industry Growth Fund, the team wants to start a street-hockey program in the Clark County School District, where 60% of that area is Hispanic.

A summary of the most exciting news in multicultural sports marketing. If you’re trying to keep up, consider this your one-stop shop.

  • The Kraken RumELEAGUE and The Kraken Black Spiced Rum inked a new partnership. The rum brand will become the first Official Distilled Spirits Partner of ELEAGUE. The partnership includes all ELEAGUE owned and operated platforms on television, digital and social. As part of the agreement, ELEAGUE also introduced the “ELEAGUE KRAKEN Boss Battle,” a feature where pro players and fans can compete against one another in front of a live audience.
  • UFC locked a partnership with Black Rifle Coffee Company as the “Official Coffee” of Season Two of Dana White’s Tuesday Night Contender Series. Black Rifle Coffee will work with UFC to provide social content about the series and promote a national campaign with prizes and exclusive UFC experiences. According to a Washington Post poll, 38% of mixed martial arts fans are African-American, and 31% are Hispanics.
  • Westgate Resorts reached a multiyear agreement to serve as title sponsor of Las Vegas Motor Speedway’s September NASCAR Camping World Truck Series race. This is Westgate Resorts’ first title sponsorship in NASCAR. According to 2011 data, 20% of NASCAR’s followers are multicultural fans, 9% were Hispanic and 8% African-American.

Subscribe to Portada daily Sports Marketing Updates!

  • BudweiserBudweiser signed a multiyear deal as the official domestic beer partner of the White Sox. Activations include a long-term presence at Guaranteed Rate Field, the logo on the video boards, game-day event sponsorships and being able to put use their logo on home game giveaways. 31% of MLB players are Latino, according to ESPN.
  • The Players’ Tribune and SELF are partnering to create a series of original content focused on women across a wide range of sports. Olympic fencer Ibtihaj Muhammad, who was the first Muslim-American to wear a hijab while competing in the Olympics, will serve as executive producer of the multi-episode video series. Content will include video and personal essays celebrating the triumphs and struggles of women in sports. Titled The Playing Field, the program will premiere this fall on SELF’s and The Player’s Tribune’s channels.
  • ESPN DeportesSpanish-language broadcast of the NBA Finals has become the most-watched NBA Finals in network history, according to ESPN. Viewership of the fourth-consecutive encounter between the Golden State Warriors and Cleveland Cavaliers, was up 12%, producing 162,000 impressions, making it the most-viewed since ESPN Deportes started airing the NBA Finals in 2013.

A summary of the most exciting news in multicultural sports marketing. If you’re trying to keep up, consider this your one-stop shop.

  • Amazon Prime Video is bringing UFC pay-per-view events to viewers in the U.S. The deal started last Saturday, March 2nd with UFC 222: Cris Cyborg vs. Yana Kunitskaya. No Prime membership is required to watch pay-per-view-events on Prime Video, you just need to purchase the fight. UFC 222 cost $64.99 to enable the streaming. According to a Washington Post poll, 38% of mixed martial arts fans are African-American, and 31% are Hispanics.
  • NewBalanceUSAThe New York Mets and New Balance announced a long-term sponsorship making New Balance the official footwear and apparel company of the Mets and Citi Field. The deal includes New Balance presence throughout Citi Field beginning in 2018. 31% of MLB players are Latino, according to ESPN.
  • ESPN and ESPN Deportes will broadcast MLB regular-season games in Puerto Rico and Mexico this season.
  • Formula 1 is launching F1 TV, which will serve as the sport’s OTT platform and represent F1’s largest investment to date into its digital properties. Live streams will run ad-free and will include multi-language commentary. Subscribers will also be able to watch the FIA Formula 2 Championship, GP3 Series, and Porsche Supercup, among others.

Subscribe to Portada daily Sports Marketing Updates!

  • Pizza Hut has become the Official Pizza Sponsor of the NFL after the league ended its Pizza Hutpartnership with Papa John’s Pizza. The multi-year agreement will offer Pizza Hut a vast array of exclusive marketing rights.
  • ExxonMobil signed a multi-year marketing partnership with the Boston Celtics, Charlotte Hornets, and Houston Rockets. ExxonMobil’s will keep being the “Official Motor Fuel of the National Basketball Association” in those markets.
  • Pacific Pro Football and adidas announced a multiyear partnership, becoming the exclusive footwear and apparel supplier for Pacific Pro’s inaugural four teams. Together with Pacific Pro Football, adidas will lead on all aspects of branding, marketing, and uniform design, as well as contribute to league development.

What: Jorge Posada, Carlos Beltran, and T.J. Rivera were honored at Tuesday night’s Thurman Munson Awards Dinner in New York, highlighting the baseball brand in a multicultural market.
Why it matters: The selection of three top Puerto Rican athletes for this prestigious honor is a testament to the power of Hispanic stars across all lines, in the sport and in cause-marketing efforts.

There they were at the Grand Hyatt Hotel Tuesday night in New York: three great ambassadors of baseball together for a key cause. They were conversing with a throng of media members in both English and Spanish and flowing back and forth between the two languages and cultures with ease.

Jorge Posada interviewed by PIX11’s Andy Adler

Yankees great Jorge Posada; former Mets, and Yankees outfielder and Houston Astros World Series champion Carlos Beltran (@carlosbeltran15); as well as New York Mets infielder and Bronx product T.J. Rivera (@TJ_Rivera_); were honored at the 38th Annual Thurman Munson Awards Dinner to benefit AHRC New York City Foundation. The organization assists children and adults with intellectual and developmental disabilities. However, what they all really represented (all with Puerto Rican ties), was the great value that exists for baseball as a brand to seamlessly connect Anglo and Latino cultures in the biggest markets in North America.

Multicultural representation

“We are proud of our heritage and of the sport we played, and there is nothing more important than being an example for the next generation, whether that is in business or baseball,” Beltran said before the dinner, which was emceed by New York Yankees announcer Michael Kay. “Baseball is a business that crosses cultures better than any other. It has really helped the people of Puerto Rico unite with the ongoing issues there. We see what great power it has to bring out the best in everyone. It’s much more than a game to us, no matter where our fans are from.”

The universal language of cause marketing is also key for both the Latino and English speaking audience as well. That cause-and-effect was not lost on all those in attendance for the Munson dinner.

The power to unite

That power to unite and build is also not lost on another influential figure in attendance, said longtime New York Yankees advisor, media member and award-winning author Ray Negron. Negron, who has the unique distinction of hosting a talk show in both English and Spanish in New York each week on ESPN Deportes (the only show of its kind in the U.S.), has worked for years with Latino athletes and celebrities in finding a mix of cultures that translates to brand activation as well.

“We are seeing it more and more with crossover stars like Carlos and Jorge, and new faces like Carlos Correa and others. They are conversant in two cultures. That convergence is becoming more acceptable to brands who see ways to integrate into both a Latino and Anglo fan base more seamlessly,” Negron added. “I see it when brands come to our show. Brands like Verizon and Goya. They see the opportunity to reach a Latino base that loves the culture but speaks English as a first language. Sports, especially baseball, is the best entry point into that cross-culture now.”

–> Read also in Portada: Leaders Agree: Baseball’s Latino Stars Set to Take Center Stage in Business Too

Cause Marketing

Ray Negron

The universal language of cause marketing is also key for both the Latino and English speaking audience as well. All those in attendance for the Munson dinner were aware of that cause-effect. Bringing brands together to work for a greater good also knows no language barrier.

“When disaster strikes and the stars turn out, there is no question what language they speak. It’s the language of love,” Negron added. “That’s what I think brands want as well. They want to see their names tied to social good. The athletes here tonight are all about the cause and doing what’s right to use their fame to help others. It’s quite a gift.”

Negron believes that that gift will continue to give as baseball becomes more engaged in multilingual brand pursuits. Meanwhile, brands continue to get more comfortable with unlocking the power of the Latino community through baseball.

“Baseball is a 24/7 sport. The continued influx of affluent Latinos to the United States, as well as the efforts made through social media to export the product of MLB to other areas of the Spanish speaking world, has a huge upside for brands that take the time to embrace the opportunity,” he added. “You see the star power that these veterans have, and their ability to make an impact for companies and for the community not in one but in two languages, so why not take advantage of it?”

A great question, and one that will continue to get our attention as we head toward Opening Day in March.

We spoke with major brand and media executives about their sports marketing plans and expectations for 2017.

The 4 questions we asked:
1. What sports will you invest in/work with during 2017?
2. Which platforms will you use/spend on for your sports marketing campaigns?
3. What sports marketing trends should we keep an eye on during 2017?
4. In terms of marketing in general, what would you like see more of next year?

Gustavo Guerra, Brand Director for Tecate

  1. We will continue to support our target consumer’s biggest passion points: Boxing and Soccer. The soccer games and the PPV Boxing fights are the highest rating TV shows for the target and represent the highest beer consumption occasion for Mexican bi-culturals.
  2. Our target over indexes heavily in digital, so we will continue to focus our efforts in social media and mobile as our key media channels to reach and interact with our consumers. We will also continue to raise the bar in event marketing. We will continue with our traditional focus at retail by securing a flawless execution to ensure we offer the most attractive programs to consumers – bringing them closer to the action in both sports.
  3. Trends from a Tecate POV will definitely be behind boxing, as we will make our biggest splash ever with some exciting new initiatives in the pipeline to support the mega fights in 2017.
  4. Big and bold ideas around sports that can effectively travel to the digital space –  different from TV. We need to remember that sports are one of the highest priorities when it comes to entertainment and that social media is the biggest and only channel to enable conversations and interactions with consumer’s pre, during and post events.

img_2024Antonio Briceno, beIN SPORTS Deputy Managing Director

  1. Looking ahead to 2017, we are very excited about working with the Women’s Tennis Association (WTA), the global leader in women’s professional tennis. Starting in January, the 2017 WTA season kicks off, and beIN SPORTS will air all matches airing outside the U.S., as well as broadcast the internationally renowned Rogers Cup in Toronto, Canada.
    In 2017, another cornerstone of beIN SPORTS will continue to be live soccer coverage, which includes live matches from LaLiga, Serie A, Ligue 1, NASL, and CONMEBOL/ CONCACAF/CAF World Cup Qualifiers, as well as news and in-depth analysis of all the top leagues from around the world.
    In 2017 our coverage of MotoGP, MotoAmerica, WorldSBK and Rallycross will continue to grow and evolve.
    Similarly, in 2016 we introduced U.S. college sports to the network and will further enhance in 2017 through our partnership with Conference USA. Additional sports you will also continue to see on our channels include boxing and MMA.
  1. In 2017, beIN SPORTS is working with a mix of traditional and modern media, including social, OOH and mobile. As we continue to build the brand and cultivate our audience, we may even consider activating via OTT platforms.
  2. Social media continues to evolve, as does the interactive nature of sports programming viewership, so it’s crucial sports marketers keep ahead of the trends and use this form of media to their advantage. Mobile will continue to be a major component of marketing campaigns in 2017. To successfully engage with fans and viewers, mobile is critical as sports fans remain connected to their devices 24/7 to stay up-to-date on their favorite teams and players.
  3. We’re really looking for innovation, a better use of content and integration that will make the entire landscape more entertaining and more engaging. We’d like to see dollars really start to shift from traditional ads and focus more on impactful, creative placements and activations.

Drew Gehringer, COO at Eat The Bear

(ETB is a sports nutrition-based lifestyle business, providing clean and lean supplements to support achievement.)

  1. Eat the Bear recently signed a multi-year endorsement deal with Luke Kuechly from the NFL Carolina Panthers. While Luke Kuechly will be our main focus in 2017, we are also looking to add a female counterpart as 60% of our demographics is a female consumer.
  1. We will continue to invest in social media (Facebook/Instagram/Youtube/Snapchat) as well as in-store marketing.
  1. We see user generated content and unique video content continuing to surge. We’re confident that 2017 will take this even further – using digital channels and platforms as well to give consumers additional unique experiences.
  1. In terms of marketing trends, I’d like to see brands increase their focus on customer loyalty programs. While almost every brand has a program dedicated to consumer loyalty, many of them are very two-dimensional. Whether through markdowns through subscription based buying programs or branded experiences that bring the brand to life, we as marketers need to figure out ways to give more back to our consumers – particularly ones that have shown their dedication to the brand.

Subscribe to Portada Sports Marketing Updates!

Freddy Rolon, VP and general manager of ESPN Deportes, and Michelle Bella, VP of consumer and ad sales marketing for ESPN Deportes.

  1. Our focus next year will continue to be the power of live events to continue developing the U.S. Hispanic audiences. We have an unmatched line-up of diverse programming next year that will allow us to do this such as the return of the World Baseball Classic taking place in March. In its fourth edition, the WBC has become one of the most popular international sports events featuring some of the best baseball players from the MLB and around the world.
    Other key programming next year across our platforms includes UEFA Champions League, Mexican League soccer, international friendlies, MLB, NBA, NFL, College Football.

Image result for Michelle Bella, VP of consumer and ad sales marketing for ESPN Deportes.

  1. In 2016 we made significant enhancements to our platforms, from our television production, to ESPN.com, ESPNDeportes.com and ESPN App…All with the goal of better presenting our content to the Hispanic fan in the most relevant way possible and in the language they want to consume it. Next year, we will continue with this approach emphasizing our video efforts across platforms with the goal of enhancing quality and consistency in our user-experience.
  2. Brands and agencies are increasingly interested in activating campaigns with social influencers. What’s great is that they’re all engaging with a super engaged fan base for each Live event we carry on TV or Radio or both.
  3. ESPN launched Live Connect this year  – a data rich solution for partners looking to gain deeper insights of how their target audiences behave within our content and sites.   For Live Connect, we work together with clients to build campaigns or programs with the KPIs that matter most to each brand. We will soon be able to roll this out for advertisers wanting to reach Hispanic and African American audiences on ESPN platforms.

Image result for Ray Warren, EVP Chief Revenue Officer at NBC Sports Regional NetworksRay Warren, EVP Chief Revenue Officer at NBC Sports Regional Networks

  1. We are very excited about next year as our FIFA partnership will enter a critical phase with the Confederations Cup, a very important lead up to the biggest global sports event, The FIFA World Cup, which will take place in 2018 in the same country. Telemundo Deportes aired Rio 2016, its fourth summer Olympic games, but the FIFA World Cup 2018 will be the first-time we can showcase this premiere global event and will position us as the premiere destination with global properties in Spanish language in the U.S.
    The Confederation Cup and 2017 will be key in positioning us as “World Cup Ready, World Cup Great.”  Also in 2017, we will take Premiere League to the next level by leveraging the unprecedented investment in players and coaches that English soccer is seeing.
  1. In 2018, and closely tied to the NBC Sports Group we will partnering with some of NBCUniversal’s people, some of their new technology and all of their experience as the worlds best at bringing big, global events to television and digital audiences.
  2. We are a technology company. The X1 service from Xfinity drew approximately 20% more Olympic viewers than other video providers and we are excited to see what other new creations might be available in 2017 and 2018.

Laura Molen, EVP, Cable Advertising Sales at NBCUniversal 

  1. We are investing in programming and live events like the World Cup so we can continue this momentum and growth. With the power of NBCU behind out brands, Telemundo Enterpises is primed for the future.
  1. We’re seeing an emphasis across our company in investment in content, data and distribution and this is going to be key as we continue to emphasize our leadership position.
  1. As I mentioned we are committed to our content, data and distribution opportunities for clients and we need our sales teams to be teammates with the agencies and marketers, to help them navigate all we have to give them.
  1. We have some of the best teams in the business who are finding the most unique, authentic ways to partner our advertisers with our content. I’d love to see more companies engage with us from the beginning of a partnership and work with our teams to come up with more innovative campaigns.

Paola Garzón, Marketing Manager at Fox Deportes

  1. Football, Super Bowl specifically and the UEFA Champions league final (soccer).
  2. TV, radio, digital and social media.
  3. Interactive trends that allow the consumer to feel part of the sport experience and in connection with their sports super stars.
  4. Improved measurement for digital marketing campaigns.


Last week the TV upfront and digital NewFront  season concluded in New York City. A lot of buzz, schmoozing and wining and dining.  But there were some salient news and trends that will shape broadcast and advertising  over the next 12 months. Here are 8 important facts, lets’ take a look.

1. Stability is the New Black

Last year, television’s take at the upfront declined 3% to $17.8 billion, according to data from research firm Media Dynamics. Network sales executives present at the upfronts said that  some of the marketing dollars that shifted to digital video advertising are coming back to TV, and that’s good news after two straight years of revenue declines in the upfront market. Rino Scanzoni, chief investment officer of GroupM, the world’s largest buyer of TV advertising time, expects upfront spending to be up 4% to 5% from last year, which would put the revenue over $18 billion again. He believes much of that increase will come from advertisers that spend their money on upfront ad time instead of holding back to get a better deal on pricing once the TV season begins.
Despite news such as Interpublic’s Magna Global/YouTube US$250 million deal for Magna’s clients to run on YouTube, the TV ad market is very resilient. TV scatter sales were very strong during the fourth quarter of 2015 and observers claim that this trend positively impacted the 2016 upfronts. Some media buyers think that broad media reach, like the offered by the big broadcast networks, continues to be very important. “It’s tougher and tougher in a fragmented world to get a rating, but when you do, you get rewarded significantly,” NBC Universal’s CEO and President Stephen Burke told Variety.

2. Consolidation out of  Financial Reasons…

Many broadcast conglomerates consolidated their upfront events partly out of financial reasons, but also, particularly for those targeting Hispanic also as a  reflection of the Total Market approach (see below). So
the 20th Century Fox TV private reception was folded into the Fox party as the two units are now under one leadership.

3…and the Total Market approach

total.mktFor networks that target Hispanic and multicultural audiences in a big way, the consolidation of upfront functions is also a reflection of the Total Market Approach.  ESPN and ESPN Deportes merged its usually separate upfront week presentations into one as the two networks’ teams have been integrated. The NBC’s upfront on was not only about the broadcast network.

NBC Univeral also  included all its TV platforms in one presentation, including Spanish-language networks (Telemundo and NBC Universo) and cable networks (from Bravo to Syfy).


4. Live Broadcast/Video vs. Old Streaming and Social Media?

Sports live programming giant ESPN is promoting its product against the fierce competition of OTT providers by doing just that: touting its live broadcasting and streaming rights.   A new series of ads from ESPN aims to prod viewers to choose watching ESPN live rather than streaming a movie, scanning a social-media site for friends’ birthdays or sharing pictures of food. The idea is to seed in viewers’ minds the notion that ESPN content is fresh, live and perishable, while new-media activities on smartphones and tablets can always be done later.

5. The Power of Soccer

Because of the Hispanic audience’s love for soccer, this sport is a huge draw for many networks. So Azteca

Photo: Milas Page. Creative Commons.
Photo: Milas Page. Creative Commons.

America continues to portray itself as  ‘La Casa del Futbol Mexicano,’ with the airing of home matches of the most dynamic teams of the First Division League. Our viewers are passionate about their favorite Mexican teams and they know they can count on Azteca to provide them with the best play-by-play transmissions by some of the most renowned names in the business including Christian Martinoli and Luis Garcia, along with some of the top sports analysts in Mexican soccer,” Manuel Abud, president and CEO of Azteca America, told Portada. Cable sports network beIn carries many broadcast rights for major leagues, including Spain’s La Liga, the British Premier League and many more. This year it also added number of other sports, including American football. At its upfront presentation  the network announced a new deal with Conference USA to air college football and basketball beginning in the fall. BeIn will also add a handful of other non-soccer sports over the course of the next year, including the Women’s Tennis Association, mixed martial arts (MMA) and MotoAmerica, a motorcycle racing series looking to give the sport a boost in North America. Telemundo will launch a mobile, sports-focused site with Vox’s SB Nation to “fulfill the wants and needs of millennial Hispanic lovers of soccer, mixed martial arts, boxing and more.” To start off the site, editorial content will focus on the FIFA World Cup Qualifiers, Liga MX, NFL and UFC Fight Night. The site will introduce a mix of existing content from SB Nation and Telemundo, as well as new original content.

The big question remains. Will Telemundo and Univision and ther broadcast giants be able to grow enough digitally to substitute declining off-line dollars.

6. Univision’s Vertical and Programmatic Buying Bet

Univision brought to life four content verticals: Sports, Comedy, Music and Drama. Univision (UCI) also enables advertisers to leverage premium inventory, including new fall programming, at scale and in each content vertical, as part of an expanded programmatic buying effort across both digital and linear platforms. Univision also announced seven new comedies  and eight new drama series for next season. “By organizing around key content verticals, UCI is now offering marketers a new way to do business that will allow them to target UCI’s audiences more systematically and leverage the estimated 81 million average monthly unduplicated media consumers UCI reaches across its media portfolio — a reach that has grown by more than 40% since first quarter 2015 as a result of acquisitions, partnerships and strategic investments,” the company said.   “Univision is evolving to be a media company of the future, with more catered programming and advanced offerings that better position us to reach a rapidly evolving consumer marketplace,” said Univision President and CEO Randy Falco.

7. Telemundo’s Millennial Approach With Sexy Digital Partners

The NBCUniversal Telemundo network is jumping on a new strategy to target a younger audience. It is digital lettersspartnering with popular digital publications that already have a strong millennial following, like Mashable, Vox, Tastemade and Buzzfeed. During a May 12 pre-upfront press conference in Manhattan, Telemundo said they want to attract what it calls Generation M: mobile, multicultural millennials. That means young, bilingual Hispanic
Americans. Telemundo and Tastemade will develop “food-centric videos” for Snapchat Stories and other social platforms. Mashable and Telemundo will expand the network’s El Pulso news and information vertical to include a weekly “Facebook Live” show. The series will focus on the “latest technology social chatter among Latinos and highlight the most viral, unforgettable trends, plus unearth hidden digital treasures from Latin America and the U.S. Latino community.” Additionally, the network is working with Buzzfeed to create a short-form series called “Much Ado About Nada,” which will blend Telemundo’s telenovela production capabilities with Buzzfeed’s publishing and distribution experience. The series will offer weekly episodes in English across multiple Buzzfeedand Telemundo platforms.

Of course, the big question remains. Will Telemundo and Univision as well as other broadcast giants be able to grow digitally as much as to substitute the declining off-line dollars?

8. NCM Goes for Broadcast Dollars

Cinema advertising company National Cine Media, which operates NCM Media Networks which displays ads to U.S. consumers in movie theaters, online and through mobile technology attempts to put some traditionally broadcast dollars to work at its network.A their upfront presentation, NCM unveiled a new branding effort — it’s calling itself “America’s Movie Network.” It will enable advertisers to reach demos to be offered in packages such as the NCM Hispanic network, the NCM African-American network, and the NCM High Income network.

Join us at PORTADA Mexico!

A recap of news and trends in the Sports Marketing world as compiled by Portada’s Editorial team….

ESPN Deportes to Carry Spanish-language Telecast of Super Bowl 50

Super_Bowl_50_logoDisney owned ESPN in late December made a deal with CBS according to which the Spanish-language cable network ESPN Deportes will simulcast the Super Bowl 50 on February7. This is the first time ESPN Deportes is carrying the championship game, annually the most watched event on television. The move is a result of CBS’s lack of a Spanish-language cable network of its own, it also highlights the increasing popularity of American Football among Hispanics.

This is only the third time the Super Bowl will get the full Spanish-language simulcast.

Super Bowl 50 only will be the third NFL title to get the full Spanish-language simulcast treatment. Fox gave the Super Bowl the first full Spanish-language Super Bowl simulcast in February 2014 with a parallel feed on Fox Deportes that averaged 561,000 viewers, while NBC Universal leveraged last winter’s Patriots-Seahawks showdown as a launch vehicle for NBC Universo, (formerly known as mun2.). Per Nielsen, Hispanic football fans in 2014 made up 9% of the overall audience for NFL broadcasts, or about 1.5 million viewers per game. During that same season, the league invested some $230 million in Hispanic TV spend, up nearly $100 million compared to the 2009 campaign.


La Liga Opens Office in the U.S. Led by Raúl

Liga_de_Fútbol_Profesional_(emblem).svgSpanish Soccer League “La Liga” (LFP-Liga de Fútbol Profesional) just opened an office in New York City. The “La Liga” U.S. Country Manager is no less than ex Real Madrid Captain and Soccer legend Raúl González Blanco (“Raúl”). Raúl made his first appearance as La Liga’s country manager during a presentation held in Miami at BeIn Sports studios. BeIn Sports holds the broadcast rights for La Liga in the U.S. The establishment of an LFP New York office is part of LFP’s growth strategy which attempts to brand “La Liga” as the main national soccer league. Other offices are based in Bejing, Dubai and Johannesburg.

Spanish-Sports Site As Introduces As USA

AsA new arrival to the 2016 U.S. Hispanic sports media scene. Spanish-sports site As, owned and operated by Grupo Prisa, is launching As USA, a U.S. Hispanic edition of the site at http://us.as.com/us/. Read the full story of this Portada exclusive here.

Cristiano Ronaldo invests in his own Hotel Brand

Cristiano RonaldoReal Madrid Soccer Star Cristiano Ronaldo has invested close to US$ 40 million in hotels bearing his CR7 brand. The Portuguese captain has become a shareholder in Portugal’s biggest tourism and leisure group, Pestana, and the deal will see hotels opened in Madeira, Lisbon, Madrid and New York. The first ‘CR7’ hotel will open in his home town of Madeira this summer, according to reports. “My job is to play football, but life won’t always be like this,” Sky Sports reported Ronaldo as saying. “I have to dedicate myself to this new project and I have the best team in the world around me.”

Join us at PORTADA Mexico!

A recap of news and trends in the Sports Marketing world as compiled by Portada’s Editorial team….

Marc Anthony’s Magnus Media Moves into Sports Marketing

MLB spot stillMAGNUS Media announced the inception of MAGNUS Sports, a fully integrated division dedicated to the worldwide representation of major athletes. MAGNUS Sports has completed its first initiative by forming a joint venture with premier boutique baseball agency Praver Shapiro Sports Management and the signing of Cuban-born, 4-time Major League All-Star pitcher Aroldis Chapman. Founded earlier this year by international music icon Marc Anthony, MAGNUS Media has been building a roster of top-tier entertainers, artists and influencers and brings to the venture its expertise in entertainment, branding, marketing, social media, and content development. Praver Shapiro is widely recognized as a leading Sports Management Agency specialized in representing Hispanic baseball talent, and providing a comprehensive array of services designed to address the unique needs of the professional athlete both on and off the field. Marc Anthony said, “Baseball, like music, is an ingrained cultural passion for many Latinos throughout the world, and there’s no shortage of amazing stars of Hispanic origin. Despite that, until now there hasn’t been an enterprise specifically designed to meet their needs.”

GLR’s 10th Anniversary: Chivas of Guadalajara Partner

Prisa_logo_2010-300x119-280x165Radio network GLR is celebrating its 10th Anniversary in the U.S. GLR Networks was first launched in 2005 by Spanish media company, PRISA Radio, in hopes of tapping into the network radio market and to serve as the content production and distribution arm of PRISA Radio here in the USA. Since their launch, GLR has created and syndicated over 32 shows and has grown their network of affiliates to over 150 radio stations around the country, continuously improving ratings across the board. One of the most successful programs among affiliates has been the exclusive radio rights of Chivas of Guadalajara. According to Benny Herzog of LBI Media Inc., “Houston is passionate for Chivas Soccer. As partners with GLR, Liberman Broadcasting’s Houston Flagship Radio Station of All Soccer in Spanish, KEYH “La Ranchera” 850 AM and 101.7 FM is proud to be able to fulfill the appetite for Chivas Soccer. We feel it is very important to be able to bring the fans of Chivas as much coverage as possible in Houston. Hispanics have one sports passion and it’s soccer.”

Grupo Pegaso Gains Rights for Abierto Mexicano Los Cabos

The ATP announced that Bogota’s ATP World Tour 250 tournament would be transferred to Los Cabos, Baja California Sur, Mexico, following acquisition of the event by Grupo Pegaso. The Abierto Mexicano 250 Los Cabos, will have a total financial commitment of nearly US$800,000, ranking as the highest in its category in the Americas Region. The new hard court tournament will take place from August 8 to August 14 in the 2016 season and will become part of North America’s Summer Tour. With this partnership, Grupo Pegaso reaffirms its commitment to Mexico’s development in the sport industry by delivering and organizing high quality events, and further consolidation of men’s professional tennis in México. Grupo Pegaso began operations in 1994 with the purpose of promoting projects with strong social commitment, which over time delivers global importance for Mexico in the most dynamic sectors of the economy.

iHeart Media Ends Relationship with ESPN Deportes for Chicago Radio Station

ESPNDEPORTES_100x100iHeart Media Chicago said it is ending radio station 97.5 FM’s relationship with ESPN Deportes, the Spanish language arm of the sports media company. The station 97.5 FM is one of several in iHeart Media’s stable of Chicago radio outlets. As of Feb. 1, 2016, per a new local marketing agreement with Chicago businessman Pedro Segura, the founder of Prime Dental Manufacturing, 97.5 FM Poder, as the station will be known, plans to air a Mexican Regional format, a blend of music, entertainment and information targeting Hispanic adults.

Nissan steps up College Sports Investment

Nissan_ride_of_life_06Nissan is kicking up its marketing involvement in U.S. college sports with a multi-year campaign to sponsor athletic events and programs at 100 colleges around the country, Automotive News reports. The campaign will put Nissan’s name onto signs at stadiums and arenas in football, basketball, baseball and other sports at 27 colleges and universities by the end of December, and at 100 schools in 2016. Jeremy Tucker, Nissan North America vice president of marketing communications and media, declined to reveal the price tag for the sweeping campaign, but acknowledged that it would be significant. The commitment will extend from permanent sports field signage and sporting event media sponsorship, to athletic scholarships, facility upgrades and academic tutoring for athletes. It will cover sports from huge NCAA college football stadiums down to soccer, swimming, bowling tournaments and golf meets.
This summer, Nissan purchased stadium naming rights for the NFL’s Tennessee Titans. The team is not only located in Nissan’s headquarters city in Nashville, but the team’s name conveniently plays into Nissan’s relaunch into the full-sized pickup segment this winter with a redesigned Titan.

CHECK OUT: Bold Worldwide’s Brian Cristiano: GoPro and Red Bull are Two Examples of Brands that Do it Right

People change positions, get promoted or move to other companies. Portada is here to tell you about it.

 ::: Jesús Cedeño-Greta Patterson-Wikot Corporation :::  Hugo Sanchez-ESPN Deportes :::  Mike Amour-Starcom Mediavest Group ::: Maryam BanikarimHyatt Hotels ::: Sarah Watson- McCann Worldgroup ::: Miguel Janover-Carlos and Dario :::

241660bJesús Cedeño and Greta Patterson are no longer part of Wikot Corporation / Miami.



Captura-de-pantalla-2014-08-11-a-las-15.09.10Cedeño spent almost five years as Managing Director – CEO of Wikot.He was previously Principal at GoLearn Toys, LLC and prior to that, Executive Director Finance at Sony Pictures Television.



370df53Patterson was Account Director at Wikot Corporation and held inactive roles in one additional company. She also served as Executive Office Manager at The Crowd Controller.




thumbHugo Sánchez has joined ESPN Deportes to serve as an analyst for Futbol Picante and other platforms, starting January 15. He will also participate in the network’s coverage of Mexican soccer and the Mexican national team.Sánchez first debuted on ESPN Deportes during the network’s news and information coverage of the FIFA World Cup in Brazil. Sánchez is one of Mexico’s most prominent soccer stars. A few years after his retirement, Sánchez began his career as a coach with UNAM Pumas, where he won two championships; he also coached the Mexican national team from 2006-2008.


1d3f7ddStarcom MediaVest Group (SMG) has announced a restructure of its global management team that will affect the APAC, EMEA, LatAm, North America and North Asia regions.As part of this restructuring, Mike Amour has been appointed president of SMG APAC.Amour will work across the APAC market to drive “global consistency, local relevance and achieve transformational new business wins across global accounts”.With over 20 years of experience, Amour has held roles as APAC chief executive and chairman with Grey Group and Project: Worldwide. He has also held roles at McCann-Erickson Worldgroup, Wieden + Kennedy and TBWA Worldwide.Amour will be based in Singapore and report to John Sheehy, SMG’s president of global operations.Continuing in their roles are Monica Gadsby, CEO of LATAM and SMG’s U.S. Multicultural operations; Bertilla Teo, CEO of SMG in North Asia, which includes China, Hong Kong, Taiwan and Korea; and SMG North American CEO’s Brian Terkelsen (MediaVest USA), Lisa Donohue (Starcom USA) and Chris Boothe (Spark).

descarga (1)Maryam Banikarim was named global chief marketing officer at Hyatt Hotels, succeeding John Wallis who will take on a new role with the company. Banikarim was most recently senior VP, chief marketing officer at Gannett. Prior becoming Gannett’s first CMO four years ago, she was a senior VP for Integrated Sales Marketing at NBCUniversal and was among those who spearheaded the marketing initiatives Women at NBCU, Green is Universal, and Healthy at NBCU. She also served as chief marketing officer at Univision, and held positions at Turner Broadcasting and at Young & Rubicam.

descargaMcCann Worldgroup has appointed Sarah Watson as its new global strategy director.Watson, who joins from TBWA/Chiat/Day, will work alongside the newly-promoted regional strategy director for Europe, Harjot Singh, on the network’s General Mills business.Singh served as global strategic director on McCann Worldgroup’s General Mills International brand portfolio since joining the agency in 2011.Singh will join the worldwide team of regional strategic leaders that includes Richard McCabe, regional strategy director for APAC, and Josafat Solis, regional strategy director for LatAm.

descarga (1)Agency Carlos and Dario has announced the appointment of Miguel Janover as the agency’s Digital Leader. Janover specializes in digital marketing. He was Director of Business Development for Latin America at Ybrant Digital and his experience has led him to work with major advertisers and media in the region.

The 2013 Upfront season is over and, once again, Hispanic TV networks attracted hundreds of attendees to their respective presentations this week in Manhattan. Overall, 10 U.S. networks presented: Azteca America, Estrella TV, Univision, Discovery U.S. Hispanic, Telemundo, Fox Hispanic Media, Vme, ESPN Deportes, NUVOTV and Tr3s. [Cable nets CNN en Español and mun2 had presented earlier this year, as part of the cable upfronts.]

Unlike previous years, this week’s presentations were not purely about television; most highlighted the growing importance of mobile and digital among their U.S. Hispanic audiences. Here are some highlights:

Univision this year presented its programming slate as a “multiplatform portfolio offering one for all solutions” to marketers. Univision presented clients with opportunities in its online video platform UVideos, its recently launched music service Uforia and touted new digital content, including Flama, a digital destination with original video content for Hispanic millennials.

Telemundo President Emilio Romano
Telemundo President Emilio Romano

In addition to original productions and new partnerships for TV shows, Telemundo this week announced the upcoming launch of TelemundoMás, a video player for web and mobile devices. Earlier this month, the NBCU-owned network had also announced the creation of Fluency, a multiplatform studio in Los Angeles that will produce 90-minute programs for web, mobile and television.

ESPN Deportes on Wednesday unveiled ESPN Sync, the first Spanish-language web-based app that enhances sports consumption by offering a second-screen experience that the network says will be “synchronized” with live events. Accessible across multiple platforms, ESPN Sync will launch later this year and will be available on any platform, iOS, Android or Windows without the need to download any supporting software. It will consist of social media elements as well.

NUVOTV presented its upcoming lineup and announced the upcoming relaunch of its website www.mynuvotv.com and of an on-demand service that will allow viewers watch NUVOTV shows on the go.

FOX Deportes announced that it will continue to own the exclusive Spanish-language rights of the premium soccer tournaments, including UEFA Champions League, Copa Libertadores and Copa Sudamericana. In addition to televising live those matches, Fox Deportes has added interactive approaches at foxdeportes.com and Fox Sports Mobile offers access via video-enabled wireless devices.

Get our e-letters packed with news and intelligence!