What: Entravision has renewed its NFL agreement for three more years, and will be the official NFL Spanish language radio broadcaster for Sunday Night Football through the 2020 season.
Why it matters: Spanish language radio can be a more cost-effective way for marketers to reach the Hispanic football fan audience.

Ramik Wilson (credit: Keith Allison)

The NFL (@NFL), like other leagues, is well aware of the growth of the Hispanic/Latino population in the U.S., estimated to have swelled to more than 58 million and about 17% of all Americans. While those numbers aren’t reflected in player makeup as they are in baseball, the league has courted the Hispanic fan base here and Latin America, notably through NFL Mexico (@nflmx), which last year saw more than 76,000 fans attend the New England Patriots’ win over the Oakland Raiders at Estadio Azteca in Mexico City and will hope for similar results on Nov. 19 when the Kansas City Chiefs battle the Los Angeles Rams in the nation’s capital in the fourth annual contest in a series that has its roots in earlier attempts at spreading the game south of the border.

Now comes a development closer to home for Spanish-speaking fans in the States, as Entravision renewed its NFL agreement for three more years, taking its radio broadcasts of 17 Sunday Night Football games (plus the Kickoff and Thanksgiving Day Thursday game and five AFC playoff games) through 2020. The agreement adds Super Bowl LIV in 2020 and LV in 2021 to the package.

Radio broadcasts can be a lower-cost but still very effective means of reaching those Spanish-speaking fans whose consumption of games is more easily attained via radio.

Entravision’s (@EVCMedia) NFL coverage is heard in 20 markets, including cities as large as New York (1010 WEPN-AM) and Los Angeles (103.1 KDLD, KDLE-FM), many concentrated in traditional Hispanic markets like Florida, California, Nevada, Arizona, Texas and Colorado.

“Hispanics are truly NFLeros and actively engage with their teams during both the pre and regular-season,” said Jeffery Liberman, Entravision’s President and Chief Operating Officer, in a statement. “We’re excited to be part of the football excitement and to connect with the Latino community by partnering with the NFL to provide Spanish-language radio broadcasts for the next three seasons.”

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Ricardo Celis (Wikimedia: Rcarillo67)

The Sunday Night airings begin with a pre-game show called Pase Completo, hosted by former Mexican quarterback Ricardo Celis (@CelisDeportesand Tony Nuñez. Many of the elements that English-speaking fans enjoy, such as Fantasy updates, guest interviews, predictions and strategy are part of Pase Completo.

“Our NFL coverage provides advertisers with new opportunities to tap into our growing and loyal fanbase and their enthusiasm for the NFL,” added Entravision’s CRO Mario M. Carrera. “This multi-year agreement, combined with our Sunday pregame show Pase Completo, provides our stations with unique content that further differentiates their presence in the market with both listeners and advertisers.”

Radio broadcasts can be a lower-cost but still very effective means of reaching those Spanish-speaking fans whose consumption of games is more easily attained via radio. Courting that base is a priority for many teams and leagues, the NFL included. It was one thing for Entravision to go heavy on World Cup and its built-in audience. While the NFL partnership, first set in 2015 before this week’s renewal, reflected the growth of the engagement of Latino fans in the years immediately preceding, it was far from a sure thing. The renewal seems to indicate it has worked out well for both league and broadcaster.

What: Entravision has announced several promotional initiatives tied in to its FIFA World Cup Spanish-language radio coverage.
Why it matters: Connecting with U.S. fans supporting their native Latin American nations is particularly critical with the absence of Team USA at World Cup, beginning in two weeks.

FIFA World Cup (@FIFAWorldCupis now two weeks away, and with the U.S. not qualifying, many Latinos here are focusing on the teams of their national origins. That audience segment is critical for radio partner Entravision (@EVCMedia), which has added a selection of promotional events in support of its full Spanish-language coverage of the matches, across stations in 16 markets.

Beginning on June 18, Entravision will broadcast its program “El Show de Erazno y La Chokolata” (@ERAZNOYLACHOKO) from the FIFA World Cup International Broadcast Center in Moscow. The show has been conducting promotions leading into the coverage, with one lucky fan earning the honor of singing the Mexican National Anthem before Monday’s Mexico vs. Wales game at the Rose Bowl in Pasadena, Calif. Host Erazno introduced the winner on the field as well.

We believe we are unique in our capability to offer local advertisers the ability to participate in the excitement that is the 2018 World Cup.

Moving forward, Entravision has put in place a promotion where listeners can win cash every time they play the legendary “GOOOOLLL” call by the great Andres Cantor, who will be one of the broadcasters on the network’s coverage.

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Connecting its popular show’s audience to Entravision’s coverage of the World Cup is one way that the broadcaster is taking advantage of the interest by Spanish speakers in the event. Latin American countries represented at the World Cup include Uruguay, Peru, Argentina, Brazil, Costa Rica, Mexico, Panama and Colombia, with other fans of Spain and Portugal likely following as well. It’s a great opportunity for marketers, particularly locally in markets like Los Angeles, Phoenix, Denver, Albuquerque and Las Vegas, which are among the 16 in which the coverage will be heard, to connect with this rabid fan base.

“Soccer is the number one sport among Hispanics and these exclusive programs are an exceptional platform for national and local advertisers to engage with Latinos who reside in the 16 markets where we are carrying the FIFA World Cup and be able to capitalize on this prestigious global soccer event. We believe we are unique in our capability to offer local advertisers the ability to participate in the excitement that is the 2018 World Cup and look forward to helping them connect with the Latino market,” said Jeffery A. Liberman, President and Chief Operating Officer of Entravision, in a statement.

Cover Image credit: Danilo Borges/Portal da Copa

What: The mobile marketing and digital solutions InternetQ is acquiring UPmobile, a Mexican mobile marketing, television and radio content provider for an undisclosed sum.
Why it matters: With this acquisition, InternetQ’s second in Latin America, the company will increase its’ presence in the region.

descarga imagesInternetQ, a provider of mobile marketing and digital solutions for mobile network operators and brands,has reached an agreement to acquire Mexican mobile marketing, television and radio content provider UpMobile.

This acquisition strengthens InternetQ’s presence  in Latin America as it had already acquired Interacel Holdings LLCin January. It will give InternetQ opportunities to further distribute its performance-based advertising and streaming music services.

UpMobile provides interactive solutions for radio stations, as well as mobile solutions to media organizations and the public sector in Mexico, a market of over 100 million mobile connections and 33 million smart phone users currently. An eMarketer research shows the number of smart phone users will most likely increase by 18-20% per year by 2017.

“We are delighted to announce the acquisition of UpMobile, which accelerates our ability to deployInternetQ’s services in the evolving Mexican market and further strengthens our growth in Latin America,” said Panagiotis Dimitropoulos, chief executive officer and founder of InternetQ.

No financial details of the acquisition were provided.