ESPN Deportes - Latino Sports Programming

Story

In January 2004, ESPN launched ESPN Deportes, a 24-hour, Spanish-language sports network serving the booming Hispanic market. Havas FORMULATIN was retained to build the fledgling network’s profile through national and regional media relations efforts aimed at promoting the network’s unique, culturally relevant programming to the Latino community.

Havas FORMULATIN needed to help create national exposure for ESPN Deportes in general market and Hispanic media, while positioning the brand as a leader in broadcasting worldwide sports events and content in Spanish. Additionally, ESPN Deportes was looking to raise the profile of its executives and talent as experts in Latino sports marketing and broadcasting.

 

 

Tactics

  • Secure media interest in covering brand stories by pitching the premiere issue of ESPN Deportes the Magazine and owning the Latino sports market angle
  • Promote UEFA Champions League programming on ESPN Deportes and drive viewership by outreaching to multicultural chamber
  • Pitch exclusivity of Major League Baseball programming on ESPN Deportes
  • Invite media to attend ESPN Deportes Upfronts in order to get a preview of upcoming programming
  • Drive consumer participation in Fútbol a Football, the biggest consumer promotion in the history of cable television

Results

  • Generated anticipation for ESPN Deportes the Magazine and secured media coverage for the brand in important markets such as Miami, Dallas, San Jose and Phoenix
  • Secured chamber participation in UEFA Champions League viewing parties at local ESPN Zones and landed media coverage in key markets including New York, Los Angeles and Miami
  • Acquired coverage for MLB programming in “Sunday Night Baseball” media outlets, raising the profile of hosts Ernesto Jerez and Candy Maldonado
  • Secured media interviews regarding ESPN Deportes Upfronts in the The Wall Street Journal, TV Guide and regional papers in Los Angeles, Miami and Tampa Bay
  • Through an extensive national media relations push, Fútbol a Football attracted 500,000+ participants from across the U.S., increasing awareness of the network and improving its chances of greater distribution
  • Havas Formula generated nearly 11 million gross impressions and $1 million in ad value

Havas FORMULATIN

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New York
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Chicago
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Chicago
IL
60611
312.640.6800

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