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September 16, 2010
Campaign Honors the Character and Diversity of Latino Sports Fans
In celebration of Hispanic Heritage Month, ESPN Deportes will launch this week Fanático Latino, an integrated marketing campaign honoring the character and diversity of the Latino Sports Fans. Through first person testimonies, Fanático Latino highlights the passion and love Hispanic fans and athletes have for sports. The campaign rolls out this week across various ESPN Deportes platforms including television, radio and online.
The campaign consists of 30-second vignettes featuring interviews with fans telling their stories on what being a Latino sports fan means to them. From soccer to baseball, boxing, and from football to cycling, the campaign showcases the diverse tastes of the Hispanic sports fan, featuring interviews with fans from various Latin American countries.
“We are excited to celebrate Hispanic Heritage Month by honoring the passion of the Hispanic sports fan,” said Michelle Bella, vice president, consumer and ad sales marketing, ESPN Deportes. “Through the Fanático Latino campaign, we are giving our audience the opportunity to share what being a Latino sportsfan means to them.”
In addition, as part of its celebration of Hispanic Heritage Month, ESPN Deportes is airing a 30-minute special edition show called Pasión Latina and which premieres on September 28 at 9pm ET. The show highlights the most memorable sports moments of renowned Latino athletes, featuring interviews with NFL starts Mark Sanchez, Roberto Garza, and Luis Castillo, as well as world renowned Latino athletes such as Rafa Márquez, Lorena Ochoa, Miguel Cabrera, Ivan “Pudge” Rodríguez, Pau Gasol, among others.
The Hispanic Heritage Month campaign also features NFL Fanático Latino themed spots supporting the return of Monday Night Football and the special events surrounding MNF on September 27 when the Green Bay Packers face the Chicago Bears, also featured as part of the NFL’s National Hispanic Heritage Month celebration. The NFL-themed spots feature Chicago Bears offensive guard Roberto Gaza and San Diego Chargers defensive end Luis Castillo.
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