ESPN Plans Hispanic Heritage Month Events
Laura Martínez -- Multichannel News, 9/1/2008 6:47:00 AM MT
ESPN and ESPN Deportes subscribers will get a healthy dosage of Hispanic fare starting September 15, as the sports-only network gears up for a month of events and marketing stunts celebrating the upcoming Hispanic Heritage Month (September 15-October 15).
The lineup includes special coverage of two consecutive Monday Night Football telecasts and the nationwide premiere of J.C. Chávez, Diego Luna’s documentary about Mexican boxing legend Julio César Chávez.
Kicking off Hispanic Heritage Month is a special celebration surrounding the Philadelphia Eagles-Dallas Cowboys Monday Night Football game on Monday, September 15 (8:30 p.m. ET) on ESPN and ESPN Deportes. Viewers will notice Eagles become Águilas and Cowboys become Vaqueros, as the teams’ Spanish names will appear on Texas Stadium scoreboards during the game.
The telecast will also feature special graphics, vignettes and audio from ESPN Deportes featuring commentator Álvaro Martín and former NFL kicker Raúl Allegre. The 7 p.m. pregame will highlight events with a Latino twist, including the singing of the National Anthem by a Latino artist, yet to be announced. Halftime entertainment will be in charge of Latin pop duo Prima J, featuring cousins Jessica and Janelle Martinez.
“We’re excited to partner with ESPN to shine a national spotlight on Hispanic Heritage Month,” NFL senior vice president of marketing and sales Mark Waller said in a statement.
The Hispanic-themed MNF will continue on Monday, Sept. 22, during the San Diego Chargers-New York Jets game. A print ad will run in USA Today Sports as a complement to the TV campaign, driving tune-in to the MNF Hispanic Heritage Month game.
In addition to Monday Night Football, ESPN and ESPN Deportes on Sept. 27 will premiere J.C. Chávez, which will then be released on DVD through an agreement between ESPN Home Entertainment and Genius Products LLC. Distribution will be done through Netflix.
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