ESPN, NFL Campaign Honors Hispanics
League, Sports Net Shine Spotlight on Surnames, History
by Laura Martinez -- Multichannel News, 9/16/2009 3:10:23 PM
In celebration of Hispanic Heritage Month and to highlight the influence of Hispanic players in the National Football League, ESPN and the league this week are launching "Let's Continue Making History," a multiplatform campaign.
The effort will roll out across several ESPN and ESPN
Deportes platforms, including television, radio, print and online.
The campaign, which aims at highlighting the successes of Hispanic NFL players, includes a series of television spots featuring ESPN Deportes commentator Álvaro Martin and former NFL kicker and Super Bowl champion Raúl Allegre. In one spot, Martin and Allegre are seeing walking together across a virtual football field, in which one can see images of such Hispanic NFL players as Miami Dolphins wide receiver Greg Camarillo, Atlanta Falcons tight end Tony González and rookie New York Jets quarterback Mark Sanchez.
The campaign is the latest in a series of efforts by the NFL to grow its Hispanic fan base, which has increasingly tuned in to watch what it calls "Fútbol Americano." According to Nielsen Media Research, 28.5 million Hispanics watched the NFL during the 2008 season (August 2008 through February 2009.)
The NFL's Hispanic Heritage Month marketing efforts this year will include a special celebration surrounding the Oct. 12 Jets-Dolphins Monday Night Football matchup. The live English-language ESPN telecast from Land Shark Stadium in Miami Gardens, Fla., will integrate graphics and audio from ESPN Deportes' Spanish-language feed.ESPN Plans Hispanic Heritage Month Events
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