Marketing

ESPN Deportes Brings Its Own Stadium

3/09/2007 8:14 AM Eastern

Sports fans usually go the stadium. But this Sunday, ESPN Deportes was expected to bring a traveling stadium to sports fans.

The Spanish-language sports service was set to unveil an interactive multimedia showcase housed within an 80-foot-by-70-foot stadium at Miami’s Calle Ocho Festival Sunday.

Inside, visitors to ESPN Deportes ¡En Vivo! could experience an array of activities tied to the multimedia brand: The ESPN Comfort Zone will showcase the network’s programming on various TV monitors, while fans engage in sports-trivia games via SMS/text messages with the chance to win prizes; a virtual soccer race, in which users must stomp on sensor foot-controller pads in front of a virtual screen; a screaming contest in which participants yell “goal” to advance players across their field; and a chance for fans to hear themselves in a SportsCenter performance on a replica of the show’s set.

“We are proud to unveil ESPN Deportes ¡En Vivo!” ESPN Deportes senior director of marketing Juan Alfonso said in a prepared statement. “As the leading Spanish-language multimedia sports brand, our goal is to raise the bar on the sports experience for Latinos. This is yet another example of the company’s commitment to give fans the opportunity to further interact with our brand. We also hope to attract sponsors that share our passion for elevating experiential marketing for Latinos and move away from the safe, traditional activities that have become so commonplace in the Hispanic market.”

EchoStar Communications’ Dish Network is ESPN Deportes’ partner at the event, with DirecTV on board for the stadium’s next stop at a Cinco de Mayo celebration in Los Angeles.

A network spokeswoman said ESPN Deportes is negotiating with distribution partners for later events in New York, Chicago and Dallas in June, July and September, respectively.

September