Showtime Pitches Hispanics with MLS

4/01/2002 6:58 AM Eastern

Showtime Networks Inc. is teaming up with Major League Soccer on a
subscriber-acquisition pitch aimed at Hispanics.

The campaign -- which kicked off Monday and runs through June 30 -- will
offer new subscribers who submit one monthly cable or satellite bill a
co-branded Showtime/MLS soccer ball.

SNI and MLS will also partner on a 10-city mall tour featuring free soccer
demonstration clinics from circuit players. The tour -- in markets yet to be
determined -- will take place during May and June.

The initiative will be supported by bilingual direct-mail pieces, 30-second
customizable direct-response ads, 60-second radio commercials, ad slicks and
affiliate and customer-contact incentives, notably season-ticket giveaways.

MLS said soccer is the second-most-attended sporting event by male Hispanics
after baseball, and there are 65 million 'soccer Americans,' 18 million of whom
participate in the game.

Want to read more stories like this?
Get our Free Newsletter Here!