ESPN Deportes and Kingsford charcoal have cooked up a campaign aligning the product with the network's soccer content on TV and radio.
In addition to multi-platform exposure, the deal, terms of which were not disclosed, makes ESPN Deportes Kingsford charcoal's exclusive marketing partner at a local level in key Hispanic markets
Modeled after the Clorox brand's "Tailgate at Home" campaign aimed at the general market, the "Reune al equipo en casa" initiative speaks to the Hispanic futbol fan, tapping into general core values and traits like tradition; cultural pride; the importance of spending time with family and friends; their love for sports; and the role sports play in gathering friends and family at home.
A 30-second co-branded spot depicts ESPN Deportes SportsCenter anchors enjoying a soccer match,
while friends and family are grilling in the backyard will support the program.
Kingsford charcoal's sponsorship includes exclusive sponsorship of SportsCenter's 'Hot Seat' segment and Juego Cruzado, the network's program modeled after Around the Horn.
In addition to extensive on-air coverage, the multi-faceted, six-week-long sponsorship includes grassroots activation at key soccer events, highlighted by a tailgate party in Los Angeles on Oct. 2 for the Los Angeles Galaxy-Chicago Fire match. The tailgate party will feature a fan meet-and-greet with on-air personality Jorge Ramos.
Elsewhere, Kingsford will sponsor a viewing party from San Antonio on Oct. 22 for the Chivas USA-Chicago Fire match. The event will include a live production from site of Juego Cruzado. Kingsford charcoal celebrity chef James Sanchez will be on-site for a grilling demonstration.
"This program extends our reach with our core Hispanic male target not only in traditional media outlets such as TV, radio and print, but also online and in-store during a time when retailers are starting to pull back on charcoal inventories, said Jennifer Reiner, multicultural team lead, specialty division at Clorox, in a statement. "Our data indicates, there is an opportunity to extend the grilling season in Hispanic markets to drive incremental sales and profits for our retail partners."
Noted ESPN Deportes sales director:"Kingsford charcoal's general market partnership with ESPN for college football has been a true success story. We are thrilled to partner with them to launch a campaign that speaks to the Hispanic sports fans. ‘Reune al equipo en casa' is a perfect example of how we can use our reach across platforms to create an experience for our advertisers to connect their brands with the Hispanic sports fans in different levels."