Building on its growing Hispanic marketing efforts, Ford has
signed on as exclusive sponsor of La Conexion (The Connection), a multimedia
platform hosted on the ESPN Deportes website.
La Conexion features some of the network's most popular
shows, including SportsCenter, Futbol Picante, Juego Cruzado and Jorge Ramos
y Su Banda.
The interactive hub, which is live at espndeportes.com/laconexion,
showcases the day's top stories in video format. Clips are integrated across TV
and radio, urging fans to interact with ESPN Deportes through such social media
channels as Facebook, Twitter and text messaging.
"The eight shows in the platform on average make up over 60%
of our weekly programming, and La Conexion offers unprecedented fan interaction
with our top talent and shows," said said Lino Garcia, general manager for ESPN
Deportes, in a statement.
As part of the deal, terms of which were not disclosed, Ford
serves as exclusive sponsor across the entire platform, with branding
throughout the Web hub and its TV and radio extensions.
The TV executions include the integration of exclusive
segments presented by Ford within the studio shows, driving fans to the web hub
and encouraging social-media participation.
"Ford is excited to be providing Latino sports enthusiasts
with an opportunity to connect and engage with their favorite sports announcers
and programming on ESPN Deportes," said Ford multicultural marketing manager David
The initiative features La Conexion segments within ESPN
Deportes studio shows highlighting comments from fans and including them in the
debate. These segments, presented by Ford and coordinated by Zubi Advertising,
will air more than 30 times per week across the various studio shows.