ESPN Deportes is expected to announce soon that several corporate sponsors will be integrated in the storyline of El Diez, the network's first scripted drama, which is scheduled to premiere Oct. 30 at 9 p.m. (ET).
But while ESPN has yet to release a full list of sponsors, several brands have already made their on-air appearance, as El Diez premiered in Mexico on Sunday Sept. 4.
El Diez stars Mexican actor Alfonso "Poncho" Herrera as "Chava," a professional soccer player who arrives in Mexico City in search of glory. This search -- which extends to 10 half-hour episodes -- takes Chava through the many ups and downs of being a superstar, including the intrigues of dealing with ambitious reporters and soccer club owners.
Along the way, we see the protagonist interact freely with some well-known brands, including Burger King, Coors Light and Chevrolet, with the latter showcasing a brand new Chevy Camaro as one of the many lavish gifts Chava receives as he is being courted by a soccer club owner. Home Depot is also shown, with the home improvement chain making an appearance in episode 2.
An ESPN Deportes spokesperson confirmed General Motors and Burger King are sponsors of El Diez, but declined to provide specifics.
In addition to beer, autos and burgers, El Diez also helps promote ESPN Deportes' popular programming, with both Daniel Faitelson and José Ramón Fernández making an appearance on episode 1, in which they debate on daily show Cronómetro about the chances of Chava making it in the big leagues.
Shot in HD on location in Mexico City, El Diez also showcases some of Mexico's most legendary and iconic sports locations.