In celebration of Hispanic Heritage Month and to highlight
the influence of Hispanic players in the National Football League, ESPN and the
league this week are launching "Let's Continue Making History," a multiplatform
The effort will roll out across several ESPN and ESPN
Deportes platforms, including television, radio, print and online.
The campaign, which aims at highlighting the successes of
Hispanic NFL players, includes a series of television spots featuring ESPN
Deportes commentator Ãlvaro Martin and former NFL kicker and Super Bowl
champion RaÃºl Allegre. In one spot, Martin and Allegre are seeing walking
together across a virtual football field, in which one can see images of such Hispanic
NFL players as Miami Dolphins wide receiver Greg Camarillo, Atlanta Falcons
tight end Tony GonzÃ¡lez and rookie New York Jets quarterback Mark Sanchez.
The campaign is the latest in a series of efforts by the NFL
to grow its Hispanic fan base, which has increasingly tuned in to watch what it
calls "FÃºtbol Americano." According to Nielsen Media Research, 28.5 million Hispanics watched
the NFL during the 2008 season (August 2008 through February 2009.)
The NFL's Hispanic Heritage Month marketing efforts this year
will include a special celebration surrounding the Oct. 12 Jets-Dolphins Monday Night Football matchup. The live
English-language ESPN telecast from Land Shark Stadium in Miami Gardens, Fla., will
integrate graphics and audio from ESPN Deportes' Spanish-language feed.