ESPN Deportes launches Sportscenter campaign


ESPN Deportes announced the launch of the network’s first SportsCenter ad campaign, “Sports Expert”, which features world renowned soccer star Lionel Messi, as well as other Latin stars, including Mexican professional boxer Juan Manuel Márquez, professional soccer goalkeeper Oscar ‘El Conejo’ Pérez, Colombian actor Andrés Palacio and Mexican rock band Molotov.  The campaign will be rolled out this week and includes TV, radio, print, out of home (OOH) and online.

“We are excited to launch the first in-language SportsCenter ad campaign on ESPN Deportes,” said Maribel Viteri, Marketing Director for ESPN Deportes.  “This campaign delivers the network’s commitment to provide Hispanic sports fans the best news and information on their favorite shows.  Our strategy with this campaign is to consistently deliver the message that SportsCenter is the single destination for those who want to be in the daily sports conversation thus becoming sports experts themselves.”

The campaign focuses on connecting the brand with the consumers through four initial TV spots, each featuring a different Latin star where each showcases their vast sports knowledge.  This campaign allows athletes, celebrities and average fans alike to present themselves as overall ‘sports experts’ because they watch SportsCenter. 

The campaign is highlighted by the participation of international soccer icon Lionel Messi, who was recently recognized by ESPN Deportes as the 2009 Latino Athlete of the Year.  The concept was created by Hispanic Agency LatinWorks.

The SportsCenter campaign kicks off this week and will feature a new TV spot every week for the next month.  The campaign launches with Colombian actor Andrés Palacio sharing his sports knowledge with a young boy while barbequing.  Week two features Lionel Messi answering a sports crossword while waiting for a table in a restaurant.  On week three, Molotov shares their sports knowledge with friends while playing pool; and on week four, Mexican boxer Juan Manuel Márquez and soccer goalkeeper ‘El Conejo’ Perez discuss the sports world while playing Wii at home. 

The campaign will also feature OOH and local radio in New York, Miami and Los Angeles. 

To watch first SportsCenter commercials: