SBG ‘Restructures’ Hispanic Offering With Sports Boost


BOCA RATON, FLA. — Gen Media Partners-owned Sun Broadcast Group is celebrating the eighth birthday of its Hispanic network, Sun Latino, with “a fresh new look.”

That includes a fresh playera and a soccer ball, perhaps. Why? Sun is diving in to the scrum to help fill the void left by the end of ESPN Deportes Radio.

Introducing Sun Deportes, described by SBG as a “targeted 24/7 Spanish-Language sports offering already airing on over 385 affiliates nationwide.”

Programming includes long form shows, play-by-play, daily vignettes and commentary from hosts about a wide range of sporting events nationwide including BeIN Sports, Contragolpe Radio, Futbol Mexicano Al Dia, and Liga MX.  

At the same time, SBG says it is restructuring Sun Latino as follows:

  • Sun Latino Music: Music and entertainment programming, targeting Latinos 18-49 & Hispanic Adults 25-54 with day and daypartable content. Shows include: ConXtreme, Subeme La Radio, Echate Pa CA, 40 Principales and De Paisano A Paisano.
  • Sun Latino Reach: Major market coverage and Spanish-Language stations from coast to coast. Stations included cover  the Top 50 Hispanic markets in the U.S.

“With our 2020 lineup being finalized, we wanted to create a new dynamic for our Hispanic offering and make it even more in line with changing market requirements,” said SBG COO Julio Aponte. “It’s important for our stations, advertisers and partners to get a comprehensive selection of shows and services that cover the Hispanic demographics and provide relevant content. Sun Latino and Sun Deportes will do just that, no matter if you are a sports or a music fan.”

SBG President and founder Jason Bailey added, “Sun Latino is a major part of the SBG family. The lineup keeps growing and now features almost 400 unique affiliates with a monthly audience of over 19 million monthly listeners. I’m so excited about our progress these last 8 years and even more excited to see Sun Deportes fly under its own brand.”