U.S. HISPANIC
Juan Carlos Rodríguez of Univision Deportes: The need for more relevant content to satisfy the passion of Hispanic sports fans
Maribel Ramos-Weiner| 30 de octubre de 2012
There just hasnt been enough relevant content available to satisfy the passion of Hispanic sports fans. The single most watched soccer league in the U.S. is Liga MX which, until now, had only been available on broadcast television, and coverage couldnt go much beyond the actual match. We launched Univision Deportes Network to be the undisputed home of Mexican soccer. Our audience was demanding that a trusted high-quality programmer -one who fully understands their passion- offer them a dedicated environment through which they can access the live matches, sports news, analysis, and entertainment they crave 24/7. We werent a network looking for an audience, our audience was looking for a network like Univision Deportes Network. Advertisers want to reach engaged consumers and the passion Hispanic fans have for their sports translates directly to their well-documented super-engagement. Univision Deportes leverages the most powerful brand in Spanish-language media to deliver this coveted audience and the right opportunities to uniquely target Hispanics across multiple platforms -broadcast and pay TV, radio, online, mobile and on social media. Univision already enjoys a 50-year reputation as the leading Spanish-language sports broadcaster in the U.S., so our dedicated sports network had a built-in audience and incredible street-cred the day it launched. To maintain that enviable position, Univision Deportes Network is focused on entertaining and informing Hispanics with exclusive sports content that resonates most with them such as Mexican soccer, international soccer, boxing, relevant U.S. sports news, and in-depth information on Hispanic athletes. But most importantly, because of our content partnership with Televisa, along with access to the sports teams Hispanics love most, we are able to give our fans exclusive, never-available-before content they cant get anywhere else. We offer Hispanics a direct connection to Mexico.
