U.S. HISPANIC
ESPN to launch dedicated women’s sports brand espnW in Mexico
Maribel Ramos-Weiner| 12 de octubre de 2018
Gerardo Casanova
ESPN will launch espnW, its dedicated women’s brand, this Sunday, October 14, in Mexico. espnW Mexico — the first sports brand serving women who love sports— will coincide with Semana de la Mujer (October 14 – 19), ESPN’s annual initiative in support of breast cancer awareness.
espnW Mexico will serve as the brand umbrella and power content initiatives to engage and inspire women across ESPN’s linear, digital and social platforms. The brand will empower female voices and perspectives in the world of sports, feature a mix of inspirational, lifestyle stories around sporting events that matter to women, and provide more coverage of female athletes and women’s sports.
“For generations, women in Mexico have been breaking barriers in the world of sports — on and off the field. The launch of espnW in Mexico is a significant milestone for the ESPN brand and re-enforces our commitment to better serve an increasingly powerful segment of our audience,” said Gerardo Casanova, VP and general manager, ESPN Latin America North, Mexico and Central America.
“The success of ESPN in Mexico made it the next logical destination for the espnW brand. The power and influence sports have – and can have – for girls and women across the world is well-documented. We look forward to highlighting amazing storytelling for women and female athletes from all over Mexico,” said Laura Gentile, SVP, Marketing, ESPN.
Some of the content to be featured are SportsCenter Primera Plana Mujeres en Centroamericanos 2018 (Oct 14, 5:30pm on ESPN); Central American Games, Barranquilla 2018 encore presentation (Oct 15 – 19, 2pm ET); #EntreNosotras — weekly, multi-sport segment hosted by ESPN’s female talent airing throughout the year on ESPN’s linear and digital platforms; weekly espnW-branded podcast hosted by Carolina de las Salas, Nelly Simon and Pilar Pérez; and #SOYespnW (#IAMespnW) marketing campaign launching Sunday, Oct 14 featuring videos, photography and social interaction of statements from athletes, women in sports and ESPN on-air commentators.
