U.S. HISPANIC
ESPN Deportes launches a marketing campaign for coverage of the Lima 2019 XVIII Pan American Games
Maribel Ramos-Weiner| 23 de abril de 2019
Lima 2019 Panamerican Games
ESPN Deportes has unveiled a new marketing campaign for its exclusive coverage of the Lima 2019 XVIII Pan American Games that features Peruvian Latin Grammy recording artist Gian Marco.
Composed, written and performed by Gian Marco, the anthem, titled El Triunfo es mi Destino (Triumph is my destiny) celebrates some of the intrinsic values of the Pan American Games, including excellence, friendship, respect, and courage.
The spot debuted on Monday, April 22 across ESPN Deportes’ platforms. ESPN’s Sports Marketing, ESPN On-Air Promotions, and Bonsai collaborated on the creative.
The theme song and soundtrack for the event features Gian Marco performing the song from landmark locations in Lima, Peru. The anthem will also serve as the opening music for ESPN Deportes’ exclusive coverage in the U.S., and ESPN’s coverage in Mexico, Central America, and the Caribbean. Various editions of the creative will be distributed across ESPN Deportes’ linear, digital and social channels in the US and Latin America.
“The Lima 2019 XVIII Pan American Games serve as a precursor to the Olympics and give young, upcoming athletes the opportunity to represent their home country on a national stage. Gian Marco is considered one of Perú’s most prominent ambassadors not only for his music but also for the goodwill work he does in the community. He embodies the spirit of the Games and we look forward to his powerful music and uplifting lyrics to encourage fans to cheer and support their athletes,” said Michelle Bella, VP, Sports Marketing, ESPN.
The Pan American and Parapan American Games is the second-most important sporting event of the Olympic Circuit. The 2019 edition marks the first time that the event is held in Lima, Peru. Overall, the Lima 2019 Pan American Games will include 17 days of competitions held in 14 districts of Lima and Callao, Peru, at a number of venues.
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