U.S. HISPANIC
Telemundo: Our FIFA Women’s World Cup campaign seeks to increase awareness of the game among Latinos
Maribel Ramos-Weiner| 28 de junio de 2023
Claudia Chagui de Telemundo
Leveraged on the tremendous growth of women’s football worldwide and that the FIFA Women’s World Cup 2023, which starts on July 20, will have the highest national teams participation, with 64 matches, the company developed a promotional campaign under the motto ‘The Cup is Ours’, emphasizing the relevance of the tournament. The games will be broadcast completely in Spanish for the first time on both Telemundo on open TV and Universo on pay TV, as well live on Peacock.
Claudia Chagüi, Senior VP of Marketing and Creative at Telemundo, said that they knew that the women’s World Cup had to be given the same exposure as the men’s World Cup. “Understanding that as a brand, Telemundo decided to give the tournament the same platform. It’s just as important, it’s a top-notch championship. Telemundo will be for the first time the broadcaster, airing all the matches betweenTelemundo and Universo, and streaming in Peacock, all in Spanish, because soccer is better in Spanish. And that is part of the campaign too, our sports anchors, our experience and delivery on Telemundo is what people are looking for. We saw it with the Men’s World Cup, that we brought many audiences that do not speak Spanish, but wanted the experience in Spanish because it was much more exciting,” Chagüi said.
She highlighted that the main objective of the campaign “is to raise awareness of women’s soccer, especially among the Latino community where there is a very special place for the men’s World Cup in the hearts and minds of that public. The women’s World Cup has the same high-caliber of players and level of competition as the men’s cup, we want to make people understand that we don’t have to wait until 2026 for the men’s World Cup, but this summer there is a World Cup with the top soccer women athletes.”
She mentioned that the campaign has two main elements: the soccer fandom and the main players of the tournament. “The spot we have now has the four main players of this World Cup, which are Alex Morgan from the USA, Linda Caicedo from Colombia, Vanina Correa from Argentina and Jennifer Hermoso from Spain. They are women who have been defending the title, recognized within soccer. Each one of them feels that this Cup is theirs.”
