ESPN and ESPN Deportes take multicultural approach to serving fans

ESPN Deportes goes into the annual Upfronts running at the speed of live and underscoring the importance of maximizing ESPN’s vast portfolio of live events and content shared between ESPN and ESPN Deportes to continue developing the U.S. Hispanic audience. Freddy Rolón, VP and general manager of ESPN Deportes and John Fitzgerald, VP of Multicultural Ad Sales, chatted with Front Row about ESPN’s approach in serving Hispanics and what’s coming next year for fans and advertisers. “ESPN Deportes was incorporated into ESPN’s Upfront instead of hosting its own event. In our multicultural approach, reaching the total Hispanic is a big priority, and Deportes is an essential part of these efforts. ESPN and ESPN Deportes are working closer than ever in better serving the young, more acculturated Hispanic audience that goes back and forth between Spanish and English,” said Fitzgerald. “Our focus next year will be the power of live events. We want to make sure we are maximizing ESPN’s vast portfolio of live events and content shared between ESPN and ESPN Deportes to continue developing U.S. Hispanic audiences. We have an unmatched lineup of diverse programming next year that will allow us to do this, including the return of the World Baseball Classic on ESPN Deportes and the Monday Night Football game from Mexico City,” added Rolón.Some of the live sports programming for the Hispanic fans in 2016-17 on ESPN and ESPN Deportes are UEFA EURO 2016, World Baseball Classic, NFL – Including the Monday Night Football Game from Mexico, MLB – Regular Season & Home Run Derby, NBA – Including The Finals, UEFA Champions League, International Champions Cup, and College Football Playoff.