ESPN México: We evolved to meet the needs of today’s demanding fans

For over a year, ESPN Mexico has dedicated significant resources, enthusiasm, and creativity to transforming its four studios and developing new sports programs. The team focused on meeting the evolving needs of their audience. Armando Benítez, VP of Production, and Jorge Castillo, director of ESPN Mexico, proudly showcased the facilities to PRODU and explained the strategic thinking behind this transformation.

“We’re dedicated to serving fans wherever and whenever they consume sports. Today’s diverse media landscape demands constant evolution. To meet the needs of our increasingly demanding and connected audience, we must adapt,” explained Jorge Castillo.

The upgraded facilities are just one aspect of a comprehensive transformation. ESPN Mexico aims to bring sports, with all its excitement, closer to fans across various platforms and spaces. They’re also focused on attracting new audience segments, including women and younger generations. As Armando Benítez explains, “It’s about form and substance.” This effort involves a fresh approach to content, presentation, and the utilization of technological resources.

“We aimed to not only overhaul our operations but also equip ourselves with spectacular, state-of-the-art studios featuring 4K screens. These advancements enable us to present content in a more agile and modern way,” added Benítez.

TECHNOLOGY + INTERACTION + EDITORIALITY

Jorge Castillo explained that this transformation hinges on three key concepts: technology, interaction, and editorial quality. “By harmonizing these three elements, we can forge the desired connection with our audience,” he explained.

Technology has enabled us to interact on-screen in innovative ways. “We have analysts and commentators at the table, but the screens allow us to connect with reporters at various sporting events,” he explained. Additionally, we can enhance content with animations, virtual reality, statistics, and play breakdowns.

360-degree content, encompassing social media, radio, podcasts, and new shows, enables them to engage younger audiences and extend beyond linear content to leverage the full potential of various platforms. This interactive approach fosters audience participation and expands their reach.

“Editorially, we adapt stories to the current sporting reality in real-time. Our 24/7 production capacity keeps us at the forefront of the news, allowing us to seamlessly transition between programs across our four channels and digital platforms. Today, the fan dictates the content they want to consume,” explained Castillo.

VIRTUAL REALITY AND DIVERSITY

Two of the four studios are equipped with virtual reality capabilities. Benítez explained that this technology contextualizes stories. “For instance, a player can appear alongside their statistics, and advertisers can integrate more organically into the content,” he explained.

The studios are designed with a 360-degree concept, ensuring that every camera angle captures a dynamic scene. Instead of static backdrops, 4K screens enhance storytelling capabilities. Coupled with investments in equipment and cameras, this approach facilitates a richer visual language.

A more inclusive vision, featuring a wider range of sports and their protagonists, allows them to expand their reach and appeal to a broader audience.

“Our programming extends beyond men’s soccer. We strive for diverse content, as evidenced by our coverage of the WNBA Finals. We also prioritize hiring the best and most qualified female talent for each show,” said Benítez.

This not only expands their reach to new audiences but also offers brands more opportunities to align their values with relevant sports content.

The new SportsCenter schedule, starting at noon, will recap the latest from Europe and Mexico. It will also feature live programs such as Fútbol Picante: A critical, incisive, and uncensored look at soccer, led by Javier Alarcón; Equipo Fútbol: A multi-sport program integrating social media for an interactive and contemporary experience, and Generación Fútbol: A fresh, youthful program hosted by Álvaro Morales.