U.S. HISPANIC
John Fitzgerald of ESPN: Hispanics are the future of brands in the U.S.
Maribel Ramos-Weiner| 10 de mayo de 2011
(María Eugenia Gómez). For John Fitzgerald, VP of Sales of ESPN Deportes, the 2010 Census not only confirms Hispanics represent the future, but also the future of brands in the U.S.Regarding the recent sponsorship alliance between the channel and Corona Extra, Fitzgerald says: The fact that ESPN can reach all Hispanic boxing fans, both in English and in Spanish, all over the country and on all the media with the Friday Night Fights franchise, represents a tremendous value for an important partner such as Corona.In what ESPN calls a collaboration decision on the sponsorship of Friday Night Fights, the channel will offer Corona Extra, through multiple platforms, the opportunity of reaching the public in a more direct manner and a specific segment such as boxing fans.It is an association that includes the client, as well as members of the Horizon planning and investment teams. On the ESPN side we work as a single unit, both in English and Spanish across all media, to set up platforms that are adequate for our partners, said FitzgeraldThe sponsorship includes presence in bilingual broadcasts of fights, as well as ring exposure with printed and digital media.For some years ESPN has been developing brand integration formats for many of its programs; not just on TV projects, but also on digital sites and social media in the U.S. and Latin America.
