Monday, July 12, 2010
Fox Sports Media Group Re-Brands Fox Sports en Español to “Fox Deportes”
Launched in 1996, Fox Sports En Español/FOX Deportes reaches more than 18 million multi-channel households across the country, of which almost 6 million are U.S. Hispanic. FOX Deportes boasts more than 2,100 hours of live and exclusive programming annually, much of which includes premier soccer action like Fútbol Liga Mexicana, Barclays Premier League, Italian Serie A, UEFA Champions League, Copa Santander Libertadores and Copa Nissan Sudamericana; coverage of the Major League Baseball regular season, All-Star Game, National League Championship Series and World Series; championship boxing, UFC® and mixed-martial arts across four media platforms.
“As the #1 Hispanic sports brand, we are 100% fan focused and therefore always seek to listen and serve our audience. We recently conducted extensive audience research in which the majority of the respondents referred to the network simply as ‘FOX Deportes’,” said Cordero. “Changing the name recognizes that fact, and established greater consistency with the better-known FOX Sports brand and allows for easier cross network promotion and marketing.”
Analysis of the consumer research performed recently reveals that the FOX Deportes brand revolves around events that Hispanic fans are passionate about, such as the leagues and tournaments already in the network’s portfolio, much of which is exclusive. Hispanic fans feel very strongly that coverage in Spanish best allows the passion and intensity of sports to come through and FOX Deportes provides them with high-quality coverage.
Other viewer research recognizes that the FOX Sports and FOX Deportes brands embrace each other in key areas: viewers expect both to carry the best events; both networks provide excitement that everyone can experience; and both offer a fun and professional atmosphere to enjoy the best in sports. Clearly, these strong connections demonstrate how the two brands reflect and reinforce each other, and it would be a service for the Hispanic sports fans to rename the channel FOX Deportes to complete the link.
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