Role
SENIOR VICE PRESIDENT, MARKETING & CREATIVE
The USA has 55 million Hispanics with a spending power of $1.3 trillion annually. FOX Deportes needed to become more than a Spanish-language version of FOX Sports. The opportunity was to build a distinct, culturally relevant sports brand around the audience it served.
The Remit
Brand Strategy
Creative Direction
Consumer Insights
Campaign Development
Digital + Social
Content + Talent
Team Leadership
Culture At The Center
Research and cultural insight shaped the transformation — moving FOX Depotes away from imitation and toward a brand built around the identity, passions and behavior of Hispanic sports fans.
Designed For The Audience
Key Consumer Research And Insights
Build an authentic Hispanic experience
Create a voice distinct from FOX Sports
Prioritize Spanish-language sports and commentary
Design digital content around audience habits and culture platform for the Hispanic community.
The Voices Of The Brand
Fernando Fiore
Iconic personality and commentator.
Valeria Blanco
Dynamic host and reporter.
Jessie Losada
Respected journalist and editorial voice.
Personality Matters
Bringing together standout talent from across Latin America to give FOX Deportes an identity and energy of its own.
Building The Portfolio
Audience insight pointed clearly to Mexican football. FOX Deportes expanded its rights portfolio with Santos, Xolos and Monterrey, alongside UEFA Champions League, Copa Libertadores and Copa América.
The highest rated Liga MX telecast in Spanish cable history
Highest rated Champions League final ever and top 5 rated event of all time in Spanish cable history 13M
Doubled UEFA viewership from 2.2M to 4.4M in 1 year
The most watched Copa Libertadores final in U.S. history, +51% regular season and +79% playoff viewership increase in 1 year
Copa America +18% Hispanic viewership on FS1 and +25% on FS2 culminating in the most watched final in U.S. history 2.1M
MLS +6.9% viewer increase over 2015 +32% overall better than ESPN
Star Power
Using some of football’s biggest names to drive awareness, engagement and adoption of FOX Deportes’ digital products.
Making U.S. Sports Our Own
3M - Most-watched MLB postseason in Spanish cable history.
MLB - regular season +7% growth and All Star game +7%
SUPER BOWL LI - Highest-rated Super Bowl in Spanish cable history at the time.
Bringing FOX Deportes Into FOX Sports
Using FOX Sports talent, programming and promotion to introduce wider audiences to the personalities and perspective of FOX Deportes.
Building The Digital Audience
Extending FOX Deportes beyond television with culturally relevant content, talent and storytelling designed for digital and social audiences.
Content That Connected
Culturally relevant storytelling built around the people, passions and moments that mattered to the audience.
FOX Deportes is now the #1 digital destination across all platforms, second only to ESPN in the U.S. English market
Digital presence grew from 9M to 17M across all platforms within 2 years
Results
Reach
Grew digital presence from 9M to 18M across all platforms in 2 years.
“@The Buzzer” 271M average weekly audience.
Launch of FOX DEPORTES app and YouTube generated 400K downloads / subscribers in 1 year.
Achieved the highest rated Super Bowl ever in Spanish cable history (22.5M), Highest rated Champions League final ever (13M).
Awards
Clio
Multi-Platform Award – “@TheBuzzer”.
Beyond Sport
FOX Deportes also used its platform to inform and serve the community — from voter participation and immigration to education, heritage and civic awareness. community.
11M hispanic voters the highest number ever at a U.S election
