DIRECTV INKS BIG-NAME ATHLETES FOR SPANISH-LANGUAGE BRAND

          DirecTV has signed Oscar De La Hoya as a spokesperson
     for the company's DirecTV Para Todos Spanish-language
     service.  The one-year, category-exclusive deal gives
     DirecTV the rights to use De La Hoya's likeness in Para
     Todos print, TV, radio and Internet ads, as well as in other
     promotional vehicles.  The agreement includes a one-year
     option (DirecTV).  BRANDWEEK's Terry Lefton reports that De
     La Hoya "recently did a shoot in Miami" for a Para Todos TV,
     print and in-store campaign, as ads from Hispanic agency
     Casanova Pendrill Publicidad, CA, break next month.  Tigers
     RF Juan Gonzalez and Mariners SS Alex Rodriguez also signed
     one-year deals with the brand and will "participate in a
     push" for the MLB Extra Innings DBS package.  Lefton reports
     that De La Hoya "gets to produce an exclusive event" for
     DirecTV, while Gonzalez and Rodriguez "will be featured in
     TV sports magazine shows" (BRANDWEEK, 4/10 issue).