SBD/June 13, 2014/Marketing and Sponsorship

NAPA Auto Parts Closing In On Multiyear Extension With ESPN Deportes' Jorge Ramos

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Ramos will do radio ads and participate in some mini-film TV ads for NAPA
ESPN Deportes on-air host Jorge Ramos is working on an extension of his endorsement deal with NAPA Auto Parts, according to his marketing agent, Shine Entertainment Founder & CEO Dario Brignole. Ramos’ original deal with NAPA was signed for '13-14, and the company is looking at an extension in the same range. Financial terms were not disclosed. The company chose to enter extension talks with Ramos early. He has been a figurehead of the company’s recent Hispanic marketing efforts, which were complemented by a sponsorship of the Mexican national soccer team. Ramos will film a new English- and Spanish-language TV ad that serves as a sequel to the first one he made for the company, in which he is seen commentating on the mic in a NAPA store. He also will do radio ads and participate in some mini-film TV ads, which have been a recent staple of soccer advertisers. Ramos is one of the elder statesmen at ESPN Deportes, and made some waves on Thursday night when he reported FIFA has asked the USSF to be on standby to host the ’22 World Cup.
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