Univision Deportes Launching Radio Network Using Both Local, National Programming

Univision Deportes is launching Spanish-language sports radio stations in 10 U.S. markets today as part of a push to expand its brand onto radio. Believing that it can serve a Spanish-speaking audience that is not listening to English-language sports radio stations, Univision’s 10-station launch (nine AM stations; one FM) will cover half of all U.S. Hispanics. The move sets Univision Deportes up as a competitor to ESPN Deportes Radio, which has around 40 Spanish-language stations in 14 states. Univision Deportes Radio expects to add more sports radio stations to its portfolio, as it considers today’s move as a launch phase. Univision Deportes plans to use a combination of local and national programming primarily focused on live events and news programming. Univision holds Spanish-language radio rights to Liga MX, MLS, the U.S. men’s and women’s national soccer teams, La Liga, Serie A and Ligue 1. It also is developing several studio shows like a news show hosted by José López Salido called “Locura Deportiva,” a highlights show called “Contacto Deportivo” and soccer-focused show called “Línea de Cuatro.” It also will produce shows called “Tribuna Interactiva,” “Fútbol Club” and República Deportiva.” The radio stations will feature UDN talent as well. Univision believes the market is ripe for such a launch, as overall sports radio listenership is at an all-time high in the 18-34 demo. Additionally, Hispanics overindex as sports fans: 41% of Hispanics consume sports every day versus 34% of non Hispanics, according to the network.