Univision, which holds Spanish-language TV rights in the United States to the 1999 Pan American Games, is looking to sell all the advertising time for its telecasts to six to eight sponsors, ad agency executives said.
Although Univision executives declined to discuss the network's Pan Am Games sales efforts, sources said the network has divided its sponsorship packages into three tiers: gold, silver and bronze. The asking price for a gold sponsorship is said to be $1.7 million. For a silver package, the price tag is $1.2 million. For a bronze sponsorship: $750,000.
In addition to commercial time, packages include on-site signage and on-air sponsored features. A sponsor also would get "category exclusivity," meaning it would be the only company in its category (such as automotive or telecommunications) advertising on the telecasts.
The 1999 Pan Am Games will take place in Winnipeg, Canada, from July 23 through Aug. 8. Univision, which will be televising its first Pan Am Games, is scheduled to provide about 44 hours of programming, a combination of prime-time, weekend afternoon and late-night fare, ad executives said. It's likely that Univision, at least initially, will target advertisers in the credit card, beer, health-care, automotive and telecommunications categories.
The quadrennial games, which package Olympics-style events, bring together athletes from North, South and Central America.
