Amazon makes big soccer spend on Univision Deportes
Looking for a breakthrough sports platform to connect with Hispanics during the critical holiday retail season, Amazon has signed on as presenting sponsor of “The Championships Week” across Univision Deportes, a two-week festival of playoff soccer combining Univision’s premier futbol properties.
The end result was Amazon’s largest ad buy on Univision Deportes.
“We’re happy to find an advertiser as important as Amazon finding value in being across all of these top-level soccer games at a very busy time of year,” said Rick Resnick, Univision senior vice president, sales marketing strategy and solutions. ESPN has built and sold similar sponsorships for its various football and basketball championship weeks for some time.
“Semana de Campeonatos presentado por Amazon,” running during the first half of December, will include the MLS Cup championship game, along with the “two-legged” finals of Mexico’s top-tier Liga MX and playoff competition from the UEFA Champions League. Also in the package are spots during the games, a variety of shoulder programming and studio highlights shows, including:
■ “Deportiva,” which airs from 6-7 p.m. Monday through Friday on Univision Deportes Network (UDN).
■ “Linea de Cuatro,” which airs from 9-10 p.m. Monday through Friday on UDN.
■ “Contacto Deportivo,” which airs from midnight-1 a.m. Monday through Saturday on Univision and UDN.
■ “Mision Europa,” which airs from 5-6 p.m. Monday through Friday on the UniMas simulcast on UDN.
With the big buy, Amazon gets 80 to 100 ad spots, sponsored segments, co-branded content and opening and closing billboards featuring the “Semana de Campeonatos presentado por Amazon” logo.
Resnick added that the idea grew out of conversations with Initiative’s Rufus Media, part of the IPG network of media agencies that has been handling Amazon’s $1 billion-plus in annual media buying since last November.
■ LEGENDS OF LONDON: Industry sources tell us that Legends has quietly been awarded merchandising rights for the pair of New York Yankees vs. Boston Red Sox games to be played at London Stadium next June.
The deal includes the two games and a separate batting practice.
Interpreting the politics behind that decision is what’s intriguing, since industry heavyweight Fanatics has been assumed to have “most favored nation” status within MLB for some time. Has that changed after the ouster of President of Business and Media Bob Bowman and MLB’s two most senior licensing officials a year ago? Stay tuned.
MLB refused comment on the matter.
The Red Sox and Yankees will play MLB’s first games in England on June 29 and 30, 2019, at the stadium that was built for the 2012 Olympics.
■ MORE TEAM WORK: Continuing to build up its property consulting side, Horizon Media’s Scout Sports and Entertainment has been awarded a project by the new ownership of the Carolina Panthers to evaluate the team’s sponsorship assets and make recommendations for building new ones.
The Panthers are looking to become more sponsor friendly, with some large renewals in the offing. Scout has done similar work for Monumental Sports and the Minnesota Twins.
Terry Lefton can be reached at firstname.lastname@example.org.