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.