ESPN Deportes has launched a new brand campaign. It’s the first in 12 years for the Spanish-language sports channel. The campaign comes after a study showed that Latino sports fans consider language, representation, community, belonging and unity as their core values.
The first commercial for ESPN Deportes’ campaign, “Es Lo Nuestro” (“It’s Our Thing”), launched during Super Bowl LV. The TV spot features an original reggaeton song by Alain Gómez.
“The 60-second anthem…captures the joy of sports through the moments that evoke the passion from fans across the board…with memorable highlights from the NFL, NBA, MLB, UFC, Top Rank and soccer,” Michelle Bella, Vice President of Sports Marketing at ESPN, told ESPN’s Front Row.
Freddy Rolón, Vice President of Programming and Acquisitions at ESPN, says that sports are “one of the most influential means” where Latinos feel like their culture is represented on a global scale. The new campaign speaks to that sentiment.
“‘Esto es lo Nuestro’ brings to life the emotional, cultural and communal side of Hispanic sports stories,” Rolón told Front Row.
Included in the commercial are highlights and footage of not only Latino professional athletes, but other top players, too, like LeBron James, Patrick Mahomes, Steph Curry and Kevin Durant. Some of the Latino players featured in the ad are Atlanta Braves’ Ronald Acuña Jr., LA Galaxy’s Javier Hernandez (aka Chicharito), Liga MX club León’s Rodolfo Cota and UFC fighter Amanda Nuñes, among others.
“‘Es Lo Nuestro’ captures the core values of Latino fans,” Bella says. “With our new creative work, we’re hitting those sports and passion points that resonate most among U.S. Hispanic fans.”