NBCU Telemundo Boosts Ad, On-Air Plans For Women’s World Cup Coverage
Wednesday, July 12, 2023 at 08:39PM By Barry Janoff
July 12, 2023: NBCUniversal’s Telemundo, the exclusive Spanish-language home in the U.S. for the FIFA Women’s World Cup Australia & New Zealand 2023, today shared final production, marketing and digital plans for the tournament, July 20-Aug. 20.
That includes Peacock, the introduction of Telemundo Deportes FAST channel, an ad sales update and a merchandise capsule collaboration with Kids of Immigrants.
With live coverage of all 64 matches, shoulder programming, special features and content packages across network shows, Telemundo said it would produce more than 550 hours of coverage around the Women’s World Cup across Telemundo, Peacock, Universo and Telemundo app.
NBCUniversal and Telemundo said they are heading into the FIFA Women’s World Cup coverage “with a robust slate of advertising partners elevating the viewing experience for soccer fans across the globe.
Presenting sponsors include Ford Motor Company’s Pre-Game Show, Volkswagen’s Half-Time Show and Xfinity’s Zona Mixta, which will deliver viewers trending topics, highlights and more every weekend.
“Years of preparation have gone into our plans for the Women’s World Cup, and we are excited for fans and the communities we serve to watch and engage with the matches while also connecting with the stories we will tell,” Eli Velazquez, evp-sports, NBCUniversal Telemundo Enterprises, said via the group.
“These are the best athletes in the sport, and we are eager to showcase their stories and inspire our audience.”
Telemundo said that Telemundo Deportes would take over the recently unveiled Al Dia FAST channel, to become available during the tournament starting on July 19.
Telemundo Deportes will supplement the network’s coverage of the Women’s World Cup with five hours of original content as part of the 24/7 programming lineup. Viewers can access the FAST channel via Peacock, Freevee, Samsung TV Plus and Xumo Play. 
Telemundo has joined with Kids of Immigrants, a Los Angeles-based clothing brand and cultural movement, to celebrate the unique stories of women's soccer.
The collaboration will “highlight the influence of female athletes and the growth of Fútbol in America fueled by the Latino community.”
“On the heels of a massively successful FIFA Men’s World Cup, Telemundo wants to make the Women’s World Cup even bigger and more accessible to audiences across the United States,” Romina Rosado, evp-Hispanic Streaming, NBCUniversal Telemundo Enterprises, said via the company.
“Soccer has a younger and more diverse following, and our streaming offering aims to super serve these fans – wherever and whenever they want it.”
All 64 matches will be televised live and exclusively in Spanish on Telemundo and Universo — airing 33 and 31 matches respectively – and live-stream on Peacock.
Telemundo said its presentation marks the first time in U.S. television history the women’s competition is broadcast in its entirety in Spanish and the most matches airing live on a U.S. broadcast network, regardless of language.
Via its social media platforms, Telemundo said it would provide live coverage and on-the-ground short-form content throughout the tournament
• YouTube will offer Spanish-language video highlights, including pre-game, in-game, and post-game clips capturing the best of and all major moments of the matches.
• Twitter will feature daily short-form content from across all host cities, video highlights throughout each competition day and behind-the-scenes action.
• Facebook and Instagram will provide match highlights, social-first content from the host countries in stadiums as well as at trainings, team arrivals, warm ups and press conferences.
• TikTok will offer short-form content in engaging and unique ways featuring fans on the ground, daily match highlights and behind-the-scenes content.
This past April, Telemundo expanded its multi-media marketing campaign and related activation under the theme, “La Copa Es Nuestra/The Cup is Ours.”
The “La Copa Es Nuestra/The Cup is Ours” marketing campaign “honors the journey since the first Women’s World Cup in 1991 and celebrates how far women’s soccer has come thanks to the fearless female players who have fought for their rightful place in the sport,” according to Telemundo.
The campaign’s anchor spot shows women and young girls preparing to and then participating in the sport in various locations worldwide, played out to a rousing backbeat and a voiceover who chants, “La Copa Es Nuestra/The Cup is Ours.”
Telemundo Deportes’ team of sports commentators, analysts and hosts return for the FIFA Women’s World Cup Australia & New Zealand 2023 after calling the Men’s World Cup last fall.
Six-time Emmy award-winner Andres Cantor will serve as chief soccer commentator and lead play-by-play announcer.
According to Velazquez, “On the heels of a record-breaking Men’s World Cup in Qatar, our team is prepared to offer the most extensive coverage ever of a Women’s World Cup in Spanish-language media featuring the top sports commentary team in the industry ready to deliver the quality sports content our audience has come to expect.”
Telemundo FIFA Women’s World Cup: ‘La Copa Es Nuestra/The Cup is Ours’
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