By Barry Janoff
March 5, 2014: Univision Deportes, which will air live all 64 matches in the 2014 FIFA World Cup, has unveiled multi-platform marketing and activation to coincide with the 100-day countdown to the event.
Between now and the beginning of the World Cup on June 12 in Brazil, Univision, which has exclusive Hispanic broadcast rights in the U.S., said it would have "the most extensive array of programming, coverage, analysis, technology offerings and digital resources in the company’s history," leveraging its sports, news and entertainment divisions.
“Univision is the home for soccer in the U.S. and our World Cup coverage will deliver on our expertise and passion for the sport," Juan Carlos Rodriguez, president for Univision Deportes, said in a statement. "We are bringing a unique, fan tailored experience never before seen around the World Cup."
Following the 2014 World Cup, exclusive Spanish-language broadcast rights move to Telemundo, owned by NBC Universal, for 2018 (in Russia) and 2022 (Qatar) under a deal signed with FIFA in 2011.
ESPN, which along with co-Disney Co. sibling ABC, has exclusive U.S. English-language broadcast rights to the World Cup, has launched its own 100-day countdown, highlighting programming that will air across its family of networks, Internet, social media, digital and mobile outlets. Concurrently, ESPN Deportes, though not able to air the games themselves, will support ESPN's coverage with features, analysis, news and interviews.
Under the new FIFA deal, English-language U.S. broadcast rights move from ESPN to Fox Sports in 2018 and 2022.
Marketing support includes TV, which kicked off with an umbrella anthem spot, Internet, social media, mobile and a sweepstakes with the top prize a trip to Miami to tour the Univision studios. (Details here.)
Among the programming scheduled on Univision Deportes will be a countdown of the 100 best goals in soccer history; Leyendas del Mundial, 100 hour-long condensed classic soccer matches from every World Cup; 100 A-Z of World Cup vignettes and short clips covering "every pivotal moment, play, and memory of past World Cups will air across networks and on digital.
According to Rodriguez, "We are investing and dedicating our extensive platforms and resources — including Univision, UniMás, Galavisión, Univision Deportes Network, UVideos, digital sites and mobile apps —which will make these next 100 days the most exciting and content-filled lead-up to the games in this country’s television history, regardless of language.”
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