Univision Network unveils campaign for FIFA coverage

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Univision Communications unveiled its national campaign for exclusive Spanish-language coverage of the 2010 FIFA World Cup South Africa. Under the umbrella of “La Pasión del Mundial” (The Passion of the World Cup), Univision is engaging soccer fans all across the U.S. through various promotional efforts in print, outdoor media and in-theater advertising, as well as its own television, radio, online and mobile platforms.


The network has rolled out a campaign in movie theaters across the country which features international superstar Shakira singing “Waka Waka (Esto es Africa/This Time for Africa),” the official 2010 FIFA World Cup song and Univision’s official theme for all of its coverage of this world-class event. The 30-second spot features images of Shakira singing, exciting soccer moments and the cultural richness of the host country of South Africa – it conveys the incredible energy of this month-long event and the passion the fans feel for the game. To view the spot, click here.

In addition, Shakira is an integral part of Univision Network’s on-air campaign for its coverage of the tournament. The singer recorded exclusive promotional spots which invite viewers to live the passion of the FIFA World Cup™ and will run for the duration of the tournament. Shakira will appear in the opening pre-game segments for all of the 64 matches broadcast across the networks.

The campaign which includes print outlets and outdoor features the ultimate soccer fan and encourages all to live the FIFA World Cup experience on Univision with “Don’t Just Watch It, Feel It!” The outdoor campaign includes billboards and metro stations and bus posters in major markets across the country, including Los Angeles, New York, and Miami. Print advertising will run in major newspapers across the country including New York, Los Angeles, Miami, Chicago, and Houston.

The 2010 FIFA World Cup South Africa will begin airing Friday, June 11th at 8am Eastern/7am Central/5am Pacific, live on Univision and streaming on www.UnivisionFutbol.com.


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Carl has been with RBR-TVBR since 1997 and is currently Managing Director/Senior Editor. Residing in Northern Virginia, he covers the business of broadcasting, advertising, programming, new media and engineering. He’s also done a great deal of interviews for the company and handles our ever-growing stable of bylined columnists.