Fox Sports En Español is getting a name change. Network Exec. VP Vincent Cordero announced that come this fall the cable network will be rebranded Fox Deportes.
Launched in 1996, Fox Sports En Español/Fox Deportes reaches more than 18 million multi-channel households across the country, of which almost six million are US Hispanic households. Fox Deportes says it boasts more than 2,100 hours of live and exclusive programming annually, much of which includes premier soccer action like Fútbol Liga Mexicana, Barclays Premier League, Italian Serie A, UEFA Champions League, Copa Santander Libertadores and Copa Nissan Sudamericana; coverage of the Major League Baseball regular season, All-Star Game, National League Championship Series and World Series; championship boxing, UFC and mixed-martial arts across four media platforms.
“As the #1 Hispanic sports brand, we are 100% fan focused and therefore always seek to listen and serve our audience. We recently conducted extensive audience research in which the majority of the respondents referred to the network simply as ‘Fox Deportes’,” said Cordero. “Changing the name recognizes that fact, and established greater consistency with the better-known Fox Sports brand and allows for easier cross network promotion and marketing,” he added.
Analysis of the consumer research performed recently reveals that the Fox Deportes brand revolves around events that Hispanic fans are passionate about, such as the leagues and tournaments already in the network’s portfolio, much of which is exclusive. Hispanic fans feel very strongly that coverage in Spanish best allows the passion and intensity of sports to come through and Fox Deportes provides them with high-quality coverage, the network said of its research leading to the rebranding.
