Univision Deportes & Kingsford Charcoal fire up on ‘Republica Deportiva’.
September 6, 2013
Univision Deportes announced a partnership with Kingsford Charcoal to extend the grilling season. Kingsford and Univision have partnered to create a series of original remote segments that will air on the hit sports entertainment show “Republica Deportiva” (Sports Republic) on Sundays at 11 a.m. ET/8 a.m. PT. The segments, airing through Sunday, October 6, will showcase grilling recipes and tips for tailgate parties and will be hosted by celebrity Chef Ze Carlos Jimenez.
“This partnership with Kingsford allows us to extend the grilling experience for football fans and solidifies the power of the Univision Deportes brand across platforms in connecting Hispanic America to the sports and entertainment they enjoy,” said Carlos Deschapelles, senior vice president of Univision Sports Sales, Univision Communications Inc.
“Republica Deportiva gives us a natural platform to build on the Kingsford association with Football Americano, a sport which has seen tremendous fan growth among our Hispanic consumers,” stated Nick Meyer, marketing manager for Kingsford Charcoal. “Tailgating at home and at sporting events has been a core platform for Kingsford for many years. This program will increase the consistency and the impact of our total communications efforts and in particular with the growing Hispanic population.”
“We are excited to partner with Univision in the creation of this unique and compelling grilling platform,” said Marissa Nance, director of Multicultural Marketing and Branded Entertainment for OMD. “With it, our goal is to increase grilling occasions and continue to fuel consumer’s passion for the distinctive Kingsford Charcoal BBQ experience.”
The entire partnership lives under the “Dia de Parrillada y Football” (Day of Grilling and Football) banner and is part of an original total market concept conceived on behalf of Clorox by both Univision and Clorox’s media agencies, OMD and OMD Latino. Kingsford Charcoal is the primary product integrated into the content.
