NDN Political Fund uses World Cup Soccer to promote Democratic values.

The NDN Political Fund announced the launch of a new national media campaign to bring the values and agenda of the Democratic Party to tens of millions of Americans.

The campaign, “Mas Que un Partido” (“More Than a Game/Party”), will bring these values – opportunity , responsibility, fair-play and the notion that we’re all in this together – to life through the passion and power of the world’s most popular sport: soccer.

The campaign will be conducted primarily in Spanish, under the NDN Political Fund’s Hispanic brand “Demócratas Unidos,” and will focus on our nation’s rapidly expanding Hispanic communities, which now comprise nearly 15 percent of the American population.

“In the Latino world, soccer is an iconic sport,” explained NDN Hispanic Strategy Center Director Joe Garcia. “This campaign will use a uniquely powerful and resonant vehicle to bring Democrats’ values and agenda to the nation’s fast-growing Hispanic communities.”

The campaign began Friday June 9th and will continue for five months. It will use television, radio and the Internet. The radio campaign will be national, reaching all regions and 70 markets. It will be complemented first by an extensive television campaign on the World Cup, focused on 6 states and 9 major markets – Albuquerque, Colorado Springs, Denver, El Paso, Las Vegas, Orlando, Phoenix, Tampa and Tucson. It will be followed by a national distribution for Copa Libertadores, Copa SudAmerica and many international league matches later this summer and fall.

The primary distribution outlets are Univision, Telefutura, Fox Sports en Espanol and fabled sports broadcaster Andres Cantor’s Futbol de Primera. Given the popularity and reach of soccer in the Hispanic community in the United States, particularly in a World Cup year, this campaign will be seen and heard by more than half of all Latinos in the country.

Today the NDN Political Fund is releasing the first two ads of the campaign. The television ad is called “Hemos Esperado” (“We’ve Waited”). The radio spot is called “Enganche” (“Midfield Link”), and features the legendary voice of soccer, Andres Cantor, in the ad itself. A campaign website, www.ndnfutbol.org will go live on Friday.

NDN President Simon Rosenberg noted that “By using a major sport like soccer to brand Democrats with a wider audience, this innovative campaign will help show what is possible with modern media.”

Earlier this year, the NDN Political Fund’s parent organization, NDN, ran an extensive national radio advertising campaign – including buys on the shows of influential radio hosts El Piolin and El Cucuy – encouraging the Congress to pass comprehensive immigration reform.

This new campaign, which will cost more than $2 million dollars, was developed and executed by Elevación (D.C./ N.Y.).