NAPA AUTO PARTS announced their latest partnership with Jorge Ramos, sports commentator for ESPN Deportes. Ramos, better known as “commentator of the Americas,” is synonymous with soccer for millions of fans in the U.S. Currently, he is the lead host of the daily soccer talk show, Jorge Ramos y Su Banda, broadcasted live and simultaneously on ESPN Deportes Radio and TV Monday through Friday from 4pm to 7pm EST.
“We’re very excited for NAPA to be associated with one of the most well respected and well liked voices in Hispanic sports media. We expect that it will greatly elevate the awareness of all the things NAPA is doing around the sport of soccer,” said Gaylord Spencer, VP Marketing Strategy at NAPA.
This partnership is part of NAPA’s effort to reach males in the U.S. Hispanic market. It is the first major agreement that allows and involves a large national media purchase on some of the biggest sports outlets in United States. Ramos will now be the face of a multi-layered, 360 degree campaign including national TV and radio coverage, social media outreach, event activations at different soccer matches in the United States and cross-promotional opportunities, all featuring the NAPA/Ramos relationship.
“I am very proud to be a part of this NAPA program,” said Ramos. “We will be able to bring a great deal of excitement and incentives to our loyal soccer fans!”
“We have worked with NAPA for many years to develop the best strategy for reaching their Hispanic customer base. It was a logical choice for us to pursue Jorge Ramos because he is so influential with our target customer,” said Eduardo Perez, President of PM Publicidad. “We understand the Hispanic consumer and the soccer fan, and strive to show them NAPA has the same passion for parts and service as they do fútbol.”
Shine Entertainment Media, who represents Jorge Ramos, helped to forge the deal. “The core audience of Jorge Ramos y Su Banda is men 18 to 49, NAPA’s target audience for this campaign. Jorge Ramos will connect the two in a credible and seamless way” said Dario Brignole, President of Shine Entertainment Media located in Miami, Florida.