Sprint, Nissan Make Big Branded-Entertainment Plays With Soccer Shows - Marketers’ Latest Project Is a First for Univision, Which Developed a Reality Program With Vidal Partnership

Making its debut this fall on Univision, the leading Spanish-language network, the series will bring together two groups of rookies, from Mexico and South America, that will be whittled down in a series of trials judged by legendary soccer players. The last show will be a Sept. 27 match in Los Angeles between the two teams, each with five rookies and five “legends.”

Until now Univision has lagged behind other Hispanic TV and cable networks in developing branded entertainment, even though Univision commands by far the biggest Spanish-speaking audience. When Hispanic agency Vidal Partnership, New York, working with Miami branded-entertainment producer Animus Group, took the project to Univision, the network set up a Team Vidal to work on it. “*

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