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Pennzoil, Fox Sports en Español Write Caption

4/26/2005 8:10 AM Eastern

Fox Sports en Español and Shell Lubricants’ Pennzoil said Tuesday that they have reached a closed-captioning-sponsorship deal.

The agreement marks the first-ever closed-captioning-sponsorship deal in U.S. Spanish-language-TV history, the network said.

The two parties said the deal was negotiated with Pennzoil's media agency, Initiative, as well as promotional-advertising company PIC-TV.

Pennzoil’s sponsorship will run through August.

“Hispanic consumers represent a growing portion of our business, and Pennzoil is proud to be associated with this effort,” Pennzoil director of brand marketing Jeffrey Lack said in a prepared statement.

Fox Sports en Español senior vice president of ad sales Tom Maney added, “This agreement provides us with the opportunity to support our closed-captioning efforts while at the same time creating a unique sponsorship platform for Pennzoil. It's a win-win partnership.”