Univision Deportes Network Debuts Coors Light Branded Show'Fans of the Cold' Marks Sports Service's First-Branded Entry 9/30/2012 5:27 AM Eastern
Univision’s dedicated sports network has launched its first-ever branded program.
Univision Deportes Network kicked off Fanaticos del Frio (Fans of the Cold) on Sept. 28 at 8 p.m. (CT) Sponsored by Coors Light, the show features the latest news and information on Liga MX, the top soccer league in Mexico. Coors Light is the official beer sponsor of Liga MX soccer, the most-watched futbol circuit in the United States.
Hosted by Alejandro Berry and Jorge Calvo, Fanaticos del Frio is scheduled to air monthly on Univision Deportes Network, which is currently carried by Dish Network, AT&T U-verse, Verizon FiOS and Cablevision.
Building on the success of Coors Light’s “Fanaticos del Frio” interactive online experience for legal-drinking-age Hispanic consumers, every last Friday of the month, the show presents the latest news and analysis of Liga MX soccer from a customized man cave set. Utilizing social media platforms on Facebook via Facebook.com/UnivisionDeportes and on Twitter via @UnivisionSports, sports fans have the opportunity to interact live with hosts Alejandro Berry and Jorge Calvo. The program also features Ms. CoolCast, the official hostess of Coors Light, as she meets fans at Liga MX matches to voice their perspectives. Viewers will also be encouraged to test their knowledge of the Liga MX by predicting winning teams through the show’s “Quinela” contest.
“This sports series offers the perfect format to connect with Hispanic consumers,” said Carlos Deschapelles, senior vice president, Sports Sales, Univision Communications, in a statement. “Thanks to Coors Light, Fanaticos del Frio is able to offer more of the information, entertainment and interactivity that Hispanic sports fans want to experience.”