By Adam R Jacobson
LOS ANGELES — The return of the National Football League to Southern California will now be further enjoyed by fans who prefer to consume their play-by-play coverage en español via their AM radios.
The L.A. Rams, who are returning to Los Angeles with the 2016-17 season after moving to St. Louis after the 1994-95 season, this afternoon announced that it has reached an exclusive rights agreement with Lotus Broadcasting’s KWKW-AM 1330 — the ESPN Deportes Radio affiliate serving Southern California.
The pact makes ESPN Deportes Radio 1330 the team’s official Spanish-language flagship station.
All preseason, regular season, and postseason games will air on the station.
“We are pleased to partner with KWKW to bring Rams football to our Hispanic fans across California and beyond,” said Los Angeles Rams COO Kevin Demoff. “Through high-quality production and exclusive programming, KWKW will help make our games accessible to all Rams fans for our exciting return back home to Los Angeles.”
The Rams Spanish game-day broadcasts will feature six hours of programming, including a two-hour pregame show, play-by-play commentary and analysis, and a one-hour post-game show. In addition, ESPN Deportes 1330 will air a variety of ancillary Rams content, including regularly scheduled “Rams Reports” and “Lets Talk Rams” call-in talk segments specifically tailored for fans that prefer to consume Spanish-language media.
Lotus’ Jim Kalmenson, who oversees KWKW and the station’s partnership with ESPN Deportes Radio, called the selection of his station as the Rams’ Hispanic flagship “monumental.” He said, “Our Rams broadcast promises to be a huge attraction to both our listening audience as well as our sponsors. We are excited by the Rams’ genuine commitment to be involved with, and to serve, the Hispanic community.”
KWKW will produce and distribute broadcasts across what is being billed as the Rams Spanish Radio Network. Two Lazer Broadcasting stations – KOXR-AM 910 “La Mexicana” in Oxnard-Ventura and KCAL-AM 1410 “La Mexicana” in Riverside-San Bernardino, join Lotus’ Spanish Contemporary Pop KMJE-FM “Vive 92.1” in Sacramento and the broadcaster’s ESPN Deportes Radio affiliates KWAC-AM 1490 in Bakersfield, KGST-AM 1600 in Fresno and KENO-AM 1460 in Las Vegas in airing all Rams-related programming.
In addition to KWKW’s main signal, Rams programming will air on ESPN Deportes Radio simulcast partner KTMZ-AM 1220 in Pomona, serving the San Gabriel Valley east of downtown L.A.
The coverage area is intriguing, as the San Joaquin Valley and the greater Sacramento area is unabashedly full of Oakland Raiders fans, in addition to fans of the San Francisco 49ers. However, the NFL tends to allow radio coverage of nearby teams from opposing conferences without opposition. For instance, WMEN-AM 640 in West Palm Beach airs Tampa Bay Buccaneers games even though it covers much of the Miami Dolphins’ home market as the Buccaneers are in the NFC and the Dolphins are in the AFC. The 49ers do not have NFC exclusive rights in these California markets.
In expressing his excitement to be part of the Rams Radio Network, Radio Lazer owner Alfredo Plascencia said, “Hispanics love professional football, and we are very excited to bring one of the most dynamic sports franchises in history to our listeners in Oxnard and Riverside-San Bernardino.”
As has been shown in recent studies on the U.S. Hispanic sports fan, the NFL ranks as the most popular sport among all Hispanics. However, when viewed by language of preference, the NFL has lagged among Latinos who prefer to communicate in Spanish.
Kalmenson and the ESPN Deportes Radio 1330 team now have the opportunity to make an impact, while strengthening its presence as the radio leader for Hispanic sports fans in the region. In addition to the Rams, KWKW will continue to serve as the flagship station for the Los Angeles Lakers, Los Angeles Clippers, L.A. Galaxy, and Los Angeles Angels of Anaheim. In the event of conflicts, KTMZ serves as the alternate over-the-air broadcast home.
It’s hardly a secret that Hispanic sports fans in the U.S. love soccer.
In some cities, the word “love” may be an understatement.
Fervent, fanatical fútbol lovers have been the target of many a Chief Marketing
Officer, working on behalf of a brand, product or service seeking to maximize its
potential for growth in the U.S. Hispanic market.
From beer to home improvement retailers to electronics companies and wireless
service providers, teaming up with a sports league, favored team or top talent has
emerged as a powerful way to get a brand recognized.
Yet many marketers stop at the most obvious of opportunities — soccer. Some are
simply unaware — or perhaps ignorant — of the additional opportunities for sales
growth, activations and that all-important ROI those in the C-Suite hold as their
ultimate sign of success.
Soccer is by far the No. 1 sport among all Hispanics in the U.S. But not all Latinos
are alike, and from region to region across the nation savvy marketers have already
noticed — and responded.
For Hispanics whose heritage is tied to the Caribbean or Venezuela, baseball rules.
Among Latinos across the American West, the Los Angeles Lakers and team superstar Kobe Bryant still command much Latino fan attention despite the rise of the crosstown Clippers and other Western Conference teams. In Miami, a typical tailgate party ahead of a Dolphins home game features churrasco, salchicha and a cacophony of car stereos blaring salsa and reggaetón tunes while the Miami Heat have become the team of choice from Westchester to Weston. Additionally, boxing and UFC mixed martial arts telecasts have become major events for thousands of Hispanic males in their 20s and 30s.
Other sports have started the process of luring Latino fans. NASCAR, thanks to the
presence of Juan Pablo Montoya, has gained in popularity among Hispanics. There’s
even a hockey community in Mexico, although visibility and participation have each
experienced challenges due to cost and accessibility.
That being said, soccer was the principal topic of discussion among the Hispanic media and advertising executives contacted for our fall 2010 Hispanic Sports Overview report, underwritten by premier sponsor FOX Deportes.
With coverage of the 2014 FIFA World Cup set to break Nielsen radio and television audience, we are pleased to revisit our 2010 report, as much of the content is still highly relevant for marketers. Media buying and planning for the 2014 World Cup has already concluded, but there’s much more in store for savvy marketers who crave the passionate Hispanic sports fan.
Let this report once again serve as a wake-up call for marketers to not only target the Latino soccer fans, but also Latinos who love other sports.
The opportunity to activate Latino sports fans can start today. All it takes is a little knowledge, a good pitch and a clear goal.
To Download Hispanic Sports Overview 2010, please click here:
Adam R Jacobson
The Adam R Jacobson Editorial Services & Research Consultancy, in partnership with HispanicAd.com, is again making available at no cost the first Special Report to Hispanic marketing and advertising professionals that zeroes in on the two biggest topics agency heads and key C-Suite executives are talking about: Social Media and Sports.
The report is available by request by clicking here. We thank impreMedia, ESPN Deportes, Fox Deportes, GOL TV and GLR Networks for their support, which makes it possible for us to provide research and information such as this to you via our distribution partner, HispanicAd.com.
“When it comes to reaching Hispanic men and women, linking in with a Sports brand – whether it be an athlete, a team or a league – has proven to be extremely popular … and effective,” says Jacobson, a veteran journalist and media marketing strategist and producer of the Hispanic Market Overview reports.
“Hispanic marketing and advertising professionals have been inundated with facts and figures about the importance of social media in reaching affluent Latinos. According to Mintel, 1 in 5 U.S. Hispanics now access the internet primarily from a smartphone. There is no longer a digital divide. For brands that seek to connect with Hispanics and grow their ROI, social media – combined with sports – only seems like a natural path to sales success.”
Easy-to-read sections are devoted to the opportunities that exist for marketers by engaging Hispanic sports fans through text-to-win promotions, Twitter, Facebook and other social media platforms. Among those interviewed are Wasserman Media Group VP/Hispanic Marketing Heidi Pellerano, noted Hispanic blogging expert Manny Ruiz, Hispanic sports media executives, Orlando Magic VP/Communications Joel Glass, and journalists Kevin Baxter (Los Angeles Times) and Bridget Carey (CNet).
The Hispanic Market Overview series of reports are produced by the Adam R Jacobson Editorial Services & Research Consultancy.
To download this report from our archives, click here:
For editorial inquiries and interview requests:
Adam R Jacobson
For 2014-15 Hispanic Market Overview advertising solutions:
The U.S. Hispanic Social Media & Marketing Overview, presented by Story Worldwide.
– A Downloadable, Easy-To-Read PDF for Hispanic advertising, marketing and PR professionals
A presentation from the Adam R Jacobson Editorial Services and Marketing Consultancy via HispanicAd.com.
Longtime U.S. Hispanic market journalist and market research specialist Adam R Jacobson, in association with HispanicAd.com, has added to the archives of AdamRJacobson.com the US Hispanic Social Media & Marketing Overview, presented by Story Worldwide.
This 2010 Special Report, presented in a White Paper format, investigates the importance of social media & social marketing, and review the implications for companies actively targeting Latinos, advertising agencies active in the Hispanic market, U.S. Hispanic media and the PR Industry as a whole.
Interview subjects include social media guru Brian Solis, José Villa of Sensis, Tamara Barber of Forrester, Alma head Luis Miguel Messianu and then-interactive director Andrea Arnau, SMG Multicultural’s Marla Skiko, Lee Vann of Captura Group, Karla Lucia of Latinsphere and Chiqui Cartagena (then of Story Worldwide), among others.
“The time to truly examine the potential brand growth through social media marketing in the U.S Hispanic market is now,” says Jacobson. “Companies are eager to learn how to integrate social media into their overall Latino marketing efforts, and make the best determination as to what type of shop – PR, experiential/event marketing, full-service or digital/interactive – should lead these efforts.”
This free report is also available by clicking here:
“This report is designed to bring fuller understanding of the opportunities available to marketers and advertisers through social media in the U.S. Hispanic market, and we encourage all to partake in every opportunity to learn,” says Jacobson, publisher of the well-received Hispanic Market Overview, launched in 2010.
The U.S. Hispanic Social Media & Marketing Overview, presented by Story Worldwide, is the second in the series of independently produced projects distributed in association with HispanicAd.com.
Jacobson launched the series of reports following a nearly four-year stint at Hispanic Market Weekly, most recently serving as senior associate editor and content director for the HispanicSportsBusiness, CMO Essentials, Industry Snapshots and HispanicEntertainmentBusiness platforms. He also developed Hispanic Market Weekly’s Enhanced Market Profiles and is the author of many of the publication’s acclaimed special reports.
Jacobson’s previous experience includes various editor and columnist positions at former music industry trade publication Radio & Records; Publications Editor for the American Translators Association; Associate Editor for LatinaStyle Magazine; and as a contributing editor for Hispanic Magazine.