Lino García, General Manager of ESPN Deportes Properties
(Maribel Ramos-Weiner). Lino García, General Manager of ESPN Deportes Properties, considers as one the advertising alliances he is most proud of the one achieved between Tecate and the channels boxing programming.Tecate is a brand that appeals primarily to the Mexican market and then other Hispanics. They are committed to boxing. We got together with ESPN 2, in English, to pitch Tecate the presenting sponsorship for Viernes de combate and Friday night fights, and it is the first time Tecate ventures further into the general market, said García to PRODU.It is a good example of how we bring new advertisers not just to ESPN Deportes but to ESPN. It is usually us who receive help from the general market. We are very pleased and will continue this relationship, added García.This fiscal year that just ended showed positive results for the channel in terms of advertising sales. According to García, they doubled advertising sales revenues and added new advertisers such as Dewars and Sony.Among the new platforms, they just launched the ESPN Deportes Radio apps for iPad and iPhone, and among the new shows for 2011, the executive listed Nación ESPN and ESPN investiga, an investigative show in the style of 60 minutes.
