Telemundo Kicks World Cup Marketing Into High Gear: Sweeping Coverage, New Campaign

In addition, the Telemundo Deportes Ahora FAST channel will provide programming across platforms such as Peacock, Xumo, Roku, Prime Video, TCL, Google TV, and Comcast, casting a wide net and bringing more viewers into the Telemundo ecosystem, according to Duro.

Further enhancing its digital reach, Telemundo is also rolling out an ambitious social strategy across platforms such as TikTok, YouTube, and X. Among the social programming, El Mundial After Dark will be a nightly social-first recap across all Telemundo Deportes platforms, and The World Cup Match Watch Party will offer daily live match companion streams with influencers and guests in real-time.

Duro said the strategy was to reach as many people as possible, with programming starting out broader and becoming more soccer-specific and detailed closer to the matches.

“We talk to everyone. This is co-viewing for family,” Duro said. “I’m a soccer fan, but I also have many other interests. Many people are casual fans, so we need to cover everybody.”

That’s something advertisers will be counting on as the World Cup, which kicks off in June across the United States, Mexico, and Canada, is drawing fervent interest from brands.

Ads that are additive to the sport

Telemundo announced in December that its World Cup ad inventory was nearly sold out, with representation from nearly 60 brand partners across industries such as alcohol, auto, finance, QSR, retail, and telecom.

Duro noted that there were numerous ways Telemundo would incorporate sponsors for the upcoming matches, including things like banners on the screen, squeezeback ads, and hydration breaks, which allow the programming to cut to commercials.

“All of our clients have asked for it, our FIFA clients and FIFA sponsors, and we are very creative, and we’ve used it in the past,” Duro said of the hydration breaks.

However, Duro emphasized that he’s a fan himself and, above all, the programming will prioritize the viewer experience, with the broadcast staying on the action for critical moments.

“[We’re] always thinking about the fan and always thinking about that moment where they put a mic on top of the coach talking to somebody in a semifinal,” Duro said. “That content is very valuable, so we don’t want to miss it.”