In celebration of Hispanic Heritage Month, Fox Deportes is launching a campaign to profile community-minded Hispanic athletes, the network told TheWrap.
The campaign — a first for the network — will showcase athletes in a series of vignettes across all Fox Deportes programming. It will launch this month and continue through the end of the year.
Hispanic Heritage Month runs from Sept. 15 to Oct. 15.
Featured athletes include former world boxing champ Oscar de la Hoya, whose video is embedded below.
Also honored are U.S. Men’s National Team soccer player Omar Gonzalez, Kentucky Derby winner (on California Chrome) Victor Espinoza and the NFL’s Gavin Escobar (Dallas Cowboys) and Mychal Rivera (Oakland Raiders).
The campaign highlighted UFC lightweight champ Anthony Pettis and No. 1 contender Gilbert Melendez, coaches of the new season of “The Ultimate Fighter,” on Monday’s premiere.
“Fox Deportes is thrilled to launch this campaign,” Carlos Sanchez, executive vice president and general manager, told TheWrap. “The project gives us the opportunity to honor Hispanic athletes who really try to make a difference, and collaborate with our partners to celebrate our community.”
“One of the objectives in launching this campaign was to forge an emotional connection between the athletes and our viewers,” added Steven Graciano, vice president, marketing and communications. “We tried to focus on the commonalities these athletes have with the segmented Latino audience we attract to our network and are excited with the outcome.”
Watch de la Hoya’s vignette: