NEW YORK: ESPN has taken a step further when it comes to women empowerment by coming up with a flagship women’s property, espnW that was introduced on Sunday in Mexico. The launch coincided with Semana de la Mujer, ESPN’s annual initiative in support of breast cancer awareness.
This will be the first sports brand in the world serving women who love sports. espnW Mexico will serve as the brand umbrella and power content initiatives to engage and inspire women across ESPN’s linear, digital and social platforms. The brand will empower female voices and perspectives in the world of sports, feature a mix of inspirational, lifestyle stories around sporting events that matter to women, and provide more coverage of female athletes and women’s sports.
“For generations, women in Mexico have been breaking barriers in the world of sports — on and off the field,” ESPN Latin America VP and GM Gerardo Casanova said.
“The launch of espnW in Mexico is a significant milestone for the ESPN brand and re-enforces our commitment to better serve an increasingly powerful segment of our audience.”
“The success of ESPN in Mexico made it the next logical destination for the espnW brand,” ESPN VP of Marketing, Laura Gentile said.
“The power and influence sports have – and can have – for girls and women across the world is well-documented. We look forward to highlighting amazing storytelling for women and female athletes from all over Mexico.”
ESPN claims that 23% of its digital audience in Mexico comprises of females and they spend 100 minutes on average each day on its platform. ESPN.com reaches nearly 1 million women on a monthly basis.
