Big Sponsors Sign Up For Latin Music Awards

Chevrolet, with its spending odometer clicking rapidly, will serve as one of four new sponsors on this week's "Latin Music Awards" broadcast on Univision. After a slew of Super Bowl spots, the GM brand joins L'Oréal, Old Navy and Walmart as new entrants behind the show.

Meanwhile, in Spanish-language broadcasting, Telemundo said it has extended the contract of legendary soccer announcer Andres Cantor, famed for his "Goooooollllll!" call. He has been with the network for 10 years.

Following his stints hosting Telemundo's coverage of the 2004 and 2008 Olympics, he is likely to reprise that role next summer in London.

At Univision, another sign that auto-category spending remains strong is Honda returning at the "Latin Music Awards," along with Anheuser-Busch and T-Mobile. The telco giant will have a type of integration with Mexican star Cristian Castro plugging a new device while traversing the carpet. It is also the sponsor of the show's dedicated microsite.

Thursday's show will have a red carpet pre-event. Univision said last year's broadcast drew 11.3 million viewers, while topping all but NBC for the night in the 18-to-34 demo.

Univision ad sales head David Lawenda stated that the show, now in its 23rd year, offers an "opportunity for our partners to connect with the fastest-growing segment of the U.S. population."

Scheduled to appear are Ricky Martin, rock band Maná, singer/ songwriter Juanes and singer/actress Belinda. Performers include Pitbull and Lucero. Angélica Vale is the host along with Jaime Camil.

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