Univision Rebrands NFL Site, Traffic Increasing


Partners Univision and the NFL have rebranded the Spanish-language Web site they operate, merging sites targeted at American and Mexican populations into one entity. NFLatino.com and a Mexican URL have been unified as NFL.com/español.

Because of the site's affiliation with the league, it can make liberal use of video with on-field action, including top plays of the week. Brian Rolapp, senior vice president of NFL digital media and media strategy, stated that the site would include a "more in-depth and interactive experience."

The site will still have "customized content" geared to Mexican NFL followers, as well as live radio broadcasts and an inside look at all 32 NFL teams. The NFL has staged several games in the country over the years.

A Tu Pasión section is offering a contest involving video uploading where a trip to the Super Bowl is at stake. Access to the site will be available via a WAP site on a wireless device soon.



The site's rebrand comes as Telemundo will air a Spanish simulcast of NBC's Sunday night game between the New York Jets and Miami Dolphins in the New York, Miami and Los Angeles markets. The broadcast is linked to Hispanic Heritage Month.

Traffic to the site during last season generated triple-digit increases in page views, uniques and visits year-over-year. Univision.com attracted heavy traffic this summer as it streamed live games from the World Cup.

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