ESPN launches dedicated women’s sports brand in Mexico

ESPN has launched in Mexico espnW, its dedicated women’s brand, which includes content initiatives to engage and inspire women across ESPN’s linear, digital and social platforms. The brand will feature a mix of inspirational, lifestyle stories around sporting events and provide more coverage of female athletes and women’s sports.
“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,” said Gerardo Casanova, vice president and general manager, ESPN Latin America North, Mexico and Central America.
Throughout the week of October 14 – 19th, ESPN will feature Semana de la Mujer content powered by espnW. Highlights include: stories with female athletes and their impact in the world of sports; Central American and Caribbean Games, Barranquilla 2018, which was the first edition to feature equal athlete participation with 49.09% women; #EntreNosotras — weekly, multi-sport segment hosted by ESPN’s female talent airing throughout the year on ESPN’s linear and digital platforms and a weekly espnW-branded podcast.
According to the sports network, 23% of ESPN’s digital audience is female (Comscore MediaMetrix Av. 3 months June – August 2018). On average, women spend 1:40hrs.every day on an ESPN platform (ESPN All Day Everyday Study 2017). In addition, reaches 937,000 women monthly.