Sprint, Nissan make big branded-entertainment plays with soccer shows; Marketers' latest project is a first for Univision, which developed a reality program with Vidal Partnership.(Hispanic)

Advertising Age, May, 2008 by Wentz, Laurel

Byline: LAUREL WENTZ

For aspiring sports stars-and marketers such as Sprint and Nissan-the reality show "El Juego Supremo'' ("The Supreme Game'') could become the "American Idol'' of soccer as branded entertainment grows in the U.S. Hispanic market.

Making its debut this fall on Univision, the leading Spanish-language network, the series will bring together two groups of rookies, from Mexico and South America, that will be whittled down in a series of trials judged by legendary soccer players. The last show will be a Sept. 27 match in Los Angeles between the two teams, each with five rookies and five "legends.''

Until now Univision has lagged behind other Hispanic TV and cable networks in developing branded entertainment, even though...