Showtime Networks Inc. is teaming up with Major League Soccer on a
subscriber-acquisition pitch aimed at Hispanics.
The campaign -- which kicked off Monday and runs through June 30 -- will
offer new subscribers who submit one monthly cable or satellite bill a
co-branded Showtime/MLS soccer ball.
SNI and MLS will also partner on a 10-city mall tour featuring free soccer
demonstration clinics from circuit players. The tour -- in markets yet to be
determined -- will take place during May and June.
The initiative will be supported by bilingual direct-mail pieces, 30-second
customizable direct-response ads, 60-second radio commercials, ad slicks and
affiliate and customer-contact incentives, notably season-ticket giveaways.
MLS said soccer is the second-most-attended sporting event by male Hispanics
after baseball, and there are 65 million 'soccer Americans,' 18 million of whom
participate in the game.
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