Reshaping a Giant

Televisa Deportes achieves its brand goal—becoming a multiplatform hub for sports fans

 

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Televisa Deportes

A subsidiary of Televisa, the leading telecom company in the Spanish-speaking world, Televisa Deportes is focused on the generation and distribution of sports content.

Televisa Deportes is characterized by its spectacular content and its constant technological innovation. In order to achieve this, the brand makes use of a large team, a situation that made it difficult to maintain consistency. Televisa was also known for being a powerful and influential brand, but it lacked a humane touch in order to really connect with its audience.

Interbrand designed a brand strategy that reflected the attributes that Televisa Deportes had already established, but also highlighted the emotion that sports generates in fans. This new brand proposition places Televisa Deportes as the most genuine and passionate offering in the marketplace, a means by which consumers can enjoy and unleash the most profound and authentic emotions.

To support this new proposition, Interbrand developed a new brand architecture and implementation guidelines to maintain consistency across various touchpoints. Televisa Deportes is no longer “just” a TV brand, but also a multichannel world encompassing a range of consumer touchpoints, which is reflected in the new brand strategy.

This is how the “TD” brand came to be, for the first time in its hitory, a big, closed and powerful "family of brands." This brand is the means through which Televisa Deportes can express its mobility and flexibility through its spaces. This consumer-facing brand now truly co-exists with, and reflects, the corporate-driven identity.