Observed Signal · Sep 4, 2026 · Interview · Source: AdExchanger · Impact: 3/5 · Sentiment: Positive
Marketing Strategy Market: Telemundo Retains World Cup Fans via Culture-First Marketing
Telemundo's EVP of Marketing and Creative, Claudia Chagui, discusses the network's 2026 FIFA World Cup marketing strategy. One in two World Cup viewers watched Spanish-language coverage on Telemundo, reaching beyond its core Hispanic audience. The 'protect and attract' strategy aimed to retain existing soccer fans while attracting English-leaning Hispanics through cultural authenticity and 'FOMO'. Marketing spanned TV, social, and digital, complemented by creator partnerships and experiential activations. Telemundo cross-promoted its upcoming shows on Peacock, achieving brand lifts, and now focuses on retaining those new audiences. The strategy emphasizes cultural relevance over language, with authentic storytelling as a key driver.
Insight into a major broadcaster's marketing strategy for a global event, relevant to marketing and media planning, but not a breaking news event.
Key Takeaways & Evidence Grounding
- Telemundo's Spanish-language broadcasts attracted one out of every two US World Cup viewers.
- Claudia Chagui is EVP of Marketing and Creative at Telemundo.
- Telemundo used a 'protect and attract' strategy to retain core fans and attract English-leaning Hispanics.
- Telemundo planned its social media strategy for the World Cup over two years in advance.
- Telemundo cross-promoted its shows on Peacock, resulting in brand lifts for those properties.
Connected Companies & Entities
3 Entities mappedFOX
US media owner spanning broadcast, streaming, publishing and ad sales.
“Fox has the English-language rights to the World Cup....”
Peacock
Hybrid streaming platform monetised through subscriptions and advertising.
“We worked very closely with our partners at Peacock to make sure that both Telemundo and Peacock properties that were coming up post-World C...”
Telemundo
Spanish-language US broadcaster and digital media owner.
“Telemundo's Spanish-language broadcasts attracted one out of every two US World Cup viewers....”
Ontology Mapping & Concepts
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