Disney’s Rita Ferro on engaging the Latino fan through sports, streaming and partnerships

Ad Age is marking Hispanic Heritage Month 2024 with our Honoring Creative Excellence package, in which members of the Hispanic community revisit pivotal projects or turning points in their careers. (Read the introduction and all the essays here.) Today, guest editor Rita Ferro, president of global advertising at Disney, writes about engaging the Latino fan across the company’s suite of products. Ad Age Creativity Bookmark our section covering the best in brand creativity every day Read more here Reaching and resonating with audiences is essential for any marketer’s success—and it is clear that brands are looking for creative solutions to break through and stand out in today’s marketplace. The Latino demographic, in particular, is experiencing unprecedented growth, accounting for more than 70% of the overall population increase in the U.S. between 2022 and 2023. In 2022, the U.S. Latino economy grew by 13%, reaching an impressive $3.6 trillion, according to a recent study by the Latino Donor Collaborative. However, many companies face challenges in adapting their strategies to effectively engage this dynamic cohort and connect their brands and services to this powerful and loyal consumer base. At Disney, we recognize the connection we have with our Hispanic consumers and the impact we can deliver for brands: Two-thirds have an ad-supported Hulu or Disney+ account and Disney is the No. 1 media portfolio for reaching Hispanic adults, where 91% of this audience engage with our linear or digital platforms. We have made significant investments in our research, data, technology and partnerships to ensure we have accurate and inclusive representation in our content, storytelling, products and services. Across sports, we have witnessed strength in Hispanic audiences that engage with our streaming services, where they constitute a significant portion of ESPN’s viewership. Our mission is to serve sports fans—anytime and anywhere—and as we work to establish ESPN as the leading digital sports destination, we recognize that Hispanic fans are a crucial component to our success. They are digital-first, younger and deeply passionate about sports, presenting a prime opportunity for brands to foster deeper affinity and loyalty among these audiences. Over the years, we have intentionally integrated the power of the Hispanic audience into our overall business strategy. This began with the launch of ESPN Deportes two decades ago and continued with the introduction of ESPN+. Looking ahead, our flagship ESPN app, set to debut in 2025, will offer an immersive sports experience, integrating features such as betting, fantasy, shopping and personalization—all designed with the diverse interests of our consumers in mind. Flagship ESPN will enhance the sports fan experience, particularly for our most engaged and diverse audience, including our Hispanic fans, who are accustomed to interacting with ESPN across various platforms—TV, digital, social media and mobile devices. Storytelling is central to our business and the No. 1 reason why we strategically invest in rights agreements that bring the best sports content to Disney. Our eight-year partnership with La Liga, our 11-year transformative deal with the NBA and WNBA and our extensive portfolio in combat sports—including Top Rank Boxing and UFC—are all crafted with the Hispanic consumer in mind. We continually innovate to bring brands closer to these cherished moments in sports, through ESPN commentators and journalists such as Cristina Alexander and MJ Acosta-Ruiz and collaborations with talent including David Ortiz (aka “Big Papi”), Becky G and J Balvin. We understand that a rising tide lifts all boats, but we need intentional collaboration to make the most impact. That is why I have called on my team at Disney Advertising, along with our cross-functional partners across the company and the industry at large, to prioritize inclusion and ensure we are lifting and amplifying diverse voices. Over a year ago, we announced a partnership with leading multicultural organizations, including the Hispanic-owned media brand Mecenas. Together, we helped Mecenas and PepsiCo launch “Talking Sabor,” a groundbreaking limited series on Hulu featuring chef Aaron Sanchez exploring Latin cuisines across the country. This series with Mecenas and PepsiCo is only one example of the authentic representation we can deliver in our storytelling alongside brands and partners, and through leading by example, we encourage others to follow in these footsteps. We recognize that our work is never complete. Success is not a destination; we are on a journey defined by authenticity and impact in service of our audience. Multicultural is mainstream, and our conversations confirm that the investments we’ve made—and continue to make—are good for business and, most importantly, good for our communities and culture. NextGen Marketing Summit Join us for a crash course on Gen Z, DTC marketing and the creator economy Register today

Disney’s Rita Ferro on engaging the Latino fan through sports, streaming and partnerships

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