As part of its effort to win US Hispanic users, StarMedia Networks, a network of Spanish- and Portuguese-language Web sites, on Tuesday committed to exclusive title sponsorship of Carlos Santana’s Supernatural Summer Tour in the United States.
Financial details of the sponsorship weren’t disclosed.
Besides aligning StarMedia
with the popular Latin musician, the deal will give the network content. Users of StarMedia’s properties will be able to see the group perform on the Internet, and will have the opportunity to chat with Santana live. The company’s broadband division will provide users with high-bandwidth interactive access to the concerts.
“Carlos Santana is the hottest, most respected Latin artist today. He has a huge presence that transcends generations and cultures,” said Fernando Espuelas, chairman and chief executive officer of StarMedia Network Inc.
“We are proud to help provide a new platform for Carlos Santana to reach the millions of StarMedia users worldwide.”
StarMedia is creating an official Santana Web site, which will be launched next month. The band’s tour opens in West Palm Beach, Florida, on July 20, and travels to 36 cities in the US and Canada. Forty-six performances are scheduled.
StarMedia is currently in the middle of an advertising campaign that is running in eight different countries. The ads feature entertainers that are popular in the regions in which the ads appear, so aligning with Santana is consistent with the company’s overall marketing strategy.