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Ford and Daddy Yankee form unique partnership
 February
14, 2006 -- Auto
car maker, Ford has signed on as the exclusive automotive sponsor of
reggaeton superstar, Daddy Yankee’s new “On Fuego” national radio
program on ABC Radio Networks en Español.
The program hosted by
Daddy Yankee will feature the hottest music, cultural insight and commentary
about the Latino experience from the “King of Reggaeton” himself, whose
combination of musical skills and verbal virtuosity have made him reggaeton’s
first superstar. The
show will premiere on March 4th and run on weekends in top U.S. Hispanic markets
for 52 weeks.
“Ford Fusion is a young, energetic brand with style and attitude that is
appealling to today’s youth market,” said Ben Poore, car group marketing manager
of Ford Motor Company. “Now, as reggaeton music has become one of the most
influential radio formats for today’s urban youth, we are strengthening our
connection with this market, and Daddy Yankee we will be with us as we go to the
next level.”
Ford’s partnership with the Daddy Yankee “On Fuego” radio show includes the
sponsorship of billboards, 60 second commercials and features in the weekly
two-hour program. In addition, the Ford Fusion will be included in Daddy
Yankee’s “En La Avenida” (On the Avenue) segments, through which Yankee will
provide updates on what is going on in his life and in the Latin music industry.
These updates will run during ABC Radio Network’s Hispanic Morning Drive and
ESPN Deportes programs every day of the week. The third element of the
partnership will include a national contest featuring the chance to attend a
private Daddy Yankee “On Fuego” radio show broadcast, “Live from South Beach,”
featuring special guest appearances from major celebrities and performances by
some of the hottest acts in reggaeton and hip-hop.
“We’re excited to partner with ABC Radio en Español and Daddy Yankee in this
unprecedented radio show,” said Dave Rodriguez, Ford’s multicultural marketing
communications manager. “Ford Fusion’s partnership with “On Fuego” demonstrates
the company’s commitment to catering to the spirit of today’s Latino youth that
have embraced reggaeton music, one of the fastest growing music genres in the
U.S., and its superstars. Ford has always prided itself in uniquely reaching the
Hispanic market and supporting reggaeton is yet another example of our customer
driven focus."
About the Ford Fusion
The 2006 Ford Fusion is one of the most distinctive sedans on the road. It
offers a unique combination of styling, spacious and versatile interior, and
superior driving experience. Fusion achieves very good fuel economy, thanks to
advanced engine and transmission technology - the 160 hp 2.3L Duratec 23 I-4
engine delivers an EPA-estimated 24 city and 32 highway mpg. It is also very
affordable: a well-equipped Fusion has a low base MSRP of $17,795. http://www.ford.com
About ABC Radio Networks en Español
ABC Radio Networks has over 4,500 affiliate radio stations reaching 106 million
people age 12 and over each week. Programs and services include ABC News Radio,
Paul Harvey News and Comment, The Sean Hannity Show, Satellite Sisters, The Tom
Joyner Morning Show, The Doug Banks Morning Show, MoneyTalk with Bob Brinker,
The Mark Davis Show, The Larry Elder Show, American Country Countdown with Kix
Brooks, The Dan Patrick Show, The Herd with Colin Cowherd, Mike and Mike in the
Morning, The Michael Baisden Show, Dick Bartley's Rock & Roll's Greatest Hits,
The John Batchelor Show, Todd Pettengill at the 80s, Renán Almendárez Coello-El
Cucuy de la Mañana, El Vacilón de la Mañana with Luis Jimenez and Moonshadow,
El Vacilón de la Mañana with Enrique Santos and Joe Ferrero, Daddy Yankee On
Fuego Radio Show and ESPN Deportes. Other ABC broadcast services include ABC
Sports Radio, Radio Disney, syndicated music and talk programs including
Flashback, format-specific ePREP and production libraries, ABC's Jack FM(TM) and
eleven other 24-Hour Formats, including Scott Shannon's True Oldies Channel and
ESPN Radio, which is the exclusive network radio home of Major League Baseball,
the NBA and the Bowl Championship Series.
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