When we cast the net for up-and-coming executives across media disciplines who have been making a distinctive impact, we had no way of expecting the variety and quality of the 40-and-under aged executives we’d find. You’ll read here about impactful engineers, marketers with an eye to digital and data, successful consultants, negotiators and dealmakers who share a track record of success but who aren’t necessarily the bestknown — hence the Next Wave of Leaders. This class will also be saluted at a breakfast event in New York on Friday, June 16, closing out the inaugural VIDWeek.
VP, MARKETING AND PROMOTIONS, UNIVISION DEPORTES
With nearly 20 years of experience in sports, Marco Liceaga is known for successfully managing broadcast and media for the National Football League in Mexico, and overseeing the launch and distribution of NFL Sunday Ticket and NFL Network in the territory. He has also directed marketing strategies and international business for Major League Soccer in New York and, since late 2012, has spearheaded marketing strategy across platforms for Univision Deportes, the multimedia sports arm of Univision Communications. Liceaga carried out a plan to overhaul the Univision Deportes brand across all media platforms while re-establishing it as the leading Spanish-language sports cable network. Recent marketing programs have helped propel UDN past ESPN Deportes as the No.1 Spanish-language sports network and drive UDN’s overall growth. Liceaga’s commitment is seen through successful new marketing programs such as Liga MX Campeón de Campeones, Balón de Oro Liga MX and Univision Deportes Tour. His efforts have also been evident in marketing to passionate fans by combining social, mobile and experiential efforts with major leagues and tournaments such as the World Cup, Copa América Centenario and Gold Cup.
What is the “Next Wave” the industry will have to contend with most?
“The continued fragmentation of content and audiences are ‘next waves’ that the industry contends with. While sports is in somewhat of a different and privileged position, we must continue to innovate and improve the consumer experience.”
Proudest accomplishment of 2016?
“2016 was a great year for Univision Deportes Network, but if I have to choose one single achievement it would be what we were able accomplish with Copa América Centenario. Our team worked hard to ensure we delivered the best-in-class programming, and because of it, UDN became the no. 1 sports network in America in any language during the month of June.”
Source: Broadcasting & Cable