La Tiendita
The 7th Annual Awards
- Best Branded Content
ABOUT THIS ENTRY
Latino legends of soccer who made a significant impact in the United States engage in candid conversations in Spanish over meals and a glass of Jim Beam. The pairs discuss their personal and professional journeys contributing to the sport's growth in the America.
How does this represent "Excellence in Engagement"?
This series was a first of its kind of U.S. Soccer. Episodes delved into the personal and professional journeys of these Hispanic soccer icons, highlighting their contributions to the sport and their cultural legacies. The series created an authentic and engaging space for storytelling, fostering a deeper connection between the legends and the audience. Fans gain insight into the lives and careers of their soccer heroes while celebrating the cultural richness that these legends bring to the game.
Objective
This series aimed to celebrate the impact of Latino soccer legends who left a lasting mark on the American soccer landscape and Major League Soccer. These legends were paired up with former United States Men's National Team players for candid conversations in Spanish while enjoying iconic U.S.-based Latino dishes and Jim Beam, discussing their contributions to the sport and their cultural legacies.
Strategy & Execution
Drawing inspiration from the free-flowing dialogue of "The Shop" and the exploratory spirit of Anthony Bourdain’s "Parts Unknown," this series infuses a distinct Latino flair. It brings together past and present soccer greats set against the backdrop of the most vibrant eateries in the U.S. The series creates an authentic and engaging space for storytelling, fostering a deeper connection between the legends and the audience. Fans will feel like they are part of the conversation, gaining insight into the lives and careers of their soccer heroes while celebrating the cultural richness that these legends bring to the game.
Long-form episodes lived on YouTube, USSoccer.com and the U.S. Soccer app. While short-form clips, and quote graphics were posted on social media to promote the series and drive the audience to the long-form episodes.
Organizations
- U.S. Soccer Federation
- Jim Beam (Presenting Partner)
Links
Featured
- Alejandro Bedoya
- Carlos Valderrrama
- Marcelo Balboa
- Marco Etcheverry
- Pablo Mastroeni
- Diego Valeri
Credits
Edwin Hernandez
Manager, Video Production
U.S. Soccer
Javier Fernández Dussaq
Sr. Director, Brand & Creative
U.S. Soccer
Michael Allardyce
Sr. Director, Content
U.S. Soccer
Kevin Zemanski
Sr. Manager, Video Production
U.S. Soccer
Ian Beckley
Manager of Video Production, MNT
U.S. Soccer
Nico Friedman
Coordinator, Video Prodcution
U.S. Soccer
Cristian Pacheco
Graphic Designer
U.S. Soccer
Michael Kammarman
Director of Communications, USMNT
U.S. Soccer
Ted Bryant
Sr. Manager, MNT Content
U.S. Soc
Celebrate in NYC
Join us for the 7th Annual Hashtag Sports Awards™ on the evening of June 24, 2025 as we celebrate finalists and reveal the winners of this year's awards live during the show.
