In Latin America, branded content and entertainment is becoming increasingly embraced by the marketing community.

It has become more important than ever for marketers and brands to work more closely and effectively with media owners. Media companies, after all, are the experts in creating, managing, distributing and marketing content – and most importantly, they understand their audience, and understand how to best access and engage with them. This shift from the traditional advertising model has empowered media owners to assume an agency-role, consulting brands on how to showcase their personality by creating engaging, entertaining, and informative content.

It is this trend towards effective branded content that paved the way for ESPN’s Capitales del Futbol, presentado por MasterCard.

Alongside Academy Award winning Production Company 100Bares, we traveled the world to produce nine documentaries profiling the world’s football capitals, capturing what makes each city so special – the sights, sounds, and the citizen’s passion for football. The 'When You Visit' vignettes ran within the content of the show, and drove viewers to a dedicated website to find out how MasterCard can unlock even more exclusive opportunities for cardholders. The property allowed MasterCard to provide Latin Americans an experience they’ve never had before –to discover the world’s premiere destinations – places they’ve always dreamed about visiting, but never had the opportunity to – and how the brand can directly enhance that experience.

The episodes were teased weeks in advance, on our TV (live game & studio show mentions & previews), digital (articles and advertising on ESPN.com; dedicated ESPN.com website), and social media platforms (ESPN talent/studio show assets), engaging fans everywhere.

Season one's seven made it the highest rated original series in ESPN’s history in Latin America. The 11.5+ million viewers in 2012 shattered this record, proving that fans respond to remarkable sports stories, and having a great brand associated with the program enhances it. A Fan Forum study found that 94% of viewers of the show were more likely to use their MasterCard after watching; 61% most associate MasterCard with the passion for football (nearest competitor: 29%). But most telling for MasterCard: fans now associate the brand with Capitales more than any of their more high-profile sports sponsorships, including UEFA Champions League, MLB, and PGA Tour.

Our Facebook page launched prior to the premiere of season 2, and it's taken off. It’s now approaching 250,000 engaged fans, plus: over 200,000 post likes, 30,000 comments, 15,000 shares, and 50,000 poll responses.

On Twitter, thousands of fans have been joined by influential ESPN personalities, and superstar players and teams, to spread the word about the series. And there is perhaps no greater barometer of success than those 7 million Twitter impressions, attained by a genuine and unprompted desire for people to share their passion for football with the rest of the world.