To engage with our audience –native Mexican communities– we needed to create content relevant for them. So for the first time, indigenous people had the possibility to hear over the radio the national team’s soccer games in their own languages. Because the national team should be for everyone.

In México, native communities have only one reliable way to follow their national team soccer games: Radio.

While many people think that in Mexico only Spanish is spoken, there are 68 native languages. But soccer matches are not broadcast in any of them.

Corona, as the official sponsor of the national team, wanted to include everyone, because the national team should be for everyone.

Corona, the official sponsor of the national team, searched for the best soccer sportscasters who speak native languages to narrate the national team matches over the radio in those languages.

Using local radio stations we cast people throughout the country, choosing the winners with the help of professional sportscasters.

The Corona Native Sportscasters were broadcast through 75 local radio stations in their native languages: Maya, Nahuatl, Mixteco, Chatino, Zapoteco and Mixe.

First, we launched a casting call with radio spots through local stations, searching for the best soccer sportscasters in native languages. 850 people participated in the casting and, with the help of professional sportscasters, we selected the winners in six native languages: Maya, Nahuatl, Mixteco, Chatino, Zapoteco and Mixe.

We flew the winners to Mexico City, and from the Azteca Stadium they narrated the World Cup qualifying games of Mexico against United States and El Salvador in their native languages.

The scale was massive, because the radio is the main way people in these communities follow their national team. Their voices were broadcast through 75 local radio stations reaching 15M listeners.

850 people participated in the casting throughout Mexico.

The voices of the native sportscasters were broadcast through 75 local radio stations and 15M listened to the game in their languages (source: KANTAR & INPI).

We had a 97% organic positive sentiment on Social Media (source: KANTAR & INPI) and a 21% increase in sales during the game (source: CIG - ABINVEB Mexico Internal Sales).