This World Cup has made unlikely international stars out of a plucky Cape Verde squad, further catapulted the status of gargantuan Norwegian striker Erling Haaland and firmly planted Lionel Messi as the greatest player of his generation.
But the players on the pitch haven’t been the only ones catching the eyes of soccer viewers.
Another legend among legends has also cemented his legacy during this run: Aurelio Casillas — the fictional drug kingpin and protagonist at the heart of the long-running Telemundo series “El Señor de los Cielos.”
The 10th season of the program finds Casillas reemerging to recover his narcotics empire after disappearing from his family’s radar. Familial drama ensues as betrayal runs rampant and Casillas embarks on a vengeful crusade against his enemies to regain and avenge the death of his love interest.
The image of Casillas, portrayed by veteran Mexican actor Rafael Amaya, has been plastered all across Telemundo’s World Cup coverage.
In the ads leading into games, Casillas is there. During most commercial rejoins, hosts spotlight the “El Señor de los Cielos” final season‘s Tuesday premiere.
The promotion has gone beyond what most U.S. audiences might be accustomed to as the network has cleverly implemented in-game ad reads that seem to flow freely into match coverage.
If Haaland coordinates a strike that helps Norway regain power in the game, a Telemundo game announcer might point out that decorated drug trafficker Casillas has also been known to schedule timely strikes to help him regain power in the dangerous world of narco warfare.
The incessant and cheeky ad reads served as more than just a gimmick as social media users have taken note of Telemundo’s marketing strategy. Many have joked about capitulating to the network’s advertising and giving the show a try. Others have humorously pondered about the contents of the program, while some have defiantly proclaimed that they will never fall for the series’ propaganda.
Hate it or love it, people can’t stop talking about it.
During halftime of Friday’s high-octane Argentina-Cape Verde Round of 32 match, Telemundo sportscaster Adriana Monsalve nodded to the online chatter the show has generated.
“We’ve read your messages on social media,” Monsalve said. “Between those who have said they’ve been convinced and those who admitted that they will be watching ‘El Señor de los Cielos,’ all we have to say is thank you. We await you all this Tuesday at 9 p.m./8 p.m. Central on Telemundo and Peacock.”
This type of over-the-top promotion model has long been used by the network as a way to convince advertisers that running commercials on its airways is worthwhile, noted University of Oregon advertising professor Christopher Chávez.
“They’ve really had to scrap it out over the years and so their product placement has always been overt, whereas in English-language media, there’s at least some attempt to make it creative or artistic,” Chávez, who also serves as the director of his school’s Center for Latina/o and Latin American Studies, told The Times. “There’s just this history of announcers and creatives really just going all in on marketing and almost not disciplining themselves, and because you have this global platform, people are just taking notice and they’re having fun with it.”
Telemundo’s executive vice president of marketing and creative strategy, Claudia Chagui, told The Times that the company had a game plan for how to approach the moment for “El Señor de los Cielos.”
“We had a very clear strategy going into the World Cup,” Chagui said. “We knew what we wanted to do in terms of how to protect our core fans and how to attract English-leaning Hispanics and maybe even general market fans to come and watch it in Spanish and all of that happened. We knew that this launchpad for ‘El Señor’ was going to be the strongest platform we could have.”
Chávez remarked that the Telemundo likely put a lot of stock in engaging Latinos online in the hopes that they would have fun with the marketing rollout.
“[Telemundo] knows that Latinos are younger and tend to be more proficient users of social media and more likely to share content,” Chávez said. “They’re very aware of that kind of market research, so whatever they put out there, hopefully it’s going to be meme-able or it’s going to be shareable. I think they’re pretty much banking on that.”
Chagui said that while much of the viral online chatter is beyond the control of the network, Telemundo’s social team has been locked in to the conversations regarding the show.
“We have our ‘El Señor’ account and even our Aurelio account — who is commenting on some of these conversations — and we’re making sure that our community feels like they’re being heard,” Chagui noted. “There is a real fan community around this IP and we take that very seriously. We want to take care of our fans.”
The show has been able to have such reach this World Cup cycle because more U.S. viewers are opting to tune in to Telemundo’s coverage than ever before.
In a recent social media post, Telemundo said that nearly half of all World Cup viewers stateside are watching its coverage.
NPR reported that 20% of Telemundo’s soccer audience speaks English as their primary language. Telemundo Deportes leadership told the outlet that the network’s telecast numbers have increased by 122% since the 2022 World Cup in Qatar.
“It’s so much better when we’re watching it on Telemundo, because the announcers are not simply announcing the game, they’re engaging with the audiences themselves,” said Mari Castañeda, University of Massachusetts Amherst’s Commonwealth Honors College dean. “They’re really leaning into a more Latino aesthetic that is much more loose, open, joyful, kind of like a party atmosphere that changes the vibe and makes it become more celebratory, which it should be. The World Cup is meant to bring people together and it really seems to be doing that.”
That level of involvement from the commentators was something that Telemundo’s marketing team made sure to instill in its talent pool, Chagui noted.
“We work with our sports team and say, ‘These are the things that are top priorities for us from a promotional perspective,’ and our team creates all those mentions for those commentators and we work hand-in-hand with the sports team to make sure that there’s time within the games for them to be able to make those mentions,” she said.
“We tweak that messaging along the way to make sure that it doesn’t become too repetitive, that people don’t get tired of it. And now when the season starts, you’ll see that those mentions are going to be even more organic and will be more related to what’s happening on the show at the time.”
An unexpected added element that fell into Telemundo’s lap was the dream run of Mexico’s national team in the tournament.
“We prayed for that, but it’s been tremendous,” Chagui said. “[The Round of 32 game against Ecuador] had over 17 million viewers, so talk about a dream promotional platform. We really couldn’t ask for more.”
Chávez saw this current cultural moment as a great time for “El Señor de los Cielos” to potentially add a slew of new viewers, especially among English-first audiences.
“One of the things that streaming platforms like Netflix has done is that you’re starting to now see preferences change,” he said. “American audiences are starting to consume Korean dramas, for example, or Spanish-language dramas … [these] platforms have changed people’s comfort levels with consuming content that is not necessarily in English.”
Chagui also credited Telemundo’s streaming home, Peacock, as an important driver of popularity for “El Señor de los Cielos.”
“Now everybody watches content in any language, so I think the partnership with Peacock has been tremendous, because we know a lot of consumers don’t watch linear television anymore, and so if you’re not available on the streaming platforms, then you already hit a brick wall … we have to be available where our audiences are consuming content,” Chagui said.
If you’re one of the many people intrigued by the series, but find the idea of doing nine seasons of catch-up viewing daunting — there’s no need to fear, Telemundo has got you covered.
Seizing on the show’s newfound increase in popularity, the network created a special episode of “El Señor de los Cielos” that recaps all nine seasons of the series in under two hours.
“We needed a catch-up strategy because core fans are going to want to catch up before the premiere of the new season, but we’re going to bring in all these new eyeballs with the World Cup, and so we had to have something that is easy for them to understand what the series is about so they can hit the ground running,” Chagui said. “That’s where we had this idea to do this 90-minute recap of all nine seasons and so since we launched that on Peacock and the consumption has been off the charts.”
But the appeal of the “El Señor de los Cielos,” which began airing back in 2013 and is inspired by the real-life escapades of Mexican drug lord Amado Carrillo Fuentes, goes beyond just the viral marketing.
“I think for a lot of the folks that were not watching it, but that now are interested and fascinated by the show, [the appeal] is that it’s based loosely on a true story,” Castañeda said. “That’s one of the things that in talking to some of the elders in the community is what connects them to the story itself, it feels like it’s something relevant and contemporary because it’s based on the potential of a true story that’s taking place.”
Castañeda added that the program’s high production value and explosive action scenes make “El Señor de los Cielos” seem like “a fun show to watch.”
Amaya’s turn as the sinister yet family-focused Aurelio Casillas has drawn comparisons to James Gandolfini’s portrayal of mob boss Tony Soprano — a distinction the actor dubbed an “honor” as “The Sopranos” is one of his favorite series.
In a conversation with The Times, Amaya embodied the corporate synergy that has piqued interest in his show.
“Our World Cup are TV series and I think that we’ve scored a bunch of goals during the decade that we’ve been telling a story that always been buzz-worthy and that has passed from generation to generation,” Amaya said. “All that is thanks to the viewers and to the characters who have evolved and remained relevant.”
In addition to the plethora of ads, the “El Señor de los Cielos” lead actor contributed to Telemundo’s World Cup coverage through a special program titled “Diarios de Fútbol con Rafael Amaya.” The show follows Amaya around L.A. as he speaks with soccer legends about the transformative power of the sport.
When asked what new viewers of the show should expect, Amaya kept it simple.
“They’re obviously going to see a series filled with adrenaline, betrayal, unexpected turns,” Amaya said. “In this 10th season there are a lot of changes, and I think it’s the best season yet.”