According to Mediaweek's Katy Bachman, the Ford Motor Company continues to explore alternative marketing methods, this time signing on as the sole automotive sponsor of Daddy Yankee's national syndicated show on ABC Radio Networks.

The show, called On Fuego (On Fire), premieres March 4, hosted by Latin music artist Daddy Yankee. Set to feature interviews and performances by some of the biggest names in reggaeton and hip hop music, Ford will run ad spots during every show and sponsor a number of special events related to the broadcast.

With On Fuego set to hit six of the country's top 10 Hispanic markets (and thus reach 60-percent of America's Latin population), the Blue Oval is hoping to boost the appeal of their Fusion sedan (and by extension, the Ford brand) among the young, hip demographic that the show is expected to cultivate.


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