This document contains Eduardo Espinosa's personal branding portfolio exploring a career in sports broadcasting. It outlines his background and passion for soccer, goals of obtaining a sportscasting degree and entry-level job at a sports network. It also includes an analysis of his skills, online presence, competition and goals to establish himself as a bilingual soccer broadcaster in the US, bringing the excitement of Spanish-language broadcasts to English audiences.

1. PERSONAL BRAND
EXPLORATION
Eduardo Espinosa
Sports Broadcasting
Portfolio 1
Jan 24th, 2020

2. IDENTITY
With a Mexican background, Eduardo
grew up loving all aspects of futbol. His
dad had been part of the reserves of Club
Guadalajara, which motivated Eduardo to
want to pursue a career that directly tied
with the sport. After being part of his high
school’s newspaper, Eduardo was certain
he wanted to be part of the reporting
industry. This lead him to join Full Sail
University in order to obtain a Bachelor’s
Degree in Sportscasting to be able to
work at a sports network that covers
futbol matches across the globe.

3. PROFESSSION
Futbol Broadcasting
Potential Job Titles:
• Reporter and/or Correspondent
• Anchor
• Sports Writer
Lover Archetype: I would like my
passion for futbol to be felt by
those consuming my content.
Because I am a huge fan of the
sport, I want those watching/
reading/listening to know that I
care as much as they do about
futbol.

4. TARGET AUDIENCE
DEMOGRAPHICS: 80% Females, 25-50
years old, Predominantly White, College
Educated, located mainly in the Miami
and Greater Los Angeles area.
PSYCHOGRAPHICS: Variety of interest
that include Sports, Disney, Music, and
even Mark Cuban.
IDEAL AUDIENCE MEMBERS: Roberto
Mucciacciaro (ESPN), Maria Echeverri
Santos (Univision), and Alyssa Green
(FOX Sports)
Talent Acquisition/Recruiters at Univision, Fox Deportes, and ESPN Deportes

5. GOALS (no pun intended)
Short Term ( After Graduation 2021):
• Land entry job either at FOX Sports, ESPN, or Univision
• Obtain Certifications in Adobe Lightroom and Premier
Pro to help expand my skillset and opportunities that
can open up for me.
Mid Term (2026):
• Be an On-Air reporter for whichever company and be
able to cover the 2026 World Cup in North America
either in the commentary booth or as a sideline
reporter.
Long Term (2040):
• Be a renowned reporter of whichever company that
covers all kinds of futbol matches all around the globe
as well as be able to interview the futbol stars of the
moment.

6. SKILLS ANALYSIS
Notable Skills & Current Proficiencies
Notable Skills REQUIRED in TRADE & Current Proficiencies:
Biliteracy 95%
Oral Expression 75%
Active Listening 80%
Time Management 85%
Social Media Software 80%
YouTube 65%
Inductive Reasoning 70%
Social Perceptiveness 75%
Hard
Soft
Hard
Soft

7. PROMISE
Because I value futbol so much, I will make sure
that I am able to provide the best coverage for
any games I am assigned to in order to make
the viewer enjoy the match no matter the final
score.

8. CREDENTIALS
Work Experience:
• 4 years as a Writer/Editor for the Sultana Insider
Newspaper
• Currently working under the Tars Sports Network
Awards:
• Graduated High School with the California State Seal of
Biliteracy
Education:
• HS Diploma, Sultana High School
• Sportscasting, B.S., Full Sail University

9. COMPETITION
Samuel Guzman
Industry Experience:
• Tars Sports Network
• WWE Internship
• Morning Show Daily Flash
Education:
• Current student enrolled in Sportscasting, B.S. at Full
Sail University
Leadership Experience:
• Technical Directing
• Production of live and recorded shows at Full Sail
Skills and Proficiencies:
• Team Player
• Great Work Ethic
• Versatility to Adjust to Different Situations
Eduardo Espinosa
Overall Online Presence:
• Active Twitter account @Sammyguzman10_
• Not very active LinkedIn account
• When you google his name, half of the 1st page
results are actually about him
Industry Experience:
• Sultana Insider Newspaper
• Tars Sports Network
Education:
• Current student enrolled in Sportscasting, B.S. at Full
Sail University
Leadership Experience:
• Sports Editor for Sultana Insider
• Editor in Chief for Sultana Insider
Skills and Proficiencies:
• Bilingual( Spanish and English)
• Active Listening
• Time Management
• Quick Learner
Overall Online Presence:
• Social Media Accounts in Facebook, Twitter, and
Instagram (last 2 @chivos813__5)
• Working on LinkedIn Account (currently 4
connections)

10. COMPETITION
Rodolfo Landeros
Industry Experience:
• Correspondent at Televisa
• Collaborator at Radio 13
• Commentator at Univision
• Sports Anchor at Fox Sports
Education:
• Universidad Complutense de Madrid
• Communication and Media Studies, B.S., Universidad
Anáhuac
Leadership Experience:
• Anchor for multiple sports communications networks
• MC for the “Al Ries” awards in 2007
Skills and Proficiencies:
• Video Editing
• Biliteracy ( Spanish and English)
• Extensive Knowledge of Sports
• Cinematography
• Martial Arts
Eduardo Espinosa
Overall Online Presence:
• 500+ connections on LinkedIn
• The whole first page of Google with that name is
about him
• Over 200k followers across all social media platforms
Industry Experience:
• Sultana Insider Newspaper
• Tars Sports Network
Education:
• Current student enrolled in Sportscasting, B.S. at Full
Sail University
Leadership Experience:
• Sports Editor for Sultana Insider
• Editor in Chief for Sultana Insider
Skills and Proficiencies:
• Biliteracy( Spanish and English)
• Active Listening
• Time Management
• Quick Learner
Overall Online Presence:
• Social Media Accounts in Facebook, Twitter, and
Instagram (last 2 @chivos813__5)
• Working on LinkedIn Account (currently 4
connections)

11. BRAND POSITION
With the rapid increase of popularity for futbol in the
United States, I look to bring that passion and
excitement that Hispanic broadcasters are known to
have in their futbol match narrations. Most of the
narrators of futbol in the US weren’t fans of the sport
throughout their life like myself, and who else would
do a better job at it than someone who feels deeply
passionate about futbol.
Eduardo Espinosa

12. NETWORKING AND
MARKETING
Industry Events and Organizations:
• Radio Show
— September 13-16 Nashville, TN
• NAB Show
— April 18-22 Las Vegas, NV
• National Association of Hispanic Journalists (NAHJ)
—Student Membership- UCF Student Chapter
Digital Marketing
• Primary Content: Constantly update my Blog section on my FSBizsite as well as guests writing for various
sports/futbol websites about the current vents going on in the wolf dog futbol. I will also try to put together
a YouTube Channel where I take theses blog posts and turn them into videos.
• Facebook, Instagram, and Twitter: I could make little teases for my videos in order to get my followers to
want to get see the whole video. I can also embed the links to my blogs on these platforms to make it much
easier for my followers to see my content
• Website: I could use my FSBizsite as a sort of road map. I could post the links to all my content on there
throughout the varies pages on it, provide access to all my social media accounts, as well as provide a
platform for everyone to be able to see my projects and assignments I am completing at Full Sail

13. PROFESSIONAL DEVELOPMENT
Formal Education:
Complete Sportscasting, B.S. by Spring 2021
Technical Skills:
Master Microsoft Word Course- LinkedIn Learning- Spring 2020
Adobe Creative Cloud Certifications (i.e. Premier Pro, Photoshop, InDesign, etc) -Spring 2021
Personal Branding on Social Media Course- LinkedIn Learning- Spring 2020
Soft Skills:
Critical Thinking- LinkedIn Learning Course- Summer 2020
Writing- LinkedIn Learning Course- Summer 2020
Time Pressure- Writing Under a Deadline LinkedIn Learning Course- Fall 2020
Digital Contact with Others( Email, text, etc)- LinkedIn Learning Course- Fall 2020
Creative Thinking- LinkedIn Learning Course- Winter 2020
Mentor:
Reach out to various course directors at Full Sail that are industry experts like Rishi Barran,
Jeff Radcliffe, Gus Ramsey, to name a few. Talking with them and being able to pick up any
advice or tips they are willing to give me will tremendously help me better develop in my
career as a sportscaster.

14. ELEVATOR PITCH
You know how most English futbol
Broadcasts don't have the same
excitement and passion as the Spanish
ones? Well that’s what I hope to
change. That iconic almost never-
ending GOOOL shout, the funny yet
relevant catchphrases, that fast paced
narration of the plays that get people
of their feet, all things I look to bring
into the English broadcasts of futbol. In
fact, if you check out the Tars Sports
Network, you will see that I have done
numerous games throughout their
season.

15. REFERENCES
2019 HIGHLIGHTS FROM DALLAS. (n.d.). Retrieved from https://www.radioshowweb.com/
April 18 - 22, 2020. (n.d.). Retrieved from https://www.nabshow.com/
Boyd, D. (2017, April 12). Creative Thinking - Welcome: LinkedIn Learning, formerly Lynda.com. Retrieved from https://
www.linkedin.com/learning/creative-thinking/welcome?u=50813145
Creative Cloud Certifications. (n.d.). Retrieved from https://spark.adobe.com/page/hbJnir2rBU4FG/
Details Report for: 27-3022.00 - Reporters and Correspondents. (n.d.). Retrieved from https://www.onetonline.org/link/details/
27-3022.00
Figliuolo, M. (2016, August 2). Critical Thinking - Welcome to critical thinking. Retrieved from https://www.linkedin.com/
learning/critical-thinking/welcome-to-critical-thinking?u=50813145
Guillen-Diaz, Y. (n.d.). Welcome Page. Retrieved from https://nahj.memberclicks.net/
Jessie, J. W. (2019, May 6). Let's build your personal brand right. Retrieved from https://www.linkedin.com/learning/personal-
branding-on-social-media-2/let-s-build-your-personal-brand-right?u=50813145
Kaye, S. (2015, July 1). Business Etiquette: Phone, Email, and Text - Welcome: LinkedIn Learning, formerly Lynda.com. Retrieved
from https://www.linkedin.com/learning/business-etiquette-phone-email-and-text/welcome?u=50813145
Master Microsoft Word. (n.d.). Retrieved from https://www.linkedin.com/learning/paths/master-microsoft-word?u=50813145
Raja, S. (2018, May 29). Ninja Writing: The Four Levels of Writing Mastery - The rocket science of writing. Retrieved from https://
www.linkedin.com/learning/ninja-writing-the-four-levels-of-writing-mastery/the-rocket-science-of-writing?u=50813145
Roshell, S. (2017, June 13). Writing Under a Deadline - Welcome: LinkedIn Learning, formerly Lynda.com. Retrieved from
https://www.linkedin.com/learning/writing-under-a-deadline/welcome?u=50813145