You know what’s been missing from your NFL viewing? Hank Williams III’s iconic tune in Espaneesh. But whimper no more, dear Latino reader. The NFL is teaming up with ESPN Deportes to bring Spanish-speaking football fans a more familiar tone.

“We’re celebrating the cultural heritage of Hispanics who are such a huge fan base of the NFL,” said Lino Garcia, gm, ESPN Deportes, which next month begins its third season of televising Monday night games via simulcast with ESPN.

The backdrop for the festivities is ESPN’s Monday Night Football game on Sept. 15 between the Philadelphia Eagles and the Dallas Cowboys, which will kick off with a Latinized version of Hank Williams Jr.’s honky-tonk inspired theme song with some lyrics sung in Spanish.

In-house creative to promote ESPN’s Monday night game and the Fútbol Americano program via TV, radio, Web and print will support, coinciding with the NFL’s mounting of TV spots from its campaign, “We are fans!” and a corresponding print placement planned for USA Today.

The Dallas Cowboys billboard will even have Spanish monikers such as Aguilas for the Eagles and Vaqueros for the Cowboys. But they need to make sure they pass these around in the stands. Authenticity, people!

NFL, ESPN Deportes to Host Monday Night Football Fiesta [HispanicRetail360]