June 11, 2010 2:09 PM

Univision's World Cup coverage aims to tap growing Hispanic market in U.S.

As Colombian star Shakira shimmied across a Soweto stage singing the World Cup anthem Waka Waka at Thursday's walk-up concert to the soccer extravaganza, Univision Communications began a World Cup marathon of its own. Not only are Hispanic viewers crazy for soccer, but the World Cup — or the Mundial as it's known in Spanish — is also regarded as the perfect vehicle to demonstrate the strength and growth of the U.S. Hispanic market.

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