SPORTS MARKETING BITS: ESPN, Red Bull, NFL, Under Armour, and More

A summary of the most exciting recent news in sports marketing and media in the U.S., U.S.-Hispanic and Latin American markets. If you're trying to keep up, consider this your one-stop shop.


THEMA-Alterna’TV, a Canal+ Company and world supplier of quality content for today’s evolving TV distribution business, will launch FIBA AMERICAS TV, the first branded network offering top international basketball games from the U.S., Canada and Latin America, to cable operators in the U.S. and Latin America.

The Major Leagues no longer has any Latino managers, which is quite puzzling considering that Latin America produces about a quarter of major league players.

Red Bull decided to launch an original online TV series that focuses on entrepreneurs in the action sports industry. “The Ripple Effect” features Nick Woodman of GoPro, Steve Van Doren of Vans, Jack O’Neill of O’Neill, Sean Collins of Surfline, Bob McKnight of Quiksilver and Bob Hurley of Hurley. The series is integrated into six 25-minute episodes available on demand on Red Bull TV.

The National Football League (NFL) is planning to launch on Snapchat Discover soon. The sponsorship deals for the league’s content has been set at up to $7m, according to brand and agency sources. The NFL will post a video from each game in the season on Snapchat, along with Live Stories from inside the games - which will show the events from the fans' point of view.

Adidas announced the purchase of fitness app Runtastic for $220 million euros.

The NFL’s Rams return to Los Angeles this fall, and Univision got the exclusive rights to broadcast the team’s preseason games in Spanish.

DOWNLOAD Portada's 2016 Sports Marketing Guide!


ESPN announced it would air all Premier League matches live and exclusively on WatchESPN in Brazil, making it the most complete coverage of an international championship in that country’s media history.  The television transmission of matches on ESPN, ESPN Brasil and ESPN+, combined with the streaming on WatchESPN, means that all 380 games of the 2016-2017 Premier League season will be available for the first time in Brazil.

Argentina’s National Basketball League signed a three-year agreement with the Chinese clothing brand Peak as part of the league’s strategy to gain international acknowledge.

Totto, a Colombian textile company, is in charge of providing all of the official clothing for Colombia’s Olympic players.

Under Armour has been working on the creation and seeding of social video to beat Nike and Adidas at their own game for the Olympics. Of the 10 most-commented Under Armour videos on Instagram, seven are product-focused. Five of these feature Stephen Curry, the basketball player of the moment.


Join us at the 2017 Sports Marketing Forum.. The first day of #Portada17 (Sept. 13, 2017 in NYC) will be all about Sports Marketing and insights and best practices on how best to use sports content to connect with the exploding multicultural demographic!

Ximena Cassab @xcassab

Ximena is a Swiss-Mexican journalist based in Mexico City where she specialized in business, and travel topics. Graduated from the National Autonomous University of Mexico (UNAM), she has worked as an editor at the magazines Expansión , Aire and Accent, from Expansion Group. Currently she is working with different media in Spanish and English independently. She is a passionate traveler who does not miss the opportunity to see a new place in the world.


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