The Week in Multicultural Sports Marketing

A summary of the most exciting news in multicultural sports marketing. If you're trying to keep up, consider this your one-stop shop.

File:Raymundo Beltran wins NABF Lightweight title, July 2012.jpg

Raymundo Beltran, boxer

ESPN announced the boxing fight dates for the first seven months of the year. Encounters include Mexican favorites Ray Beltran, on Feb. 16, and Óscar Valdez, on March 10.

Coca-Cola and NASCAR have extended their partnership. Coke will continue being the 'Official Soft Drink of NASCAR'. The partnership was first signed in 1998. The deal will continue through 2023. According to 2011 data, 20% of NASCAR's followers are multicultural fans, 9% were Hispanic and 8% African-American.

Monster Energy has signed a multiyear extension of its global partnership with UFC, as the “Official Energy Drink”. Monster's logo will continue to appear inside the Octagon during fighting events. “Monster will be a consistent presence throughout the year as UFC celebrates its historic 25th anniversary,” stated Paul Asencio, UFC Senior VP/Global Partnerships. According to a Washington Post poll, 38% of mixed martial arts fans are African-American, and 31% are Hispanics.

 

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Tiffany Haddish at Incirlik.jpg

Tiffany Haddish, actor.

Tiffany Haddish, “Girls Trip” star, has become the face of Groupon’s new Super Bowl commercial. In 2017, Haddish became the first black female stand-up comedian to host Saturday Night Live.

For the first time, Kraft will advertise during Super Bowl. Inevitably the brand will reach a broad Hispanic audience, given that "with each passing year, the Super Bowl is generating more interest amongst U.S. Hispanic sports fans and increasingly becoming a key bridge between those who navigate across the Latino and American cultures," according to a press release published by ESPN Deportes in 2016.

File:2010 Malaysian GP opening lap.jpgFormula 1 and FOX Sports Latin America strike a new partnership that will run through 2022. The deal includes FOX Sports holding the exclusive broadcasting rights of the FIA Formula 1 World Championship on TV and digital platforms throughout Latin America (excluding Brazil). It also includes the practice sessions on Friday and Saturday, qualifying sessions on Saturday and race on Sunday.


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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