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.

  • Alex Rodriguez joined ESPN for this season’s Sunday Night Baseball as an analyst in a new multi-year agreement. He’s joined by Matt Vasgersian, the third-ever voice of Sunday Night Baseball, also in a multi-year deal.
  • Tecate announced an evolution to their “Born Bold” campaign introduced in 2015 called “We Are Bold,” rooted in consumer insights for the beer brand’s core demographic, the bicultural Hispanic male, and the role that the BBQ grilling plays culturally as a social forum to grow closer to their friends and as a key consumption occasion. Canelo Alvarez, the world champion Mexican boxer, will once again reprise his role for a third consecutive year within the brand’s campaign.


  • Endurance race producer RAM Racing and Allstate Insurance Company announced a three-year title sponsorship through the creation of the newly-named Allstate Hot Chocolate 15k/5k. The partnership marks the longest sustained commitment by Allstate in the endurance world and the first series title sponsorship for the running company.

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  • The Houston Rockets held on Monday, January 29, their Trading Places campaign with Southwest Airlines. Three of the team’s players went to the Hubby Airport, in Houston, to perform some of the activities the airline’s employees would perform, such as welcoming the passengers on board and uploading luggage to the airplane. According to the Rocket’s marketing spokesperson, the second largest audience who follow the NBA team is Hispanics.

  • Reuters announced that customers will now have access to expanded sports content through partnerships with Field Level Media and Opta, across sports events in North America, including NFL, NBA, MLB, NHL, NASCAR. Opta, meanwhile, will provide live, detailed for Reuters’ multimedia sports coverage and real-time results.
  • American Express and Fanatics are teaming up to launch American Express Jersey Assurance for both American Express Card Members and all NBA fans. Under this new partnership, American Express is both backing the current 90-day protection and extending the exchange window for up to one year after the purchase. According to a Nielsen report from 2015, 63% of NBA viewers were African-American and 14% Hispanic.

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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