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.

  • ValvolineValvoline extended its partnership with Hendrick Motorsports through 2022. The instant oil change company became a primary sponsor of the No. 88 Chevrolet Camaro ZL1 of 24-year-old driver Alex Bowman for two annual Monster Energy NASCAR Cup Series races over the next five seasons. According to 2011 data, 20% of NASCAR's followers are multicultural fans; 9% were Hispanic and 8% African-American.
  • Claro Sports and MARCA Claro are ready for the PyeongChang Winter Olympics 2018. The broadcasters will bring the sports event to 17 countries in Latin America through a multiplatform approach: TV channels, their website and mobile app, and the Claro Video streaming channel.
  • OpTic Gaming announced a new event with NGAGE Esports, in Texas, called OpTic Arena. The event will run from June 8-10 and feature a series of public esports activities taking place at A-Kon convention. OpTic Arena will feature a series of gaming events including Call of Duty, Super Smash Bros Melee, Dragon Ball FighterZ and Street Fighter V. In 2015, 12% of US esports fans were Hispanics, according to Statista.

  • EA and the NFL announced on Friday a partnership with ESPN and Disney XD to broadcast the two-part EA Sports Madden NFL 18 Championship Series. This is ESPN’s first long-term, multi-event competitive gaming agreement. With 30 hours of scheduled programming across ESPN2, ESPNEWS and ESPN Deportes, the partnership with Madden will be ESPN’s largest undertaking in the esports world to date.

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  • The Professional Fighters League (PFL) agreed with NBC Sports Group and Facebook on an exclusive multi-platform distribution deal for 2018. NBC Sports Group will establish an exclusive live Thursday night PFL fight franchise, presenting seven regular-season live events exclusively on NBCSN, beginning June 7. According to a Washington Post poll, 38% of mixed martial arts fans are African-American, and 31% are Hispanics.

  • beIN SPORTSTelemundo Deportes broadcast the exclusive Spanish-language telecast of Super Bowl LII on Universo on Sunday, February 4.
  • Italian soccer star Christian Vieri joined the crew, where he’ll contribute to both the Spanish and English broadcasts of beIN SPORTS’ weekly studio show, The Locker Room.
  • MLB and the Cleveland Indians are retiring the use of the Chief Wahoo logo on game jerseys and caps starting in 2019. ”I applaud the team’s decision to show the city, nation, and world that Cleveland is an inclusive place that values all diversity - in this case showing greater honor to our nation’s first people by retiring the Wahoo mascot from uniforms,” MLB Commissioner Rob Manfred said in a statement.

Keep reading --> How Avocados From Mexico Scored With The Super Bowl


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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