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.

  • Dos EquisDos Equis signed a deal with Intersport to become the title sponsor of the inaugural 3X3U National Championship. This new event pits 32 four-man teams representing every Division I college basketball conference against each other as part of a three day, 3-on-3 tournament. The Dos Equis 3X3U National Championship begins on March 30. The games will be streamed live on Twitter.
  • According to Universo, its Spanish-language broadcast of Eagles/Patriots Super Bowl LII averaged 543 thousand total viewers, BuzzFeedranking as the top Hispanic cable network during the telecast for Telemundo Deportes. Total viewership went up by 48% in comparison to Super Bowl XLIX in 2015, the last time the channel broadcast that game.
  • NBCUniversal and BuzzFeed launched Playfull on Facebook, a millennial parenting channel (target audience: 20-34). According to Pew Research Center, ¼ of all U.S.-Hispanics are millennial. Buzzfeed will create videos for Playfull, while NBCUni oversees ad sales and business partnerships. Marketing support will include ads during NBC’s Winter Olympics.

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  • NASCARBig Machine Vodka wants to become title partner for the Monster Energy NASCAR Cup Series event at Indianapolis Motor Speedway. The Big Machine Vodka 400 at the Brickyard will serve as the finale to the Cup Series regular season.
  • Disney CEO Bob Iger stated that ESPN’s OTT service will cost $4.99/month and launch this spring on Apple iOS, Android, and ChromeCast, for starters. The app will be completely new, with original content; personalized scores, highlights and news; live streaming of linear networks, and incremental hours of live programming. “If anything points to what the future of ESPN looks like,” said Iger, “it will be this app.” There are just over 46 million Hispanic mobile phone users and this number is expected to grow to 51 million by 2020, according to Think Now Research.
  • fuboTVfuboTV, in agreement with NBCUniversal, announced a multi-platform content offering for NBCUniversal’s coverage of the XXIII Olympic Winter Games from PyeongChang, South Korea, to run through Sunday, February 25. fuboTV has also launched a new feature, updating its Sports navigation bar to include a break-down of Olympic programming, sorted by sport, in order to help viewers find specific live events more easily.
  • Thursday Night Football has a new home after the NFL. FOX Sports announced that the franchise would shift from CBS/NBC to FOX, courtesy of a five-year deal valued at $3.3 billion. Contests will be simulcast on NFL Network and distributed in Spanish on FOX Deportes. With this deal, FOX Sports and the NFL will expand its digital rights, over digital platforms including mobile phones for the first time.

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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