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.

  • Monster EnergyMonster Energy extended its partnership with Swedish events and production company DreamHack for two more years, as the Global Strategic Partner through 2019 along with sponsoring each festival and esports tournament produced by DreamHack. According to a 2014 Think Now Research study, Hispanics express more interest in watching others play video games compared to Non-Hispanics.
  • MetroPCS signed a multi-year partnership with Texas Motor Speedway. MetroPCS have publicity presence during April's O'Reilly Auto Parts 500 NASCAR doubleheader weekend and November's AAA Texas 500 NASCAR Playoffs tripleheader. According to 2011 data, 20% of NASCAR's followers are multicultural fans, 9% were Hispanic and 8% African-American.

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  • FacebookFacebook announced a partnership with UK based esposrt company Gfinity, to exclusively stream Gfinity Elite Series esports tournaments throughout 2018. The arrangement covers the UK and extends to new territories which are part of Gfinity’s global expansion plans.
  • Razer announced a two-year deal with Spanish Team Queso, the first mobile-only esports team.
  • WWE and Spanish Sports Channel GOL enter into TV rights deal to broadcast WWE highlights in Spanish.
  • Major League Baseball and Barbasol announced a new sponsorship agreement that extends across ballparks, media and retail. Starting during the 2018 season, Barbasol will highlight its product launches with integrated branding across Baseball’s broadcast and digital platforms such as MLB Network and MLB.comit will also sell products featuring MLB branding at retail locations across the U.S.. 31% of MLB players are Latino, according to ESPN.
  • NASCAR and Anheuser-Busch announced a multi-year agreement that welcomes the beer brand back as an Official Partner and the “Official Beer of NASCAR,” replacing Coors Lite sponsorship. The deal includes sponsorship of the Monster Energy NASCAR Cup Series Busch Pole Award, rewarding the driver with the fastest qualifying time each week.

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  • Formula 1Kingsford extended its official partnership of MLB, promoting Opening Day March 29 with Vin Scully, Johnny Bench, Dominican American David Ortiz and Noah Syndegarrd presenting a multimedia campaign.
  • Formula One signed a multi-year extension of its partnership with Snapchat to bring ten races to the platform. Snapchat’s production team will curate snaps posted by drivers, teams, journalists and fans, and add race footage. According to Omnicore, 30% of US Millennial Internet Users use Snapchat regularly.

Check out the stars of Portada's Sports Marketing Board, who will meet at Portada Miami on April 18-19 to discuss various topics related to the future of marketing and innovation in sports. Register now!


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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