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.

  • NASCARNASCAR acquired the Automobile Racing Club of America, which will mantain its current structure through the 2019 season. “This continues the legacy our sport was built upon and will deliver the great racing our fans expect,” stated Jim France, NASCAR vice chairman, executive vice president and member of the sport’s founding family. According to 2011 data, 20% of NASCAR's followers are multicultural fans, 9% were Hispanic and 8% African-American.
  • J Balvin and Michael Brun’s “Positivo” will serve as the official pop song for Telemundo Deportes' coverage of the 2018 FIFA World Cup Russia. The song was first presented in a video tease during the 2018 Billboard Latin Music Awards on April 26.
  • Monumental Sports & Entertainment signed a deal with Giant Food, the leading DC regional grocery chain, to make Giant Food a sponsor of esports Wizards District, starting with the new season. Giant Food’s logo will be featured on in-game on-court signage, around player accounts and at the Wizards District Gaming Practice Facility. In addition, Giant Food will have exclusive ownership of a number of streamed practice sessions and games throughout the season. Hispanics are nearly twice as likely to wear video game branded apparel, according to

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  • ESPNESPN became the first sports broadcaster to air a live sporting event in 4K in Latin America. The company reported airing the first leg of a home-and-away UEFA Champions League semifinal in the format and made available on DIRECTV Channel 4000 in Argentina and Peru. ESPN’s coverage in 4K continues Saturday, May 26 with the UEFA Champions League Final live from Kiev, Ukraine.
  • Perform Media signed a multiyear deal with the NBA, to manage the league’s official websites in more than 15 international markets, including Argentina, Mexico and Spain. The NBA’s official online destinations in international markets reach together more than 15 million unique visitors each month, according to the league.
  • ESL confirmed a deal with Vodafone. The telecommunications giant  will span a variety of ESL’s flagship events, including the Intel Extreme Masters, ESL One and the ESL Pro League. Vodafone will also  support a series of initiatives that promote diversity and female participation in esports activities.


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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