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.

  • Call of Duty esportsThe Call of Duty World League inked a deal with TV brand TCL. Now, TCL will be featured in tournament broadcasts, and have branding in original Call of Duty World League programming, and more. According to a 2014 Think Now Research study, Hispanics expressed more interest in watching others play video games compared to Non-Hispanics.
  • The NBA and Intel Capital announced a new technology innovation collaboration by the name of “NBA + Intel Capital Emerging Technology Initiative.” The multiyear deal will foster the identification, formation, and growth of technology companies that have the potential to impact the future of the NBA, sports, and entertainment. “With this new initiative, the NBA and Intel Capital aim to bring extensive human and technology resources into companies we believe will lead the next wave of transformation in sports and entertainment,” said Wendell Brooks, senior vice president of Intel Corporation and president of Intel Capital.

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  • Emirates AirlineEmirates Airline, F1 Global Partner since 2013, renewed and expanded its partnership with Formula 1 until the end of 2022. Emirates will now have an expanded branding and consumer activation presence at over 15 races on the FIA Formula One World Championship calendar spanning Europe, Asia, Australia, North America and South America, in addition to Emirates being the Title Sponsor of the Spanish Grand Prix in Barcelona and for the German Grand Prix in Hockenheim.
  • The NBA, the International Basketball Federation and the Basketball Federation of India announced that Basketball Without Borders (BWB) Asia 2018 would be held from May 30 to June 2 at The NBA Academy India in Delhi National Capital Region. BWB Asia 2018 brings together the top male and female players ages 17 and under from throughout the Asia-Pacific region to learn directly from NBA and FIBA players, legends, and coaches and to compete against other young players from the region.
  • UFCUFC made a multi-year media rights agreement with The Walt Disney Company’s new Direct-To-Consumer & International segment, that will see exclusive live UFC content run on ESPN+, as well as across a variety of ESPN’s television, social and digital platforms, in English and Spanish, starting January 2019.
  • Williams Racing has launched an official esports team, which will now run competitions for gamers to earn their place on the Williams eSports roster. There are already three drivers signed to the Williams eSports roster: Javier Perez, Jani Vitsaniemi, and Bernardo Perez. As part of its activity in 2018, the team will contest the second season of the Formula 1 eSports Pro Series. On average, Hispanics play video games more often than Non-Hispanics (12 hours per week vs. 9 hours for Non-Hispanics), according to hispanicgamers.com.

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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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