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.

  • Minor League BaseballMinor League Baseball (MiLB) extended its official partnership with technology and payment service provider FIS Global, as the preferred payment and loyalty technology provider through 2022.
  • For the third time, Taco Bell's "Steal a Game, Steal a Taco" promotion is officially back for the NBA Finals. When a road team “steals” a win from the local team during finals, fans can get a free Doritos Locos Taco throughout the country. "The NBA Finals and Taco Bell are the perfect matchups, and we can't wait to once again raise the stakes of an already fierce competition by putting free Doritos Locos Tacos for America on the line," said Marisa Thalberg, Global Chief Brand Officer, Taco Bell Corp.
  • UFC confirmed its first fight in Russia, to be held on Sept. 15, at the Olimpiyskiy Arena in Moscow for UFC Fight Night Moscow. “Russia is a key part of UFC’s international expansion strategy,” stated David Shaw, Senior Vice President, UFC International, and Content. “The demand from our fans to bring a live event to Russia has been overwhelming, and with the vast potential this market holds for us, we knew this was the perfect time to bring UFC Fight Night to Moscow.” Andre Gromkovski has been appointed as Vice President, UFC Russia.

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  • MiLB, together with Satisfi Labs, has launched bilingual computer assistant bots, both in Spanish and English. The computer system will run through Facebook Messenger and will answer fans’ questions regarding routine details like ticketing, parking, and stadium amenities, as well as more important facts about the teams themselves. The bot is designed to be fluent in both English and Spanish. Some of the teams that are already using this technology are Hillsboro Hops and the Hillsboro Lúpulos.
  • R Λ Z Ξ RRazer signed an official two-year sponsorship deal with Overwatch League squad Los Angeles Valiant, as part of a wider deal with the Immortals global esports organization. “Team Razer is committed to fostering a roster of passionate and truly ambitious esports players,” stated Min-Liang Tan, Razer Co-Founder, and CEO. On average, Hispanics play video games more often than Non-Hispanics (12 hours per week vs. 9 hours for Non-Hispanics), according to a 2014 Think Now Research study.
  • Sports Illustrated TV and Major League Baseball announced a new licensing and original content agreement. Through the arrangement, SI TV will have access to MLB’s library of games, documentaries, and shows, as well as a co-production deal for two original long-form documentaries. The alliance also includes a co-production deal that will partner MLB and SI TV on two original baseball documentaries. 31% of MLB players are Latino, according to ESPN.

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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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