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.

  • Pepsi presented their latest Pepsi Generations spot. It brings back Uncle Drew, played by NBA Celtics’ star Kyrie Irving, across different decades and celebrates the feature film, Uncle Drew. Content will hit the big screen for the first time on June 29. “Creating the Uncle Drew character with Pepsi and being a part of the creative process has been an incredible experience,” said Kyrie Irving.


  • ESL made a deal with AT&T to sponsor a slate of mobile game tournaments in North America. AT&T will present a 5G demo at the ESL Arena at E3 and score a presence at upcoming events that include the Arena of Valor Pro League, ESL One New York in September, and IEM North America in November.

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  • Jackie Hernández

    Jacqueline Hernandez, Combate Americas President.

    Combate Americas has named Jacqueline Hernandez, as Combate Americas President. She will be based in New York and will report to Campbell McLaren, CEO, and Founder of Combate Americas, overseeing the entire business apparatus and P&L of Combate Americas.

  • ESPN Deportes Radio, ESPN’s Spanish-language radio network in the U.S., will offer around-the-clock World Cup news, information, and updates throughout its programs. Reporters include Pedro Vita (Covering Panamá), Marden Devia (Colombia), Stephanie Chaverri (Costa Rica) and Miguel Álvarez (México).
  • FloSports locked a deal to carry the Union Cycliste Internationale World Championships for Canadian viewers, along with the UCI Cyclocross World Cup and UCI Track World Cup. They will all stream live on Coverage of the UCI events started with the UCI BMX Supercross World Championships in Azerbaijan.

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.


Nobox Chief Creative Officer Marcus Kawamura Drives Brands’ Consumer Engagement With Big Ideas

Nobox Chief Creative Officer Marcus Kawamura Drives Brands’ Consumer Engagement With Big Ideas

Miami-based agency Nobox has tapped Marcus Kawamura as Chief Creative Officer to drive brands’ engagement with consumers by generating big ideas and delivering them on multiple platforms. Rapidly shifting technology requires brands to speak with consumers on multiple platforms, but Kawamura says engaging consumers requires deep brand understanding, big ideas, and the ability to entertain and react quickly to opportunities.