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.

  • The Kraken RumELEAGUE and The Kraken Black Spiced Rum inked a new partnership. The rum brand will become the first Official Distilled Spirits Partner of ELEAGUE. The partnership includes all ELEAGUE owned and operated platforms on television, digital and social. As part of the agreement, ELEAGUE also introduced the “ELEAGUE KRAKEN Boss Battle,” a feature where pro players and fans can compete against one another in front of a live audience.
  • UFC locked a partnership with Black Rifle Coffee Company as the “Official Coffee” of Season Two of Dana White’s Tuesday Night Contender Series. Black Rifle Coffee will work with UFC to provide social content about the series and promote a national campaign with prizes and exclusive UFC experiences. According to a Washington Post poll, 38% of mixed martial arts fans are African-American, and 31% are Hispanics.
  • Westgate Resorts reached a multiyear agreement to serve as title sponsor of Las Vegas Motor Speedway's September NASCAR Camping World Truck Series race. This is Westgate Resorts' first title sponsorship in NASCAR. According to 2011 data, 20% of NASCAR's followers are multicultural fans, 9% were Hispanic and 8% African-American.

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  • BudweiserBudweiser signed a multiyear deal as the official domestic beer partner of the White Sox. Activations include a long-term presence at Guaranteed Rate Field, the logo on the video boards, game-day event sponsorships and being able to put use their logo on home game giveaways. 31% of MLB players are Latino, according to ESPN.
  • The Players’ Tribune and SELF are partnering to create a series of original content focused on women across a wide range of sports. Olympic fencer Ibtihaj Muhammad, who was the first Muslim-American to wear a hijab while competing in the Olympics, will serve as executive producer of the multi-episode video series. Content will include video and personal essays celebrating the triumphs and struggles of women in sports. Titled The Playing Field, the program will premiere this fall on SELF’s and The Player’s Tribune’s channels.
  • ESPN DeportesSpanish-language broadcast of the NBA Finals has become the most-watched NBA Finals in network history, according to ESPN. Viewership of the fourth-consecutive encounter between the Golden State Warriors and Cleveland Cavaliers, was up 12%, producing 162,000 impressions, making it the most-viewed since ESPN Deportes started airing the NBA Finals in 2013.

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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