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.

  • Thunder GamingThunder Gaming announced a partnership with gaming hardware maker TechniSport. TechniSport will offer high-performance gaming chairs exclusively designed for Thunder Gaming Esports Center in Long Beach. “We are pleased to partner with TechniSport since they share our passion for delivering comfort and performance to amateur and pro players alike, ” stated Christian Bishop, CEO of Thunder Gaming. According to a 2014 Think Now Research study, Hispanics expressed more interest in watching others play video games compared to Non-Hispanics.


  • The boxing encounter between Manny “Pacman” Pacquiao and Lucas "La Maquina” Matthysse will be live streamed exclusively in the US on July 14 on ESPN+. The fight will finalize a full day of boxing on the ESPN family of networks, as Regis “Rougarou” Prograis will defend the WBC Diamond super lightweight title against Juan Jose Velasco, and lightweight Teofimo Lopez will face William Silva, live on ESPN and ESPN Deportes.

Subscribe to Portada daily Sports Marketing Updates!

  • La Vida BaseballThe Smithsonian’s National Museum of American History and La Vida Baseball are partnering to celebrate and explore Latino baseball culture and the impact of baseball on communities with baseball players and leaders, philanthropists, and historians. “Giving and the Game” is the centerpiece of the museum’s All-Star Film Festival on the evening of Friday, July 13.


  • Repsol has extended its title sponsorship of the factory Honda MotoGP team until at least the end of the 2020 season. Together, Repsol Honda have won a total of 13 riders' titles and 163 premier-class grand prix wins.


  • The Cubs and Biofreeze have locked a deal in which the pain reliever brand will be the exclusive sponsor of the club’s upcoming 10-game slate of games shown on Facebook. The package of games, beginning on July 10, are simulcasts of over-the-air broadcasts with WLS-ABC. Financial terms were not disclosed. “We see this effort on Facebook as the next generation of Cubs programming, and are really pleased to have Biofreeze step up like this,” said Cubs President of Business Operations Crane Kenney. 31% of MLB players are Latino, according to ESPN.

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.


Dentsu Aegis Network Acquires Agency Global Mind

Dentsu Aegis Network Acquires Agency Global Mind

This is the third Latin American acquisition this year after the Japanese giant acquired M8 and White Label in April. Global Mind will triple the headcount of iProspect and strengthen Dentsu Aegis' pan-regional reach. 

4 Truths and One Lie About Multicultural Marketing According to Mel Rodriguez & Co, Starcom, Walton Isaacson…

4 Truths and One Lie About Multicultural Marketing According to Mel Rodriguez & Co, Starcom, Walton Isaacson…

We talked to Melissa Rodriguez, Dana Bonkowski, Albert Thompson, and Teylez Perez about the future of brands in an increasingly multicultural world. Reports estimate that by 2065 Hispanics will account for one-quarter of U.S. population. Brands should be aware of this opportunity and find appropriate communication strategies.

IRI Reveals U.S. Hispanic Shoppers Spend US $94 Billion on CPG Products

IRI Reveals U.S. Hispanic Shoppers Spend US $94 Billion on CPG Products

IRI (Information Resources Inc.) has published the results of a new report revealing the most successful new product launches for Hispanics, as well as the top new natural brands for Hispanic shoppers. The Hispanic community is the fastest-growing ethnic group in the nation and spends more than US $94.7 billion on CPG products annually.