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.

  • McDonald'sDAZN is entering the Brazilian and Latin-American market after securing media rights for two major European soccer leagues. According to SportBusiness, the OTT platform is trying to get the rights to Italy’s Serie A and France’s Ligue 1 in both regions, which are currently owned by IMG and BeIN Media Group respectively.

 

  • McDonald’s Germany is moving out of soccer and focusing on esports by ending its partnership with the German Football Association and building upon its relationship with esports brand ESL. McDonald’s first partnered with ESL in January to sponsor the national esports championship in Germany, the ESL Meisterschaft.

The Portada Brand-Sports Summit in Los Angeles on March 15, 2019 (Hotel Loews Santa Monica) will provide a unique setting for brand marketers to learn about the opportunities sports and soccer content offers to engage consumers in the U.S. and Latin America.

  • Boxeo TelemundoBoxeo Telemundo is coming back to Telemundo Deportes on Nov. 16. The season premiere will feature Puerto Rican Jonathan “Bomba” Gonzalez and Mexican Juan “Pinky” Alejo battling for the WBO/NABO flyweight title. Rene Giraldo and Edgar Lopez will act as commentators alongside Abner Mares.

 

  • MLB owners are looking at a new television contract possibility with FOX Sports as well as a bespoke agreement with the OTT streaming service DAZN. The DAZN deal would see the platform negotiating a $300 million, three-year deal with MLB for in-game cut-ins.

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.

MORE FROM PORTADA


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.


Exclusive Interview: Raja Rajamannar, CMO, on Mastercard’s Recent League of Legends Sponsorship

Exclusive Interview: Raja Rajamannar, CMO, on Mastercard’s Recent League of Legends Sponsorship

We talked to Raja Rajamannar, Chief Marketing & Communications Officer at Mastercard, about the bran’s recent multi-year partnership with Riot Games, to become the first global sponsor for League of Legends esports.