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.

  • WeiboChinese social media giant Weibo is interested in entering the global sports rights market. Zhang Zhe, Weibo Sports’ senior operations director, told the AFP it is interested in tapping into global media for direct-to-consumer (DTC). "In China, we want to go deep to tier three, tier four cities to get more users,” Zhang stated. “On the other hand, we want to go abroad and find new countries and people who are waiting to use Weibo.”

 

  • Nascar is introducing a tiered partnership system, to update its sponsorship strategy. The new model is seeking close to US$20 million each year for top-tier deals. As part of the arrangement, the premier series would just be known as the Nascar Cup Series, rather than the title-sponsored Monster Energy Nascar Cup Series. According to 2011 data, 20% of NASCAR's followers are multicultural fans, 9% were Hispanic and 8% African-American.

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.

  • ApplegateApplegate Farms will become the “Official Natural and Organic Meat of MiLB,” the first-ever partnership in the category for Minor League Baseball. Applegate will have dominant positioning throughout the MiLB digital network. As part of the agreement, Applegate’s messaging will be featured in ballparks. According to MiLB, over 18.3-million U.S. Hispanics designate themselves as fans of Minor League Baseball, behind only the NBA and MLS.

 

  • 72andSunny has become the NFL’s new lead creative agency, replacing WPP’s Grey. "An important element [72andSunny] will bring to the NFL is not only how to excite our core audience, but also how to engage and recruit the next generation of football fans and their relationship with our sport," Tim Ellis, NFL CMO, stated. NFL viewership among Hispanics has increased by 28% in the past five years alone, according to a 2016 Nielsen report.

 


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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