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.

  • BAT Press OfficeAfter 13 years of absence, British American Tobacco (BAT), a former Formula One team owner, will return through a multi-year global partnership with McLaren. The tobacco company will now promote its electronic smoking alternatives since tobacco advertising is banned from the sport. McLaren stated that the partnership is ‘focused solely’ on BAT’s reduced-risk products, with the tobacco giant’s “vaping” brands to be emblazoned on the team’s racecars.

 

  • According to the gaming intelligence agency NewZoo, the global esports industry is predicted to grow to US $1.1 billion in revenue for the first time in 2019. According to the report, North America’s esports market will grow to US $409.1 million in revenue throughout the year. The report also claims that US $897.2 million of that growth across all esports markets (82 percent) will be drawn from expanded media rights, advertising, and sponsorships.

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  • Combate AmericasThe “Mexico vs. USA” live Mixed Martial Arts event will air live on television in the US on both Univision and UDN, according to Combate Americas. The fight will be held at the Save Mart Center in Fresno on Feb. 22. In addition, the event will be aired in English live on DAZN.

 

  • ESL is revealing a new logo, typeface, and brighter colors, anchored by yellow, as part of its recent rebrand. “Now we have an identity to join all that up: a simpler, more powerful logo. Our own typeface so we can speak up louder. A visual world, made from hidden worlds that only people in our world can spot,” the company said in the announcement.

The Portada Los Angeles summit 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.

  • PUMAPuma and the NFL have locked a multi-year deal for the sports brand to become an official marketing and footwear partner. The Phoenix Suns’ Deandre Ayton and Zhaire Smith, as well as the Sacramento Kings’ Marvin Bagley III all, signed onto multi-year footwear and clothing endorsement deals. PUMA will now be able to feature athletes in their respective NBA uniforms and team logos and to curate authentic and original content that will allow better storytelling about the company and its athletes.

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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