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.

  • Adrián GonzálezDodgers star Adrián González’ new co-founded app, PopFlyXP, seeks to enhance fans’ connections to their favorite players. The app will aggregate social media, sell athlete-branded merchandise, and offer a platform for sharing messages and behind-the-scenes access. “There’s got to be an opportunity or a way in which we can connect them in a more inclusive way,” said former Dodgers executive Jesse Nuñez, who was the Dodgers’ director of Spanish-language media and Latino initiatives.


  • MLB and NBA matches in Houston will now stream live on FuboTV as part of a carriage deal with US media giant AT&T. Through this deal, FuboTV becomes the first virtual multichannel service to distribute content broadcast on AT&T’s SportsNet Southwest coverage. Content is up on the OTT service’s subscription package since 11th February, at US$44.99 per month.

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.

  • General TireNASCAR and General Tire announced a multi-year partnership making the tire company the “Official Racing Tire” and “Exclusive Tire Supplier” of the NASCAR K&N Pro Series, NASCAR Pinty’s Series and NASCAR PEAK Mexico Series. A separate six-year deal was announced last month with the NASCAR Whelen Euro Series. This is the first exclusive supplier partnership encompassing NASCAR’s three international series.


  • The Oakland Raiders are looking to lock a deal with the San Francisco Giants to play next season’s home games at Oracle Park. According to the Associated Press, the two sides are in discussions but no terms have been agreed.

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  • BeIN won’t renew its five-year contract with Formula One. The Qatar-based pay-TV broadcaster believes that the ongoing fight against piracy in Saudi Arabia will have a “natural consequence” on the rights it chooses to buy. Formula One now needs a new broadcaster in the Middle East and North Africa (MENA).


  • AirAsiaUFC and AirAsia locked in an extension of their partnership, to “develop and discover new MMA talent in the Asia-Pacific region and create original content for MMA fans.” Activations included the launch of the first-ever UFC Scholarship Program, which gave One Pride women’s straw weight champion Linda Darrow the opportunity to hone her skills at the UFC Performance Institute in Las Vegas.


  • The NBA and AT&T have signed a new multiyear official marketing partnership, designed to create enhanced experiences for basketball fans across the NBA, WNBA, NBA G League, NBA 2K League, and USA Basketball, replacing Verizon.