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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.


A summary of the most exciting news in multicultural sports marketing. If you’re trying to keep up, consider this your one-stop shop.

  • Monster Energy announced a deal which extends its entitlement sponsorship of NASCAR’s
    premier series running through 2019. The brand will also continue as the Official Energy Drink of NASCAR. “NASCAR and Monster Energy enjoyed a productive first year and both parties have benefited significantly from the partnership,” said Steve Phelps, NASCAR Chief Operating Officer. According to 2011 data, 20% of NASCAR’s followers are multicultural fans, 9% were Hispanic and 8% African-American.
  • Nighthawk Pro GamingNETGEAR Nighthawk Pro Gaming and NRG esports signed a partnership to leverage Nighthawk Pro Gaming products into the team’s training regimen, including its training facility and Boot Camps at the NETGEAR headquarters in the new Nighthawk Pro Gaming lounge. “We are pleased to be working with NETGEAR, the leading provider of networking equipment for the home, gamers and small business,” said Andy Miller, owner, and CEO of NRG and the San Francisco Shock. Hispanics are nearly twice as likely to buy and wear video game branded apparel.
  • The interactive football league Fan-Controlled Football League (FCFL), a new football league that lets fans call the shots on game plays, announced a multiyear streaming deal with Twitch. The deal makes Twitch the exclusive broadcaster of the FCFL through the 2019 and 2020 seasons. This is the second year the FCFL has partnered with Twitch. It first began using the service near the end of its inaugural season in 2017.

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  • Formula 1ESPN will expand its coverage for next weekend’s Formula 1 Spanish Grand Prix, by adding more on-track content. Viewers will be able to watch content from the first two F1 practice sessions of the weekend on ESPNU, from the Circuit de Barcelona-Catalunya. The third Spanish Grand Prix practice session, qualifying, and the race will air on ESPN2.
  • snacks inked a new multi-faceted sponsorship deal with Major League Baseball that makes Utz the Official Salty Snack of MLB, across television, digital media, and retail locations. Utz plans to promote its full assortment of snack products with integrated branding across MLB’s broadcast and digital platforms such as MLB Network and In addition, Utz will begin selling products that feature MLB branding at retail locations across the US. This is the brand’s first professional sports league partnership. 31% of MLB players are Latino, according to ESPN.
  • T-Mobile and the Houston Outlaws have started an official partnership. This is the esports league first sponsorship agreement. As part of it, the brand will now become the Official Wireless Partner of the Houston Outlaws. T-Mobile and the Outlaws will also generate new content to deliver fans an inside look at the team’s players and their experiences in the Overwatch League. “T-Mobile is not only America’s fastest network but the fastest to embrace esports,” said Ryan Musselman, Senior Vice President of Infinite Esports and Entertainment.

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