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.

  • Telemundo announced that it will bring Exatlon to the channel on July 16. This will represent the debut of the sports-reality format that pits two teams against each other to test their physical, mental and competitive skills with participants that include celebrities, Olympic medalists, world champions, and amateur athletes. Erasmo Provenza hosts and joins Jessica Cediel, who will present highlights, updates and exclusive content.
  • PUMAPUMA has locked a new multi-year partnership with The Basketball Tournament, as the exclusive footwear and apparel partner. PUMA will receive promotional rights to all TBT games, including a presence on-site as well during all ESPN broadcasts. In addition, PUMA is offering an official endorsement deal to any player who competes in TBT and then signs on with an NBA team the following season. “TBT is a unique concept and a perfect tournament for us to get involved with as we kick off our re-entry into basketball,” stated Adam Petrick, Global Director of Brand and Marketing for PUMA. “We want to shake things up within the sport, and this tournament does that and more by providing opportunities for previously unrecognized talent, and giving fans new ways to experience the game.”

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  • Dak PrescottCowboys quarterback Dak Prescott signed a multi-year deal as the ambassador for Campbell’s. He’ll promote Chunky MAXX through 2020. He’s the first NFL QB to lock a multi-year deal with the brand since Donovan McNabb.
  • UFC and AirAsia announced that current “OnePride MMA Pro Never Quit” women’s strawweight champion of Indonesia, Linda Darrow has been selected as the first-ever student to be admitted into its UFC Scholarship program. As part of the program, Darrow will receive an all-expenses-paid trip to the United States to train at the UFC Performance Institute in Las Vegas.