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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.

  • OTT streaming service DAZN has detailed its expansion into the US, following parent company PerformGroup’s $1 billion joint venture with Matchroom Boxing and a nine-figure multiyear global distribution agreement with Bellator MMA. The first-ever fight night will be headlined by heavyweight world champion Anthony Joshua and Alexander “The Russian Warrior” Povetkin, on Sept. 22 live from Wembley Stadium in London.


  • AngelsThrough the first half of the 2018 MLB season, viewership of Los Angeles Angels telecasts on FOX Sports West has delivered the highest year-over-year ratings increase of any MLB team, according to the network. At the All-Star Break, current local-market household ratings on FOX Sports West are up 79% in comparison to last season.


  • Activision Blizzard has agreed to a multi-year broadcast rights deal with Disney to televise the eSports Overwatch League across ESPN, ESPN 2, Disney XD, ABC, and all related streaming services. “ESPN is invested in the growth of the NBA and now we hope they are invested in the growth of our league. That’s what makes it a significant moment,” stated Pete Vlastelica, president and chief executive of Activision Blizzard esports leagues. Hispanics expressed more interest in watching others play video games compared to Non-Hispanics, according to a 2014 Think Now Research study.

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  • Amazon is expanding its cloud computing deal with MLB, with a new set of real-time statistics and graphics for live baseball games. The deal makes use of Amazon Web Services’ artificial intelligence and machine learning capabilities, follows a similar deal with the National Football League in November. 31% of MLB players are Latino, according to ESPN.


  • Pizza HutPizza Hut announced a sponsorship deal with the Pittsburgh Steelers, to mark the second official NFL team partnership for the brand, following the Seattle Seahawks. “Few franchises in sports are as revered as the Pittsburgh Steelers, so it is with great pride that we enter into a partnership with one of the most iconic teams in the NFL,” said Zipporah Allen, CMO, Pizza Hut.


  • Mercedes-Benz is partnering with ProGaming Italia and Sony Interactive Entertainment Italy to launch the Gran Turismo Sports E-Cup by Mercedes. A total 12 racers will compete for the championship on Oct. 7, the last day of Milan Games Week. 


  • Chipotle Mexican Grill has been named the presenting sponsor of the US Lacrosse Nationals, the national governing body’s signature youth tournament running Aug. 2-5, 2018, in Frederica, Del. “Chipotle has been one of our organization’s most supportive partners, and we are thrilled to evolve that partnership to include Chipotle as the presenting sponsor of our premier youth event,” said Brett Hurwitz, VP of marketing and communications at US Lacrosse.

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  • UFC Fight Pass will now live-stream events from the new Karate Combat promotion, beginning with next Saturday’s event out of Athens, Greece. Karate Combat features elite level karateka using full contact rules. According to a Washington Post poll, 38% of mixed martial arts fans are African-American, and 31% are Hispanics.


  • GEICOGEICO is planning to launch the GEICO Gaming Ambassador program, tapping four influencers who reflect “the best values the gaming and esports communities can offer. Brian Kibler and Pokimane are the first two names announced for the initiative. They will be doing posts, commentary, and answering questions on Twitter, Instagram, and Twitch about it.


  • ESPN Deportes will present more than 600 hours of coverage of the XXIII Central American and Caribbean Games from Barranquilla, Colombia, across ESPN Deportes and the ESPN App. The coverage includes highlights of all the competitions including, gymnastics, swimming, boxing, volleyball, women’s and men’s soccer, women’s and men’s basketball, among others.


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