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.

  • Sling TVSling TV, the only streaming TV service to provide Spanish-language content by region, is launching three Argentine channels in its “Sudamérica” regional pack, making Sling TV the leader in South American content among streaming TV providers in the United States. Telefe Internacional, El Trece Internacional, and Todo Noticias join 10 other South American.


  • NASCAR is bringing back Kids Drive NASCAR, beginning at Iowa Speedway and Pocono Raceway and running through the Aug. 12 at Michigan International Speedway where children attending NASCAR national series races will take over certain responsibilities usually reserved for adults. NASCAR’s social media channels will share Kids Drive NASCAR content throughout the three weeks. According to 2011 data, 20% of NASCAR’s followers are multicultural fans, 9% were Hispanic and 8% African-American.


  • Puma locked in its first partnership with the WNBA. The deal was announced as part of the festivities during the All-Star Game at the Target Center in Minneapolis.

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  • AllegiantAllegiant locked a partnership with Minor League Baseball that makes it the “Official Airline of Minor League Baseball.” Allegiant will engage with fans through various touch points in the ballpark and at select games. Allegiant will also serve as the naming rights partner of a digital advertising network that spans multiple MiLB markets across the country. According to MiLB, some 18.3-million U.S. Hispanics designate themselves as fans of Minor League Baseball, behind only the NBA and MLS.


  • EA SPORTS revealed that now fans will be able to create female players in NBA LIVE 19, giving gamers “increased opportunities to express their unique individuality and create a reflection of themselves while competing in the game.” Furthermore, NBA LIVE 19 will introduce new Icon Abilities modeled after some of the greatest female ballers of all time including Candace Parker, Elena Delle Donne, and Brittney Griner. On average, Hispanics play video games more often than Non-Hispanics (12 hours per week vs. 9 hours for Non-Hispanics).


  • Esports Pittsburgh Knights signed a new partnership with Totino’s, makers of Party Pizzas and Pizza Rolls, marking the brand’s first time sponsoring an esports team. It’s great that a major brand identified us as doing the right thing in this space and also wanted to support and grow esports. It means a lot to everyone who’s been working so hard behind the scenes,” says James O’Connor, Pittsburgh Knights President.