Join Us at the Marketing in Multicultural America Summit, NYC, March 5

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.

  • NikeNike is ready to sign a new esports deal with the Chinese League of Legends Pro League (LPL). According to Lanxiong Sports, we are looking at a possible five-year partnership worth up to the equivalent of US$144 million. If the partnership happens, Nike would provide clothing, accessories, and shoes for all LPL team players and representatives.


  • The UFC has confirmed its plans to open the world’s largest mixed martial arts (MMA) training facility in Shanghai, in China. The facility is planned to open its doors in 2019 and will have a sport-specific training system to develop and support MMA athletes from across mainland China and the greater Asia-Pacific region. The building will also be designated the UFC’s headquarters in Asia.


  • Nascar is planning on launching its own OTT streaming service. According to SportsBusiness Journal, the service could arrive as soon as 2020. Meanwhile, Fox Sports and NBC Sports are set to air three of Nascar’s national series for an extended six years, through 2024.

Join us at PORTADA LOS ANGELES on March 15, 2019 at the Loews Beach Hotel Santa Monica, where we will dive deep into sports and soccer marketing’s preeminent topics.  Felix Palau, VP Marketing, Heineken will discuss “How to measure ROI and transfer best practices between sports marketing platforms”. Other speaking engagements include Tiago Pinto, Global Marketing Director, Gatorade who will provide answers to the question: “Will Corporate America jump on the soccer opportunity?”Attendees will also be able to benefit from Portada’s meet-up service of three-eight-minute meetings with top brand executives!

  • Manny PacquiaoManny Pacquiao announced being ready to end his two-year absence from boxing to return to Las Vegas to defend his World Boxing Association welterweight world title against former four-division world champion Adrien Broner. The encounter will take place on Jan. 19 at the MGM Grand Garden Arena and be produced and distributed live by SHOWTIME PPV.


  • T-Mobile has locked the naming rights to the Seattle Mariners’ Safeco Field. According to Forbes, some sources reported the deal to be worth up to US$3 million annually. Still, the deal hasn’t been officially announced.

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  • Estadio AztecaThe NFL and Mexico’s President-Elect Andres Manuel Lopez Obrador confirmed that 2019 will see Mexico’s Estadio Azteca hosting the third game of the existing agreement signed in 2016. The announcement comes after this year’s game was moved back to the US due to bad field conditions. The details of next year’s game will be established next spring.


  • Mitel has become the title partner of the first two Major League Baseball London Series. The pair of two-game slated to be played at London Stadium will become the first games ever played in Europe. The Boston Red Sox will face the New York Yankees on June 29-30 between. Mitel will act as the league’s Official Business Technology & Communications Partner into all activation, branding, and marketing surrounding the games played in the UK.


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