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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.

  • Amazon.comThe NFL has teamed up with Amazon’s Alexa to help fans better understand the sport. Equipped with 2,000 terms related to positions, formations, rules, players and other information, the Rookie’s Guide to the NFL will allow viewers to ask Alexa football-specific questions while watching a game. Users will also be able to make questions about commentators’ football terminology. According to  Forbes, between 2005 and 2015, the total number of NFL Hispanic fans doubled from 750,000 to 1.5 million.


  • Serena Williams has signed a deal with the dating app Bumble, to become the face of the platform’s latest marketing campaign. The deal will run through 2019, starting with a message from Williams on female empowerment during the National Football League’s (NFL) Super Bowl on 3rd February.

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  • Panini AmericaPanini America has locked an exclusive, multiyear deal with Notre Dame. The new trading card license gives Panini the rights to produce cards featuring former ND football, basketball and baseball players, as well as former athletes from other sports.


  • The National Football League signed a multiyear agreement estimated at $30 million a year, to make Caesars Entertainment Corp. its first-ever casino partner. Caesars will have exclusive rights to use NFL marks to promote casinos in the U.S. and U.K.. The deal does not yet include gambling or fantasy sports. “We couldn’t be more excited to work with one of the world’s largest gaming and entertainment companies,” stated Renie Anderson, Senior Vice President, NFL Partnerships, Sponsorship and Consumer Products.

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!

  • Toyota USAToyota will expand its sports presence by partnering with the National Governing Bodies of six new sports for the 2020 Summer Games in Tokyo – skateboarding, surfing, wheelchair basketball, swimming, triathlon, and track and field. Toyota now has 16 partnerships with National Governing Bodies between the winter and summer games.


  • The UFC locked a new marketing partnership with PokerStars, which now becomes UFC’s first-ever ‘Official Poker Partner’, creating a new sponsorship category. “We’re excited that PokerStars has joined our roster of global partners and has helped us create a new sponsorship category for our final event of 2018,” stated Paul Asencio, UFC Senior Vice President, Global Partnerships. According to a Washington Post poll, 38% of mixed martial arts fans are African-American, and 31% are Hispanics.


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