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.

  • Los Angeles LakersLos Angeles Lakers and Brooklyn Nets will star in this year’s NBA edition of its China Games. The two teams will play in a pre-season double-header on 10th October in Shanghai and 12th October in Shenzhen. To leverage the games, the NBA will run a variety of fan activities, as well as a series of community outreach activities in the two cities hosting the games. This year will mark the 13th edition of the NBA’s China Games.


  • According to a new study led by Opendorse, the NBA leads North America’s social media with over 721 million followers. NBA players comfortably lead all leagues in total athlete audience size. NFL players come in second place, ahead of the up-and-coming MLS. While the NHL comes fourth, its fans are passionate, and present the highest collective engagement rate at just over 10 percent.

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  • Riot Games locked in a deal with Kia Motors to serve as the LEC’s automotive sponsor for the 2019 season, as the European League of Legends organization preps for its new season. Through this deal, Kia will become the presenting sponsor of the ‘Player of the Game’ segment. Kia will also be making appearances at LEC “roadshows and offline events.”

The Portada Brand-Sports Summit in Los Angeles on March 15, 2019 (Hotel Loews Santa Monica) will provide a unique setting for brand marketers to learn about the opportunities sports and soccer content offers to engage consumers in the U.S. and Latin America.

  • has signed a deal with the MLB to rename the San Francisco Giants’ AT&T Park. Worth more than US$200 million for the naming rights, the ballpark will become the Oracle Park once officially announced, according to a Bloomberg report. The Oracle partnership brings to an end a 23-year association with US telco AT&T and its prior associated businesses.


  • Rakuten has signed Stephen Curry as a brand ambassador in a multi-year agreement. The Golden State Warriors player will become the face of the Japanese company’s marketing strategy in the US, while making Rakuten the title sponsor of his new basketball camps. Rakuten is an official partner of the NBA and is also the Golden State Warriors’ official jersey-badge sponsor.