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.

  • Lowe'sLowe’s has partnered with the NFL to become the league’s official home improvement retail sponsor. Preparing for the Super Bowl, Lowe’s will place marketing signage along the Atlanta highways and at the airport, and is taking over branding at one of the stadium gates during the game. The multi-year deal also grants Lowe’s the ability to activate with league branding across various media and at other key NFL events such as the NFL Draft, NFL Combine, NFL Kickoff and in support of the NFL Salute to Service.


  • The NBA has added a new ten-minute pass option on its International League Pass, this will allow Canadian fans to buy any ten minutes of a game for CA $0.99. The option will be available for more than 600 live games via League Pass in Canada for the remainder of the current season, excluding the Toronto Raptors. Meanwhile, US League Pass subscribers can pay for coverage quarter by quarter since last month.

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  • Avocados From MexicoAvocados from Mexico will be back for its fifth annual Super Bowl ad. The broadcast will feature actress and singer Kristin Chenoweth. The ad will be broadcast during the second quarter of the game.


  • IMPACT Wrestling renewed its broadcast deal for Mexico with MVS Comunicaciones MVStv. “Hot off the heels of a pair of successful events in Mexico City, we are thrilled to extend our partnership with MVStv to broadcast our premier content across Mexico,” stated Ed Nordholm, president of IMPACT Wrestling. “We had more than 30 million social media engagements in Latin America across our YouTube, Facebook and Twitter platforms in 2018. We are very pleased that our fans in Mexico will now have an opportunity to see our full lineup of original content.”


  • In its first year as NFL partner, Pizza Hut’s Super Bowl plans will include a temporary rename to Pizza Hut Hut at a local restaurant in Atlanta and across its website and social channels. Also, a limited-edition Super Bowl LIII fleet of pizza delivery vehicles, powered by fellow NFL sponsor Hyundai and its Santa Fe SUV, will hit the streets.


Portada 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.


  • MLBMLB, Nike and Fanatics locked in a new 10-year global partnership that designated Nike as the Official Uniform and Footwear Supplier of MLB starting in the 2020 season. Fanatics got the broad consumer product licensing rights to manage the manufacturing and distribution of the Nike MLB Authentic Collection, as well as Nike and Fanatics fan gear, sold through the retail community, including, MLB clubs and brick & mortar stores.


  • The NFL formalized the calendar for its five 2019 international regular-season games. Four games will take place in the UK and one in Mexico. The Mexico matchup will feature the Chiefs/Chargers, while UK contests will serve up Panthers/Buccaneers, Bears/Raiders, Bengals/Rams and Texans/Jaguars.