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.

  • #PFLmmaESPN and ESPN+ inked a multi-year deal with the Professional Fighters League (PFL), to become the home of the PFL in the US. All ten PFL events will air live across ESPN2, ESPN Deportes and ESPN+, with up to three hours of exclusive action live on ESPN+ and up to two exclusive hours live on ESPN2 and ESPN Deportes. Three PFL Playoff events will take place in October.


  • Major League Baseball will be back in Japan for its first games of the 2019 regular season. The league, in partnership with the MLB Players Association, will see MGM Resorts serve as the title sponsor for the 2019 MGM MLB Opening Series, with games played in the Tokyo Dome over the course of five days in March pitting the A’s/Mariners.

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.

  • The Minor League Baseball locked a membership in the Association of National Advertisers’ Alliance for Inclusive & Multicultural Marketing (AIMM). MiLB is the first sports property to join 75 member companies currently participating in the multicultural marketing initiative.


  • Disney will sell its Fox Sports channels in Brazil and Mexico to move closer to completing its US$71.3 billion acquisition of 21st Century Fox’s entertainment assets, according to Bloomberg.

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  • Combate AmericasCombate Americas reached 610,000 viewers on Univision and UDN during its first live televised Mixed Martial Arts event of 2019 – ‘Mexico vs. USA,’ despite its midnight start time on Feb. 22.


  • The NBA is celebrating its 13th annual Latin nights program, Noches Éne•Bé•A, to commemorate fans and players across Latin American and US Hispanic communities throughout the month of March. The program includes celebratory warmup shirts and merchandise as well as 15 games with in-arena festivities.