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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.

  • New York MetsBaseball team Mets has hired ESPN broadcaster Jessica Mendoza as a baseball operations advisor. “Jessica is incredibly well-respected throughout the industry and we are excited to bring her into the organization,” stated Mets general manager Brodie Van Wagenen. “She is a world-class athlete and experienced television analyst with an extremely high baseball IQ. We are confident that she will help us in our efforts to win now and in the future. This hire demonstrates the continued support from ownership to invest in the intellectual capital of the New York Mets.”


  • Esports org Cloud9 locked in a deal with AT&T, through which AT&T will be the presenting sponsor of the new series called “The Nines.” “Teaming up with a company like AT&T, who has always prided itself on being ahead of the curve, is a tremendous moment for the whole C9 organization,” said Jack Etienne, CEO & Owner of Cloud9.

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  • La Vida BaseballLa Vida Baseball hired Siera Santos as on-air talent and content producer. As part of her new role, Santos will participate in LVB content creation, including hosting a daily live show in development which will be distributed across all major social media platforms. LVB further expanded its operations with the addition of Jose de Jesus Ortiz as editor and senior writer.


  • Amazon and the New York Yankees are working on the final touches from a deal to buy Disney’s YES Network for US$3.5 billion, according to New York Post newspaper. Disney is required to sell YES Network if it wants to complete its US$71.3 Fox buy. According to the Post report, Amazon will acquire 80% of the YES Network not already owned by the Yankees.


  • DAZN has added exclusive rights for Women’s Tennis Association (WTA) tournaments to its portfolio in Spain. The rights package includes the Indian Wells and Beijing Open tournaments, the season-ending WTA Finals, and Spain’s most prestigious tennis competition, the Madrid Open.

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.

  • Gennady GolovkinGennady Golovkin has found a new home, by signing a three-year, six-fight contract with DAZN. The deal includes Golovkin fighting twice a year, in addition for GGG Promotions to promote two cards per year that Golovkin does not fight in 2020 and 2021. “Gennady Golovkin is a generational talent with international appeal,” DAZN Group executive chairman John Skipper said in announcing the deal. “We’re confident he will bring his passionate fans to the platform as we produce tentpole events with his team over the next several years.”


  • MGM Resorts International has become the Red Sox new casino sponsor in a multi-year deal. The company’s logo will appear on Fenway Park’s Green Monster with other signage. In addition, the club’s annual Winter Weekend will now take place at MGM Springfield casino, which opened last year.

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  • Las Vegas Lights FCUSL team Las Vegas Lights has signed a new sponsorship deal with weed-infused craft beer Two Roots Brewing Co. as its exclusive craft beer sponsor for the 2019 season, becoming the first team to embrace cannabis culture. “It’s not easy in this day and age. The cannabis industry has been dealing with a stigma for years. There is a culture of hesitation.”


  • The World Poker Tour announced a five-year alliance with TV Azteca to bring WPT’s poker content to the Latin American audience. In addition, the WPT’s sister company, Allied Esports, and Grupo Salinas have entered into an agreement to work toward developing and launching an esports strategy in Mexico. TV Azteca’s multimedia network will promote the WPT, and in partnership with Grupo Salinas’ companies, the World Poker Tour will introduce its premier poker events throughout Mexico. TV Azteca will also introduce a Spanish-language WPT-branded social poker game.


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