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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.

  • Comcast Spectacor is planning to build a US$50 million esports arena to house its Philadelphia Fusion Overwatch League franchise. Planned to start the construction during this Summer, the new Fusion Arena would become the largest purpose-built esports facility in North America, seating up to 3,500 people. “We’re thrilled to introduce a venue like no other as we move forward with the next phase of development within the Philadelphia Sports Complex,” said Dave Scott, Comcast Spectacor chief executive.


  • New Era CapNew Era Cap Co, the official on-field cap of Major League Baseball, launched the next chapter in its cross-cultural multi-platform campaign: “We Reign as One.” The campaign unveiled New Era’s 2019 MLB Ambassador roster, including Los Angeles Dodgers third baseman Justin Turner; New York Yankees shortstop Didi Gregorius; Milwaukee Brewers outfielder Christian Yelich; Cleveland Indians shortstop Francisco Lindor; Atlanta Braves outfielder and 2018 National League Rookie of the Year Ronald Acuna Jr., and rapper, Jay Rock.


  • Nielsen presented its newest MLB fan research. According to their data, the average MLB team fan base is more than 2.5 million people, with St. Louis, Kansas City, Cleveland, Houston and Pittsburgh having the highest percentages of fans in their local market populations. Mexico and Japan are the main countries where MLB is gaining new fans (outside the U.S.).

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  • VerizonVerizon signed a two-year deal with the NFL to explore different ways its 5G technology can be used to enhance fan engagement. Verizon network already distributes live matches and shoulder content from the NFL to its mobile users, through this new deal, the telecommunications company will also act at the North American league’s official 5G innovation partner, working on three strands including the in-stadium experience, mobile gaming, and emerging video streaming technology.


  • MLB is pulling back on its broadcasts on Facebook, announcing that the platform will stream six non-exclusive games on Watch, with one per month. MLB Network will produce dedicated Watch broadcasts with interactive and social elements. On the other hand, MLB has expanded its relationship with Twitter to include a series of new short-form content initiatives for the ’19 season, including highlights of every home run hit during the season and a daily featured hitter category.


  • The NBA has announced that a regular-season game will be played in Paris next season for the first time. Presented by BeIN Sports, the match will see the Charlotte Hornets take on the Milwaukee Bucks at the AccorHotels Arena on 24th January 2020. The announcement signals the end of the NBA’s annual trip to London’s O2 Arena, as its annual European match.


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