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.

  • Aurora Cannabis and UFC locked in an exclusive, multi-year, multi-million dollar, global partnership, designed to advance further clinical research on the relationship between 100% hemp derived Cannabidiol (CBD) products and athlete wellness and recovery. The research will be conducted at the UFC’s Performance Institute in Las Vegas, Nevada.


  • State FarmState Farm and League of Legends are extending their partnership through 2021. The deal includes North America’s League of Legends Championship Series; League’s three global events: League of Legends World Championship, Mid-Season Invitational, and All-Star Event; and the League of Legends College Championship presented by State Farm. Financial details for the agreement have not been made public.


  • A new partnership makes the Chinese social media platform Weibo serve as the “Official Social Media platform” of UFC throughout the country in a new strategic alliance. The platform will have access to UFC live event content including athlete and executive interviews, fight highlights, fight night results, athlete metrics, fight announcements, and content highlights from the soon-to-open UFC Performance Institute in Shanghai. According to a Washington Post poll, 38% of mixed martial arts fans are African-American, and 31% are Hispanics.

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A|X Armani Exchange will become the first fashion brand to enter esports, locking in a sponsor with the Italian team Mkers for the 2019-20 season. The team will serve as the global ambassador for the brand and wear a new official uniform at tournaments. “We are proud to be the first e-sports team chosen by a prestigious brand like Armani Exchange,” said Mkers CEO Paolo Cisario in the announcement. Hispanics are nearly twice as likely to buy and wear video game branded apparel, according to a 2014 Think Now Research study

FanDuelFuboTV and FanDuel announced a partnership that will make FanDuel Group the exclusive sportsbook, online casino, horse racing and DFS partner of the live TV streaming service. This is the first deal of its kind between a sports gaming company and a third-party OTT service, it also includes a media buy that will make FanDuel the exclusive advertiser on FuboTV in those categories.

Univision Deportes Network has ranked as the top Spanish-language sports channel among adults 18 to 49 in primetime, with the highest concentration of those viewers among 10 dedicated sports networks, irrespective of language. UDN was also the youngest network among this group, with a median age viewer of 43.