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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.

  • Amazon Web ServicesAmazon Web Services has become NASCAR’s standard for cloud-based machine learning and artificial intelligence workloads. NASCAR will use the AWS technologies to build cloud-based services and automate processes, including a new video series on called ‘This Moment in NASCAR History’ powered by AWS.


  • As part of the organization’s diversity and inclusion initiative, Minor League Baseball announced the official launch of MiLB Pride, the largest documented Pride celebration in professional sports. Nearly 70 MiLB teams will host Pride Nights or events this season, including teams holding LGBTQ-themed nights, incorporating Pride into scheduled promotions, providing discounted tickets to LGBTQ organizations, and/or engaging with the LGBTQ community both in the ballpark and beyond.

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  • Chicago CubsMajor League Baseball announced that the St Louis Cardinals will host the Chicago Cubs in a rivalry matchup on June 13 and 14 2020 in London. “The Cardinals-Cubs rivalry is one of the best in sports, and it will be exciting to bring it to Europe for a new audience to experience,” said William DeWitt Jr, Cardinals chairman, and chief executive. “I have no doubt that the passionate sports fans in London will love these games and we look forward to creating some new Cardinals fans overseas.”


  • As part of Minor League Baseball’s Copa de la Diversión initiative, the Braves’ Triple-A affiliate will rebrand as Xolos de Gwinnett, and open the doors to the 200,000 Hispanic citizens of Gwinnett County, north of Atlanta. Close to 30% of Major League players are Latino, based on 2019 Opening Day rosters. “Sometimes in this country, we feel not wanted at all,” Luis Covarrubias, the owner of Super Mercado Jalisco, a grocery store chain, who was setting up a tent on the concourse at the stadium, told Forbes. “This helps.”


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