A summary of the most exciting news in multicultural sports marketing. If you’re trying to keep up, consider this your one-stop shop.

  • ValvolineValvoline extended its partnership with Hendrick Motorsports through 2022. The instant oil change company became a primary sponsor of the No. 88 Chevrolet Camaro ZL1 of 24-year-old driver Alex Bowman for two annual Monster Energy NASCAR Cup Series races over the next five seasons. According to 2011 data, 20% of NASCAR’s followers are multicultural fans; 9% were Hispanic and 8% African-American.
  • Claro Sports and MARCA Claro are ready for the PyeongChang Winter Olympics 2018. The broadcasters will bring the sports event to 17 countries in Latin America through a multiplatform approach: TV channels, their website and mobile app, and the Claro Video streaming channel.
  • OpTic Gaming announced a new event with NGAGE Esports, in Texas, called OpTic Arena. The event will run from June 8-10 and feature a series of public esports activities taking place at A-Kon convention. OpTic Arena will feature a series of gaming events including Call of Duty, Super Smash Bros Melee, Dragon Ball FighterZ and Street Fighter V. In 2015, 12% of US esports fans were Hispanics, according to Statista.

  • EA and the NFL announced on Friday a partnership with ESPN and Disney XD to broadcast the two-part EA Sports Madden NFL 18 Championship Series. This is ESPN’s first long-term, multi-event competitive gaming agreement. With 30 hours of scheduled programming across ESPN2, ESPNEWS and ESPN Deportes, the partnership with Madden will be ESPN’s largest undertaking in the esports world to date.

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  • The Professional Fighters League (PFL) agreed with NBC Sports Group and Facebook on an exclusive multi-platform distribution deal for 2018. NBC Sports Group will establish an exclusive live Thursday night PFL fight franchise, presenting seven regular-season live events exclusively on NBCSN, beginning June 7. According to a Washington Post poll, 38% of mixed martial arts fans are African-American, and 31% are Hispanics.

  • beIN SPORTSTelemundo Deportes broadcast the exclusive Spanish-language telecast of Super Bowl LII on Universo on Sunday, February 4.
  • Italian soccer star Christian Vieri joined the crew, where he’ll contribute to both the Spanish and English broadcasts of beIN SPORTS’ weekly studio show, The Locker Room.
  • MLB and the Cleveland Indians are retiring the use of the Chief Wahoo logo on game jerseys and caps starting in 2019. ”I applaud the team’s decision to show the city, nation, and world that Cleveland is an inclusive place that values all diversity – in this case showing greater honor to our nation’s first people by retiring the Wahoo mascot from uniforms,” MLB Commissioner Rob Manfred said in a statement.

Keep reading –> How Avocados From Mexico Scored With The Super Bowl

For our new regular weekly  feature we look at the most watched soccer matches of the weekend of March 11-12.

What match had the largest audience?

The match that had the most viewers in the U.S., according to Nielsen data, was  Burnley vs Liverpool with 434.000 viewers. The match was part of the British Premier League 28th round and was broadcast ive by NBC Sports.

Which broadcaster won?

BeInSports  was the most watched network among the ones broadcasting soccer in the U.S.  during the March 11-12 weekend with 1.1 million viewers through the weekend. BeinSports has the rights to the Spanish La Liga matches. La Liga has very popular clubs (e.g Real Madrid and F.C. Barcelona) as well as popular players  (e.g. Messi, Cristiano Ronaldo). BeInSports was followed by Fox Sports and NBC Sports.

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What else is relevant?

Two matches of the FA Cup, the English tournament that is played through knockouts (as opposed to round robin like the Premier League) were among the top 10 most watched soccer matches. Both were broadcast by Fox Sports 1.

LeagueMatchNetworkStartEndTotal Viewers (000)Viewers Age 18-49 (000)Day of the game

Source: SportsTVRatings.com (“All data ©Nielsen, provided by a variety of TV network sources and not directly from Nielsen”)


A recap of news and trends in the Sports Marketing world as compiled by Portada’s Editorial team….

ESPN Deportes to Carry Spanish-language Telecast of Super Bowl 50

Super_Bowl_50_logoDisney owned ESPN in late December made a deal with CBS according to which the Spanish-language cable network ESPN Deportes will simulcast the Super Bowl 50 on February7. This is the first time ESPN Deportes is carrying the championship game, annually the most watched event on television. The move is a result of CBS’s lack of a Spanish-language cable network of its own, it also highlights the increasing popularity of American Football among Hispanics.

This is only the third time the Super Bowl will get the full Spanish-language simulcast.

Super Bowl 50 only will be the third NFL title to get the full Spanish-language simulcast treatment. Fox gave the Super Bowl the first full Spanish-language Super Bowl simulcast in February 2014 with a parallel feed on Fox Deportes that averaged 561,000 viewers, while NBC Universal leveraged last winter’s Patriots-Seahawks showdown as a launch vehicle for NBC Universo, (formerly known as mun2.). Per Nielsen, Hispanic football fans in 2014 made up 9% of the overall audience for NFL broadcasts, or about 1.5 million viewers per game. During that same season, the league invested some $230 million in Hispanic TV spend, up nearly $100 million compared to the 2009 campaign.


La Liga Opens Office in the U.S. Led by Raúl

Liga_de_Fútbol_Profesional_(emblem).svgSpanish Soccer League “La Liga” (LFP-Liga de Fútbol Profesional) just opened an office in New York City. The “La Liga” U.S. Country Manager is no less than ex Real Madrid Captain and Soccer legend Raúl González Blanco (“Raúl”). Raúl made his first appearance as La Liga’s country manager during a presentation held in Miami at BeIn Sports studios. BeIn Sports holds the broadcast rights for La Liga in the U.S. The establishment of an LFP New York office is part of LFP’s growth strategy which attempts to brand “La Liga” as the main national soccer league. Other offices are based in Bejing, Dubai and Johannesburg.

Spanish-Sports Site As Introduces As USA

AsA new arrival to the 2016 U.S. Hispanic sports media scene. Spanish-sports site As, owned and operated by Grupo Prisa, is launching As USA, a U.S. Hispanic edition of the site at http://us.as.com/us/. Read the full story of this Portada exclusive here.

Cristiano Ronaldo invests in his own Hotel Brand

Cristiano RonaldoReal Madrid Soccer Star Cristiano Ronaldo has invested close to US$ 40 million in hotels bearing his CR7 brand. The Portuguese captain has become a shareholder in Portugal’s biggest tourism and leisure group, Pestana, and the deal will see hotels opened in Madeira, Lisbon, Madrid and New York. The first ‘CR7’ hotel will open in his home town of Madeira this summer, according to reports. “My job is to play football, but life won’t always be like this,” Sky Sports reported Ronaldo as saying. “I have to dedicate myself to this new project and I have the best team in the world around me.”

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As the ultimate reality TV, sports is the one place where advertisers and agencies are confident that consumers will watch their commercials without skipping or time-shifting, although Steve Mandala EVP Advertising Sales at Univision said at the Upfronts  that Univision is unaffected by fragmentation. Let’s take a look at what the networks boasted in terms of Sports content offerings at last week’s Upfronts in New York City.

DOWNLOAD Portada’s 2015 Soccer Marketing Guide!: Portada’s 2015 Soccer Marketing Guide!

ESPN and ESPN Deportes

Photo: Milas Page. Creative Commons.
Photo: Milas Page. Creative Commons.

ESPN says 97% of its viewing occurs live vs. 57% for entertainment programming on broadcast networks. ESPN Deportes announced at its Upfront in New York City new initiatives focused on strengthening the network’s digital video offerings, original content lineup and diverse programming. Special guests included Spanish soccer star David Villa, who recently debuted with MLS’s newest team New York City FC, and ESPN Deportes’ on air commentators including Hugo Sanchez, Alejandro Moreno, Antonietta Collins, Alfredo Lomeli and recent Sports Emmy-award winner Ernesto Jerez. The presentation emphasized the importance of multimedia, multiplatform content and live programming to engage and reach the avid Hispanic sport fans, underscoring their power and relevance in sports consumption. The network’s success in delivering the most diverse sports programming will be the groundwork for the brand’s focus on live, diverse programming in 2016, highlighted by the return of the UEFA European Championship. ESPN will be the exclusive home of the 2016 UEFA European Championship. In addition the Network will be available on Sling TV. The network also launched ESPN Quick Hits, a collection of short-form videos across ESPN Deportes’ digital properties.

impreMedia Activates ESPN Print Extensions

Starting this fall, ESPN Deportes La Revista will expand its editorial offerings by adding Hombre ESPN, a new section dedicated to fashion, lifestyle and culture of the Hispanic athlete, featuring articles, interviews, trends and travel. Hombre ESPN will debut in the August/September issue. impreMedia, one of the leading Hispanic news and information companies in the U.S., continues to publish ESPN Deportes La Revista (circ. 250,000). The magazine publishes six issues per year and is distributed in the top Hispanic DMAs through a matrix structure that includes single copy sales/newsstands and newspaper delivery. George Ayala, VP Advertising Eastern Region, at impreMEdia tells Portada that 250,000 copies are going to be distributed with a matrix distribution model: some inserted into impreMEdia papers the balance newsstand sold.
Regarding ESPN Hombre, Ayala notes that “ESPN-Hombre is a new section within ESPN highlighting the fashion & life style of Latino athletes when not in uniform. It will feature them from formal to sportswear, favorite travel destinations, drinks, technology etc. providing a great environment for Fashion, Auto, Travel, Beverage and other related categories to showcase their products.” He adds that “The ESPN + program for advertisers is simple, we will pick up the ad and run it within our sports section of our newspapers hence extending the reach to over 3,000,000 readers when you combine ESPN and our newspaper readers. There is also an online, mobile, social media and event component to the print program in order to maximize the advertisers reach of US Hispanic men. It’s an offering only ImpreMedia can do to help advertisers reach Latino men in the U.S.”

Univision Deportes

Univision Deportes’ new offerings include the launch of UD Fantasy, which aims to engage the 41 million players of fantasy sports. Fans will be able to create their own fantasy team and compete for the overall ranking, join private leagues with their friends, and challenge UD talent. “UD Fantasy” will launch in July 2015, for the next Liga MX Apertura and gradually expand to other leagues. A highlight in Univision’s programming is “Copa America Centenario next June in the U.S. A soccer event 100 years in the making. Sixteen national teams, including the United States, Mexico, Argentina and Brazil, will compete for the first time on U.S. soil for the championship of all the Americas. Two major soccer confederations.

Azteca’s Viernes Futbolero

“Our ‘Viernes Fútbolero’ (Friday Night Fútbol) sports franchise has become appointment television for our audience delivering major ratings success for our network and our clients,” stated Court Stroud, Executive Vice President, Network Sales and Digital, Azteca America. “This upfront season we continue to innovate and deliver the most value and maximum ROI to our agencies and clients through expanded, cutting-edge, on-air brand integrations, digital content marketing and creative branded entertainment solutions.” More on Azteca’s upfront here.


beIN SPORTS has the exclusive English-language and Spanish-language rights to Copa America, the month-long tournament that will be held in June in Chile featuring the giants of South America including Brazil, Argentina, Colombia and Uruguay as well as the other CONMEBOL countries and invited nations Mexico and Jamaica.

Telemundo and NBC Universo snatch Concacaf World Cup Qualifier Rights

Telemundo and NBC Universo have won Spanish-language broadcast rights to all CONCACAF World Cup qualifying matches played outside of the United States and Mexico in the 2018 and 2022 cycles. The deal was announced last week in New York at the glitzy upfront presentation for the over-the-air network and its sister cable channel. Both brands’ sports properties have been merged into a new NBC Deportes division within Philadelphia-based Comcast’s multimedia empire. For some time now, Telemundo has bought broadcast rights to Mexico’s road World Cup qualifiers, wherever they have been. Each CONCACAF nation owns the rights to its home games. Mexico games have long drawn an audience worth the expense. When it came to United States games, though, the demand didn’t always exist to justify paying the ransoms demanded by Caribbean and Central American nations. So Traffic Sports, CONCACAF’s marketing agency, put the games on closed-circuit or pay-per-view television. For NBC’s Telemundo the deal is a logical extension as it already has the Spanish-language rights to the 2018 World Cup Tournament in Russia and 2022 in Qatar.

More about the 2015 TV Upfronts: Upfronts: Broadcasters Aim to Keep Hispennials Watching, while Agencies Crave MeasurementAzteca to Enable Integrated Linear and Digital Video Planning by Q4 2015.

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