20% of Canada’s population is composed of ethnic consumers, and nearly half of Canadians identify with more than one ethnic group. Yet, there is not enough attention to multicultural marketing above the U.S. border.
Major League Soccer (MLS) and U.S. Soccer have partnered with sports and entertainment powerhouse IMG to market and distribute international media rights for the two soccer organizations for the next eight years. The deal was closed between IMG and Soccer United Marketing (SUM), which represents MLS and U.S. Soccer’s commercial rights.