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YouTube is the leading platform for esports videos on demand (VOD), according to 2019 data provided by Stream Hatchet. Meanwhile, Facebook is the number one go-to platform for users consuming mobile streaming. This monthly esports data column provides a quick update of the most important esports consumption behavior, particularly as is relates to streaming.

For prior esports updates, click here.

The most relevant findings of Stream Hatchet‘s 2019 Game Streaming Report

  • In terms of VOD, YouTube has shown to be the most relevant platform. “As the ‘streaming wars’ heat up, they have the opportunity to be the one-stop-shop for all video gaming content,” the study states.
  • Facebook seems to also have found a strong footing in the esports streaming market. The social media platform has taken over the mobile streaming audience while leaving the fight over the same viewers on PC to Twitch, YouTube and Mixer.
  • Still, Twitch continues to be the platform that gets the highest amount of hours watched. The Amazon owned streaming platform has a share of more than 70% of the total Western streaming market.
YouTube VOD
Photo via Stream Hatchet.

Top Games

      • For a long time now, Fortnite has been the most dominant game for streamers in the market. This game seems to have created a very loyal following audience similar to popular titles like CS:GO and League of Legends.
      • Not to far from there, League of Legends has managed to maintain a consistent viewership throughout the year in terms of casual, league and tournament viewership. This continues to show that this title has incredible longevity and tailwinds behind it.
        2019 was a very successful year for the game with record-setting World Championship in terms of viewership. And with interest in the game increasing with Riot Games’ announcement of the release of new games related to the League of Legends universe on the game’s tenth anniversary,” stated Yoshio Osaki, President / CEO at IDGConsulting.
      • Both games have found their strengths and manage to keep exploiting them. League of Legends consistently puts on high-quality tournaments and competitions that keep the game popular in the community while Fortnite has created a game that allows streamers to be content creators which adds a viral element to the game.

 

GDQ was January’s most-watched e-sports tournament. A look at the streaming figures also reveals that longer airtime does not always mean fans will spend more hours watching. We are introducing this monthly esports data column to provide a quick update of the most important esports consumption behavior, particularly as is relates to streaming. 

For prior esports updates, click here.

Ranking: Last Month’s Most Popular Esports Tournaments

esports airtime
Foto via @gamesdonequick

In January, Orlando was home to the global Awesome Games Done Quick (GDQ) 2020 tournament, a semiannual video game speed run charity marathon held in the United States. Held since 2010, this year’s tournament raised US $3.16 million, according to data provided by StreamHatchet. This represents a new  donation record for a GDQ event.

But GDQ is not only popular for raising big amounts of money, it also was January’s most-watched e-sports tournament. The event reached 38.4 million views through streaming platforms. This is more than double the views Method – Race to World First: Ny’alotha Event reached, which came in second place in this month’s ranking in terms of views. The next GDQ tournament will be played at the end of June, in Bloomington, Minnesota.

Also relevant in this month’s data is the fact that time played does not necessarily translate into hours watched. Method – Race to World First: Ny’alotha Event was the longest tournament, by far, with 5,498 minutes. GDQ went on for only 989 minutes. Race to World First: Ny’alotha Event reached 12.375 thousand hours watched, while GDQ almost doubled it with 22.095 thousand hours watched.

DateTournamentPrize PoolHours Watched*Peak CCV**AVG CCV***ViewsAirtime
Jan 4th 20
Jan 4th 20
Awesome Games Done Quick 202022,095,216261,042119,44838,421,190989:0
Jan 18th 20
Jan 26th 20
DreamLeague Season 13: The Leipzig Major$1,000,00012,896,190316,783133,59714,204,743614:0
Jan 28th 20
Feb 8th 20
Method – Race to World First: Ny’alotha Event12,375,006105,31246,03117,633,6505,498:0
Jan 24th 20
Mar 21st 20
LEC 2020 Spring Season11,974,014470,138203,59313,493,603468:0
Jan 25th 20
May 25th 20
LCS 2020 Spring Season10,182,510381,637176,2509,931,718264:0

*LIVE HOURS WATCHED: The Total live hours watched for a specific event across all major NA streaming platforms

**PEAK CCV: The Time-dependent maximum concurrent sessions that watching the top moment of the broadcast across multiple streams

***AVG CCV: The Time-dependent average concurrent sessions that watched a broadcast across multiple streams

YouTube Gaming was the clear leader in the esports mobile streaming space in 2019.  Although gamers tend to use highly sophisticated hardware for their training and tournaments, mobile gaming has grown more than any other platform.  In fact, mobile games made up 60% of revenue for the global video game market in 2019 and are expected to grow annually by 2.9% until 2024.  This monthly esports column provides a quick update of the most important esports consumption behavior, particularly as it relates to streaming.

Data provided by StreamHatchet shows that the top 10 mobile esports events of 2019 accumulated over 75 million hours watched.  YouTube Gaming got an overwhelming majority of that viewership. The numbers make sense when comparing them with App Annie’s findings. The mobile market data provider shared in a study that “mobile gaming is on track to surpass $100B across all mobile app stores in 2020.

There are many pocket consoles in the market. Still, mobiles are much more accessible to the grand majority of the global population. In gaming, mobiles have sort of democratized gaming. No wonder Call of Duty: Mobile and Mario Kart Tour launched their mobile version in 2019.

Here are the top ten mobile esports events of 2019:

Overall, the top 10 mobile events of the year accumulated over 75 million hours watched. The data shows that YouTube Gaming had the lead, followed by Facebook Gaming. This finding is particularly relevant, because Twitch is the definite leader in non-mobile esports streaming, with a 78.1% market share (and almost insignificant when it comes to mobile streaming).

In terms of the games themselves, PUBG Mobile is ahead of the game owning 2 of the top 5 events and 3 out of the top 10 in total. Combined, PUBG Mobile generated about 30% of the total hours watched across the top mobile events of 2019.

Since its launch in 2011, Twitch has become the leader in esports streaming. In December 2019, the Amazon subsidiary held a 78.1% market share. The share represents almost four times as much as competitors like YouTube Gaming and Facebook Gaming. We are introducing this monthly esports data column to provide a quick update of the most important esports consumption behavior, particularly as they relate to streaming. 

Ranking: Last Month’s Most Popular Tournaments

esl proleague
Foto via @ESL

On December 6 and until December 8, the world switched on their screens to stream the ESL ProLeague S10 Finals, live from Odense Denmark. The Counter-Strike: Global Offensive (CS:GO) professional esports league reached a total of 9,2 million live hours watched, according to data provided by StreamHatchet.

This was ESL ProLeague’s 10th edition. With a total of 48 professional teams distributed over Europe, the Americas, Asia, and Oceania, it is no wonder that the tournament reached over 9 million fans around the globe.

EPICENTER 2019, the main Russian Counter-Strike: Global Offensive esports tournament, came in second place, well below ProLeague, with 3,6 million live hours watched. The tournament took place in Moscow on December 17-22. DreamLeague S3 Qualifiers came in third, with 3.5 million live hours watched. The numbers show that the new league created by DreamHack, ASUS ROG as well as Roccat, TheGDStudio and Swedish TV channel TV6 is not too far from the Russian competition.

DreamLeague‘s goal is to become the world’s most prestigious Dota 2 league with a focus on Europe and North America.

TOP ESPORTS EVENTS OF DECEMBER
EVENTGAMELIVE HOURS WATCHED*AVG CCV**LIVE AMA***PEAK CCV****
ESL ProLeague S10 FinalsCS:GO9,197,539160,341160,516353,986
EPICENTER 2019 – CS:GOCS:GO3,637,31959,00069,282234,386
DreamLeague S3 QualifiersDOTA 23,573,83143,41744,285141,432

*LIVE HOURS WATCHED: The Total live hours watched for a specific event across all major NA streaming platforms

**AVG CCV: The Time-dependent average concurrent sessions that watched a broadcast across multiple streams

***LIVE AMA: The live average minute audience associated with the total premium minutes watched (H. Watched/defined airtime)

****PEAK CCV: The Time-dependent maximum concurrent sessions that watching the top moment of the broadcast across multiple streams

Read also: Marketers Agree: eSports Gambling is the Next Big Thing in the Americas

Ranking: Top Streaming Platforms

In terms of streaming platforms, Twitch remains king, with a total of 35.9 million hours watched during December 2019. According to StreamHatchet, Amazon’s subsidiary gained 78.1% of the total market share. 

YouTube Gaming came in second, but way below Twitch, with only 19.4% of market share. This translates into 8.9 million hours watched during December. Launched in 2018, Facebook Gaming managed to get a 2.2% market share, which is not too bad, considering how new the platform is. In comparison, Twitch was launched in 2011 and YouTube Gaming back in 2015.

DECEMBER DISTRIBUTOR MARKET SHARE
PLATFORMH. WATCHED% SHARE
TOTAL45.97M100.0%
Twitch35.9M78.1%
YouTube Gaming8.9M19.4%
Facebook Gaming1M2.2%
Mixer0.12M0.3%

 

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

  • Combate AmericasCombate Americas will broadcast its second annual Copa Combate one-night MMA tournament on streaming platform DAZN, along with Univision and UDN. The event will feature eight fighters, from eight different countries, battling it out for a $100,000 grand prize, at Save Mart Center in Fresno on Dec. 7.

 

  • In 2019 four NFL regular season games will be played in London, adding one more week to the three that are being played there this year. Two games will be played at Wembley, and two more at Tottenham Hotspur’s new stadium.

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  • WalmartEsports Arena and Walmart have locked a deal to expand the esports facility operator’s reach to five new locations, around Roseville, California; Spokane Valley, Washington; and Colorado Springs. Each location will hold league nights during weekdays and tournaments on weekends. In addition, Walmart.com will become the exclusive online retailer for Esports Arena’s new OVERPOWERED line of gaming PCs. According to hispanicgamers.com Hispanic gamers buy and rent video games more often than Non-Hispanics.

 

  • The Raider’s future stadium in Las Vegas has signed its first founding partnership with gaming firm Caesars Entertainment in a15-year agreement. Caesars also holds sponsorship deals with the National Basketball Association’s (NBA) Philadelphia 76ers and the National Hockey League’s (NHL) New Jersey Devils.

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

  • Doosan Equipment EUDoosan will be the presenting sponsor of the 2018 National League Division Series (NLDS). This is the brand’s second year MLB Postseason involvement, after sponsoring the American League Division Series (ALDS) last year. The brand will receive significant exposure across national broadcast and MLB-owned channels along with in-stadium brand integration throughout the series. “We are honored to be an official partner of MLB. Our partnership is nearly a year old, and we’ve seen those efforts help to build additional brand awareness and business opportunities for Doosan in the U.S.,” said Edward Song, Head of Doosan Infracore North America.

 

  • The NFL might be canceling its Sunday Ticket deal with AT&T-owned DirecTV. According to Pro Football Talk, the league is willing to cancel the US$1.5 billion extension deal it signed with the out-of-market broadcast provider back in 2014 to take the contract through 2022. The league has the power to cancel the arrangement as early as the conclusion of the 2019 regular season. NFL viewership among Hispanics has increased by 28% in the past five years alone, according to a 2016 Nielsen report.

 

  • The Phoenix Suns signed a jersey patch deal with PayPal. With this agreement, PayPal becomes the official payment partner of the Suns, the WNBA Phoenix Mercury and Real Club Deportivo Mallorca, a second-division Spanish soccer team controlled by Suns Owner Robert Sarver. In addition, the Suns will make PayPal Credit available for season-ticket purchases. 31% of MLB players are Latino, according to ESPN.

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  • San Francisco 49ersTechnology company Copia is pushing its partnership with the San Francisco 49ers by helping reduce food waste at Levi’s Stadium in Santa Clara, by delivering excess food to non-profit organizations and shelters. The technology company has redistributed over 26,000 pounds worth of quality food to the local community.

 

  • NASCAR presented a new augmented reality experience available via the NASCAR Mobile app, for fans to experience the 2018 Monster Energy NASCAR Cup Series Playoffs. Fans will be able to walk through virtual portals to experience the Playoffs’ most memorable moments in 360-degree AR. According to 2011 data, 20% of NASCAR’s followers are multicultural fans, 9% were Hispanic and 8% African-American.

 

  • Mediapro is preparing to launch a Spanish-speaking OTT streaming service dedicated to esports. Similar to Twitch the new platform is expected to go live before the end of this year. The channel will house live competitive gaming events and tournaments, along with a host of exclusive in-house content. According to hispanicgamers.com Hispanics expressed more interest in watching others play video games compared to Non-Hispanics.

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

  • Matchroom BoxingDAZN a new eight-year deal with sports events promotion company Matchroom Boxing to broadcast 16 live fight nights. The programming will be exclusively available to DAZN users in Canada. The first fight to be streamed as part of the deal will be the Jessie Vargas v. Thomas Dulorme bout on Oct. 6 in Chicago.

 

  • The Houston Rockets has named AntPool, a Chinese bitcoin company, as the official sponsor for the 2018/19 season. AntPool claims to be the second-largest bitcoin mining operation in the world and is a subsidiary of Beijing-based Bitmain Technologies.

 

  • UFC has announced a new multi-year licensing agreement with jeweler brand Bixler. The partnership gives Bixler the rights to manufacture and distribute UFC and MMA athlete-inspired jewelry in the United States and Canada, as well as globally via UFC Store.com. According to a Washington Post poll, 38% of mixed martial arts fans are African-American, and 31% are Hispanics.

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  • ABB Formula EFormula E has announced a five-year extension of its broadcast partnership with Mediaset. The agreement will see the Italian free-to-air broadcaster continue to show coverage of the global electric racing series through to season nine. “The results Mediaset has shown – along with their extensive programming of the ABB FIA Formula E Championship – is a testament to their ongoing commitment and we look forward to bringing all the action live to fans across Italy for a further five seasons,” stated Ali Russell, media and business development officer at Formula E.

 

  • Headphones brand AfterShokz has signed NASCAR drivers Bubba Wallace and Chase Elliott as endorsers in a deal that includes social media promotions and personal appearances. According to 2011 data, 20% of NASCAR’s followers are multicultural fans, 9% were Hispanic and 8% African-American.

 

  • The MLB Players Association announced a partnership with UMG Media Corp. to launch the first-ever esports series of competitions for Major League Baseball players. Both active and retired players will compete against each other in esports play. According to hispanicgamers.com Hispanics expressed more interest in watching others play video games compared to Non-Hispanics.

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

  • https://pbs.twimg.com/profile_images/1022907060948627456/FN6y9l8B_400x400.jpgUS Open ladies’ champion Naomi Osaka is set to sign Adidas’ biggest clothing deal with a female athlete. According to The Times, the deal is worth an estimated $8.5 million annually.

 

  • The MLB will continue to commemorate Hispanic Heritage Month with a slate of events and efforts designed to spotlight the contributions to baseball by Hispanic and Latino players throughout the month of September. Initiatives include special MLB Network vignettes highlighting Latino stars, social and digital content across MLB’s bilingual platforms, and in-park Club celebrations around the league. MLB also presented new media platforms designed to provide real-time, quality content to the Spanish-speaking Hispanic and Latino audience.

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  • Baloncesto Suprerior NacionalPuerto Rico’s premiere professional basketball league, locked a partnership with WSC Sports, the leader in AI powered sports video content, for automated creation and distribution of video highlights. WSC’s machine learning technology enables BSN to automatically create video highlights and share them across digital and social platforms. This is a small way for WSC to give back to Puerto Rico, following the devastation of Hurricane Maria in 2017.

 

  • DoritosTwitchCon 2018 will see Doritos in the trenches, with the announcement of the Doritos Bowl on Oct. 27 in San Jose. The event will have top gamers competing in Call of Duty: Black Ops 4’s new battle royale mode, Blackout, anchored by Ninja, Shroud, CouRage, and DrLupo. On average, Hispanics play video games more often than Non-Hispanics (12 hours per week vs. 9 hours for Non-Hispanics), according to a 2014 Think Now Research study.

 

  • JBL is expanding its presence among NBA players and teams. In addition to welcoming back champion Stephen Curry, NBA All Star Andre Drummond and Kristaps Porzingis, JBL is adding Giannis Antetokounmpo as an ambassador. The brand also announced a partnerships with the Chicago Bulls and Miami Heat starting during the 2018-2019 season.

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

  • UFCUFC has reached a company value of up to US$7 billion, after signing a five-year media rights deal with ESPN, according to Dana White, president of the UFC. The deal with ESPN, announced in May, will see the sports broadcasting giant cover a total of 30 events each year, with 15 bouts to air exclusively on the new ESPN+ streaming service. The agreement is said to be worth an eye-popping US$300 million annually over five years, netting the UFC a total US$1.5 billion.

 

  • MLB will open the season earlier than ever before next year, after announced that all 30 teams will start the 2019 season on March 28, the earliest Opening Day in history, without counting international games. The season will tip off with the Mariners and host Athletics at the Tokyo Dome on March 20-21.

 

  • Victor Cruz, former New York Giants wide receiver, is joining ESPN as an NFL analyst. Cruz will contribute to NFL Live, Get Up!, SportsCenter, ESPN Radio and other ESPN platforms year-round.

 

  • MMA promotion Combate Americas announced the opening of La Jaula Studios, a new multi-platform content production studio created to serve Hispanic Millennials and Generation Z. La Jaula Studios will produce authentic content in Spanish, English, and Portuguese that complements Combate Americas’ programming with upcoming projects. The new studio will be led by Stan Jakubowicz, who was recently promoted to Chief Content Officer and will be based in New York.

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  • CHEEZ-ITKellogg’s Cheez-It brand was named as the title sponsor of the NFL Cactus Bowl, which will now be known as the Cheez-It Bowl. The multi-year partnership features a match-up between members of the Big 12 and Pac-12 conferences at Chase Field in downtown Phoenix. The fully-integrated partnership includes digital and social media, content, in-stadium exposure, product sampling and on-site activation at the game and other Fiesta Bowl organization events.

 

  • Frost Bank has become the San Antonio Spurs first-ever jersey partner. The multi-year deal will see Frost’s logo on the jerseys starting Sept. 30. Frost Bank’s branding will also appear more widely at the AT&T Center and on Spurs’ digital platforms.

 

  • The Overwatch League and Twitter locked a new multiyear deal to bring highlights and live stream content to the platform. Twitter will drive Overwatch League’s distribution of near real-time highlight clips from every match of the Overwatch League regular season, playoffs, Grand Finals, and All-Star Weekend.

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

  • NBA MÉXICOThe NBA Mexico City Games 2018 will feature the Orlando Magic playing regular-season games against the Chicago Bulls on Dec. 13, and against the Utah Jazz on Dec. 15 at the Arena Ciudad de Mexico in Mexico City. This will be the third consecutive season the NBA plays two regular-season games in Mexico City, with coverage on ESPN. The NBA Mexico City Games 2018 will be supported by a full roster of marketing partners, including Nike, SAP, Gatorade and Tissot with additional partners to be announced in the coming months.

 

  • United Entertainment Group is launching its first-ever offering in Asia where industry veteran Toru Fumihara has been hired as the Managing Director of UEG’s new office in Tokyo, which will serve as a hub for the Asian marketplace. This marks the third international office the agency has opened in the span of one year, starting with London in 2017 and Hamburg, Germany earlier in 2018.

 

  • As the official beer of the NFL, Bud Light is introducing new designs for cans that feature a team logo, as well as a customized color stripe down the side. In total, each of Bud Light’s 28 team partners will be featured in the new designs, along with an NFL Shield edition to round out the collection. The new cans hit shelves this week.

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  • David Higdon
    David Higdon, head of communications, esports at Riot Games.

    Former NASCAR executive David Higdon has a new lane to oversee, joining Riot Games in the newly created position of global head of communications, esports. Higdon previously served as VP of integrated marketing communications for NASCAR and as CCO for the LPGA.

 

  • DAZN announced the sublicensing deals for its NFL coverage in Canada after experiencing streaming issues last season. Streaming and satellite providers including BCE Inc., Rogers Communications, Shaw Communications and SaskTel will distribute NFL Sunday Ticket for the upcoming season.

 

  • The NFL won’t be playing in London’s new Tottenham Hotspur stadium as it was planned. Developers announced delays in opening the venue due to safety concerns so this year’s NFL game that was set for the location will now take place at Wembley Stadium on Oct. 14. The game will feature the Seahawks vs Raiders.

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

  • OTT streaming service DAZN has detailed its expansion into the US, following parent company PerformGroup’s $1 billion joint venture with Matchroom Boxing and a nine-figure multiyear global distribution agreement with Bellator MMA. The first-ever fight night will be headlined by heavyweight world champion Anthony Joshua and Alexander “The Russian Warrior” Povetkin, on Sept. 22 live from Wembley Stadium in London.

 

  • AngelsThrough the first half of the 2018 MLB season, viewership of Los Angeles Angels telecasts on FOX Sports West has delivered the highest year-over-year ratings increase of any MLB team, according to the network. At the All-Star Break, current local-market household ratings on FOX Sports West are up 79% in comparison to last season.

 

  • Activision Blizzard has agreed to a multi-year broadcast rights deal with Disney to televise the eSports Overwatch League across ESPN, ESPN 2, Disney XD, ABC, and all related streaming services. “ESPN is invested in the growth of the NBA and now we hope they are invested in the growth of our league. That’s what makes it a significant moment,” stated Pete Vlastelica, president and chief executive of Activision Blizzard esports leagues. Hispanics expressed more interest in watching others play video games compared to Non-Hispanics, according to a 2014 Think Now Research study.

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  • Amazon is expanding its cloud computing deal with MLB, with a new set of real-time statistics and graphics for live baseball games. The deal makes use of Amazon Web Services’ artificial intelligence and machine learning capabilities, follows a similar deal with the National Football League in November. 31% of MLB players are Latino, according to ESPN.

 

  • Pizza HutPizza Hut announced a sponsorship deal with the Pittsburgh Steelers, to mark the second official NFL team partnership for the brand, following the Seattle Seahawks. “Few franchises in sports are as revered as the Pittsburgh Steelers, so it is with great pride that we enter into a partnership with one of the most iconic teams in the NFL,” said Zipporah Allen, CMO, Pizza Hut.

 

  • Mercedes-Benz is partnering with ProGaming Italia and Sony Interactive Entertainment Italy to launch the Gran Turismo Sports E-Cup by Mercedes. A total 12 racers will compete for the championship on Oct. 7, the last day of Milan Games Week. 

 

  • Chipotle Mexican Grill has been named the presenting sponsor of the US Lacrosse Nationals, the national governing body’s signature youth tournament running Aug. 2-5, 2018, in Frederica, Del. “Chipotle has been one of our organization’s most supportive partners, and we are thrilled to evolve that partnership to include Chipotle as the presenting sponsor of our premier youth event,” said Brett Hurwitz, VP of marketing and communications at US Lacrosse.

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  • UFC Fight Pass will now live-stream events from the new Karate Combat promotion, beginning with next Saturday’s event out of Athens, Greece. Karate Combat features elite level karateka using full contact rules. According to a Washington Post poll, 38% of mixed martial arts fans are African-American, and 31% are Hispanics.

 

  • GEICOGEICO is planning to launch the GEICO Gaming Ambassador program, tapping four influencers who reflect “the best values the gaming and esports communities can offer. Brian Kibler and Pokimane are the first two names announced for the initiative. They will be doing posts, commentary, and answering questions on Twitter, Instagram, and Twitch about it.

 

  • ESPN Deportes will present more than 600 hours of coverage of the XXIII Central American and Caribbean Games from Barranquilla, Colombia, across ESPN Deportes and the ESPN App. The coverage includes highlights of all the competitions including, gymnastics, swimming, boxing, volleyball, women’s and men’s soccer, women’s and men’s basketball, among others.

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

  • The Kraken RumELEAGUE and The Kraken Black Spiced Rum inked a new partnership. The rum brand will become the first Official Distilled Spirits Partner of ELEAGUE. The partnership includes all ELEAGUE owned and operated platforms on television, digital and social. As part of the agreement, ELEAGUE also introduced the “ELEAGUE KRAKEN Boss Battle,” a feature where pro players and fans can compete against one another in front of a live audience.
  • UFC locked a partnership with Black Rifle Coffee Company as the “Official Coffee” of Season Two of Dana White’s Tuesday Night Contender Series. Black Rifle Coffee will work with UFC to provide social content about the series and promote a national campaign with prizes and exclusive UFC experiences. According to a Washington Post poll, 38% of mixed martial arts fans are African-American, and 31% are Hispanics.
  • Westgate Resorts reached a multiyear agreement to serve as title sponsor of Las Vegas Motor Speedway’s September NASCAR Camping World Truck Series race. This is Westgate Resorts’ first title sponsorship in NASCAR. According to 2011 data, 20% of NASCAR’s followers are multicultural fans, 9% were Hispanic and 8% African-American.

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  • BudweiserBudweiser signed a multiyear deal as the official domestic beer partner of the White Sox. Activations include a long-term presence at Guaranteed Rate Field, the logo on the video boards, game-day event sponsorships and being able to put use their logo on home game giveaways. 31% of MLB players are Latino, according to ESPN.
  • The Players’ Tribune and SELF are partnering to create a series of original content focused on women across a wide range of sports. Olympic fencer Ibtihaj Muhammad, who was the first Muslim-American to wear a hijab while competing in the Olympics, will serve as executive producer of the multi-episode video series. Content will include video and personal essays celebrating the triumphs and struggles of women in sports. Titled The Playing Field, the program will premiere this fall on SELF’s and The Player’s Tribune’s channels.
  • ESPN DeportesSpanish-language broadcast of the NBA Finals has become the most-watched NBA Finals in network history, according to ESPN. Viewership of the fourth-consecutive encounter between the Golden State Warriors and Cleveland Cavaliers, was up 12%, producing 162,000 impressions, making it the most-viewed since ESPN Deportes started airing the NBA Finals in 2013.

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

  • https://pbs.twimg.com/profile_images/976525399285903361/P2GtA01o_400x400.jpgDHL extended its partnership with ESL to expand its presence in the esports market. DHL provides core logistics services to ESL and will be featured on various social media channels, including throughout the ESL One series tournaments. DHL will handle the ESL One series logistics transporting the stage equipment to the venues throughout the series, as well as individual gamer seating. Hispanics are nearly twice as likely to buy and wear video game branded apparel, according to a 2014 Think Now Research study.
  • During Memorial Day weekend, Bud Light presented a new ad that’s part of the ongoing Dilly, Dilly campaign targeting Hispanics. This time, the beer brand is clearly focusing on Hispanic audiences in the lead-up to the 2018 World Cup, by including the soccer tournament and Spanish-language. The ad, which will be followed by other World Cup-themed spots, will run in both English and Spanish and get airplay on Fox Sports and Telemundo, the two networks carrying the tourney in the U.S…
  • State Farm will continue to be the official partner of the NBA 2K League. It will present pregame segments titled Game Mode that capture strategy and insights from NBA 2K League players on Twitch broadcasts throughout the season. “As a longstanding partner of the NBA and the WNBA, State Farm has a proven history of authentically connecting with fans and has demonstrated a commitment to eSports,” said Brendan Donohue, Managing Director, NBA 2K League.

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  • MARCA ClaroClaro Sports has signed an agreement to become the exclusive broadcaster of Southeastern Conference (SEC) college football games and SEC and Pacific-12 basketball games in 17 Latin American countries. The games will also be available on its digital platform MARCA Claro, non exclusively. Games will be brought to Argentina, Bolivia, Chile, Colombia, Costa Rica, Ecuador, El Salvador, Guatemala, Honduras, Mexico, Nicaragua, Panama, Paraguay, Peru, Dominican Republic, Uruguay, and Venezuela.
  • Bud Light will be the presenting sponsor of Wizards District Gaming in the NBA 2K League in 2018. Bud Light will also be a title sponsor for Wizards District Gaming watch parties and will host a tournament open to the public in the Budweiser Brewhouse at Capital One Arena.

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

  • Monster Energy announced a deal which extends its entitlement sponsorship of NASCAR’s
    premier series running through 2019. The brand will also continue as the Official Energy Drink of NASCAR. “NASCAR and Monster Energy enjoyed a productive first year and both parties have benefited significantly from the partnership,” said Steve Phelps, NASCAR Chief Operating Officer. According to 2011 data, 20% of NASCAR’s followers are multicultural fans, 9% were Hispanic and 8% African-American.
  • Nighthawk Pro GamingNETGEAR Nighthawk Pro Gaming and NRG esports signed a partnership to leverage Nighthawk Pro Gaming products into the team’s training regimen, including its training facility and Boot Camps at the NETGEAR headquarters in the new Nighthawk Pro Gaming lounge. “We are pleased to be working with NETGEAR, the leading provider of networking equipment for the home, gamers and small business,” said Andy Miller, owner, and CEO of NRG and the San Francisco Shock. Hispanics are nearly twice as likely to buy and wear video game branded apparel.
  • The interactive football league Fan-Controlled Football League (FCFL), a new football league that lets fans call the shots on game plays, announced a multiyear streaming deal with Twitch. The deal makes Twitch the exclusive broadcaster of the FCFL through the 2019 and 2020 seasons. This is the second year the FCFL has partnered with Twitch. It first began using the service near the end of its inaugural season in 2017.

Check out the stars of Portada’s Sports Marketing Board, who will meet at Portada Miami on April 18-19 to discuss various topics related to the future of marketing and innovation in sports. Register now!

  • Formula 1ESPN will expand its coverage for next weekend’s Formula 1 Spanish Grand Prix, by adding more on-track content. Viewers will be able to watch content from the first two F1 practice sessions of the weekend on ESPNU, from the Circuit de Barcelona-Catalunya. The third Spanish Grand Prix practice session, qualifying, and the race will air on ESPN2.
  • https://pbs.twimg.com/media/DcMitikW0AMr_Bg.jpg:largeUtz snacks inked a new multi-faceted sponsorship deal with Major League Baseball that makes Utz the Official Salty Snack of MLB, across television, digital media, and retail locations. Utz plans to promote its full assortment of snack products with integrated branding across MLB’s broadcast and digital platforms such as MLB Network and MLB.com. In addition, Utz will begin selling products that feature MLB branding at retail locations across the US. This is the brand’s first professional sports league partnership. 31% of MLB players are Latino, according to ESPN.
  • T-Mobile and the Houston Outlaws have started an official partnership. This is the esports league first sponsorship agreement. As part of it, the brand will now become the Official Wireless Partner of the Houston Outlaws. T-Mobile and the Outlaws will also generate new content to deliver fans an inside look at the team’s players and their experiences in the Overwatch League. “T-Mobile is not only America’s fastest network but the fastest to embrace esports,” said Ryan Musselman, Senior Vice President of Infinite Esports and Entertainment.

What: eSports marketing and gaming are major topics of interest in the sports business these days. One of the panels at Portada Miami focused on business opportunities related to eSports.
Why it matters: The potential for growth in Latin America is tremendous. Companies are doing more business with esports and gambling.

Most of the sports business world focus on two of the hottest business topics in the United States: growing gaming and eSports and legalized sports gambling. Meanwhile, a key group of executives at Portada Miami 2018 pointed out that we should be looking, too, at Latin American countries and the Latin community as bold next steps in business related to sports.

“While the United States is an obvious multibillion-dollar market depending on the ruling of the Supreme Court, we have spent a good amount of time educating Central and South American countries on legalization, and the growth there is also astronomical,” said Chris Dougan, Head of North American Communications at Genius Sports (@GeniusSports). “It’s also not just a growth area for traditional sports like soccer or even tennis. There is a great crossover into the legalized gambling of eSports properties. So we are very keen on engagement in multiple locations now.”

The future is also bright for brands that are looking to combine their marketing dollars into the multicultural option.

Latin American market

The numbers and projections put forward for sports gambling and eSports engagement are staggering. Dougan mentioned US$10B in illegal dollars wagered in the United States during a calendar year. Meanwhile Ben Spoont (@benspoont), Founder of Team Misfits and head of eSports for the NBA’s Miami Heat (@MiamiHEATrecounted the millions of people who spend on elite eSports franchises. He also talked about the massive online adoption by fans and it’s expected growth. The market for adoption has been primed. While connectivity improves, gaming companies get more used to doing business in Latin America.

esports marketing
Ben Spoont, Founder of Team Misfits.

“In all of the eSports, Latin America is the fastest-growing market,” said Spoont. “The engagement for new fans is really off the charts. Working with the Heat in their investment in their Overwatch team will help that market grow in Florida and beyond.”

The crossover between the two areas, eSports and gambling, presents an intriguing opportunity. Dougan was quick to point out that like in traditional sports, the protection of data is tantamount for any business engagement.

“Brands need to assure consumers that whatever games they are watching and potentially betting on are legitimate and there is no instance of impropriety,” he added. “That’s where Genius Sports comes in. Being able to work with the leagues, with the game creators, to make sure that there are no issues and that everything is going on is happening in a fair and equitable digital environment.”

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Fair and equitable

esports marketingFair and equitable is what the gaming world continues to seek as it grows at a meteoric pace. Avid eSports communities have propped up in countries like Brazil, Argentina, and Colombia.

“The association and the support of a global brand with the Heat have been a huge boost not just for our business, but for all of the eSports,” added Spoont. “It gives us the ability to talk to more people from a business perspective, and with South Florida being so multicultural, it really puts it in a unique position for where we can grow in the future.”

The future is also bright for brands looking to combine their marketing dollars not just into traditional sports and eSports, but into multicultural adoption that could be part of the mix as well. Spoont pointed to Geico as one brand that seems to have found the mix on all fronts, with more to follow. That sponsorship will also grow in value, Dougan added. More casual fans are interested in activity in and around all sports through legalized sports gambling.

“The market is going to be very active across the Americas. It’s just a case of developing and engaging when the opportunity arises legally,” he added.

And according to both leaders, as well as moderator Adam White of Front Office Sports (@frntofficesport), that opportunity for one piece, eSports, is quickly coming into focus. Meanwhile, the other, legal sports gambling, isn’t that far off either.

[Featured image credit: Immortals]

At Portada Miami, over 300 brand leaders and decision makers gathered to hear our outstanding speakers and witnessed the official launch of Portada’s brand new council system. With topics ranging from payment systems and connected cars to out-of-home advertising, marketing in Latin America, and esports, attendees received a varied and complete glimpse into the future of marketing.

After months of organization, Portada Miami took place on April 19 at the exclusive East Hotel in Brickell. Over 300 executives got together last Thursday for the carefully curated list of conferences that opened with Mexican innovator and CEO of TelePay Patrick Becker‘s talk titled The Payment Systems Revolution. What can marketers learn from the advance of new payment systems? How do new payment systems change the approach to e-commerce and traditional POS systems?

 What is next is ‘back to the future’: connecting with consumers in an impactful way will never go out of style; the question is how you do it.

After the official launch of Portada’s brand new Council System, attendees heard about the perspective of César M. Melgoza, CEO & founder of Geoscape, recently acquired by Claritas, on data-driven digital and mobile advertising. “What is next is ‘back to the future’: connecting with consumers in an impactful way will never go out of style; the question is how you do it,” said Melgoza.

Other talks on technology included a panel on connected cars, the new technology that’s being used by car rental companies such as Avis Budget Group. Ricardo Casco, from Global Sales and Integrated Marketing Strategies at Avis Budget Group, introduced this emerging technology as a means to build loyalty from the foundation.

Attendees could also get a good idea of the future of marketing in Latin America thanks to two interviews conducted by Portada. First, president of Portada Marcos Baer interviewed Ricardo Arias-Nath, CMO of PepsiCo Beverages Latin America, to get his views on how marketing strategies should adapt to the new realities of the Latin American consumer. “Online subscription models are changing marketing. Brands of the future have to be top of mind or top of algorithm,” Arias-Nath asserted. Later, Portada’s head of content Janet Grynberg asked CEO of GroupM Latin America José María Sanabria about the firm’s new panregional approach. About this, Sanabria pointed out that “Advertisers should stay in Miami; it makes a lot of sense to see the region as a whole.”

What we’ve got to do is build content around our players, give them a voice.

The audience of Portada Miami also had the opportunity to listen to interesting discussions on passion-point marketing (e.g. sports and travel), like the talk between Chip Bowers, president of the Miami Marlins, and Michael Neumann, EVP, MD, at Scout Sports and Entertainment. In this conversation, Neumann asked the Marlins’ new president of business operations about his plans to further the Marlins’ quest to re-engage and expand baseball business in the diverse South Florida market and beyond after joining the team from the reigning NBA Champions Golden Gate Warriors. “Fans have an understanding and appreciation of players as much as they do of brands,” said Bowers. “What we’ve got to do is build content around our players, give them a voice.”

For a talk on soccer in the U.S. and Latin America, Jan Gerits, MD of Transformation Latam at Omnicom talked to Jill Leccia, Senior Marketing Director at Gatorade Latin America. They discussed exciting initiatives like 5v5, which encourages young soccer players in 25 countries to pursue their dream of becoming football players.

In an interesting mix of technology and passion-point marketing, attendees witnessed an exciting discussion on eSports and gambling, which generated a great response from the audience. Even though for some the idea of watching an eSports tournament sounds weird and even boring, Ben Spoont, founder & CEO of team Misfits, and Chris DouganHead of North America Communications, Genius Sports recommend all skeptics to go watch the content before thinking it’ll be boring. “In all of esports, the fastest growing market is Latin America. The engagement for new fans is really off the charts, and working with the MiamiHEAT will help that market grow in Florida,” stated Spoont.

Online subscription models are changing marketing. Brands of the future have to be top of mind or top of algorithm.

Later in the day, members of Portada’s travel marketing board, including chair of the board Trip Barrett, head of Travel Marketing content, addressed the difficult problem executives in the travel industry have to face when customers go through the elite status threshold. How do you keep them from turning to the competition? Alan Duggan, Regional VP, Business Development at Meliá Hotels and Álvaro Valeriani, Regional VP, Sales & Marketing Latam & Caribbean at Hyatt Hotels, were guided by Barrett through this discussion to try to solve the problem.

Finally, Valentín Bueno, CEO of Latcom, talked to Carlos Martínez, president of Fox Networks Group Latin America, about the revolution of out-of-home advertising. Technology is revolutionizing the way OOH media can reach consumers; Bueno and Martínez presented the case of Fox, one of Latcom’s successful case studies.

In conclusion, Portada Miami attendees had the opportunity to listen to the voices in charge of the future of marketing and innovation. From the way technology determines new ways to create loyalty and master trends like e-commerce and esports, to how sports are a means to fuel young dreams and help them get to the top, there was a feeling permeating the air that the future is already here, and Portada Miami was the best place for the right people to start discussing how to tackle it. All this without saying, the view was to die for. Are you regretting not being there? You’re still on time for Portada LA on May 10!

What: South Florida based eSports leader Ben Spoont will speak at Portada Miami.
Why it matters: The Miami Heat partner will discuss how eSports is bringing value to existing traditional professional sports teams.

Joe Favorito, chair of the Sports Marketing Board, has prepared a background piece on speaker Ben Spoont and the topic he will be discussing at Portada Miami. To join the conversation with him and all our other speakers, register here!

Ben Spoont (@benspoontis the co-founder and owner of Misfits (@misfitsgg). The Misfits organization owns teams that compete in League of Legends, CounterStrike: Global Offensive, Overwatch, Hearthstone: Heroes of Warcraft, as well as participating in the game Super Smash Bros.

The parnership… associated their young and growing brand with the iconic one of the Miami Heat.

In 2016, Misfits (cofounded by Spoont with Syfy Channel founders Laurie Silvers and Mitch Rubenstein) partnered with the Miami Heat, becoming the NBA franchise’s foray into eSports and gaming.

The partnership was groundbreaking as it gave Misfits resources into the traditional sports world, assisting with merchandise development, marketing, digital, sponsorship, ad sales, and activation as well as associating their young and growing brand with the iconic one of the Miami Heat.

Spoont, a Duke grad, will be part of the panel on April 19 in Miami which will take the audience through the growth of eSports and help explain the great brand value that professional teams are bringing to eSports while exposing a legacy NBA brand to a new and diverse, and younger, audience.

Portada Miami attendees will get to learn how the world of the NBA and the world of gaming have come together, straight from one of the most influential people in such a unique partnership.

 

 

 

Check out the stars of Portada’s Sports Marketing Board, who will meet at Portada Miami on April 18-19 to discuss various topics related to the future of marketing and innovation in sports. Register now!

What: Argentina footballer Javier Mascherano’s deal with Latin American eSports agency eSports Planet reflects the growth of the competition’s growth in the region.
Why it matters: Latin America has been a hotbed of elite gaming; partnering with a mainstream international sports star is a logical step in reeling in the casual fan base.

Other than gambling, eSports is perhaps the hottest global topic in sports (and it will be a key subject at Portada Miami). Brands, marketers and organizations have raised huge amounts of money to get involved in the fluid and somewhat volatile space in Asia and the United States in the last year, and it now appears that Latin America will be next for growth.

For gamers, Latin America has already been a hotbed. Some of the best players in the world in Counter-Strike (@ESLCS) have hailed from Brazil and Argentina, but with PC and consoles being a key part of professional gaming engagement, vs casual gaming on mobile phones, growth in still-struggling financial areas of Latin America has been slower than elsewhere. However, that is changing, especially with the continued adoption of FIFA and other sports-related games, and crossover stars getting involved not just in playing but in marketing and ownership as well.

The audience continues to be more and more engaged, and when you have name sports or entertainment stars investing it helps raise that awareness factor.
Javier Mascherano (credit: Danilo Borges)

The latest crossover growth came late last week, when Argentina soccer player Javier Mascherano (@Mascherano), who currently plays for Chinese Super League outfit Hebei China Fortune F.C., announced a partnership with Latin American eSports agency eSports Planet. The former FC Barcelona midfielder will aim to help develop eSports soccer content and tournaments for the Latin American community.

“I’m very aware of esports content importance in Europe, USA & APAC [Asia-Pacific] regions but Latin America is the region to grow. I’m pretty confident about our possibilities as an agency that wants to work with different partners to lead this field in Latam [Latin America],” Mascherano said in a statement.

Is LatAm poised for growth?

“There have always been elite gamers from Latin America, the question becomes when can those individuals have enough scale with local players to help fully execute a business like we have seen elsewhere, and it looks like that time is coming soon,” said Maurice Eisenman, Director of Community and Culture for WHAM Networks. “The audience continues to be more and more engaged, and when you have name sports or entertainment stars investing it helps raise that awareness factor. How it is monetized and how brands get involved is a little less clear right now, but it is moving in that direction.”

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The fact that Mascherano is playing in an eSports hotbed, China, right now can also be key to growth, as he provides a bridge for casual fans and for brands to look to Latin America next. Being in the country and engaged in a gaming community makes the transition smoother, and that transition can translate back to his fans in his home country, as well as to the millions of Barça fans around the world.

“That transition can also make it more palatable for consumer brands looking for an eSports entry into Latin America,” he added, “or even for brands already engaged, like a Geico or a Pepsi, to further extend into a growing Latino community which may be traditionally focused on mainstream consumer sport like soccer or volleyball or basketball.”

Will Mascherano’s move lead to more elite Latino athletes being engaged and involved in eSports as first adopters?

“The value of elite athletes getting involved not to compete but on the executive or investor level continues to rise, and this is a great example of an athlete still playing his game looking for what’s next,” Eisenman added. “It is not just a smooth transition, but it moves him into management at a time when esports is on the rise. The upside is very high, the risk is very low, so it makes great sense.”

That sentiment was not lost on eSports Planet, the company which brokered the deal and is taking a leadership role in competitive gaming in the region. “We are very proud and happy to join forces with Javier in order to develop eSports in Latin America,” said Robert Borrego, chief executive of eSports Planet. “He will be very important to catch people’s attention in our eSports soccer developments and tournaments.”

How long wide adoption in eSports throughout Latin America takes is open for debate and is really a matter of finances. One thing is sure though, brands are watching and they love star power. Whether this is a random play or a valuable first or next step is worth watching, as eSports continues to lead the global sports business discussion, now more in Latin America than ever before.

 

Check out the stars of Portada’s Sports Marketing Board, who will meet at Portada Miami on April 18-19 to discuss various topics related to the future of marketing and innovation in sports. Register now!

cover image credit: Wikimedia/SteelSeries

What: Genius Sports Group Communications Director Chris Dougan will be one of this year’s speakers at Portada Miami. He will discuss Gaming and Gambling with Ben Spoont at the EAST hotel on April 19.
Why it matters: This is one of the topics that are changing the future of sports marketing. There will be plenty of questions moving forward as more entities, particularly in the U.S., embrace legal gambling on sports and eSports.

Joe Favorito, chair of the Sports Marketing Board, has prepared a background piece on speaker Chris Dougan and the topic he will be discussing at Portada Miami. To join the conversation with him and all our other speakers, register here!

The buzz words in sports business, not just in the U.S. but around the world, are gaming, eSports and gambling. As sports gambling becomes closer to a reality not just in North America but in other countries, including those in Latin America, how will the consumer be protected and the games stay safe? And how will data protection, and even gambling play a role in eSports?

At the center of all those discussions is Genius Sports, the world’s fast-growing leader in data protection around professional sports. Based in London, Genius (@geniussports) works 24/7 to make sure the data for some of the world’s biggest leagues, from the Premier League to Major League Baseball and the PGA Tour, are safe and secure. And as eSports becomes more valuable, Genius Sports work will take them deep into working with the biggest gaming companies to again make sure all data is secure and protected.

Helping lead the charge for Genius, not just in the U.S. but in Latin America as well, is Chris Dougan.

Dougan will explain the value of data protection, the scope of the gaming and gambling industry, and how companies will work to protect brands.

Dougan is the Group Communications Director for Genius Sports Group, with responsibility for developing and implementing the global corporate communication, marketing and public affairs strategy. He spent his early career at MGM Studios before moving into ballot measures and issue advocacy work. For over fifteen years, Dougan has specialized in managing integrated public affairs, strategic communications and issue advocacy campaigns on behalf of highly regulated sectors. He has planned and executed multiple campaigns across the US, EU, and EMEA region on behalf of national governments, institutions, and multinational corporations.

Since joining Genius Sports Group in 2015, Dougan has driven stakeholder engagement efforts and leads the US advocacy program by providing senior counsel to C-suite executives, opinion leaders, regulators and politicians. Outside the US, he has helped extend the Group’s reach into emerging markets by leading the debate on regulation and positioning the organization at the forefront of sports betting policy initiatives.

On April 18 at Portada Miami, Dougan will explain the value of data protection, the scope of the gaming and gambling industry, and how companies will work to protect brands, players, broadcasters and fans from catastrophic business failures tied to illegal activity in the space.

Check out the stars of Portada’s Sports Marketing Board, who will meet at Portada Miami on April 18-19 to discuss various topics related to the future of marketing and innovation in sports. Register now!

[featured image: Courtesy ESL, Fortune. Streaming of eSports event in Katowice, Poland]

A summary of the most exciting recent news in multicultural sports marketing in the U.S., U.S.-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.

Image result for corona extraConstellation Brands reported strong performance of its beer portfolio with net sales increasing 7.8% in Q3 2018 as its Mexican import brands have claimed four of the top share gainer positions in the total US beer category. Modelo Especial, Corona, Modelo Chelada Picante Tamarindo, and Pacifico have had the best results. Part of it due to the brand’s sports marketing deals. Corona Extra is the official imported beer sponsor of four US National Football League Teams, and Modelo Especial showed the Fighting Spirit campaign on TV plus promotional activities during the NFL schedule.

OTT VIVA Entertainment Group, which broadcasts content for Latinos, including sports, announced it finished debugging the Flixfling media library interface and conducted beta testing. The company expects that this content, which includes over 15,000 movies and live television streaming, will be available on Viva Live as soon as next week. Viva is also launching a DVR feature for Viva Live TV, targeted to be up and running the first week of February.

PepsiCo signed with former NFL stars Greg Jennings, Nick Mangold, and Rashad Jennings for its Game Day Grub Match. Vox Creative launched the promotion and it features the three players challenged to prepare game day dishes using PepsiCo food and beverage products as ingredients. All three episodes are now on YouTube.

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Serbian tennis player Novak Djokovic signed a global footwear deal with Asics, ending his association with Adidas.

Dan Lovinger, NBCU Exec VP/Sales & Marketing, said that the channel expects to take in $500M in ad revenue on Super Bowl Sunday. This is a similar amount to what it earned last year.

Image result for Shaquille O'Neal Carnival Cruise LineShaquille O’Neal has become Carnival Cruise Line brand ambassador in its new “Choose Fun” advertising campaign as CFO (chief fun officer).

Snickers is about to sign a deal to become the “official chocolate” of FlyQuest, an esports organization that fields teams in the League of Legends Championship Series and Rocket League. This will be Snickers’ first team-level deal in esports.

Yahoo Sports started streaming NFL playoff games during the past weekend as part of the company’s new streaming deal with Verizon. The first game streamed on mobile via the Yahoo Sports app was the Falcons/Eagles, on Saturday.

NASCAR has given Monster Energy an extension to decide whether it wants to remain the Cup series sponsor or not. The two companies are in the midst of a two-year deal with a two-year option. Monster’s deadline to determine the extension of the partnership was Dec. 31.