thereforeNFL extends Facebook partnership until 2020. Here you’ll find a weekly summary of the most exciting news in multicultural sports marketing. If you’re trying to keep up, consider this your one-stop-shop.


The Oakland Raiders have named Twitch as the founding partner of their new Allegiant Stadium in Las Vegas. The deal, which starts in 2020, will see Twitch have a branded lounge in the lower level of the 65,000-seater stadium. The aim of the partnership is to make Las Vegas ‘the global hub for esports’.

The Philadelphia Eagles launched a redesigned mobile app. The platform includes a new content interface featuring live TV and radio streaming access from Eagles’ games for the first time. The app is available on iOS and Android devices.

The NFL extended its partnership with Facebook for two more years. Under the extension, the Facebook Watch video service will continue as a platform for three-minute game recaps of all regular-season contests. Similarly, video highlights will also be accessible from the NFL Draft, Pro Bowl, and scouting combine.

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MLB signed a multiyear partnership with EquiLottery Games. The deal makes this the first North American pro league to tie in with lottery draw game. Looking to boost fan engagements, MLB has thrown out the first pitch on Baseball Bucks. “We are always aiming to work with partners who share our goal of providing innovative ways for fans to engage with live games,” said Kenny Gersh, MLB’s executive vice president for gaming and new business ventures.


UFC and Toyo Tires expanded their long-time partnership to launch a new annual end-of-year awards program that honors UFC’s top fighters, performances and moments. The winners of the ‘UFC Performance of the Year’ and ‘UFC Fight of the Year’ awards will be personally chosen by UFC President Dana White. Meanwhile winners in the ‘UFC Honors Fan Choice’ group will be determined through social and online voting.


Univision’s TUDN Radio network strengthened its affiliate base, signing 10 new deals. Therefore, with 38 stations TUDN Radio reaches more than 60% of all Hispanic adults in the U.S., thanks to its presence in top Latino markets including Los Angeles, New York, Miami, Houston, Dallas-Ft. Worth, Chicago, San Antonio, and Phoenix.

FuboTV is officially debuting its own free-to-view TV channel. Hence, the platform will expand its reach via third-party connected-TV platforms Xumo, which also powers LG Channels; Samsung TV Plus; and the Roku Channel. Therefore, Fubo Sports Network features a mix of original programming, licensed content from partners as well as some live college football and basketball games, soccer matches, horse racing, and cycling action.

What: The Mexico Grand Prix Formula 1 race is set for Friday through Sunday at Autódromo Hermanos Rodríguez in Mexico City.
Why it matters: With uncertain prospects beyond next year’s contract, despite many signs pointing to its economic benefits, this weekend’s race is critical to its future viability.

Credit: Antonio Zurita

As elite sports properties like MLB (@MLB), the NFL (@NFLand the NBA (@NBAeye a bigger consistent presence in Mexico, one of the country’s most successful sporting events, Formula 1 (@F1), will take to the streets this weekend at Autódromo Hermanos Rodríguez in Mexico City amidst a track record of financial success but a questionable future.

Since its return in 2015, reports this week indicated that the Mexican Grand Prix (@mexicogphas brought in in excess of 18.9B Mexican pesos ($980M) in economic impact, while taking home industry accolades like F1’s “Event of the Year.”

Yet, President elect Andrés Manuel López Obrador this week questioned the race’s permanence when the contract runs out after 2019, without even more favorable terms being brought back to the Mexican economy. The issue is not a new one, where government looks for events that enhance the greater good vs. the elite, and the money is spent building and promoting F1 to an upscale audience may never trickle down to the general populous.

Is the risk and expenditure on infrastructure worth the reward in tourism dollars?
Maron F1 team car (Flickr/ProtoplasmaKid)

Still, the tourism dollars (@WeVisitMexicothat flow in from elite sports, be they World Baseball Classic (@WBCBaseballor the NFL, cannot be denied in a country like Mexico, where foreign money is a key piece of a growing economy in Mexico City. Those dollars, along with brand activations, will be coming from a global audience, including 22% from the United States, according to data released from StubHub. That is a year over year of 14.9% from last year. However the worry for Mexican politicos is local, as the study also said that the percentage of Mexican fans at the event will decrease to 71% of the total number of attendees from 79% last year, for this the 20th edition of a race first held in Mexico in 1962, with various starts and stops since.

From a media perspective, the millions of fans who will follow one of the final F1 races of the year can also shed positive light on Mexico as a destination year round, and the development of local stars, like Sergio Pérez, a 28-year-old Guadalajara native who drives for the Force India team, and is currently in eighth place, can help advance national pride and storytelling as Mexico looks to continue to climb up the global sports business landscape.

The Portada Los Angeles Summit in on March 15, 2019 (Hotel Loews Santa Monica) will provide a unique setting for brand marketers to learn about the opportunities sports and soccer content offers to engage consumers in the U.S. and Latin America.

Is the risk and expenditure on infrastructure worth the reward in tourism dollars? Is the proclamation by the President-elect just posturing? At a time when other elite road circuits like Indy Car and NASCAR are looking to engage more Latino, especially Mexican fans, F1’s next step will literally come at a crossroads.

The winners, in addition to the brands and high net worth fans, can still be all those who benefit from a boost of tourism in a season where Mexico is a little off the map in the fall. Sometimes the political game trumps the one on the court, or in this case the track. As F1 under the leadership of Chase Carey makes a bigger run for North American dollars, here’s hoping one of Mexico’s biggest events finds a home that benefits all, we will watch and see if the race for political positioning matches the one on the course.

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Cover Image: Mexico Grand Prix 2015 (Christian Ramiro González Verón)

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

  • Call of Duty esportsThe Call of Duty World League inked a deal with TV brand TCL. Now, TCL will be featured in tournament broadcasts, and have branding in original Call of Duty World League programming, and more. According to a 2014 Think Now Research study, Hispanics expressed more interest in watching others play video games compared to Non-Hispanics.
  • The NBA and Intel Capital announced a new technology innovation collaboration by the name of “NBA + Intel Capital Emerging Technology Initiative.” The multiyear deal will foster the identification, formation, and growth of technology companies that have the potential to impact the future of the NBA, sports, and entertainment. “With this new initiative, the NBA and Intel Capital aim to bring extensive human and technology resources into companies we believe will lead the next wave of transformation in sports and entertainment,” said Wendell Brooks, senior vice president of Intel Corporation and president of Intel Capital.

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  • Emirates AirlineEmirates Airline, F1 Global Partner since 2013, renewed and expanded its partnership with Formula 1 until the end of 2022. Emirates will now have an expanded branding and consumer activation presence at over 15 races on the FIA Formula One World Championship calendar spanning Europe, Asia, Australia, North America and South America, in addition to Emirates being the Title Sponsor of the Spanish Grand Prix in Barcelona and for the German Grand Prix in Hockenheim.
  • The NBA, the International Basketball Federation and the Basketball Federation of India announced that Basketball Without Borders (BWB) Asia 2018 would be held from May 30 to June 2 at The NBA Academy India in Delhi National Capital Region. BWB Asia 2018 brings together the top male and female players ages 17 and under from throughout the Asia-Pacific region to learn directly from NBA and FIBA players, legends, and coaches and to compete against other young players from the region.
  • UFCUFC made a multi-year media rights agreement with The Walt Disney Company’s new Direct-To-Consumer & International segment, that will see exclusive live UFC content run on ESPN+, as well as across a variety of ESPN’s television, social and digital platforms, in English and Spanish, starting January 2019.
  • Williams Racing has launched an official esports team, which will now run competitions for gamers to earn their place on the Williams eSports roster. There are already three drivers signed to the Williams eSports roster: Javier Perez, Jani Vitsaniemi, and Bernardo Perez. As part of its activity in 2018, the team will contest the second season of the Formula 1 eSports Pro Series. On average, Hispanics play video games more often than Non-Hispanics (12 hours per week vs. 9 hours for Non-Hispanics), according to hispanicgamers.com.

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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 EnergyMonster Energy extended its partnership with Swedish events and production company DreamHack for two more years, as the Global Strategic Partner through 2019 along with sponsoring each festival and esports tournament produced by DreamHack. According to a 2014 Think Now Research study, Hispanics express more interest in watching others play video games compared to Non-Hispanics.
  • MetroPCS signed a multi-year partnership with Texas Motor Speedway. MetroPCS have publicity presence during April’s O’Reilly Auto Parts 500 NASCAR doubleheader weekend and November’s AAA Texas 500 NASCAR Playoffs tripleheader. According to 2011 data, 20% of NASCAR’s followers are multicultural fans, 9% were Hispanic and 8% African-American.

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  • FacebookFacebook announced a partnership with UK based esposrt company Gfinity, to exclusively stream Gfinity Elite Series esports tournaments throughout 2018. The arrangement covers the UK and extends to new territories which are part of Gfinity’s global expansion plans.
  • Razer announced a two-year deal with Spanish Team Queso, the first mobile-only esports team.
  • WWE and Spanish Sports Channel GOL enter into TV rights deal to broadcast WWE highlights in Spanish.
  • Major League Baseball and Barbasol announced a new sponsorship agreement that extends across ballparks, media and retail. Starting during the 2018 season, Barbasol will highlight its product launches with integrated branding across Baseball’s broadcast and digital platforms such as MLB Network and MLB.comit will also sell products featuring MLB branding at retail locations across the U.S.. 31% of MLB players are Latino, according to ESPN.
  • NASCAR and Anheuser-Busch announced a multi-year agreement that welcomes the beer brand back as an Official Partner and the “Official Beer of NASCAR,” replacing Coors Lite sponsorship. The deal includes sponsorship of the Monster Energy NASCAR Cup Series Busch Pole Award, rewarding the driver with the fastest qualifying time each week.

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  • Formula 1Kingsford extended its official partnership of MLB, promoting Opening Day March 29 with Vin Scully, Johnny Bench, Dominican American David Ortiz and Noah Syndegarrd presenting a multimedia campaign.
  • Formula One signed a multi-year extension of its partnership with Snapchat to bring ten races to the platform. Snapchat’s production team will curate snaps posted by drivers, teams, journalists and fans, and add race footage. According to Omnicore, 30% of US Millennial Internet Users use Snapchat regularly.

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!

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 Prime Video is bringing UFC pay-per-view events to viewers in the U.S. The deal started last Saturday, March 2nd with UFC 222: Cris Cyborg vs. Yana Kunitskaya. No Prime membership is required to watch pay-per-view-events on Prime Video, you just need to purchase the fight. UFC 222 cost $64.99 to enable the streaming. According to a Washington Post poll, 38% of mixed martial arts fans are African-American, and 31% are Hispanics.
  • NewBalanceUSAThe New York Mets and New Balance announced a long-term sponsorship making New Balance the official footwear and apparel company of the Mets and Citi Field. The deal includes New Balance presence throughout Citi Field beginning in 2018. 31% of MLB players are Latino, according to ESPN.
  • ESPN and ESPN Deportes will broadcast MLB regular-season games in Puerto Rico and Mexico this season.
  • Formula 1 is launching F1 TV, which will serve as the sport’s OTT platform and represent F1’s largest investment to date into its digital properties. Live streams will run ad-free and will include multi-language commentary. Subscribers will also be able to watch the FIA Formula 2 Championship, GP3 Series, and Porsche Supercup, among others.

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  • Pizza Hut has become the Official Pizza Sponsor of the NFL after the league ended its Pizza Hutpartnership with Papa John’s Pizza. The multi-year agreement will offer Pizza Hut a vast array of exclusive marketing rights.
  • ExxonMobil signed a multi-year marketing partnership with the Boston Celtics, Charlotte Hornets, and Houston Rockets. ExxonMobil’s will keep being the “Official Motor Fuel of the National Basketball Association” in those markets.
  • Pacific Pro Football and adidas announced a multiyear partnership, becoming the exclusive footwear and apparel supplier for Pacific Pro’s inaugural four teams. Together with Pacific Pro Football, adidas will lead on all aspects of branding, marketing, and uniform design, as well as contribute to league development.

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

File:Raymundo Beltran wins NABF Lightweight title, July 2012.jpg
Raymundo Beltran, boxer

ESPN announced the boxing fight dates for the first seven months of the year. Encounters include Mexican favorites Ray Beltran, on Feb. 16, and Óscar Valdez, on March 10.

Coca-Cola and NASCAR have extended their partnership. Coke will continue being the ‘Official Soft Drink of NASCAR’. The partnership was first signed in 1998. The deal will continue through 2023. According to 2011 data, 20% of NASCAR’s followers are multicultural fans, 9% were Hispanic and 8% African-American.

Monster Energy has signed a multiyear extension of its global partnership with UFC, as the “Official Energy Drink”. Monster’s logo will continue to appear inside the Octagon during fighting events. “Monster will be a consistent presence throughout the year as UFC celebrates its historic 25th anniversary,” stated Paul Asencio, UFC Senior VP/Global Partnerships. According to a Washington Post poll, 38% of mixed martial arts fans are African-American, and 31% are Hispanics.


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Tiffany Haddish at Incirlik.jpg
Tiffany Haddish, actor.

Tiffany Haddish, “Girls Trip” star, has become the face of Groupon’s new Super Bowl commercial. In 2017, Haddish became the first black female stand-up comedian to host Saturday Night Live.

For the first time, Kraft will advertise during Super Bowl. Inevitably the brand will reach a broad Hispanic audience, given that “with each passing year, the Super Bowl is generating more interest amongst U.S. Hispanic sports fans and increasingly becoming a key bridge between those who navigate across the Latino and American cultures,” according to a press release published by ESPN Deportes in 2016.

File:2010 Malaysian GP opening lap.jpgFormula 1 and FOX Sports Latin America strike a new partnership that will run through 2022. The deal includes FOX Sports holding the exclusive broadcasting rights of the FIA Formula 1 World Championship on TV and digital platforms throughout Latin America (excluding Brazil). It also includes the practice sessions on Friday and Saturday, qualifying sessions on Saturday and race on Sunday.

What: The 2017 season saw Formula 1 register an increase in audience figures across both TV and digital platforms compared to the previous year. Brazil was the 2nd strongest market with a 13.4% audience growth.
Why it matters: Brazil is still the biggest TV market with more than 76 million viewers.

The 2017 season saw Formula 1 register an increase in audience figures across both TV and digital platforms compared to the previous year, with F1 the fastest growing sport brand on social media platforms.

The TV cumulative audience – i.e. the aggregate of the average audience of all the F1 programs broadcast across the year – in the top 20 markets* (based on ranking of TV audience) stood at 1.4 billion, which represents an increase of 6.2% compared to 2016.

The top four markets – Germany, Brazil, Italy and the UK, ranked by absolute figures – all registered positive growth. The strongest was Italy (+19.1%), followed by Brazil (+13.4%), the UK (+3.9%) and Germany (+0.9%). Other significant increases were registered in China (+42.2%), Switzerland (+14.3%) and Denmark (+14.1%).

Cumulative viewing (live and non-live) of races remained at around 603 million, with a 1% increase in the live audience and improvements in cumulative viewing for both free practice and qualifying sessions.

During 2017, 352.3 million unique viewers tuned their TV set into F1 programming at least once – the first time since 2010 that there was not a decrease in this specific number. In the main markets there was an increase of 2.4%, with Mexico (+22.6%), Italy (+16.7%) and the USA (+13%) leading the field in terms of improvement. Brazil is still the biggest TV market with more than 76 million viewers, despite a slight decrease (-1.8%) compared to 2016.

The number of users of Formula 1’s social media platforms also grew significantly during 2017, with a total of 11.9 million followers on Facebook, Twitter, Instagram and YouTube.

The improvement compared to 2016 was up to 54.9%, which made Formula 1 2017’s fastest growing sport brand on social media, as shown in the table below:

On Facebook, the minutes of video viewed were up over 1,600% compared to 2016, reaching more than 390 million, thanks mainly to the qualifying and race highlights, the most seen content, especially for the races held in the Far East.

On Twitter too, video content was the best performing, with over 64 million views, up 165% year on year. And Instagram followers almost doubled during 2017 (+93%), reaching 3.8 million.

Brazil is still the biggest TV market with more than 76 million viewers, despite a slight decrease (-1.8%) compared to 2016.

Unique users of Formula 1’s official website and app reached a total of over 124 million, with an increase of 7.5% compared to 2016. Formula1.com users grew by almost the same percentage, while users of the app grew by 1.7%, but the number of sessions was up by 37.7%.

The top performing three races in terms of number of unique users on both platforms were China (+35.6%), Singapore (+26.7%) and the USA (+19.8%).

“We are encouraged by the growth in audience numbers across linear and digital platforms during the 2017 season,” commented Sean Bratches, Managing Director, Commercial Operations at Formula 1.“Central to our efforts last season was to improve the fan experience across our platforms and it is encouraging to see the engagement that fans around the world have with Formula 1 media. Our work continues as Formula 1 fans will see material changes in 2018 with respect to both incumbent experiences and the creation of new ones. It is a good time to be a Formula 1 fan.”

*Top 20 markets, in alphabetical order: Australia, Austria, Belgium, Brazil, Canada, China, Denmark, Finland, France, Germany, Greece, Hungary, Italy, Poland, Romania, Russia, Spain, Switzerland, UK and USA.

Source: Formula 1