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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.

  • 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.

  • 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.

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