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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.

  • 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 soccer marketing. If you’re trying to keep up, consider this your one-stop shop.

  • LaLigaLa Liga has extended its partnership with Microsoft. The deal will see La Liga’s content made available to Microsoft News users and on other products including Windows, Microsoft Edge, Xbox Live and Bing. This is the first global alliance signed by Microsoft with a major sports league.

 

  • OTT DAZN has purchased the qualifying matches for 2020 Uefa European Championships, as well as the European qualifiers for the 2020 Fifa World Cup broadcast rights in Germany, Austria, and Switzerland. The deal also includes the same rights to the 2018/19 and 2020/21 editions of the new Nations League, which began on Thursday night. However, DAZN won’t provide live coverage of any matches involving Germany, Austria or Switzerland in their respective home markets.

 

  • Major League Soccer locked in its schedule and format for the Audi 2018 MLS Cup Playoffs. The 2018 MLS Cup will be broadcast on FOX and UniMas, and across more than 170 countries worldwide via MLS’s network of international broadcasters.

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  • CONMEBOL.comMediapro has signed a four-year deal with the South American Football Federation (Conmebol) as a production hub. The Spanish agency will provide the international signal for the region’s three major club competition’s internationally and will take care of producing and distributing the Copa Libertadores.

 

  • David Beckham’s new MLS expansion team in Miami has unveiled its name, crest, and colors. The club will be called Club Internacional de Fútbol Miami, as a statement to the Latin American roots of Miami. The Spanish name is expected to be informally shortened to Inter Miami.

 

  • Juventus has extended and expanded its licensing deal with international agency IMG to include the US and Canada. As part of the new multi-year deal, the IMG will develop the Serie A club’s licensing business through its network of Asian, American and Canadian offices, coordinated by its team in Milan.

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  • French soccer team Paris Saint-German announced Socios.com as their official branded cryptocurrency partner. The multi-year deal will see the company work with the team to develop their blockchain strategy to enhance and evolve their fan engagement.

 

  • GoogleSpanish La Liga has partnered with Google in an effort to protect the league’s media rights portfolio from illegal streaming websites. The league is working with Google to block search results that include pirate services.

 

  • The German Football Association (DFB has extended its longstanding partnership with Adidas for another four years. The deal will see the German sportswear giant continue to supply kits to the country’s national soccer teams until 2026.

What: Brasileirão will be seen on YouTube in 27 countries in Europe, Asia and Oceania via a new agreement with Spanish producer Mediapro.
Why it matters: The deal greatly expands the footprint of the sometimes overlooked Brasileirão and provides YouTube users in those regions with new, unique content, ripe for marketers.

The top Brazilian football league, Brasileirão (@CBF_Futebol), got a global boost this week with an agreement with Spanish producer Mediapro (@GrupoMEDIAPROto broadcast more than 100 matches on YouTube in such faraway places as Europe, Asia and Oceania. In all, YouTube users in 27 regions will have access to the games, as well as an array of highlight packages.

While it’s a big move for the Brasileirão, known by its formal name of Campeonato Brasileiro Série A, there is a significant upside for YouTube as well, Google/YouTube’s Cristina Delgado told Portada this week. “YouTube’s goal is to expand sports content far beyond a country’s frontiers and make it available to sports fans globally,” she said, “also helping properties to build their fan base on those territories where there is not way to get in.”

…[T]he move to YouTube via Mediapro gives Brasileirão its most extensive presence outside Latin America.

This isn’t Mediapro’s first foray into large-scale sports broadcasting. Fans have been able to watch top Spanish clubs in La Liga (@LaLigaENbattle on its YouTube channel for the past six years. Mediapro also has an agreement in place with Brazilian giant Globo (@TVGloboInterfor international rights to the Brasileirão, through next season (2018-19).

Fans in the following countries will be able to access the content via its YouTube channel:

Europe: France, Netherlands, Switzerland, Romania, Hungary, Czech Republic, Slovaki, Lithuania, Latvia, Estonia, Bulgaria, Belarus, Moldavia, Ukraine, Russia, Russian Commonwealth (CIS).

Asia: Malaysia, Brunei, Thailand, Cambodia, Laos, Myanmar, Philippines.

Oceania: Australia, New Zealand.

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Though it is one of the world’s top leagues, Brasileirão sometimes doesn’t seem to get the international attention as leading European circuits. While coverage of the Premier League, Bundesliga, and Serie A are readily accessible globally, the move to YouTube via Mediapro gives Brasileirão its most extensive presence outside Latin America.

What’s next to be seen is how brands, both domestic in Brazil and internationally, react, both on a club level, where Agibank (Corinthians) and iPlace (Cruzeiro) recently announced partnerships, and as a league, where Chevrolet ended its three-year title sponsorship in 2017.

Cover Image: credit Wikimedia Commons/Bahia Notícias from Salvador, Brasil