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Mariano Rivera World Tour Apparel Collection will be launched by Bleacher Report to honor the Panamanian-American former professional baseball pitcher. 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. 

MLB

  • Bleacher Report is launching the Mariano Rivera World Tour Apparel Collection. The collection includes two designs in short and long sleeve: Unanimous World Tour and Save New York – featuring locations for all of his 652 saves during the Panamanian-American former professional baseball pitcher’s career and designed by contemporary Latino pop artist and native New Yorker, M. Tony Peralta.

Mariano Rivera Apparel Collection

  • Major League Baseball (MLB) is considering allowing sponsorship patches on its teams’ uniforms within three years. According to the Sports Business Journal (SBJ), the MLB has seen the NBA’s jersey branding success and is interested in following its lead. The deals bring in an average of US$7 million a year per team. Van Wagner Sports & Entertainment confirmed to the SBJ that some MLB franchises have been approaching the sports agency for evaluations of the potential new inventory.

 

  • Last week MLB and YouTube had their first exclusive broadcast as partners. It saw over 200,000 concurrent viewers at peak of the Phillies’ win over the Dodgers, according to Google. The game also saw more than 2 million views on the league’s official channel.

eSports

  • Social broadcasting service Caffeine has become the streaming partner to the US League of Legends Championship Series (LCS). Caffeine will host the official LCS broadcast every weekend. This will include the remainder of the 2019 Summer Split regular season, the LCS playoffs, finals, and regional qualifiers.

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UFC

  • UFC and Blackheart Premium Spiced Rum have extended their multi-year marketing partnership. The spirits brand will continue to offer fan experiences and will have a branded presence inside the Octagon during key UFC events. Blackheart will also have a presence on UFC’s official Instagram as the presenting sponsor of select “Shot of the Night”.

 

  • UFC Arabiahas become the first Arabic language UFC streaming platform in the MENA region. Fans in the region’s 21 countries will now have access to exclusively live stream events as well as a range of fight videos. “We are very excited to welcome back UFC to Abu Dhabi. We are thrilled to allow all passionate fans in the UAE, and MENA, a chance to exclusively live stream all UFC events. This step reaffirms our commitment to bringing all major sports to our viewers in the region,” said Abdulrahman Awadh Al Harthi, Executive Director of Television at Abu Dhabi Media.

Broadcasting

  • Univision Deportes has officially rebranded as TUDN, after sealing its cross-border partnership with Mexico’s Grupo Televisa. TUDN is the channel’s new name, with TUDN branding also running across sports telecasts on Univision Network, UniMás, Galavisión and across their audio and digital platforms. Televisa and Univision will also be sharing programming and talent.

Boxing

  • The World Series of Boxing might be disappearing soon, according to a report from Inside the Games. The organization has indefinitely suspended its activities and could disband after the International Boxing Association confirmed it could not fulfill its agreement with the competition’s main investor. Only a significant investment could save the organization at this point.

The NFL is heading to Germany to search for new talent prospects to join the league in the U.S. 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.

Football

  • NFL International Combine will visit Germany for the first time. Up to 50 athletes will go through a series of tests in front of NFL evaluators at Sportschule Hennef, near Cologne on Oct. 19. Potential NFL players will be invited to train in the US for 3 months.
    “Following last year’s inaugural International Combine in Australia, we are excited to explore the talent pool internationally,” stated Damani Leech, NFL Chief Operating Officer of International. “Since 2017, the NFL’s International Player Pathway program has provided international athletes the opportunity to compete at the NFL level and develop their skills, and we hope to discover new talent through this event in Germany.”

 

  • The Tampa Bay Buccaneers and TradeWinds Island Resorts have locked a multi-year partnership to create collaborative marketing initiatives. The partnership will focus on enhancing the in-game stadium experience for Buccaneers fans at Raymond James Stadium.

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Basketball

  • Basketball Without Borders (BWB) Africa 2019 will take place July 28-31 in Senegal. BWB Africa 2019 will bring together the top male and female players ages 17 and under from throughout Africa to learn directly from current and former NBA and FIBA players, coaches, and legends.

 

  • The NBA sealed a strategic partnership with mobile artificial intelligence (AI) developer NEX Team. The league will have access to AI to measure player skills development, this will form part of the NBA’s global youth basketball initiatives.

Media

  • Mexican television personality Giselle Zarur will be the newest member to join FOX Deportes. Zarur will serve as part of the network’s Liga MX broadcasts.

MMA

  • As part of UFC’s event plans, this year’s final fight will be held in South Korea on Dec. 21. Overall, 21 more events are on the calendar. Locations include Madison Square Garden on Nov. 2, Abu Dhabi on Sept. 7 for UFC 242, Singapore on Oct. 26, and Vegas for UFC 245 on Dec. 14.

MLB to enter the Indian market with new local headquarters. This is a summary of the most exciting news in multicultural sports marketing. If you’re trying to keep up, consider this your one-stop-shop.

MLB to enter Indian Market
Foto via @MLB
  • MLB is planning to enter the Indian market by opening its first office in New Delhi. The league is looking to attract the country’s avid cricket fanbase to take up baseball. “The country has huge potential for us, and we want to make sure that India is an important part of the ever-growing brand that is MLB,” said Jim Small, MLB’s senior vice president of international. The Indian headquarters represent MLB’s sixth international office. Other locations are Mexico, Japan, China, and London.

 

  • MLB is planning to play more games in Europe beyond its two-year commitment to London. This year, the New York Yankees beat the Boston Red Sox in MLB’s first two regular-season games in Europe held at the London Stadium. The Chicago Cubs and St Louis Cardinals are already scheduled to play at the same venue next year. MLB commissioner Rob Manfred stated he is interested in having matches in other cities, including London.

eSports

  • MLB ventured into esports with a tournament in China. Eight top Chinese esports teams will compete in the US organization’s official title, MLB: The Show. The three-month competition, which was announced on MLB’s Weibo account, will take place across the Chinese cities of Beijing, Chengdu, Chongqing, Hangzhou, Shanghai, and Xi’an. The new league is slated to launch later this year.

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  • Minor League Baseball presented its Top 25 teams in licensed merchandise sales for 2018. Together, the 160 teams reached totals of more than $73.8 million in retail sales. This marks a 4.2% percent increase over 2017’s record total. The Top 25 list includes Albuquerque Isotopes, Durham Bulls, El Paso Chihuahuas, Fort Wayne TinCaps, Gwinnett Stripers, Hartford Yard Goats, Indianapolis Indians, Nashville Sounds, Portland Sea Dogs, Richmond Flying Squirrels, Salt Lake Bees, Tacoma Rainiers, and Trenton Thunder.

Broadcast

Nielsen

  • beIN SPORTS signed a long-term National TV measurement agreement with Nielsen. The new deal allows both beIN SPORTS and beIN SPORTS en Español to continue receiving market intelligence and persons-level viewing data for both networks. “Consumers today, especially sports viewers are looking not just for a diverse slate of content, but also a variety of viewing options. With our network growth in non-traditional platform viewership and our viewers recently ranking among the top in terms of length of tune and engagement scales, it’s critical for us to make sure that our world-class programming is reaching the right audience through advanced audience measurement tools,” said Antonio Briceño, Deputy Managing Director of beIN SPORTS USA and Canada.

.This Summer the NBA will test challenges on referee calls. This is 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

  • NBA Summer LeagueDuring the NBA Las Vegas Summer League, coaches will be able to challenge referee calls. The NBA expects to implement a pilot program for the new system during the 2019-20 NBA season, according to a league memo. Coaches will still have limited access to challenge referees, and will only get one challenge per game. They will also only be able to challenge called fouls, goaltending, basket interference, and plays where the ball is knocked out of bounds.
    The NBA Summer League will be played from July 5 until July 15.

 

 

  • NBA star Stephen Curry is working with OTT platform Rakuten Sports on original content. The brand ambassador for the Japanese ecommerce giant was in Tokyo recently for the launch of his Underrated Tour, a high school basketball camp, as part of their multi-year agreement. The camps originally started in the US this year. They are designed to seek out prep athletes to give them a chance to train alongside professionals.
    Rakuten Sports went live earlier this month offering international rights to the J League, Japanese soccer’s top league, as well as Iniesta TV, a behind-the-scenes series based around Spanish soccer star Andres Iniesta.

Read also in Portada: How Rakuten uses Soccer to Become a Global Brand

MMA

  • Combate AmericasCombate Americas’ latest MMA showcase from June 21 drew more than 416,000 network television viewers on Univision in its midnight time slot. “The ratings for the latest Combate Americas live television show on Friday night confirm what we’ve known: combat sport fans prefer ‘Mucha Mas Acción.’ Our style and brand of fighting is the best of old-style unpredictability combined with new generation MMA,” said Campbell McLaren, Combate Americas CEO. “Young adults especially recognize our bouts have more action, drama and entertainment than any other MMA organization and Combate Americas has, as a result, become appointment television.”

 

The Portada Brand-Sports Summit in Los Angeles 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.

eSports

  • Facebook Gaming will integrate livestreaming tool StreamElements into the platform, which enables broadcasters to bring tipping, overlays, and more to their livestreams on Facebook Gaming. StreamElements has optimized OBS Live for Facebook, which allows video creators to choose the look and feel of their livestream.

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

  • Mexico’s channel TV Azteca and esports entertainment company Allied Esports are planning to create a 24-hour digital channel dedicated to esports and gaming. They are planning to build a competition arena and content studios. This major, new investment in the Mexican esports market is part of a larger deal. Black Ridge Acquisition Corp will acquire Allied Esports and TV Azteca will become a shareholder. “Continuing to expand our footprint around the world with like-minded leaders and innovators is imperative to our success. We are delighted to partner with TV Azteca as we enter Latin America with a smart, aggressive plan,” Frank Ng, co-CEO of Ourgame, stated.

 

  • UFCThe UFC is opening of a new production facility in Las Vegas, designed to host multiple sports, music, and esports events, as well as original UFC Fight Pass productions. The UFC Apex facility will open its doors on June 18th. It will host the premiere of ESPN’s third installment of Dana White’s Contender Series. “UFC Apex is going to be a massive game changer for combat sports and for UFC,” said Dana White, UFC’s president. “This facility gives us the flexibility to try new things and push the envelope on producing and distributing combat sports all over the world.

 

  • Master Card is planning several promotions around the MLB two-game set between the New York Yankees and Boston Red Sox at The London Stadium at Queen Elizabeth Park on June 29-30. The finances company is offering 30-minute advance access to the London Series Superstore and also early admission to the Hall of Fame suite. In addition, ahead of the second game, fans can take batting practice on the field.

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  • YouTube and the MLB presented the first three matchups for their newest live game streaming distribution partnership: The MLB Game of the Week Live on YouTube. The opening lineup includes Dodgers/Phillies on July 18, Indians/Blue Jays on July 23 and Tigers/Angels on July 29.

 

  • Minor League BaseballMinor League Baseball is launching a new content series together with TeamWorks Media, to expand the scope and reach of MiLB’s Copa de la Diversion program. MiLB and La Vida Baseball are producing two weekly dedicated shows of La Vida Baseball Live, the daily four-hour show produced and formatted for every major social media platform to tell the story of the teams involved.

 

  • Mexico’s Lucha Libre AAA wrestlers will be “Invading LA” at The Forum in Los Angeles on October 13 starting at 6p. “By adding the October 13th date, we can reach even more fans in the United States. We are excited to be bringing our world-renowned luchadores to the world-famous Forum in Los Angeles,” stated Dorian Roldán, Managing Director of Lucha Libre AAA Worldwide. “The theme for these events is Invading the U.S.A and our luchadores are ready to invade New York and LA.”

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

  • ESPN is closing its ESPN Deportes radio business in September as the company looks to shift resources into mobile and podcasts, according to the Minute MediaSports Business Daily. The division, which debuted in 2005, has 44 terrestrial affiliates in 15 states, as well as a SiriusXM channel. Staff layoffs are expected.

 

  • Minute Media has raised $40 million in its latest funding round. The publishing platform owns and operates five media brands powered by its proprietary technology platform: 90min, DBLTAP, and 12up, As well as Mental Floss and The Big Lead. Combined, Minute Media’s properties reach more than 140 million monthly and feature original content in 12 languages.
    “With the commercial momentum we’re experiencing as an organization, growing at 100% year-on-year, we’re purposely focusing investment on the deepening of our publisher product and tech offering — a part of our business that is rapidly expanding. Additionally, the new capital enables us to continue to be aggressive on the M&A front, constantly looking to acquire premium publishing brands across new content verticals and within new markets,” said Asaf Peled, Founder & CEO.

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  • DAZN locked Spanish media rights to all 26 matches from this year’s Copa América, for a reported US$1.69 million. Conmebol’s streaming rights were previously carried by Telefonica’s Movistar+ streaming platform.

 

  •  
    Canelo Alvarez
    Canelo Alvarez.

    Canelo Alvarez came fourth in the top 10 members of Forbes’ highest-paid athletes for 2019, with $94 million ($92 million in winnings. Forbes calculates earnings include prize money, salaries, and bonuses earned between June 1, 2018, and June 1, 2019, as well as endorsement estimates of sponsorships, appearance fees and licensing incomes for the same 12-month period. 

 

  • Combate Americas’ Cricket Wireless Presents Combate Americas: Tucson Unbreakable showcase reached more than 420,000 viewers, nearly 10% higher (421,000 vs. 390,000) than the previous event which was held in Lima.

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 Web ServicesAmazon Web Services has become NASCAR’s standard for cloud-based machine learning and artificial intelligence workloads. NASCAR will use the AWS technologies to build cloud-based services and automate processes, including a new video series on NASCAR.com called ‘This Moment in NASCAR History’ powered by AWS.

 

  • As part of the organization’s diversity and inclusion initiative, Minor League Baseball announced the official launch of MiLB Pride, the largest documented Pride celebration in professional sports. Nearly 70 MiLB teams will host Pride Nights or events this season, including teams holding LGBTQ-themed nights, incorporating Pride into scheduled promotions, providing discounted tickets to LGBTQ organizations, and/or engaging with the LGBTQ community both in the ballpark and beyond.

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  • Chicago CubsMajor League Baseball announced that the St Louis Cardinals will host the Chicago Cubs in a rivalry matchup on June 13 and 14 2020 in London. “The Cardinals-Cubs rivalry is one of the best in sports, and it will be exciting to bring it to Europe for a new audience to experience,” said William DeWitt Jr, Cardinals chairman, and chief executive. “I have no doubt that the passionate sports fans in London will love these games and we look forward to creating some new Cardinals fans overseas.”

 

  • As part of Minor League Baseball’s Copa de la Diversión initiative, the Braves’ Triple-A affiliate will rebrand as Xolos de Gwinnett, and open the doors to the 200,000 Hispanic citizens of Gwinnett County, north of Atlanta. Close to 30% of Major League players are Latino, based on 2019 Opening Day rosters. “Sometimes in this country, we feel not wanted at all,” Luis Covarrubias, the owner of Super Mercado Jalisco, a grocery store chain, who was setting up a tent on the concourse at the stadium, told Forbes. “This helps.”

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

  • Titulares Y MásTitulares y Más, Telemundo Deportes’ Spanish-language sports and entertainment studio show, is expanding to a one-hour special edition throughout the FIFA Women’s World Cup France and Copa América Brazil, starting June 7. Running Monday-Friday at 11:35pm and Saturdays and Sundays at 11pm, the show will offer daily recaps and previews of both tournaments.

 

  • According to NBC News, Amazon or Disney could be getting the NFL’s out-of-market streaming rights, which are now with DIRECTV. The new chosen streaming platform would provide fans access to the full slate of NFL games not already being broadcast in their market. By the end of the 2019 season, the NFL has the option to end its exclusive deal for Sunday Ticket with AT&T. Meanwhile, AT&T announced last week that it was dropping the NFL Network from DirecTV Now and U-verse.

Subscribe to Portada’s weekly Sports Marketing Updates!

  • Chipotle has announced a partnership with ESL and DreamHack to launch the Chipotle Challenger Series, described as “a unique onsite amateur esports competition that gives attendees at DreamHack Dallas and DreamHack Atlanta the opportunity to compete in the world’s most popular game titles for prizes.” The deal will see Chipotle serve as an official partner of DreamHack Masters Dallas as well as the presenting partner of DreamHack Open Atlanta with an additional presence at of ESL’s Intel Extreme Masters (IEM) Chicago. Activations will also include player and VIP hospitality programs and digital content surrounding the events.

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

  • DailymotionThe NBA G League locked a multi-year distribution deal with global video-sharing platform Dailymotion. The platform will become a primary host to the G League’s official channels, and will possibly distribute VOD content from more than 1,300 games over the next two seasons.

 

  • The Chicago Cubs are promoting content for their new regional sports network (RSN) through the relaunch of their YouTube channel. Crane Kenney, the Cubs’ president of business operations, told the Chicago Tribune that the platform offers the franchise’s in-house Cubs Productions the opportunity to do long-form programming and create magazine video material. “The YouTube channel will give them a chance to start stretching their legs a little bit in a more direct-to-consumer way. Obviously, the network is the next step,” the executive stated.

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  • NBA team the Oklahoma City Thunder are adding a jersey patch featuring the logo of Love’s Travel Stops & Country Stores. By doing so, the team became the 30th and final NBA team to announce a corporate sponsorship for their uniform.

 

  • Combate AmericasCombate Americas shared that its second live televised MMA event of 2019 – ‘Mexico vs. Spain’ –reached more than 537,000 viewers on Univision. “Our viewership proves Combate Americas to be a rising ratings magnet,” said Combate Americas CEO Campbell McLaren.  “Our momentum is building, and we see no ceiling for how high our numbers can go. The industry may not have seen this coming, but we have known all along that we will change the face of the sport one telecast at a time.”

 

  • The Professional Fighters League announced a multi-year partnership with beer giant Anheuser Busch In-Bev. The deal designates Estrella Jalisco as the first-ever “Official Beer Partner” of the PFL. As the Official Beer of the PFL, Estrella Jalisco has global rights to use PFL logos and “Official Partner” branding for advertising and promotional usage, including pass-through branding rights for promotions with on-premise and retail channel partners.

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

  • Adrián GonzálezDodgers star Adrián González’ new co-founded app, PopFlyXP, seeks to enhance fans’ connections to their favorite players. The app will aggregate social media, sell athlete-branded merchandise, and offer a platform for sharing messages and behind-the-scenes access. “There’s got to be an opportunity or a way in which we can connect them in a more inclusive way,” said former Dodgers executive Jesse Nuñez, who was the Dodgers’ director of Spanish-language media and Latino initiatives.

 

  • MLB and NBA matches in Houston will now stream live on FuboTV as part of a carriage deal with US media giant AT&T. Through this deal, FuboTV becomes the first virtual multichannel service to distribute content broadcast on AT&T’s SportsNet Southwest coverage. Content is up on the OTT service’s subscription package since 11th February, at US$44.99 per month.

The Portada Brand-Sports Summit in Los Angeles 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.

  • General TireNASCAR and General Tire announced a multi-year partnership making the tire company the “Official Racing Tire” and “Exclusive Tire Supplier” of the NASCAR K&N Pro Series, NASCAR Pinty’s Series and NASCAR PEAK Mexico Series. A separate six-year deal was announced last month with the NASCAR Whelen Euro Series. This is the first exclusive supplier partnership encompassing NASCAR’s three international series.

 

  • The Oakland Raiders are looking to lock a deal with the San Francisco Giants to play next season’s home games at Oracle Park. According to the Associated Press, the two sides are in discussions but no terms have been agreed.

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  • BeIN won’t renew its five-year contract with Formula One. The Qatar-based pay-TV broadcaster believes that the ongoing fight against piracy in Saudi Arabia will have a “natural consequence” on the rights it chooses to buy. Formula One now needs a new broadcaster in the Middle East and North Africa (MENA).

 

  • AirAsiaUFC and AirAsia locked in an extension of their partnership, to “develop and discover new MMA talent in the Asia-Pacific region and create original content for MMA fans.” Activations included the launch of the first-ever UFC Scholarship Program, which gave One Pride women’s straw weight champion Linda Darrow the opportunity to hone her skills at the UFC Performance Institute in Las Vegas.

 

  • The NBA and AT&T have signed a new multiyear official marketing partnership, designed to create enhanced experiences for basketball fans across the NBA, WNBA, NBA G League, NBA 2K League, and USA Basketball, replacing Verizon.

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

  • Major League Baseball will now include content in the Discovery Education’s Science Techbooks, thanks to a new multiyear partnership with Discovery Education. Educators will help students connect the world of baseball to key science and STEM concepts through real-world data and gameday experiences that fuel deeper engagement.

 

  • PUMAPuma has become the official partner of League of Legends Championship Series (LCS) team and will have its logo on the chest of the team’s jersey. The partnership also designates Puma as the official gameday pants and shoes provider of Cloud9 and includes uniforms for team management. “This deal gives us ability to be a part of more things our kids love, and that’s how our brand moves the culture forward,” said Matt Shaw, head of digital marketing for Puma, to the Esports Observer. “Cloud9 is really uniquely posed to help us do that.”
    The deal will initially cover the 2019 spring LCS season, with the possibility to expand their collaboration.

The Portada Brand-Sports Summit in Los Angeles 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.

  • UFC has signed a new integrated marketing partnership with Motel 6, that makes the chain UFC’s first-ever “Official Economy Lodging Partner,” creating a new sponsorship category for the MMA promotion. Motel 6 will have a branded presence inside UFC’s Octagon for select UFC events. Also, the deal includes in-venue commercials, branded integrations in select UFC Pay-Per-Views and collaborations on digital and social media campaigns.

Subscribe to Portada weekly Sports Marketing Updates!

  • PGATOURLAPGA TOUR Latinoamerica announced that Volvo Car Latin America, Hilton, and Go Vacaciones! will join as category-exclusive partners of the PGA TOUR’s international tour, beginning this month. The three brands will be integrated into the messaging of PGA TOUR Latinoamerica and will also receive brand-official designations.

 

  • Multiplayer online battle arena Arena of Valor’s started the third season of the Valor Series with 18 top teams from Europe, Latin America, and North America competing for a $200,000 prize pool. The tournament will kick off on Feb. 2 from noon-7:30p on its Facebook page. Each region will sport its own open qualifier phase where six teams will qualify for that region’s eight-week regular 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.

  • Los Angeles LakersLos Angeles Lakers and Brooklyn Nets will star in this year’s NBA edition of its China Games. The two teams will play in a pre-season double-header on 10th October in Shanghai and 12th October in Shenzhen. To leverage the games, the NBA will run a variety of fan activities, as well as a series of community outreach activities in the two cities hosting the games. This year will mark the 13th edition of the NBA’s China Games.

 

  • According to a new study led by Opendorse, the NBA leads North America’s social media with over 721 million followers. NBA players comfortably lead all leagues in total athlete audience size. NFL players come in second place, ahead of the up-and-coming MLS. While the NHL comes fourth, its fans are passionate, and present the highest collective engagement rate at just over 10 percent.

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  • Riot Games locked in a deal with Kia Motors to serve as the LEC’s automotive sponsor for the 2019 season, as the European League of Legends organization preps for its new season. Through this deal, Kia will become the presenting sponsor of the ‘Player of the Game’ segment. Kia will also be making appearances at LEC “roadshows and offline events.”

The Portada Brand-Sports Summit in Los Angeles 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.

  • https://pbs.twimg.com/profile_images/800840075311333376/515GX-Cc_400x400.jpgOracle has signed a deal with the MLB to rename the San Francisco Giants’ AT&T Park. Worth more than US$200 million for the naming rights, the ballpark will become the Oracle Park once officially announced, according to a Bloomberg report. The Oracle partnership brings to an end a 23-year association with US telco AT&T and its prior associated businesses.

 

  • Rakuten has signed Stephen Curry as a brand ambassador in a multi-year agreement. The Golden State Warriors player will become the face of the Japanese company’s marketing strategy in the US, while making Rakuten the title sponsor of his new basketball camps. Rakuten is an official partner of the NBA and is also the Golden State Warriors’ official jersey-badge sponsor.

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.comThe NFL has teamed up with Amazon’s Alexa to help fans better understand the sport. Equipped with 2,000 terms related to positions, formations, rules, players and other information, the Rookie’s Guide to the NFL will allow viewers to ask Alexa football-specific questions while watching a game. Users will also be able to make questions about commentators’ football terminology. According to  Forbes, between 2005 and 2015, the total number of NFL Hispanic fans doubled from 750,000 to 1.5 million.

 

  • Serena Williams has signed a deal with the dating app Bumble, to become the face of the platform’s latest marketing campaign. The deal will run through 2019, starting with a message from Williams on female empowerment during the National Football League’s (NFL) Super Bowl on 3rd February.

Subscribe to Portada daily Sports Marketing Updates!

  • Panini AmericaPanini America has locked an exclusive, multiyear deal with Notre Dame. The new trading card license gives Panini the rights to produce cards featuring former ND football, basketball and baseball players, as well as former athletes from other sports.

 

  • The National Football League signed a multiyear agreement estimated at $30 million a year, to make Caesars Entertainment Corp. its first-ever casino partner. Caesars will have exclusive rights to use NFL marks to promote casinos in the U.S. and U.K.. The deal does not yet include gambling or fantasy sports. “We couldn’t be more excited to work with one of the world’s largest gaming and entertainment companies,” stated Renie Anderson, Senior Vice President, NFL Partnerships, Sponsorship and Consumer Products.

Join us at PORTADA LOS ANGELES on March 15, 2019, at the Loews Beach Hotel Santa Monica, where we will dive deep into sports and soccer marketing’s preeminent topics.  Felix Palau, VP Marketing, Heineken will discuss “How to measure ROI and transfer best practices between sports marketing platforms”. Other speaking engagements include Tiago Pinto, Global Marketing Director, Gatorade who will provide answers to the question: “Will Corporate America jump on the soccer opportunity?”Attendees will also be able to benefit from Portada’s meet-up service of three-eight-minute meetings with top brand executives!

  • Toyota USAToyota will expand its sports presence by partnering with the National Governing Bodies of six new sports for the 2020 Summer Games in Tokyo – skateboarding, surfing, wheelchair basketball, swimming, triathlon, and track and field. Toyota now has 16 partnerships with National Governing Bodies between the winter and summer games.

 

  • The UFC locked a new marketing partnership with PokerStars, which now becomes UFC’s first-ever ‘Official Poker Partner’, creating a new sponsorship category. “We’re excited that PokerStars has joined our roster of global partners and has helped us create a new sponsorship category for our final event of 2018,” stated Paul Asencio, UFC Senior Vice President, Global Partnerships. According to a Washington Post poll, 38% of mixed martial arts fans are African-American, and 31% are 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.

  • BytedanceThe NBA has locked a new partnership with Chinese internet technology company ByteDance to deliver its content to fans in China. Through the multi-year deal, ByteDance’s Douyin, Toutiao and Xigua Videoplatforms will stream short-form NBA content ranging from game highlights, behind-the-scenes videos and news delivered straight to the consumers’ phones. Out of China, NBA content will be shared through TikTok, a content house for short-form mobile videos.

 

  • DAZN has added EuroLeague Basketball to its rights portfolio in Spain. The OTT will become the exclusive home of Europe’s premier club basketball competition from the 2019/20 season until the end of the 2022/23 campaign, including includes live matches and clips from the next four seasons of the second-tier 7Days EuroCup.

Join us at PORTADA LOS ANGELES on March 15, 2019, at the Loews Beach Hotel Santa Monica, where we will dive deep into sports and soccer marketing’s preeminent topics.  Felix Palau, VP Marketing, Heineken will discuss “How to measure ROI and transfer best practices between sports marketing platforms”. Other speaking engagements include Tiago Pinto, Global Marketing Director, Gatorade who will provide answers to the question: “Will Corporate America jump on the soccer opportunity?”Attendees will also be able to benefit from Portada’s meet-up service of three-eight-minute meetings with top brand executives!

  • MGM ResortsMGM Resorts has announced a new deal with the MLB which combines the MLB brand with MGM Resorts and plays MGM brands across the league and team sponsorships, data usage in gaming, promotion across MLB-owned media platforms, and domestic and international activations at MLB events. The multiyear agreement designates MGM Resorts as the first-ever “Official Gaming Partner of MLB” and “Official Entertainment Partner of MLB.” MGM Resorts already made other recent deals with the NBA and NHL.

 

  • Minor League Baseball locked in an agreement with ECHO Incorporated that will see the brand serve as the “Official Outdoor Power Tool of MiLB” and the “Official Outdoor Power Tool of Copa de la Diversion.” Starting in 2019, in select ballparks, MiLB and its teams will help showcase ECHO’s range of products through pregame “Power Hour presented by ECHO” events to reach potential customers.

 

  • After its 12th week, the NFL is reporting that this season’s games are averaging 15.8 million viewers on TV, up 5% over last year. Also, the football organization reports that the games have accounted for 19 of the top 20 and 46 of the top 50 most-watched shows on television. Week 12 itself averaged 20.3 million viewers, up 15% over week 12 in 2017.

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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.

  • NikeNike is ready to sign a new esports deal with the Chinese League of Legends Pro League (LPL). According to Lanxiong Sports, we are looking at a possible five-year partnership worth up to the equivalent of US$144 million. If the partnership happens, Nike would provide clothing, accessories, and shoes for all LPL team players and representatives.

 

  • The UFC has confirmed its plans to open the world’s largest mixed martial arts (MMA) training facility in Shanghai, in China. The facility is planned to open its doors in 2019 and will have a sport-specific training system to develop and support MMA athletes from across mainland China and the greater Asia-Pacific region. The building will also be designated the UFC’s headquarters in Asia.

 

  • Nascar is planning on launching its own OTT streaming service. According to SportsBusiness Journal, the service could arrive as soon as 2020. Meanwhile, Fox Sports and NBC Sports are set to air three of Nascar’s national series for an extended six years, through 2024.

Join us at PORTADA LOS ANGELES on March 15, 2019 at the Loews Beach Hotel Santa Monica, where we will dive deep into sports and soccer marketing’s preeminent topics.  Felix Palau, VP Marketing, Heineken will discuss “How to measure ROI and transfer best practices between sports marketing platforms”. Other speaking engagements include Tiago Pinto, Global Marketing Director, Gatorade who will provide answers to the question: “Will Corporate America jump on the soccer opportunity?”Attendees will also be able to benefit from Portada’s meet-up service of three-eight-minute meetings with top brand executives!

  • Manny PacquiaoManny Pacquiao announced being ready to end his two-year absence from boxing to return to Las Vegas to defend his World Boxing Association welterweight world title against former four-division world champion Adrien Broner. The encounter will take place on Jan. 19 at the MGM Grand Garden Arena and be produced and distributed live by SHOWTIME PPV.

 

  • T-Mobile has locked the naming rights to the Seattle Mariners’ Safeco Field. According to Forbes, some sources reported the deal to be worth up to US$3 million annually. Still, the deal hasn’t been officially announced.

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  • Estadio AztecaThe NFL and Mexico’s President-Elect Andres Manuel Lopez Obrador confirmed that 2019 will see Mexico’s Estadio Azteca hosting the third game of the existing agreement signed in 2016. The announcement comes after this year’s game was moved back to the US due to bad field conditions. The details of next year’s game will be established next spring.

 

  • Mitel has become the title partner of the first two Major League Baseball London Series. The pair of two-game slated to be played at London Stadium will become the first games ever played in Europe. The Boston Red Sox will face the New York Yankees on June 29-30 between. Mitel will act as the league’s Official Business Technology & Communications Partner into all activation, branding, and marketing surrounding the games played in the UK.