multicultural sports sponsorship


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 Chicago Cubs’ new TV network, Marquee Sports Network, will cost $4 a month to audiences, the Chicago Tribune reported. Scheduled to launch in February, the network will be the exclusive local TV home of Cubs games.


  • MastercardGrand Slam champion Naomi Osaka became a Mastercard ambassador, becoming the first professional tennis player to wear the Mastercard logo – on her visor – in competition. “As Asia’s first world number one player, she is an inspiration not just to her fans in Japan and the region, but to young girls and boys the world over. We see our relationship as an opportunity for us to enable her – as a consumer and our brand ambassador – to experience all the security and convenience of our payment products and services,” said Raja Rajamannar, chief marketing, and communications officer, Mastercard.


  • Major League Baseball is bringing its All-Star Game to Atlanta, cementing plans for a 2021 appearance at SunTrust Park. The game had previously been played at Atlanta Stadium in 1972 and at Turner Field in 2000.

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  • Facebook and Instagram announced fan engagements that will run throughout the NBA Finals, which include Facebook Stories contribution stickers, Fan stickers and Polling on Facebook, while Instagram will serve up Instagram Shopping, and an Instagram Story takeover, that will see the NBA partner with the official @Instagram account to help generate Instagram Stories content from Game 2 of the NBA Finals.


  • Combate AmericasCombate Americas announced that Cricket Wireless will continue to serve as the exclusive wireless sponsor of the organization. In addition to its presenting sponsorship at “Reinas” and upcoming events, Cricket and Combate have developed a 17-piece video series to give fans a closer look into fighters’ everyday lives.


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

  • WNBAThe Women’s National Basketball Association (WNBA) has locked a multi-year partnership with AT&T, as the first non-apparel partner of the league to have its logo featured on the team’s jersey. AT&T will also be the title sponsor of the annual WNBA All-Star Game, gaining on-court logo placement, signage, and unique activation opportunities.


  • Combate Americas will have an MMA event at Stockton Arena on May 10, carried on television in Spanish in the U.S. on both Univision and UDN at midnight, as well as in English in the US and Canada on DAZN at 10p. Women’s flyweight Zoila “The Warrior Princess” Frausto will fight an opponent to be announced soon. “We are bringing Combate Americas’ style of Mucha Más Acción to the city of Stockton for the first time ever with some of our sport’s worst men and women, beginning with Zoila Frausto, who exemplifies the essence of a world-class fighter and proud Latina,” said Combate Americas CEO Campbell McLaren.

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  • Rugby Football LeagueEnglish Rugby Football League (RFL) is expanding in North America with teams from New York and Ottawa entering the league structure in 2020. Representatives from New York and Ottawa presented their proposals at a meeting of RFL clubs on 11th April.


  • Chipotle announced a partnership with ESL and DreamHack to launch the Chipotle Challenger Series, “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 also sees Chipotle serve as an official partner of DreamHack Masters Dallas as well as 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.


  • The NBA, the International Basketball Federation, and the Latvian Basketball Association announced that the 18th edition of Basketball Without Borders Europe will be held June 9-12 at Elektrum Olympic Center in Riga, Latvia, marking the first time that the NBA and FIBA’s global basketball development and community outreach program will be held in Latvia. NIKE, a global partner of BWB since 2002, will outfit the campers and coaches with NIKE apparel and footwear.

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

  • Comcast Spectacor is planning to build a US$50 million esports arena to house its Philadelphia Fusion Overwatch League franchise. Planned to start the construction during this Summer, the new Fusion Arena would become the largest purpose-built esports facility in North America, seating up to 3,500 people. “We’re thrilled to introduce a venue like no other as we move forward with the next phase of development within the Philadelphia Sports Complex,” said Dave Scott, Comcast Spectacor chief executive.


  • New Era CapNew Era Cap Co, the official on-field cap of Major League Baseball, launched the next chapter in its cross-cultural multi-platform campaign: “We Reign as One.” The campaign unveiled New Era’s 2019 MLB Ambassador roster, including Los Angeles Dodgers third baseman Justin Turner; New York Yankees shortstop Didi Gregorius; Milwaukee Brewers outfielder Christian Yelich; Cleveland Indians shortstop Francisco Lindor; Atlanta Braves outfielder and 2018 National League Rookie of the Year Ronald Acuna Jr., and rapper, Jay Rock.


  • Nielsen presented its newest MLB fan research. According to their data, the average MLB team fan base is more than 2.5 million people, with St. Louis, Kansas City, Cleveland, Houston and Pittsburgh having the highest percentages of fans in their local market populations. Mexico and Japan are the main countries where MLB is gaining new fans (outside the U.S.).

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  • VerizonVerizon signed a two-year deal with the NFL to explore different ways its 5G technology can be used to enhance fan engagement. Verizon network already distributes live matches and shoulder content from the NFL to its mobile users, through this new deal, the telecommunications company will also act at the North American league’s official 5G innovation partner, working on three strands including the in-stadium experience, mobile gaming, and emerging video streaming technology.


  • MLB is pulling back on its broadcasts on Facebook, announcing that the platform will stream six non-exclusive games on Watch, with one per month. MLB Network will produce dedicated Watch broadcasts with interactive and social elements. On the other hand, MLB has expanded its relationship with Twitter to include a series of new short-form content initiatives for the ’19 season, including highlights of every home run hit during the season and a daily featured hitter category.


  • The NBA has announced that a regular-season game will be played in Paris next season for the first time. Presented by BeIN Sports, the match will see the Charlotte Hornets take on the Milwaukee Bucks at the AccorHotels Arena on 24th January 2020. The announcement signals the end of the NBA’s annual trip to London’s O2 Arena, as its annual European match.

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