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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.

  • Aurora Cannabis and UFC locked in an exclusive, multi-year, multi-million dollar, global partnership, designed to advance further clinical research on the relationship between 100% hemp derived Cannabidiol (CBD) products and athlete wellness and recovery. The research will be conducted at the UFC’s Performance Institute in Las Vegas, Nevada.

 

  • State FarmState Farm and League of Legends are extending their partnership through 2021. The deal includes North America’s League of Legends Championship Series; League’s three global events: League of Legends World Championship, Mid-Season Invitational, and All-Star Event; and the League of Legends College Championship presented by State Farm. Financial details for the agreement have not been made public.

 

  • A new partnership makes the Chinese social media platform Weibo serve as the “Official Social Media platform” of UFC throughout the country in a new strategic alliance. The platform will have access to UFC live event content including athlete and executive interviews, fight highlights, fight night results, athlete metrics, fight announcements, and content highlights from the soon-to-open UFC Performance Institute in Shanghai. According to a Washington Post poll, 38% of mixed martial arts fans are African-American, and 31% are Hispanics.

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A|X Armani Exchange will become the first fashion brand to enter esports, locking in a sponsor with the Italian team Mkers for the 2019-20 season. The team will serve as the global ambassador for the brand and wear a new official uniform at tournaments. “We are proud to be the first e-sports team chosen by a prestigious brand like Armani Exchange,” said Mkers CEO Paolo Cisario in the announcement. Hispanics are nearly twice as likely to buy and wear video game branded apparel, according to a 2014 Think Now Research study

FanDuelFuboTV and FanDuel announced a partnership that will make FanDuel Group the exclusive sportsbook, online casino, horse racing and DFS partner of the live TV streaming service. This is the first deal of its kind between a sports gaming company and a third-party OTT service, it also includes a media buy that will make FanDuel the exclusive advertiser on FuboTV in those categories.

Univision Deportes Network has ranked as the top Spanish-language sports channel among adults 18 to 49 in primetime, with the highest concentration of those viewers among 10 dedicated sports networks, irrespective of language. UDN was also the youngest network among this group, with a median age viewer of 43.

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

  • NikeAccording to RepTrak, Nike has been named the brand with the best reputation in Mexico. Next in the ranking came Nintendo, Netflix, Google and Microsoft

 

  • BeIN Sports has locked exclusive rights to this year’s Copa América in Brazil, in 27 international markets. The deal includes South America’s international soccer tournament broadcast in Australia and New Zealand, in addition to contracts in France and the Middle East and North Africa (MENA) region, which were agreed earlier in the year.

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  • The NBA has been named the most popular sports league in China, according to Ampere Analysis. On second and third place came the English Premier The GEICO GeckoLeague and Uefa Champions League respectively.

 

  • GEICO has locked a partnership with the Professional Fighters League to become the “Official Insurance Partner of the PFL. “PFL partners with leaders and we are proud to align with another premium brand in GEICO as we continue to grow in just our second season,” said Peter Murray, CEO of the PFL.

 

  • The NFL is planning to host a regular season game in São Paulo, Brazil according to UOL. The game would be played in the Arena Corinthians, home to the top flight soccer side Corinthians.

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

  • YouTubeYouTube and Major League Baseball have locked their first-ever exclusive live game distribution partnership that will see MLB games stream on YouTube and YouTubeTV during the second half of the 2019 MLB Regular Season. The deal includes exclusive distribution rights in the US, Canada, and Puerto Rico, running on MLB’s official YouTube channel and via a forthcoming channel on YouTube TV.

 

  • According to Bloomberg, the Professional Fighters League raised $30 million from a group of investors. Series C funding will look to enhance its data and analytics as it expands its global audience and secures more fighters. The PFL opens its season May 9.

 

  • FOX Sports will serve as the new exclusive television home of the Triple-A Baseball National Championship Game Presented by Ephesus Sports Lighting. This year’s contest takes place on Sept. 17 at 8p. George Grande and Jim Kaat will call the game.

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  • Combate AmericasCombate Americas is coming back to Tucson on June 7. The fight will be carried live on television in Spanish in the U.S. on both Univision and UDN (12a) and in English in the U.S. and Canada on DAZ (10p). “Combate Americas: Tucson Unbreakable” will be headlined by the return of former world champion Jose “Pochito” Alday (12-4-1), who will square off with fellow Combat Americas veteran and prolific striker Irwin “The Beast” Rivera (7-4).

 

  • USA Basketball and Red Bull North America have signed a new partnership to build “an elite pathway for men’s and women’s players who have a goal of competing at the highest levels of 3×3 basketball.” As part of the deal, Red Bull will host more than 20 qualifying tournaments across the country under the newly-created Red Bull 3X series to identify the eight athletes who could potentially represent USA Basketball at the 2020 Olympics.

 

  • The MLB locked extended its multi-year rights agreements with UK broadcasters BT Sport through 2021, to show regular season and postseason games. Meanwhile the BBC has acquired the rights to stream the London Series across all its digital platforms.

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

  • Matchroom BoxingSky Sports and Matchroom Boxing locked a deal with the World Boxing Super Series to exclusively broadcast the three Semi-Final doubleheaders throughout the UK starting April 27. “The WBSS is delighted to be working with Sky Sports and Matchroom Boxing to bring our sensational semi-finals to as many UK fans as possible,” said Kalle Sauerland, Chief Boxing Officer of Comosa, the organizer of World Boxing Super Series.

 

  • Starting next season, NBA clubs will be allowed to sell international sponsorship rights (outside the US and Canada), according to the Sports Business Journal (SBJ). The agreement will start with a three-year test of the International Marketing Program. This could permanently end the league’s control of all international sponsorship deals. But, the new model states that sponsors can only use non-game content.

 

  • DAZN partnered with LeBron James’ production company Uninterrupted, to produce and air a new boxing-focused documentary series. With the name “40 Days”, the first edition will center on Mexican boxer and DAZN contractor, Canelo Alvarez. The series will follow Alvarez and American boxer Daniel Jacobs, during their preparation for their highly-anticipated middleweight title fight at Madison Square Gardens on 4th May.

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  • ESPN Deportes unveiled a new marketing campaign for its coverage of the Lima 2019 XVIII Pan American Games, featuring Peruvian Latin Grammy recording artist Gian Marco performing “El Triunfo es mi destino.” The spot has been running across ESPN Deportes’ platforms since last week. Various editions of the creative will be distributed across ESPN Deportes’ linear, digital and social channels in the US and Latin America.

 

  • LeBron JamesThe NBA and the National Basketball Players Association announced that LeBron James and the Los Angeles Lakers secured the top spots on the NBA’s Most Popular Jersey and Team Merchandise lists. The Golden State Warriors’ Stephen Curry ranked No. 2 on the player list followed by the Milwaukee Bucks’ Giannis Antetokounmpo (No. 3).

 

  • Last week’s 2019 NFL Draft became the highest-rated and most-watched Draft ever. Overall NFL Draft telecasts combined to reach over 47.5 million viewers over the three-day event, up 5% over 2018 with NFL Network, ABC, ESPN, ESPN2, and ESPN Deportes in addition to NFL and ESPN digital and social properties all carrying the content.

 

  • The Overwatch League locked a deal with AB InBev, making Bud Light the official beer of Overwatch League. The brand will now activate at fan watch parties around the world (excluding China) and will include sponsorship of fan activations when the league hits the road, including last weekend’s events in Dallas, along with Atlanta Bud Light Homestand Weekends and the LA Rivalry Weekend.

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.

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  • 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.

  • 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.

  • Beijing, China, has become home to the NBA’s largest official store outside of North America. In alliance with Nike and Topsports, a leading Chinese sports retailer, the new 1,145 square meter store is will provide Chinese fans with authentic NBA apparel from partners such as Nike, Jordan Brand, as well heritage merchandise from Mitchell & Ness. “Our largest NBA Store outside North America underscores the NBA’s long-standing commitment to serving our fans in China,” said NBA China chief executive, Derek Chang.

 

  • Minor League BaseballMinor League Baseball, together with Brand Activation Maximizer, launched the “Grilling All-Stars” national retail program, the largest in its history. The program will encompass five national brands and will be activated at select retailers in more than 100 MiLB markets and over 13,000 locations across the country. Brands include BUSH’S Beans, Scott Bath Tissue, Scott Paper Towels, Ball Park Buns and The ORIGINAL Louisiana Brand Hot Sauce.

 

  • MLB FoodFest Presented by Budweiser is returning to the MLB. After having a sold out within 48 hours during its debut in New York in 2018, MLB has expanded FoodFest to three locations across the globe in 2019: Los Angeles, New York, and London. The new edition of MLB FoodFest hits downtown LA from April 26-28 at Magic Box. New York and London will host the much-anticipated event in the second half of the season.

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  • As part of a rights deal with Russian telecommunications company Rostelecom, the UFC has launched UFC TV. Its first-ever dedicated linear channel will be broadcast 24 hours a day across all Russian regions as well as the Commonwealth of Independent States (CIS). UFC TV will also offer hundreds of hours of original programming, including archived content, interviews, and event reviews.

 

  • Combate AmericasCombate Americas is prepping its next live television event, ‘Combate de Reinas’, at Galen Center in LA on April 26, with a new equity infusion of $20 million. This will represent “the first time in history that a combat sports event will feature an all-women’s lineup on broadcast television.” Investors included actress Kate Del Castillo, along with Joe Plumeri, Ambassador Cliff Sobel and Irving Place Capital CEO John Howard. Del Castillo will now chair the advisory board, continue the company’s commitment to female empowerment and take on an active leadership role in growing the global MMA sports entertainment brand.

 

  • DAZN launched its biggest marketing campaign presenting the Canelo Alvarez/Daniel Jacobs boxing match set for May 4 in Las Vegas. The full campaign features a 30-second, 15-second and six-second video spots that will run on linear and digital outlets.

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.

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

  • Fernando Alonso
    Fernando Alonso.

    Fernando Alonso, known for his career in Formula One, has invested in an esports venture owned by the Miami-based Motorsport Network. As part of his position on the board, Alonso will participate in the Motorsport Network’s negotiations with other prospects who are interested in joining Motorsport Games. “Esport is no longer a fantasy, it’s a reality and something I have been passionate about for some time,” the Formula 1 driver said. “Investing in, and helping to lead Motorsport Games will allow me to make a real contribution to this exciting aspect of motorsport’s future.

 

  • The MLB has signed a four-year partnership extension with T-Mobile, designed to grow its OTT service MLB.TV subscriber base. The new agreement sees the telecommunication giant remain as title sponsor for the MLB All-Star Home Run Derby event, it also includes a provision offering T-Mobile subscribers a year’s access to MLB.TV, as well as premium features on the MLB At Bat app and other prize competitions. “We love baseball, and clearly, so do our customers. They streamed nearly three million hours of baseball with MLB.TV in 2018 – two times more than the year prior,” stated T-Mobile chief executive John Legere.

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  • x - San Jose SharksThe National Hockey League (NHL) franchise San Jose Sharks have announced it would provide Spanish-language commentary on its OTT platforms and TV broadcasts, in conjunction with Tico Sports. Users will be able to access the Spanish-language stream on either the Sharks + SAP Centre app or via an SAP setting on NBC California television broadcast. The partnership with Tico also includes helping the Sharks expand their Spanish-language social media presence. Games will be live tweeted from a dedicated Los Tiburones account alongside additional original content.

 

  • ESPN+ locked UFC’s PPV events, becoming the platform’s exclusive distributor of events in the United States through 2025 and the single point of purchase for consumers. The deal kicks in with UFC 236: HOLLOWAY vs. POIRIER 2 on April 13, as part of 12 live events per year. “With the addition of UFC PPV events, we are making ESPN+ an absolute must-have for any fan of the UFC and mixed martial arts,” said Kevin Mayer, Chairman, Direct-to-Consumer & International, The Walt Disney Company. “In less than a year, ESPN+ has established itself as the leader in direct-to-consumer sports and this new programming agreement adds a significant business to our platform while reinforcing the value and strength of our product and our content lineup.”San Francisco GiantsAccording to a Washington Post poll, 38% of mixed martial arts fans are African-American, and 31% are Hispanics.

 

  • Baseball team the San Francisco Giants have locked a ten-year, omnichannel retail partnership with Fanatics that will see the sports merchandise and apparel firm operate the team’s flagship store at Oracle Park, and all shopping experiences online and on mobile. As part of the agreement, Fanatics will combine its cloud-based technology and data platform with its on-demand manufacturing capabilities to identify unplanned ‘micro-moments’ so that it can create and distribute quick-turn Giants merchandise throughout the year.

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  • The NBA has announced that the Chinese and Croatian national teams will join the 30 NBA franchises in the annual MGM Resorts NBA Summer League pre-season tournament. While China has already joined the NBA Summer League in 2007, this will be Croatia’s first time. For the second year in a row, Las Vegas will host all 30 NBA teams. In 2018, the Summer League set a new record for total attendance with 139,972 spectators with an additional 30.4 million hours of Summer League content watched on ESPN and NBA TV.

 

  • Combate AmericasCombate Americas is returning to Monterrey, N.L., Mex. with its second, annual ‘Estrellas’ event, featuring a collection of the MMA sports franchise’s talent, live in Spanish in the U.S. on both Univision (12a) and UDN and in English in the U.S. and Canada on DAZN (10p) on April 12.

 

  • USA Hockey and Chipotle Mexican Grill have renewed their partnership which makes de Mexican restaurant an official sponsor of USA Hockey. “We’re thrilled to have Chipotle continue as part of our corporate partner family,” stated Pat Kelleher, executive director of USA Hockey. “When our players and families think about a pre-game or post-game meal, Chipotle is a great choice. We look forward to enhancing our relationship and appreciate their engagement in growing and furthering our game.”

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

  • New York MetsBaseball team Mets has hired ESPN broadcaster Jessica Mendoza as a baseball operations advisor. “Jessica is incredibly well-respected throughout the industry and we are excited to bring her into the organization,” stated Mets general manager Brodie Van Wagenen. “She is a world-class athlete and experienced television analyst with an extremely high baseball IQ. We are confident that she will help us in our efforts to win now and in the future. This hire demonstrates the continued support from ownership to invest in the intellectual capital of the New York Mets.”

 

  • Esports org Cloud9 locked in a deal with AT&T, through which AT&T will be the presenting sponsor of the new series called “The Nines.” “Teaming up with a company like AT&T, who has always prided itself on being ahead of the curve, is a tremendous moment for the whole C9 organization,” said Jack Etienne, CEO & Owner of Cloud9.

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  • La Vida BaseballLa Vida Baseball hired Siera Santos as on-air talent and content producer. As part of her new role, Santos will participate in LVB content creation, including hosting a daily live show in development which will be distributed across all major social media platforms. LVB further expanded its operations with the addition of Jose de Jesus Ortiz as editor and senior writer.

 

  • Amazon and the New York Yankees are working on the final touches from a deal to buy Disney’s YES Network for US$3.5 billion, according to New York Post newspaper. Disney is required to sell YES Network if it wants to complete its US$71.3 Fox buy. According to the Post report, Amazon will acquire 80% of the YES Network not already owned by the Yankees.

 

  • DAZN has added exclusive rights for Women’s Tennis Association (WTA) tournaments to its portfolio in Spain. The rights package includes the Indian Wells and Beijing Open tournaments, the season-ending WTA Finals, and Spain’s most prestigious tennis competition, the Madrid Open.

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.

  • Gennady GolovkinGennady Golovkin has found a new home, by signing a three-year, six-fight contract with DAZN. The deal includes Golovkin fighting twice a year, in addition for GGG Promotions to promote two cards per year that Golovkin does not fight in 2020 and 2021. “Gennady Golovkin is a generational talent with international appeal,” DAZN Group executive chairman John Skipper said in announcing the deal. “We’re confident he will bring his passionate fans to the platform as we produce tentpole events with his team over the next several years.”

 

  • MGM Resorts International has become the Red Sox new casino sponsor in a multi-year deal. The company’s logo will appear on Fenway Park’s Green Monster with other signage. In addition, the club’s annual Winter Weekend will now take place at MGM Springfield casino, which opened last year.

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  • Las Vegas Lights FCUSL team Las Vegas Lights has signed a new sponsorship deal with weed-infused craft beer Two Roots Brewing Co. as its exclusive craft beer sponsor for the 2019 season, becoming the first team to embrace cannabis culture. “It’s not easy in this day and age. The cannabis industry has been dealing with a stigma for years. There is a culture of hesitation.”

 

  • The World Poker Tour announced a five-year alliance with TV Azteca to bring WPT’s poker content to the Latin American audience. In addition, the WPT’s sister company, Allied Esports, and Grupo Salinas have entered into an agreement to work toward developing and launching an esports strategy in Mexico. TV Azteca’s multimedia network will promote the WPT, and in partnership with Grupo Salinas’ companies, the World Poker Tour will introduce its premier poker events throughout Mexico. TV Azteca will also introduce a Spanish-language WPT-branded social poker game.

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

  • #PFLmmaESPN and ESPN+ inked a multi-year deal with the Professional Fighters League (PFL), to become the home of the PFL in the US. All ten PFL events will air live across ESPN2, ESPN Deportes and ESPN+, with up to three hours of exclusive action live on ESPN+ and up to two exclusive hours live on ESPN2 and ESPN Deportes. Three PFL Playoff events will take place in October.

 

  • Major League Baseball will be back in Japan for its first games of the 2019 regular season. The league, in partnership with the MLB Players Association, will see MGM Resorts serve as the title sponsor for the 2019 MGM MLB Opening Series, with games played in the Tokyo Dome over the course of five days in March pitting the A’s/Mariners.

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.

  • The Minor League Baseball locked a membership in the Association of National Advertisers’ Alliance for Inclusive & Multicultural Marketing (AIMM). MiLB is the first sports property to join 75 member companies currently participating in the multicultural marketing initiative.

 

  • Disney will sell its Fox Sports channels in Brazil and Mexico to move closer to completing its US$71.3 billion acquisition of 21st Century Fox’s entertainment assets, according to Bloomberg.

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  • Combate AmericasCombate Americas reached 610,000 viewers on Univision and UDN during its first live televised Mixed Martial Arts event of 2019 – ‘Mexico vs. USA,’ despite its midnight start time on Feb. 22.

 

  • The NBA is celebrating its 13th annual Latin nights program, Noches Éne•Bé•A, to commemorate fans and players across Latin American and US Hispanic communities throughout the month of March. The program includes celebratory warmup shirts and merchandise as well as 15 games with in-arena festivities.

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

  • BAT Press OfficeAfter 13 years of absence, British American Tobacco (BAT), a former Formula One team owner, will return through a multi-year global partnership with McLaren. The tobacco company will now promote its electronic smoking alternatives since tobacco advertising is banned from the sport. McLaren stated that the partnership is ‘focused solely’ on BAT’s reduced-risk products, with the tobacco giant’s “vaping” brands to be emblazoned on the team’s racecars.

 

  • According to the gaming intelligence agency NewZoo, the global esports industry is predicted to grow to US $1.1 billion in revenue for the first time in 2019. According to the report, North America’s esports market will grow to US $409.1 million in revenue throughout the year. The report also claims that US $897.2 million of that growth across all esports markets (82 percent) will be drawn from expanded media rights, advertising, and sponsorships.

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  • Combate AmericasThe “Mexico vs. USA” live Mixed Martial Arts event will air live on television in the US on both Univision and UDN, according to Combate Americas. The fight will be held at the Save Mart Center in Fresno on Feb. 22. In addition, the event will be aired in English live on DAZN.

 

  • ESL is revealing a new logo, typeface, and brighter colors, anchored by yellow, as part of its recent rebrand. “Now we have an identity to join all that up: a simpler, more powerful logo. Our own typeface so we can speak up louder. A visual world, made from hidden worlds that only people in our world can spot,” the company said in the announcement.

The Portada Los Angeles summit 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.

  • PUMAPuma and the NFL have locked a multi-year deal for the sports brand to become an official marketing and footwear partner. The Phoenix Suns’ Deandre Ayton and Zhaire Smith, as well as the Sacramento Kings’ Marvin Bagley III all, signed onto multi-year footwear and clothing endorsement deals. PUMA will now be able to feature athletes in their respective NBA uniforms and team logos and to curate authentic and original content that will allow better storytelling about the company and its athletes.

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

  • ONE Championship will have its first ever media tour to the United States from Feb. 25-28. The MMA heavyweight tour will pass through Seattle (Feb. 25), Los Angeles (Feb. 26) and Las Vegas (Feb. 28) with the LA and Vegas events open to the public. As part of the media tour, Johnson, Alvarez, and Northcutt will be hosting open-mat demonstrations in Los Angeles at Clube LA and at Xtreme Couture in Las Vegas.

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  • DrLupoState Farm locked its first-ever sponsorship of an individual professional esports athlete, signing a deal with Benjamin “DrLupo” Lupo. The captain of Rogue’s Fortnite team boasts 2.9 million followers on Twitch and 7 million followers across all social platforms. Terms of the sponsorship include State Farm support of DrLupo’s livestreams through branded replays, live in-stream stunts and product integrations, event-based remote streams, sponsored giveaways, and social content. “Being given the opportunity to work with State Farm is, without a doubt, huge,” DrLupo stated. “I couldn’t imagine a better company to work with, and I’m excited to see what we can do together in the future.”
  • UFC confirmed an extension of its partnership with Volkswagen do Brazil, in which Amarok will continue to serve as the “Official Car Partner” of UFC in Brazil until 2020. As part of the new deal, Amarok will have logo placement inside UFC’s Octagon at events in the country. According to a Washington Post poll, 38% of mixed martial arts fans are African-American, and 31% are Hispanics.

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.

  • According to Forbes, ESPN is reportedly in talks with the MLB to extend its media rights for live games, for seven more years. Baseball content is “an enormous part of ESPN’s strategy”, ESPN spokesman Ben Cafardo told the business magazine and explained that Baseball Tonight would continue as part of MLB’s premier-tier events. 31% of MLB players are Latino, according to ESPN.

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

  • Lowe'sLowe’s has partnered with the NFL to become the league’s official home improvement retail sponsor. Preparing for the Super Bowl, Lowe’s will place marketing signage along the Atlanta highways and at the airport, and is taking over branding at one of the stadium gates during the game. The multi-year deal also grants Lowe’s the ability to activate with league branding across various media and at other key NFL events such as the NFL Draft, NFL Combine, NFL Kickoff and in support of the NFL Salute to Service.

 

  • The NBA has added a new ten-minute pass option on its International League Pass, this will allow Canadian fans to buy any ten minutes of a game for CA $0.99. The option will be available for more than 600 live games via League Pass in Canada for the remainder of the current season, excluding the Toronto Raptors. Meanwhile, US League Pass subscribers can pay for coverage quarter by quarter since last month.

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  • Avocados From MexicoAvocados from Mexico will be back for its fifth annual Super Bowl ad. The broadcast will feature actress and singer Kristin Chenoweth. The ad will be broadcast during the second quarter of the game.

 

  • IMPACT Wrestling renewed its broadcast deal for Mexico with MVS Comunicaciones MVStv. “Hot off the heels of a pair of successful events in Mexico City, we are thrilled to extend our partnership with MVStv to broadcast our premier content across Mexico,” stated Ed Nordholm, president of IMPACT Wrestling. “We had more than 30 million social media engagements in Latin America across our YouTube, Facebook and Twitter platforms in 2018. We are very pleased that our fans in Mexico will now have an opportunity to see our full lineup of original content.”

 

  • In its first year as NFL partner, Pizza Hut’s Super Bowl plans will include a temporary rename to Pizza Hut Hut at a local restaurant in Atlanta and across its website and social channels. Also, a limited-edition Super Bowl LIII fleet of pizza delivery vehicles, powered by fellow NFL sponsor Hyundai and its Santa Fe SUV, will hit the streets.

 

Portada 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.

 

  • MLBMLB, Nike and Fanatics locked in a new 10-year global partnership that designated Nike as the Official Uniform and Footwear Supplier of MLB starting in the 2020 season. Fanatics got the broad consumer product licensing rights to manage the manufacturing and distribution of the Nike MLB Authentic Collection, as well as Nike and Fanatics fan gear, sold through the retail community, including MLBShop.com, MLB clubs and brick & mortar stores.

 

  • The NFL formalized the calendar for its five 2019 international regular-season games. Four games will take place in the UK and one in Mexico. The Mexico matchup will feature the Chiefs/Chargers, while UK contests will serve up Panthers/Buccaneers, Bears/Raiders, Bengals/Rams and Texans/Jaguars.

 

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.

  • Canelo AlvarezStreaming service DAZN locked a five-year deal with boxing superstar Canelo Alvarez. The deal is valued at a minimum of $365 million, and includes 11 fights annually, making this the “richest sports contract in history,” according to the platform. “Canelo fighting on DAZN, we believe that that will help us attract some of the other fighters, some of the other premier fighters,” stated John Skipper, DAZN executive chairman.

 

  • Watch brand Tissot has inked new partnerships with the Chicago Bulls and Washington Wizards that designate it as the Official Watch of each of these franchises. Tissot has partnerships with six other NBA teams and has the status of Official Watch and Official Timekeeper of the NBA.

 

  • NBA Houston Rockets locked in a multi-year partnership with ROKiT Phones that makes the company the team’s first jersey partner. The ROKiT logo will be featured on all Rockets jerseys in addition to ROKiT partnering with the team on various community outreach efforts throughout the season.

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  • Minor League Baseball5050 Central Ltd. locked a partnership Minor League Baseball Charities as the “Official 50/50 Charitable Raffle Provider and Sponsor of Minor League Baseball Charities.” 5050 Central’s digital raffling platform will be used at two marquis industry events, the Minor League Baseball Innovators Summit and the Baseball Winter Meetings. According to MiLB, some 18.3-million U.S. Hispanics designate themselves as fans of Minor League Baseball, behind only the NBA and MLS.

 

  • ESL has extended its partnership with Mercedes-Benz for two more years. The new deal makes the auto brand ESL’s global mobility partner and supports a variety of National and Global ESL tournaments through Dec. 31st, 2020. The deal also includes the continuation of the Most Valuable Player award which has been presented to the tournament’s best player at past ESL One Dota 2 tournaments. The price for the winner of the fan and expert voting includes a brand new Mercedes-Benz car. Hispanics are nearly twice as likely to buy and wear video game branded apparel, according to a 2014 Think Now Research study.

 

  • Under Armour has inked new sponsorships with Mo Bamba and Hamidou Diallo. The deals comes after the brand announced it was adding Joel Embiid to the Under Armour family, last week. “Under Armour appreciates how culturally important basketball is in Harlem,” said Bamba, who plays Center for the Orlando Magic. “They feel that Harlem pride and responsibility that I carry, and are ready to support my long-term vision of giving back to the community that raised me.”