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NFL Joins TikTok. 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.

NFL

The NFL is working on an alliance with TikTokNFL TikTok, to lock a new multi-year partnership. Through the new deal, the football league is looking to reach TikTok’s global community. Thus, the NFL is launching its official TikTok account. Content will include uniquely packaged highlights, sideline moments, and behind-the-scenes footage.

NFL star Antonio Brown and helmet company Xenith Shadow have locked a partnership. Previous to this deal Brown used to carry a Schutt helmet. Due to the previous model was banned by the league after it was deemed not to meet required safety standards, Brown decided to change the brand.

NFL has added Reddit to its roster of digital marketing channels. As a result, Reddit will host a monthly series of ‘Ask Me Anything’ (AMA) discussions on its platform.

Pepsi unveiled its “Always be Celebrating” NFL campaign. The season-long campaign “spotlights and honors the amazing celebrations that NFL fans and players have taken part in over the years.” Included in the campaign will be a new spot, a new charitable program with United Way and the NFL, and more.

The Denver Broncos signed a 21-year naming rights deal for their Mile High Stadium with retirement plan provider Empower Retirement. The stadium’s new name will be Empower Field at Mile High until 2039.

Subscribe to Portada’s weekly Sports Marketing Updates!

Buffalo Wild Wings announced a multiyear deal with MGM Resorts International and its sports betting venture Roar Digital. For this reason, odds and point spreads will appear on screens at select Buffalo Wild Wings. Together, the companies will launch Picks and Props, a free-to-play, mobile-only football game that mimics sports betting. Prizes include trips to Las Vegas and Atlantic City.

Broadcasting

Lino Garcia, founding General Manager of ESPN Deportes TV, Radio and Digital, will oversee a new sports radio network. Titled Radio Unanimo Deportes the network will retain most of the ESPN Deportes talent from its airwaves, who will be hosting shows in their normal timeslots.

Esports

G2 Esports and Red Bull signed a 360-degree global, multi-year partnership. Hence, the pair will collaborate across all teams, players, and content creators to “enhance individual player and team performance, produce high-end entertainment formats and create dynamic and unique event activations.” G2 teams will wear Red Bull-branded jerseys.

baseball

La Vida Baseball Lock Partnership with the Houston Chronicle. Here you’ll find a weekly summary of the most exciting news in soccer marketing. If you’re trying to keep up, consider this your one-stop-shop.

Baseball

La Vida Baseball and the Houston Chronicle have locked a content partnership. Through the online platform, the baseball-focused media will provide print and video content for coverage of the Houston Astros, Texas Rangers and other features of interest. It is the first-ever content partnership between La Vida Baseball and a major news outlet.

The Los Angeles Dodgers named Postmates as their exclusive On-Demand Delivery and Pickup Partner. The baseball team will incorporate Postmates Live into the concession stands at Dodger Stadium.

NFL

Pizza Hut locked the rights of a virtual football stadium, as part of an arrangement with the NFL. The deal comes ahead of this year’s Madden NFL 20 Championship Series (MCS). As part of the esports series, four major tournaments will compete at the virtual Pizza Hut Stadium.

Allegiant Air has become the official naming rights holder of the Oakland Raiders’ new stadium in Las Vegas. Financial terms of the deal have not been disclosed.

NBA

Rakuten extended its jersey patch deal with NBA team Golden State Warriors. Amit Patel, chief executive of Rakuten’s Americas, said that the partnership has been key to raising its brand awareness in the US.

Bud Light has become the NBA 2K League its official beer partner. Terms of the deal were not disclosed. Specific partnership activations will be announced soon. “Bud Light was one of the first adopters of esports years ago and this NBA 2K League sponsorship is another pillar of the brand’s overall esports strategy,” said Nick Kelly, head of US sports marketing at Anheuser-Busch.

Subscribe to Portada’s weekly Sports Marketing Updates!

Esports

The Kellogg Company is joining the amateur esports market through a new partnership with N3rd Street Gamers. The deal includes the sponsorship of a new Overwatch esports tournament with its Cheez-It Grooves product.

Twitch has become the exclusive digital streaming partner for USA Basketball, through 2020. Games will be available at twitch.tv/NBA, while full on-demand videos will be accessible shortly after the end of each broadcast.

F1

The Mexican Grand Prix will remain on the Formula One calendar beyond 2019. It seemed that the five-year contract was up at the end of this season because of a lack of public funding. Now, a group of businessman will help cover the annual cost of hosting, estimated at US$45 million.

What: The Portada Miami agenda has been updated to include executives at Carnival Cruise, Perry Ellis, Visa, and WeWork.
Why it matters: Portada Miami, on April 12 at the EAST Hotel, will explore the advance of MarTech in Latin Markets, as well as the role of Miami as a Marketing and Media Hub.

 

The twelfth annual edition of Portada Miami on April 12 (EAST Hotel Miami) will focus on how technological innovation is reshaping the Latin American and U.S. marketing space. Brand Marketing leaders from disruptor firms and Fortune 500 companies will dissect how AR, AI, VR, Biometrics and other technologies can be best used for brand communications. The top-notch program also includes an opportunity for attendees to have three meetings with brand and media agency leaders to share insights and explore business opportunities (see below).

The Top-Notch Agenda Includes

The Advance of MarTech in Latin Markets

WeWork’s Ana Cristina Rivadeneyra

In this session, Valentin Bueno, CEO, Latcom; Alejandro Clabiorne, CEO, PHD Latam; Ana Cristina Rivadeneyra, Senior Marketing Lead, WeWork; and Ana Hoyos, Director of Meltwater Latin America, will be analyzing how brand marketers can reap benefits from the advance of Artificial Intelligence, Virtual Reality and Digital OOH in Latin America.

 

 

 

 

How Technology is Turning Event Experiences Upside Down

Visa’s Andres Polo

Andres Polo, Global Head of Innovation & Strategic Partnerships Marketing at Visa, will be explaining how disruptive technologies like the use of biometrics for ticketing, artificial reality and smart stadiums are redefining the consumer experience at events. A myriad of opportunities are opening up for marketers.

 

 

 

Data, Content and Commerce

OMD’s Ana Crandell

Audience interactions with content provide a gold mine of data. But how to make sense of it and avoid analysis paralysis? Cristina Esteve, VP E-Commerce Carnival Cruise Lines; Andrew W. Russo, VP Data Science, Starmark; Ana Crandell, Group Account Director, OMD Multicultural; and Seth Holladay, VP of Digital Research & Analytics for CNN will explain how content influences commerce and analyze how data determines their content strategies.

 

 

Miami’s Evolving Role as a Marketing Hub: A Brand Marketer’s View

Joseph Roisman, EVP at Perry Ellis International, the global sportswear and clothing player will discuss the distinctive advantages of Miami as a global marketing hub.

 

Portada Meet-Up

Attendees will enjoy our Portada Meet-Up offering of one-on-one meetings with major pre-screened brand and agency executives, including more than 50 members of Portada’s Council System. Make your choices on a first-come-first-served basis after you get your ticket.

 

Check out the full agenda and register now here

 

Portada Los Angeles will provide a unique setting for brand marketers to explore the enormous opportunities sports, music and entertainment content offer to engage consumers in Multicultural America. Portada is offering a special President’s Day 35% Off Discount (only until this Friday February 22!). For the discount code, please contact Michelle Lopez.

 

We’re only three weeks away from Portada Los Angeles and we keep adding dazzling speakers to the agenda. Focusing on Passion-Point Marketing, the event will attract agency and brand marketing leaders from all over the U.S. to Santa Monica’s Loews Hotel on March 15 to discuss the opportunities in music, sports, and entertainment.

Portada Los Angeles will also be the meeting point for Portada’s Council System with the Brand Star Committee, the Agency Star Committee and the Sports Marketing Board holding their first 2019 in-person meetings during the event.

Take advantage of the SPECIAL 35% OFF PRESIDENTS’ DAY DISCOUNT (US $486 instead of US $749.), valid until Friday, February 22! For the discount code, please contact Michelle Lopez.

 

Portada Los Angeles offers media and marketing service vendors, including sports teams and leagues, the opportunity to interact with brand marketers through Portada’s one-on-one meet-up offering.

Here’s what you can’t miss:

THE PROMISE OF WOMEN’S SOCCER:  HOW BRANDS SHOULD USE IT FOR ACTIVATIONS

Sara Toussaint, VP, Sponsorships, Wells Fargo

With the Women’s Soccer World Cup coming to France this summer,  the potential arises for brands to profit from the world cup’s commercial opportunity. What success stories are there of brands efficiently engaging fans? How are they doing it? Which innovative concepts are promising going forward?

 

LEVERAGING DATA TO CASH-IN ON MULTICULTURAL CONSUMER GROWTH

 

Ariela Nerubay, CMO, Curacao

 

 

 

Kate Canel, Director, Performance Media, The Shipyard

 

 

 

Moderator: Stephen Brooks, EVP, VidaPrimo.

 

 

 

IN-LANGUAGE OR IN-CULTURE? DECISION SCIENCE ENABLES WHAT YOUR DIGITAL APPROACH IS MISSING

Seraj Bharwani, Chief Strategy Officer, AcuityAds

Simply turning on the language targeting tactic means you’re missing over 50% of your intended multicultural audience. Bi-culture and bilingual segments have remained elusive to marketers who are trying to make a genuine connection with their intended audiences.

In this session, you will learn how new decisioning technologies (i.e. machine learning) are being used to reach the multicultural segment. Using real-time consumer data on social, search and video-viewing behaviors, these tools are delivering early results with campaigns targeting in-culture personas for leading brands.

 

SHOULD CORPORATE AMERICA JUMP ON THE SOCCER OPPORTUNITY?

Tiago Pinto, Global Marketing Director, Gatorade, Pepsico

There is no true global sports brand that is dominant without having a significant presence in soccer. U.S. soccer audiences are growing at a rapid pace and soccer is currently the fourth or fifth sport ranked by audience size.  With the 2026 Soccer World Cup on the horizon, the ascent of soccer as one of the top three U.S. sports seems almost inevitable. Do brands need to jump on the wagon at this relatively early stage and if so how? What ways are there to align with soccer content: Domestic U.S teams, European or Latin American teams or leagues or via national teams? What a major global marketer with a vast soccer marketing experience recommends to U.S. brand marketers.

 

Take advantage of the SPECIAL 35% OFF PRESIDENTS’ DAY DISCOUNT (US $486 instead of US $749.), valid until Friday, February 22! For the discount code, please contact Michelle Lopez.

INFLUENCER MARKETING: WHY PASSION AND SHARED VALUES ARE KEY

Rajaa Grar, Senior Director, Global Brand Marketing, Paula’s Choice
Influencer marketing at Paula’s Choice Skincare, the effective, truthful and transparent global skincare brand, revolves around authentic brand storytelling, empowering consumers with skincare knowledge and engaging passionate influencers. Rajaa Grar will share her do’s and don’ts for brands to drive brand awareness and purchase intent by choosing the right influencer marketing strategy while authentically aligning with brand ethos.

 

PASSION-POINT MOVIES

How Pantelion and Pantaya (part of Lionsgate Entertainment) unlocks the opportunity of the multicultural film enthusiast.

Paul Presburger

CEO

Pantelion Films and Pantaya

@PantelionFilms

interviewed byDana Bonkowski

SVP, Multicultural Lead

Starcom

@starcom_USA

Thinking about those Santa Monica beaches yet? Click on the banner below now!

What: A summary of the most relevant consumer insight research in the US, US Hispanic, and Latin American markets.
Why it matters: If you’re trying to keep up with the latest happenings, this is your one-stop shop.

  • STR’s Consumer Travel Insights 2019 report series revealed 69% of global travelers used online review sites for their most recent trips. Word of mouth was very important for 51% of travelers, who used personal recommendations to help plan their trip. Of those who booked their holiday through an OTA, 55% used the service because it enabled comparison of multiple accommodation options. Only 29% of travelers used the service because it offered the best deal. 41% of travelers have at some point used Airbnb, with 92% being aware of the property sharing service.

 

  • According to new data by Nielsen, frozen, fully cooked chicken wings are still a very popular Super Bowl food. Deli counter wings remain a popular option for fully cooked chicken wings (with sales up 15% to $650 million from $565 million last year). Fresh wings have also skyrocketed, with sales up 31.4% in the past year. Moreover, online wing sales in the seven days leading up to and including the Super Bowl catapulted from $7,984,198 in 2017 to $11,562,723 in 2018, a 45% increase.

 

  •  According to the new study conducted by MAGNAIPG Media Lab and ViralGains, obtaining and responding to consumer sentiment is crucial to optimizing the consumer ad journey. The study tested two video ad journeys among 6,000 consumers in the third quarter of 2018. On average, 59% of ad impressions were wasted with standard video retargeting. Consumers on a sentiment-driven journey were more likely to take action – 7x more likely to search for the brand and 2x more likely to visit the brand’s website.

 

  • Food companies target Hispanic and black youth with advertisements almost exclusively for fast food, candy, sugary drinks, and unhealthy snacks, according to a new report by the University of Connecticut, Drexel University, and the University of Texas Health Science Center. Those unhealthy foods represented 86% of food advertising spent on black-targeted television programming, and 82% of advertising spending on Spanish-language television, in 2017, the study found.

 

  • Seventy-three percent of Republicans in a Pew Research Center study say the media does not understand themThe study found that Republicans surveyed felt misunderstood by the media, regardless of demographic traits and media consumption habits. Across the aisle, 40% of Democrats in the survey felt misunderstood, while 58% felt understood by news organizations.

 

  • Also according to Pew Research Center’s dataHispanics are on track to be the largest racial or ethnic group to be eligible to vote in a presidential election. According to Pew, Hispanics are projected to be about 13.3% of the electorate in 2020, which would make them the largest racial or ethnic minority of the electorate for the first time. In 2016, Hispanics were 11.9% of the electorate; African-Americans were 12.5% and are projected to remain the same in 2020.

 

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.

Subscribe to Portada daily Sports Marketing Updates!

  • 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.

  • WeiboChinese social media giant Weibo is interested in entering the global sports rights market. Zhang Zhe, Weibo Sports’ senior operations director, told the AFP it is interested in tapping into global media for direct-to-consumer (DTC). “In China, we want to go deep to tier three, tier four cities to get more users,” Zhang stated. “On the other hand, we want to go abroad and find new countries and people who are waiting to use Weibo.”

 

  • Nascar is introducing a tiered partnership system, to update its sponsorship strategy. The new model is seeking close to US$20 million each year for top-tier deals. As part of the arrangement, the premier series would just be known as the Nascar Cup Series, rather than the title-sponsored Monster Energy Nascar Cup Series. According to 2011 data, 20% of NASCAR’s followers are multicultural fans, 9% were Hispanic and 8% African-American.

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.

  • ApplegateApplegate Farms will become the “Official Natural and Organic Meat of MiLB,” the first-ever partnership in the category for Minor League Baseball. Applegate will have dominant positioning throughout the MiLB digital network. As part of the agreement, Applegate’s messaging will be featured in ballparks. According to MiLB, over 18.3-million U.S. Hispanics designate themselves as fans of Minor League Baseball, behind only the NBA and MLS.

 

  • 72andSunny has become the NFL’s new lead creative agency, replacing WPP’s Grey. “An important element [72andSunny] will bring to the NFL is not only how to excite our core audience, but also how to engage and recruit the next generation of football fans and their relationship with our sport,” Tim Ellis, NFL CMO, stated. NFL viewership among Hispanics has increased by 28% in the past five years alone, according to a 2016 Nielsen report.

 

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.

Subscribe to Portada daily Sports Marketing Updates!

  • 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.
 

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

  • FloSportsFloSports locked a multiyear partnership with the National Basketball League. If approved, the sports stream platform would provide live and on-demand coverage of the NBL exclusively in the U.S. and Canada, and non-exclusively in the UK and Asia via FloHoops.com. The agreement includes all preseason, regular season and postseason games with a total of 127 regular season games per season.

 

  • FOX Sports and Major League Baseball have signed a new multi-year, multiplatform rights agreement which will allow the network to expand its television, digital and Spanish-language rights for the next decade in a deal reported to be worth $5.1 billion. FOX Sports and FOX Deportes will maintain the television rights to MLB’s jewel events, including serving as the exclusive television broadcast partner of the World Series, one League Championship Series, two Division Series, and the All-Star Game.

 

  • After defining the playing surface at the Estadio Azteca in Mexico as unsafe, the LA Rams and the Kansas City Chiefs decided to move the International Series game, which was planned to be played in Mexico City on Monday 19th November, to Los Angeles

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.

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

  • McDonald'sDAZN is entering the Brazilian and Latin-American market after securing media rights for two major European soccer leagues. According to SportBusiness, the OTT platform is trying to get the rights to Italy’s Serie A and France’s Ligue 1 in both regions, which are currently owned by IMG and BeIN Media Group respectively.

 

  • McDonald’s Germany is moving out of soccer and focusing on esports by ending its partnership with the German Football Association and building upon its relationship with esports brand ESL. McDonald’s first partnered with ESL in January to sponsor the national esports championship in Germany, the ESL Meisterschaft.

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.

  • Boxeo TelemundoBoxeo Telemundo is coming back to Telemundo Deportes on Nov. 16. The season premiere will feature Puerto Rican Jonathan “Bomba” Gonzalez and Mexican Juan “Pinky” Alejo battling for the WBO/NABO flyweight title. Rene Giraldo and Edgar Lopez will act as commentators alongside Abner Mares.

 

  • MLB owners are looking at a new television contract possibility with FOX Sports as well as a bespoke agreement with the OTT streaming service DAZN. The DAZN deal would see the platform negotiating a $300 million, three-year deal with MLB for in-game cut-ins.

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

  •  https://pbs.twimg.com/profile_images/1027403255607746560/dIyhrGOz_400x400.jpgESPN will launch a year-long, multi-platform storytelling experience in 2019 to celebrate the 150th anniversary of college football. The platform will include two weekly documentary series, The American Game, which will hit the screen on Tuesdays starting Sept. 17, 2019.

 

  • American sports brand New Balanced locked a multi-year endorsement contract with 14-year-old tennis star Cori “CoCo” Gauff. Just one year ago, Gauff became the youngest girl to make a U.S. Open girls final. In 2018 Gauff became the fifth-youngest winner of the French Open girls’ tournament in June 2018.

Subscribe to Portada daily Sports Marketing Updates!

  • NikeNike signed an endorsement deal with Chinese League of Legends player Jian ‘Uzi’ Zihao. This represents the brand’s first-ever partnership with an esports athlete. Zihao will now star alongside NBA player LeBron James and Chinese actor Bai Jingting to promote the former’s ‘Dribble &’ marketing campaign.

 

  • Check out the top 5 most valuable esports companies according to Forbes. According to the business outlet, the list was created after “talking to company owners, bankers, and industry experts,” noting that numbers were “applied during each company’s most recent capital raise, comparable esports transactions, and their prospects.” On average, 2014 Think Now Research shows that Hispanics play video games more often than Non-Hispanics (12 hours per week vs. 9 hours for Non-Hispanics).Check out the ranking:
  1. Cloud9 — $310 million
  2. Team SoloMid — $250 million
  3. Team Liquid — $200 million
  4. Echo Fox — $150 million
  5. OpTic Gaming — $130 million

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.

Subscribe to Portada daily Sports Marketing Updates!

  • 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.”

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

  • According to the NFL, the consumption of games on digital platforms has jumped 65% from 2017 through week four of the new season, with an average minute audience of 326,000 viewers per game window across different platforms. The biggest growth has come from fans streaming games on their phones, where the average audience is up 147%. TV ratings are also up on last season. NFL viewership among Hispanics has increased by 28% in the past five years alone, according to a 2016 Nielsen report.

 

  • AT&T Mexico has announced an agreement to become the official sponsor of Mexican Pacific League baseball team Tomateros de Culiacan. The current 2017-18 champion has close to half a million followers on social networks. The deal includes AT&T’s logo to be added to the front of the official Tomateros jersey and the team’s players will take part in a number of AT&T events.

  • Google has expanded its partnership with MLB. The deal will see Google Assistant, a virtual assistant powered by artificial intelligence, become the presenting sponsor of the American League and National League Championship Series. The tech company already has similar deals with YouTube TV and the MLB World Series. 31% of MLB players are Latino, according to ESPN.

 

  • Sugarlands Distilling Company is teaming up with NASCAR and Talladega Superspeedway, as the “Official Moonshine of NASCAR”. As a part of the five-year agreement, Sugarlands will gain rights to promote its moonshine at retail, on packaging and will host key customers and distributors at-track. According to 2011 data, 20% of NASCAR’s followers are multicultural fans, 9% were Hispanic and 8% African-American.

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  • Under Armour locked a five-year deal with NBA player Joel Embiid. ESPN reports that the deal will make him the highest-paid center for this type of partnership, and will see Embiid and Under Armour partner on branded footwear and apparel in addition to charitable initiatives in and around Philadelphia and in Cameroon.

  • ESPN is planning on launching espnW in Mexico. espnW Mexico will serve as the brand umbrella and power content initiatives to engage and inspire women across ESPN’s linear, digital and social platforms.

 

  • The Houston Rockets locked in a partnership with Bilibili, the leading online entertainment platform for younger audiences in China. The Rockets are looking to expand their presence in esports, with Bilibili’s esports team, Bilibili Gaming and the Rockets’ esports squad Clutch Gaming taking part in a friendly game and Bilibili will become the official partner of CG.

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

  • Doosan Equipment EUDoosan will be the presenting sponsor of the 2018 National League Division Series (NLDS). This is the brand’s second year MLB Postseason involvement, after sponsoring the American League Division Series (ALDS) last year. The brand will receive significant exposure across national broadcast and MLB-owned channels along with in-stadium brand integration throughout the series. “We are honored to be an official partner of MLB. Our partnership is nearly a year old, and we’ve seen those efforts help to build additional brand awareness and business opportunities for Doosan in the U.S.,” said Edward Song, Head of Doosan Infracore North America.

 

  • The NFL might be canceling its Sunday Ticket deal with AT&T-owned DirecTV. According to Pro Football Talk, the league is willing to cancel the US$1.5 billion extension deal it signed with the out-of-market broadcast provider back in 2014 to take the contract through 2022. The league has the power to cancel the arrangement as early as the conclusion of the 2019 regular season. NFL viewership among Hispanics has increased by 28% in the past five years alone, according to a 2016 Nielsen report.

 

  • The Phoenix Suns signed a jersey patch deal with PayPal. With this agreement, PayPal becomes the official payment partner of the Suns, the WNBA Phoenix Mercury and Real Club Deportivo Mallorca, a second-division Spanish soccer team controlled by Suns Owner Robert Sarver. In addition, the Suns will make PayPal Credit available for season-ticket purchases. 31% of MLB players are Latino, according to ESPN.

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  • San Francisco 49ersTechnology company Copia is pushing its partnership with the San Francisco 49ers by helping reduce food waste at Levi’s Stadium in Santa Clara, by delivering excess food to non-profit organizations and shelters. The technology company has redistributed over 26,000 pounds worth of quality food to the local community.

 

  • NASCAR presented a new augmented reality experience available via the NASCAR Mobile app, for fans to experience the 2018 Monster Energy NASCAR Cup Series Playoffs. Fans will be able to walk through virtual portals to experience the Playoffs’ most memorable moments in 360-degree AR. According to 2011 data, 20% of NASCAR’s followers are multicultural fans, 9% were Hispanic and 8% African-American.

 

  • Mediapro is preparing to launch a Spanish-speaking OTT streaming service dedicated to esports. Similar to Twitch the new platform is expected to go live before the end of this year. The channel will house live competitive gaming events and tournaments, along with a host of exclusive in-house content. According to hispanicgamers.com Hispanics expressed more interest in watching others play video games compared to Non-Hispanics.

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

  • Matchroom BoxingDAZN a new eight-year deal with sports events promotion company Matchroom Boxing to broadcast 16 live fight nights. The programming will be exclusively available to DAZN users in Canada. The first fight to be streamed as part of the deal will be the Jessie Vargas v. Thomas Dulorme bout on Oct. 6 in Chicago.

 

  • The Houston Rockets has named AntPool, a Chinese bitcoin company, as the official sponsor for the 2018/19 season. AntPool claims to be the second-largest bitcoin mining operation in the world and is a subsidiary of Beijing-based Bitmain Technologies.

 

  • UFC has announced a new multi-year licensing agreement with jeweler brand Bixler. The partnership gives Bixler the rights to manufacture and distribute UFC and MMA athlete-inspired jewelry in the United States and Canada, as well as globally via UFC Store.com. According to a Washington Post poll, 38% of mixed martial arts fans are African-American, and 31% are Hispanics.

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  • ABB Formula EFormula E has announced a five-year extension of its broadcast partnership with Mediaset. The agreement will see the Italian free-to-air broadcaster continue to show coverage of the global electric racing series through to season nine. “The results Mediaset has shown – along with their extensive programming of the ABB FIA Formula E Championship – is a testament to their ongoing commitment and we look forward to bringing all the action live to fans across Italy for a further five seasons,” stated Ali Russell, media and business development officer at Formula E.

 

  • Headphones brand AfterShokz has signed NASCAR drivers Bubba Wallace and Chase Elliott as endorsers in a deal that includes social media promotions and personal appearances. According to 2011 data, 20% of NASCAR’s followers are multicultural fans, 9% were Hispanic and 8% African-American.

 

  • The MLB Players Association announced a partnership with UMG Media Corp. to launch the first-ever esports series of competitions for Major League Baseball players. Both active and retired players will compete against each other in esports play. According to hispanicgamers.com Hispanics expressed more interest in watching others play video games compared to Non-Hispanics.

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

  • https://pbs.twimg.com/profile_images/1022907060948627456/FN6y9l8B_400x400.jpgUS Open ladies’ champion Naomi Osaka is set to sign Adidas’ biggest clothing deal with a female athlete. According to The Times, the deal is worth an estimated $8.5 million annually.

 

  • The MLB will continue to commemorate Hispanic Heritage Month with a slate of events and efforts designed to spotlight the contributions to baseball by Hispanic and Latino players throughout the month of September. Initiatives include special MLB Network vignettes highlighting Latino stars, social and digital content across MLB’s bilingual platforms, and in-park Club celebrations around the league. MLB also presented new media platforms designed to provide real-time, quality content to the Spanish-speaking Hispanic and Latino audience.

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  • Baloncesto Suprerior NacionalPuerto Rico’s premiere professional basketball league, locked a partnership with WSC Sports, the leader in AI powered sports video content, for automated creation and distribution of video highlights. WSC’s machine learning technology enables BSN to automatically create video highlights and share them across digital and social platforms. This is a small way for WSC to give back to Puerto Rico, following the devastation of Hurricane Maria in 2017.

 

  • DoritosTwitchCon 2018 will see Doritos in the trenches, with the announcement of the Doritos Bowl on Oct. 27 in San Jose. The event will have top gamers competing in Call of Duty: Black Ops 4’s new battle royale mode, Blackout, anchored by Ninja, Shroud, CouRage, and DrLupo. On average, Hispanics play video games more often than Non-Hispanics (12 hours per week vs. 9 hours for Non-Hispanics), according to a 2014 Think Now Research study.

 

  • JBL is expanding its presence among NBA players and teams. In addition to welcoming back champion Stephen Curry, NBA All Star Andre Drummond and Kristaps Porzingis, JBL is adding Giannis Antetokounmpo as an ambassador. The brand also announced a partnerships with the Chicago Bulls and Miami Heat starting during the 2018-2019 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.

  • UFCUFC has reached a company value of up to US$7 billion, after signing a five-year media rights deal with ESPN, according to Dana White, president of the UFC. The deal with ESPN, announced in May, will see the sports broadcasting giant cover a total of 30 events each year, with 15 bouts to air exclusively on the new ESPN+ streaming service. The agreement is said to be worth an eye-popping US$300 million annually over five years, netting the UFC a total US$1.5 billion.

 

  • MLB will open the season earlier than ever before next year, after announced that all 30 teams will start the 2019 season on March 28, the earliest Opening Day in history, without counting international games. The season will tip off with the Mariners and host Athletics at the Tokyo Dome on March 20-21.

 

  • Victor Cruz, former New York Giants wide receiver, is joining ESPN as an NFL analyst. Cruz will contribute to NFL Live, Get Up!, SportsCenter, ESPN Radio and other ESPN platforms year-round.

 

  • MMA promotion Combate Americas announced the opening of La Jaula Studios, a new multi-platform content production studio created to serve Hispanic Millennials and Generation Z. La Jaula Studios will produce authentic content in Spanish, English, and Portuguese that complements Combate Americas’ programming with upcoming projects. The new studio will be led by Stan Jakubowicz, who was recently promoted to Chief Content Officer and will be based in New York.

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  • CHEEZ-ITKellogg’s Cheez-It brand was named as the title sponsor of the NFL Cactus Bowl, which will now be known as the Cheez-It Bowl. The multi-year partnership features a match-up between members of the Big 12 and Pac-12 conferences at Chase Field in downtown Phoenix. The fully-integrated partnership includes digital and social media, content, in-stadium exposure, product sampling and on-site activation at the game and other Fiesta Bowl organization events.

 

  • Frost Bank has become the San Antonio Spurs first-ever jersey partner. The multi-year deal will see Frost’s logo on the jerseys starting Sept. 30. Frost Bank’s branding will also appear more widely at the AT&T Center and on Spurs’ digital platforms.

 

  • The Overwatch League and Twitter locked a new multiyear deal to bring highlights and live stream content to the platform. Twitter will drive Overwatch League’s distribution of near real-time highlight clips from every match of the Overwatch League regular season, playoffs, Grand Finals, and All-Star 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.

  • NASCARNASCAR presented the Monster Energy NASCAR Cup Series Playoffs in Las Vegas. To celebrate the start of the sport’s postseason and engage fans, the festivities center around three major events: Monster Energy NASCAR Cup Series Playoffs Media Day; NASCAR Burnout Blvd Fueled by Sunoco, and a two-day Playoffs Party at Fremont Street Experience. According to 2011 data, 20% of NASCAR’s followers are multicultural fans, 9% were Hispanic and 8% African-American.

 

  • MLB and USA Baseball announced a new high school baseball tournament designed to showcase some of the best rising seniors from Texas and California. “States Play,” co-hosted by the Texas Rangers, will center on a three-game series at Globe Life Park in Arlington, from Aug. 24-26. Each game will stream LIVE on MLB.com, and access to Globe Life will be free for the public. 31% of MLB players are Latino, according to ESPN.

 

  • Razer inked a strategic partnership to become the official phone and headset provider for Tribe Gaming, a top mobile esports organization in North America. The deal includes an eight-episode docuseries to be released by the end of 2018. According to a 2014 Think Now Research study Hispanic gamers buy and rent video games more often than Non-Hispanics.

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  • Papa John's PizzaOne month after suspending their relation with Papa John’s, after the pizza brand’s founder John Schnatter made some racist comments, the New York Yankees have restored their partnership, and will sell its products again at the Yankee Stadium.

 

  • The NFL team Los Angeles Chargers announced telecommunications company Rokit as their official wireless partner. As part of the multi-year agreement, the firm also becomes the title sponsor of the team’s stadium, Rokit Field at StubHub Center.

 

  • NBA franchises owned by the Los Angeles Lakers, Brooklyn Nets, Atlanta Hawks and Minnesota Timberwolves will join its NBA 2K League esports competition in 2019. The four expansion teams will join an existing roster of 17 NBA teams which participated in this year’s inaugural 2k League season, which got underway in May and will conclude with its first ever finals event on 25th August.

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 MÉXICOThe NBA Mexico City Games 2018 will feature the Orlando Magic playing regular-season games against the Chicago Bulls on Dec. 13, and against the Utah Jazz on Dec. 15 at the Arena Ciudad de Mexico in Mexico City. This will be the third consecutive season the NBA plays two regular-season games in Mexico City, with coverage on ESPN. The NBA Mexico City Games 2018 will be supported by a full roster of marketing partners, including Nike, SAP, Gatorade and Tissot with additional partners to be announced in the coming months.

 

  • United Entertainment Group is launching its first-ever offering in Asia where industry veteran Toru Fumihara has been hired as the Managing Director of UEG’s new office in Tokyo, which will serve as a hub for the Asian marketplace. This marks the third international office the agency has opened in the span of one year, starting with London in 2017 and Hamburg, Germany earlier in 2018.

 

  • As the official beer of the NFL, Bud Light is introducing new designs for cans that feature a team logo, as well as a customized color stripe down the side. In total, each of Bud Light’s 28 team partners will be featured in the new designs, along with an NFL Shield edition to round out the collection. The new cans hit shelves this week.

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  • David Higdon
    David Higdon, head of communications, esports at Riot Games.

    Former NASCAR executive David Higdon has a new lane to oversee, joining Riot Games in the newly created position of global head of communications, esports. Higdon previously served as VP of integrated marketing communications for NASCAR and as CCO for the LPGA.

 

  • DAZN announced the sublicensing deals for its NFL coverage in Canada after experiencing streaming issues last season. Streaming and satellite providers including BCE Inc., Rogers Communications, Shaw Communications and SaskTel will distribute NFL Sunday Ticket for the upcoming season.

 

  • The NFL won’t be playing in London’s new Tottenham Hotspur stadium as it was planned. Developers announced delays in opening the venue due to safety concerns so this year’s NFL game that was set for the location will now take place at Wembley Stadium on Oct. 14. The game will feature the Seahawks vs Raiders.