Coca-Cola Racing’s Daniel Suarez is the sole Mexican-born driver currently on the NASCAR Cup Series circuit. He is the face of and focal point of an industry-wide initiative that began in 2019, Daniel’s Amigos, to drive awareness and grow the Hispanic and Latino fan base in the sport of NASCAR. Portada talked to Suarez about how he reaches out to the Hispanic sports fan.

As a rising star in the sport that is proud of his Mexican roots, Daniel Suarez has teamed with Coca-Cola racing to plan several special moments throughout Hispanic Heritage Month. First, Daniel raced on September 18 in the Bass Pro Shops night race in Bristol, TN, in a sphecially designed car with a Hispanic Heritage Month commemorative paint scheme.

Coca Cola NASCAR

The second event was a Daniel’s Amigos meet-and-greet event with Daniel Suarez before the race in Las Vegas on September 26. This event was also in partnership with Coca-Cola, NASCAR, Las Vegas Motor Speedway, and Trackhouse Racing (Daniel’s racing team). Invitees included Las Vegas Hispanic Chamber of Commerce leaders, local Hispanic College leaders, and students from the Nevada “SLAM” school, a sports leadership-focused charter school. There are several SLAM schools across the country (started in Miami), and Armando “Pitbull” Perez is heavily involved with the SLAM Foundation and the establishment of the schools.

Daniel will wrap up Hispanic Heritage Month in Charlotte, North Carolina on October 9. Coca-Cola and NASCAR will be sponsors of the 9th annual Charlotte Hola Festival, the largest Hispanic Heritage celebration in Charlotte highlighting Latin American culture and all its richness. Daniel will make an appearance, speaking to festival attendees and giving away some tickets to the October 10th race, the Bank of America ROVAL 400, which will happen in Concord, North Carolina, just outside of Charlotte.

Coca Cola NASCAR

Coca-Cola Nascar: Portada interviewed Suarez about his experience as the only Mexican-born driver in the NASCAR Cup Series

Portada: What has your experience been as the only Mexican-born driver in the NASCAR Cup Series and how does it feel to be the face for Hispanics in the sport?

Daniel Suarez: “It’s an honor, privilege, and a responsibility. I’m proud of where I come from and hope I can serve as an inspiration to those kids who want to come to NASCAR someday as drivers, engineers, or whatever they want to do in the sport.”

I’m proud of where I come from and hope I can serve as an inspiration to those kids who want to come to NASCAR someday.

With the Hispanic population growing in the country, do you sense a growing interest in NASCAR from Hispanics, and does it excite you to be someone those Hispanics can look up to and support?

D.S.: “Oh yes, I see more and more Hispanics at the race track every year. We have a strong car culture and family culture that I think fits NASCAR perfectly. I want to show that they are welcome here and that they will have a good time when they visit.”

How do you feel you can help attract your fellow Hispanics to become NASCAR enthusiasts?

D. S.: “I think we can show them they are welcome and this sport’s values are their values. And, just how much fun and cool it is to come to watch the racing. I think if we can get them to the track, they will keep coming back.”

What can NASCAR and the sport do to attract more Hispanics?

D. S.: “We have to keep showing everyone they are welcome and show them a good time with things to do before and after the race.”

Coca Cola NASCAR

How do partnerships – like yours with Coca-Cola Racing – help to appeal more to Hispanics?

D. S.: “Coca-Cola has gone out of its way to help me show the Hispanic community how welcoming NASCAR is to everyone. We ran a special paint scheme honoring National Hispanic Heritage month at Bristol and they were strong supporters of the Daniel’s Amigos program when we brought several hundred Hispanic fans to Las Vegas Motor Speedway. About 70 percent of the people we brought were coming to a NASCAR event for the first time.”

You recently held an event for Daniel’s Amigos at Las Vegas Motor Speedway after a long hiatus due to the pandemic. What is it like to connect with your fans in a city with a large Hispanic population and how do you feel getting to interact with fans again?

D. S.: “The fans are the best part of racing. Getting to meet them, hear their stories, share your story with them. We had a Mariachi Band and gave away a lot of prizes. It was a lot of fun. I hope we can work with Coca-Cola and NASCAR to do more and more events in the future.”

The fans are the best part of racing. Getting to meet them, hear their stories, share your story with them.

What was it like to sport your native Mexican colors on your car to kick off Hispanic Heritage Month? What role did you play in helping design the look of the car?

D. S.: “I loved it. Coca-Cola and Trackhouse designed the paint scheme and it was one of the best I have ever seen. That car just looked fast. I got a ton of compliments on how cool our Chevrolet looked that night in Bristol.”

How Coca-Cola Racing NASCAR Driver Daniel Suarez Inspires Hispanic Sports Fans
How has your partnership with Coca-Cola Racing helped raise your profile as a driver?

D. S.: “Coke has used us in so many different ways. From Daniel’s Amigos to sustainability issues to the whole Coke Family of Drivers. It’s been a lot of fun to be part of the Coca-Cola Racing program and look forward to keeping working with them in the future.”

What do you look for when considering a sponsorship like Coca-Cola? Do you look for sponsors that are aligned with your values and mission?

D. S.: “Of course. Coca-Cola has been a huge supporter of mine and I feel like we have been a great team for several years now. They are very good friends. Daniels Amigos would not have happened without a lot of hard work by Coca-Cola. I can’t tell you how much I appreciate what they have done for me.“

What: Engagement with an increasingly diverse audience is critical for brands.
Why it matters: Winning off or on the field, be it team or brand, comes down to doing the homework. The chemistry, the timing, and the ethos have to align.

Jay Sharman

While there is still a great deal of hand-wringing over the future of media consumption, especially around sports in a younger and more ethnically diverse landscape, the fact remains that effective engagement and correct partnering, no matter what the medium or the device, is still key.

A look back at 2018 shows that the most eyeballs—88 of the top 100 shows—were live and, other than the Academy Awards, were all sporting events in English. In Spanish, the numbers were very much the same. The question now continues to be on the brand side: how, and with whom do you align to get the return on investment that you are looking for? The result remains very fluid.

“I believe the best consumer engagement campaigns are far beyond heart-tugging or inspirational messages on TV and social media,” said Jay Sharman (@_JaySharman), veteran sports media expert. “The gold standard initiatives literally bring together the community where they can heighten their connectivity around a common passion – on site.”

So what are some of those platforms—and also the brands—that have found the niche in the very crowded landscape? Some of the answers might surprise you.

Minor League Baseball

Long thought to be a hyper-local, almost mom-and-pop offering to brands, MILB (@MiLB) has consolidated its offerings into a national effort and has created some very unique branding and engagement platforms that have made the unified property both cost-effective and impactful.

The best example of a new and impressive offering is Copa de la Diversion. In three years, CMO David Wright and his savvy marketing team have created a blueprint for engaging the U.S. Latino population with a season-long Latino-specific tournament, Copa de la Diversion. This year 72 MiLB teams have created Latino alter-ego brands–logos, uniforms, traditions–and are competing for bragging rights for a league-wide sub-brand. The authenticity of this campaign is what sets it apart. It’s a true collaboration with each community to sensibly reflect the Latino passion for baseball and it’s transforming MiLB’s business.

When driver Carl Edwards took home a NASCAR race in the spring at Atlanta Motor Speedway, the brand used a fertilizer on the hood of his car. When they got to September, the brand message had switched to a winterizer.

Atlanta United

Many thought that Major League Soccer’s (@MLS) startup successes in the Pacific Northwest with the Seattle Sounders (@SoundersFC) and Portland Timbers (@TimbersFC) could not be topped, but Arthur Blank’s Atlanta United (@ATLUTD) re-created the startup launch and have been a massive win not just for the thousands of fans who support the club, but for brands who have gotten in on the engagement side.

“Atlanta United’s creativity connecting authentically with the community has been a series of smart, marketing moves and tactics,” Sharman added. “Pregame traditions like “the Spike” can many times feel contrived, but at almost every step of the way – from naming the team to picking the right partners and then showing them how to seamlessly integrate with the club supporters has been nothing but impressive and successful.”

Whether it was Wisconsin-based American Family Insurance (@amfam) signing on as the club’s kit sponsor, or New York-based luxury men’s wear line Knot Standard (@KnotStandard) coming aboard as the club’s men’s wear partner, companies have gone to Atlanta United with the expectation that a business partnership will resonate well beyond the field, and will match their quality messaging with a quality brand experience.

The Changing Measurement Landscape

Chris Lencheski

“The days of just slapping a logo on a sponsorship and picking up some tickets at the game or the race are long gone,” added Chris Lencheski, a veteran sports marketer who has created some of the most effective brand activation platforms in sports ranging from Formula One (@F1) and NASCAR (@NASCAR) to Major League Baseball (@MLB) and the NHL (@NHL). “Now, you as a brand make your selections after taking analytics and living and breathing the DNA of the property, team or league over time to see how you can marry your objectives with theirs. It has to be both emotional and executional to work.”

Some of those examples of brands that have won on both sides, according to Lencheski (who now also teaches sports marketing at Columbia University), are deals that he has done with brands like Scotts for NASCAR, a partnership which also spread to MLB in recent years. When driver Carl Edwards took home a NASCAR race at Atlanta Motor Speedway, the brand used a fertilizer on the hood of his car. When they got to September, the brand message had switched to a winterizer. “It’s smart,” Lencheski added. “It’s the first day of spring and you’re supposed to fertilize. They ran that car at the first, second and third stages of spring. Then you adapt to make sure it works. That’s what we’re talking about— making sure our market is right. That does not happen if you are not in the room and listening to what makes the most sense for the brand. It is not ‘one size fits all.’”

That changing message also works well for Scotts (@ScottsLawnCare) with its relatively new partnership with MLB. Grass, yes, is a natural fit (no pun intended) for America’s national pastime. But making sure that the products are matched to the season is key in integration and messaging, so that the result of sales and affinity is tied to the right offering at the right time of year. You sell more seed in the spring, so match the message to the season. Timing, something often missed in brand partnerships, is also key to success.

Emotional Equity

While the hard sell timing is very important today, so are emotional ties. The ability for brands to deliver an emotive message tied to sports immediately around a social campaign is also key. A recent case in point, two actually, are Budweiser (@budweiserusa) and Nike (@Nike).

Budweiser made not one but two very emotive statements in recent weeks, one tied to a yearlong campaign around the Centennial of Jackie Robinson’s birth (@JRFoundation) and the other one to the retirement of Miami Heat star Dwyane Wade. The Robinson example is a detailed multimedia campaign with unique consumer packaging, while the Wade tribute was a fairly long but very emotional video with the future Hall of Famer being surprised by several people whom he had impacted in his life well beyond the court. That play was huge on the social connection because of its length and did not have the direct consumer sales impact that a Robinson display in a store would have, but they both pulled at the heartstrings to get fans of varied ethnic and socioeconomic backgrounds to align with Bud over their other beer of choice.

“We sometimes forget that certain groups, especially millennials, are driven by emotion first in their brand choices,” added Harrie Bakst, the cofounder of WCPG, a firm that partners, athletes, celebrities and brands with philanthropic campaigns. “The emotional connection may not always be a direct call to buy, like we see with Bud and the Jackie Robinson campaign, but its subtle messaging as we see with Dwyane Wade, can have even more of a long tail effect, and that return, if crafted correctly, can be even more valuable as a whisper to the consumer than a direct shout.”

Now the packaging of the message, whether bold or subtle, has to be correct. Even in the Wade campaign, which had zero in terms of people drinking beer, the “Bud” branding was front and center. In the print campaign around Jackie Robinson, you can’t miss the Budweiser logo, so little is left to chance. “The return on those two campaigns really bookend how you can deliver correctly to consumers,” Bakst added. “One is direct and overt, one is a subtle build, but both emote positive feelings and messages which resonate with the consumer for the short and long term.”

Then there is Nike. The apparel brand has had its peaks and valleys in recent years, and as the landscape continues to be more and more competitive, the swoosh keeps adjusting. Case in point in recent weeks was the riding of the wave that brought Tiger Woods (@TigerWoods) back to the top of the golf world at The Masters. Nike’s response in the social space after Woods’ win at Augusta was emotional, multigenerational, and left nothing to chance, especially as it was delivered on a massive social platform before it ever made it to the traditional platforms of print and broadcast. That sent a message to the athletic world that the brand supports the success of the human condition as seen through the eyes of one of the world’s most legendary athletes.


“Nike has never been a brand looking at the short term,” Lencheski added. “Their investments, especially in elite athletes, teams, and leagues, go through as deep an evaluation and brand match process as anything in the consumer space. The result is an ethos that works for all, and that message, and to return, has a huge payoff when something like Tiger Woods’ comeback reaches the point it did a few weeks ago.”

Finding the White Space

Anna Gasser (Mirja Geh/Red Bull Content Pool)

The other careful match that brands have to take into consideration is that window of opportunity that others are not realizing. For companies big on disruption and ones that can move quickly, the “lightning in a bottle,” or the speaking to a niche audience, can have a pretty unique return. Case in point is Red Bull (@redbull), and its plays away from the mainstream into the worlds of extreme sports.

“Red Bull has found that the white space of entertainment aligns with their brand, and they create content and experiences that connect their community in unique and memorable ways,” Sharman said. “By treating themselves like a sponsor that supports this approach they’ve built tremendous brand equity in themselves.”

While mass consumer sales is the goal, the unconventional approach, being short form video, event activation and athlete supported as the first step, not the traditional second, has given Red Bull a leg up in the competitive beverage category that few saw coming years ago, and has made it the brand to measure against and challenge among that thrill seeking demo.

Winning With Latinos

As 2019 unfolds, this brand activation space in sports continues to be one of the more elusive ones. We have written on the brand success stories seen by companies that have gone all in on consumer ROI targeted to the demo, from Tecate (@tecate) to Wells Fargo (@WellsFargo). However the overall engagement in “Latino” or “Hispanic” is still evolving.

“Whether you are the NBA or MLB, the brand identification in this space still means many things to many people; a product that plays well with Liga MX and a Mexican fan base may not work with the Brooklyn Nets who are trying to tie in with a Dominican supporter and so on,” Elisa Padilla, the senior VP of marketing & community relations for the Miami Marlins (@Marlins) told us last fall. “We see it here in Miami as well. You really have to know the segments of your fan base and understand what they are asking and what you can deliver for them. It is certainly not a one size fits all opportunity, especially in terms of expectations or return. It is a challenge, but an interesting one that is a great opportunity for those who can manage and figure out the mix.”

In the end the marrying of brands to the sports space is still a slippery slope for some, especially given the fluidity of budgets, and frankly, the various and sundry ways that content, live or packaged, can be delivered today to audiences big or small.

“You have to have a clear understanding of the market segment you want to reach, and be well versed in all forms of message delivery, today more than ever,” Lencheski added. “The message for a brand needs to be sincere and compelling, and those brands also have to understand that the famous John Wannamaker line: ‘I know half my advertising works, trouble is I never know what half’ may be adapted but can still be true today. Your social strategy has to align with broadcast and if you have a cause that too has to speak to the audience correctly, otherwise you lose the message effectiveness. Picking the right team, league or personality is a challenge, but it all comes down to homework. Just like in school, if you put in the work, you get the grades.”

Winning off or on the field, be it team or brand, comes down to doing the homework. The chemistry, the timing, and the ethos have to align. Without putting the work in, the results may be costly.

Cover Image: Carl Edwards (credit: Maverick Helicopters, Tom Donoghue)

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.

  • 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.

  • 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.

  • DAZNPerform Grouphas become DAZN Group and consolidated into two distinct brands: DAZN and Perform Content. DAZN will be the consumer-facing division, including DAZN itself, the world’s first dedicated live and on-demand sports streaming service, and some of the largest sports websites in the world. Perform Content will be charged with the group’s B2B activities. While each brand will have their own governance and leadership, they will both report into one board, chaired by John Skipper.


  • Combate Americasand Facebook locked a content agreement in Spanish for worldwide access excluding the United States and Canada for the live broadcast of the second season on the platform. This agreement covers the live transmission through Facebook Live of all events of the second season of Combate Americas activities.

Subscribe to Portada daily Sports Marketing Updates!<

  • https://pbs.twimg.com/profile_images/1043168084565970946/Mo-p2qK3_400x400.jpgThe Houston Rockets have locked a new partnership with cryptocurrency and Bitcoin mining company AntPool. The sponsorship deal will last throughout the 2018/19 season. As part of the partnership agreement, there will be an AntPool exhibition at the Rockets’ home, the Toyota Center, in January 2019.


  • Fox Sports Latin America will launch its OTT service, Fox Sports Premium, in Mexico and Central America in 2019. The video-on-demand streaming platform, being made available to existing subscribers, will join the network’s channel portfolio on January 1st, showing exclusive coverage of the top soccer leagues as well as content from Formula One and the UFC.


  • Nascar has announced that Steve Phelps will become its new president, effective October 1st, after Brent Dewar, currently chief operating officer, decided to step down. Dewar will remain with the company through the end of the 2018 racing season, transitioning to a senior consulting and advisory role in 2019.

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.

Subscribe to Portada daily Sports Marketing Updates!

  • 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.

  • UFCUFC and Parimatch have locked in a new, multi-year partnership that makes Parimatch the “Official Betting and Wagering Partner of UFC” across Europe, the Middle East, and Africa, excluding the United Kingdom and Ireland. Parimatch will be UFC’s first-ever marketing partner from the Commonwealth of Independent States region.


  • The annual esports Evolution Championship Series (EVO), which will take place in Las Vegas from Aug. 3-5, locked in a sponsorship deal with Nissin Cup Noodles. Hispanics expressed more interest in watching others play video games compared to Non-Hispanics, According to a 2014 Think Now Research study.


  • FS1 and NASCAR Productions launched the fourth season of the documentary series Beyond the Wheel on NASCAR Race Hub. According to 2011 data, 20% of NASCAR’s followers are multicultural fans, 9% were Hispanic and 8% African-American.

Subscribe to Portada daily Sports Marketing Updates!

  • Charlotte Motor SpeedwayCharlotte Motor Speedway locked in its race name and distance for its NASCAR playoff race weekend (the first ever) for the Sept. 28-30 Bank of America ROVAL 400 race weekend. “This is history in the making, and it marks the next chapter in our legacy of providing innovative, show-stopping entertainment that’s never been seen before,” said Marcus Smith, the president and CEO of Speedway Motorsports, Inc.


  • Minor League Baseball signed a long-term agreement with data company ISM Connect, to improve MiLB teams’ connection with, partners and fans across the country. ISM Connect will provide some MiLB stadiums with innovative technology and data capabilities.


  • MLB and other organizations are ending their partnership, at least temporarily, with Papa John’s, after company founder John Schnatter admitted that he used the n-word. Teams severing ties include the Nationals, Yankees, Marlins, Royals, Mariners, and, Orioles. Schnatter announced his resignation as the company’s chairman late Wednesday night.

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

  • The Kraken RumELEAGUE and The Kraken Black Spiced Rum inked a new partnership. The rum brand will become the first Official Distilled Spirits Partner of ELEAGUE. The partnership includes all ELEAGUE owned and operated platforms on television, digital and social. As part of the agreement, ELEAGUE also introduced the “ELEAGUE KRAKEN Boss Battle,” a feature where pro players and fans can compete against one another in front of a live audience.
  • UFC locked a partnership with Black Rifle Coffee Company as the “Official Coffee” of Season Two of Dana White’s Tuesday Night Contender Series. Black Rifle Coffee will work with UFC to provide social content about the series and promote a national campaign with prizes and exclusive UFC experiences. According to a Washington Post poll, 38% of mixed martial arts fans are African-American, and 31% are Hispanics.
  • Westgate Resorts reached a multiyear agreement to serve as title sponsor of Las Vegas Motor Speedway’s September NASCAR Camping World Truck Series race. This is Westgate Resorts’ first title sponsorship in NASCAR. According to 2011 data, 20% of NASCAR’s followers are multicultural fans, 9% were Hispanic and 8% African-American.

Subscribe to Portada daily Sports Marketing Updates!

  • BudweiserBudweiser signed a multiyear deal as the official domestic beer partner of the White Sox. Activations include a long-term presence at Guaranteed Rate Field, the logo on the video boards, game-day event sponsorships and being able to put use their logo on home game giveaways. 31% of MLB players are Latino, according to ESPN.
  • The Players’ Tribune and SELF are partnering to create a series of original content focused on women across a wide range of sports. Olympic fencer Ibtihaj Muhammad, who was the first Muslim-American to wear a hijab while competing in the Olympics, will serve as executive producer of the multi-episode video series. Content will include video and personal essays celebrating the triumphs and struggles of women in sports. Titled The Playing Field, the program will premiere this fall on SELF’s and The Player’s Tribune’s channels.
  • ESPN DeportesSpanish-language broadcast of the NBA Finals has become the most-watched NBA Finals in network history, according to ESPN. Viewership of the fourth-consecutive encounter between the Golden State Warriors and Cleveland Cavaliers, was up 12%, producing 162,000 impressions, making it the most-viewed since ESPN Deportes started airing the NBA Finals in 2013.

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

  • Monster Energy announced a deal which extends its entitlement sponsorship of NASCAR’s
    premier series running through 2019. The brand will also continue as the Official Energy Drink of NASCAR. “NASCAR and Monster Energy enjoyed a productive first year and both parties have benefited significantly from the partnership,” said Steve Phelps, NASCAR Chief Operating Officer. According to 2011 data, 20% of NASCAR’s followers are multicultural fans, 9% were Hispanic and 8% African-American.
  • Nighthawk Pro GamingNETGEAR Nighthawk Pro Gaming and NRG esports signed a partnership to leverage Nighthawk Pro Gaming products into the team’s training regimen, including its training facility and Boot Camps at the NETGEAR headquarters in the new Nighthawk Pro Gaming lounge. “We are pleased to be working with NETGEAR, the leading provider of networking equipment for the home, gamers and small business,” said Andy Miller, owner, and CEO of NRG and the San Francisco Shock. Hispanics are nearly twice as likely to buy and wear video game branded apparel.
  • The interactive football league Fan-Controlled Football League (FCFL), a new football league that lets fans call the shots on game plays, announced a multiyear streaming deal with Twitch. The deal makes Twitch the exclusive broadcaster of the FCFL through the 2019 and 2020 seasons. This is the second year the FCFL has partnered with Twitch. It first began using the service near the end of its inaugural season in 2017.

Check out the stars of Portada’s Sports Marketing Board, who will meet at Portada Miami on April 18-19 to discuss various topics related to the future of marketing and innovation in sports. Register now!

  • Formula 1ESPN will expand its coverage for next weekend’s Formula 1 Spanish Grand Prix, by adding more on-track content. Viewers will be able to watch content from the first two F1 practice sessions of the weekend on ESPNU, from the Circuit de Barcelona-Catalunya. The third Spanish Grand Prix practice session, qualifying, and the race will air on ESPN2.
  • https://pbs.twimg.com/media/DcMitikW0AMr_Bg.jpg:largeUtz snacks inked a new multi-faceted sponsorship deal with Major League Baseball that makes Utz the Official Salty Snack of MLB, across television, digital media, and retail locations. Utz plans to promote its full assortment of snack products with integrated branding across MLB’s broadcast and digital platforms such as MLB Network and MLB.com. In addition, Utz will begin selling products that feature MLB branding at retail locations across the US. This is the brand’s first professional sports league partnership. 31% of MLB players are Latino, according to ESPN.
  • T-Mobile and the Houston Outlaws have started an official partnership. This is the esports league first sponsorship agreement. As part of it, the brand will now become the Official Wireless Partner of the Houston Outlaws. T-Mobile and the Outlaws will also generate new content to deliver fans an inside look at the team’s players and their experiences in the Overwatch League. “T-Mobile is not only America’s fastest network but the fastest to embrace esports,” said Ryan Musselman, Senior Vice President of Infinite Esports and Entertainment.

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 acquired the Automobile Racing Club of America, which will mantain its current structure through the 2019 season. “This continues the legacy our sport was built upon and will deliver the great racing our fans expect,” stated Jim France, NASCAR vice chairman, executive vice president and member of the sport’s founding family. According to 2011 data, 20% of NASCAR’s followers are multicultural fans, 9% were Hispanic and 8% African-American.
  • J Balvin and Michael Brun’s “Positivo” will serve as the official pop song for Telemundo Deportes’ coverage of the 2018 FIFA World Cup Russia. The song was first presented in a video tease during the 2018 Billboard Latin Music Awards on April 26.
  • Monumental Sports & Entertainment signed a deal with Giant Food, the leading DC regional grocery chain, to make Giant Food a sponsor of esports Wizards District, starting with the new season. Giant Food’s logo will be featured on in-game on-court signage, around player accounts and at the Wizards District Gaming Practice Facility. In addition, Giant Food will have exclusive ownership of a number of streamed practice sessions and games throughout the season. Hispanics are nearly twice as likely to wear video game branded apparel, according to hispanicgamers.com.

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  • ESPNESPN became the first sports broadcaster to air a live sporting event in 4K in Latin America. The company reported airing the first leg of a home-and-away UEFA Champions League semifinal in the format and made available on DIRECTV Channel 4000 in Argentina and Peru. ESPN’s coverage in 4K continues Saturday, May 26 with the UEFA Champions League Final live from Kiev, Ukraine.
  • Perform Media signed a multiyear deal with the NBA, to manage the league’s official websites in more than 15 international markets, including Argentina, Mexico and Spain. The NBA’s official online destinations in international markets reach together more than 15 million unique visitors each month, according to the league.
  • ESL confirmed a deal with Vodafone. The telecommunications giant  will span a variety of ESL’s flagship events, including the Intel Extreme Masters, ESL One and the ESL Pro League. Vodafone will also  support a series of initiatives that promote diversity and female participation in esports activities.


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

  • NBA2KLeagueDell and Intel have announced multi-year partnerships with new esports league NBA 2K League. This makes Dell’s Alienware gaming PCs powered by Intel processors the exclusive hardware to be used at league tournaments. According to a 2014 Think Now Research study, on average, Hispanics play video games more often than Non-Hispanics (12 hours per week vs. 9 hours for Non-Hispanics).
  • BIG3 and Adidas announced a three-year partnership. Adidas will serve as the official outfitter of the esports league, starting at the 2018 BIG3 Combine on April 11 in LA. Adidas will be the official BIG3 jersey provider, outfitting all players in addition to developing new lines of licensed products for fans. Hispanics are nearly twice as likely to buy and wear video game branded apparel, according to hispanicgamers.com.
  • Steve Phelps
    Steve Phelps, NASCAR COO

    NASCAR announced that Steve Phelps has become Chief Operating Officer. Phelps will oversee all NASCAR commercial and media operations. “Steve has worked passionately over the years to lead the sport and it’s clear his impact is felt in all corners of the industry,” said NASCAR President Brent Dewar. According to 2011 data, 20% of NASCAR’s followers are multicultural fans, 9% were Hispanic and 8% African-American.

  • MLB and Twitter launched the Twitter game of the week last Thursday, with out-of-market live streaming of the Rangers and Athletics. MLB will also make real-time game highlights from @MLB on Twitter during the season. 31% of MLB players are Latino, according to ESPN.

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  • Chicago CubsThe Chicago Cubs signed a multi-year Legacy Partnership with global insurance brokerage Gallagher. The company will become the official insurance brokerage, benefits and risk management services partner of the team. In addition, the entertainment plaza will now be named Gallagher Way.
  • Logitech G announced its official partnership of Super League Gaming. The deal will include sponsorship of SLG’s Minecraft City Champs, League of Legends City Champs, and after-school programs across the country. “We’ve been so impressed with Super League’s work to create respectful gaming environments,” said Ujesh Desai, VP, and GM of Logitech Gaming. According to a 2014 Think Now Research study Hispanic gamers buy and rent video games more often than Non-Hispanics.
  • Univision Deportes Network reported record-breaking ratings and double-digit growth this first quarter for its sports content across media platforms. UDN finished the first quarter as the No. 3 sports network, regardless of language, during primetime among Adults 18-49, led by Liga MX, which averaged 326,000 Total Viewers P2+ and 191,000 Adults 18-49.

Check out the stars of Portada’s Sports Marketing Board, who will meet at Portada Miami on April 18-19 to discuss various topics related to the future of marketing and innovation in sports. Register now!

  • Twitch partnered with Nexon and Stunlock Studios to launch the inaugural season of Battlerite Pro League. Season 1 competition starts on April 12.
  • Pure Michigan will stop sponsoring the August NASCAR Cup Series race at Michigan International Speedway. It’s been 7 years since the Travel Michigan campaign and arm of the Michigan Economic Development Corporation paid the sponsorship.

What: NASCAR’s Chief International Officer Jim Cassidy discussed NASCAR’s strategy for Latin America.
Why it matters: The Latino audience, both Spanish and English speaking, continues to grow. The power of Latino Millennials to engage with brands and properties like NASCAR is also rising.

Earlier we talked about NASCAR’s Spanish language media expansion into more of Latin America than ever before. While the broadcasts themselves will be important to lift the awareness and engagement for the circuit into markets where races may not be held now but were some of NASCAR’s most lucrative brand partnerships to activate in the consumer space, we wondered where this could continue to go next.

Change Has Started

Some longstanding brands are exiting their NASCAR (@NASCARrelationships. Others like Monster Energy (@MonsterEnergy) are reevaluating what they would like set for ROI going forward. The push to find new brands that can use the massive marketing platform for either teams or the circuit itself is now on. Expansion into a new Latino market that has not fully embraced or understood the power of NASCAR is a smart one. The Latino audience, both Spanish and English speaking, continues to grow. The power of Latino Millennials to engage with brands and properties like NASCAR is also rising.

NASCAR will continue to expand to additional Latin America markets, with really no limit to the potential entry points.

At the helm of the growth is Jim Cassidy, (@jfcassidySr. Vice President and Chief International Officer at NASCAR. As the race and its new multicultural efforts dawn, we asked him to better explain a bit why now and where can this initiative go.

Portada: In addition to Mexico, what other growth markets are on the list for NASCAR’s strategy in terms of content in the Latino world?

Jim Cassidy: “NASCAR will continue to expand to additional Latin America markets. There is really no limit to the potential entry points. Brazil is definitely high on the list. The country has an incredible history of motorsports achievements and a strong base of fans with an affinity for motorsports to match it.”

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Portada: Is the emphasis on these new initiatives more towards getting Latino consumers to a race, to watch, to buy a product or all of the above? Is there a system as to how this will help build more Latino fans?

J.C.: “The emphasis is to establish new fans with a formula that isn’t new. As we’ve seen for decades, once you experience a NASCAR race live fans are born. That means more consumption of live events, broadcasts, digital and social engagement as well as product support.”

nascar strategy
Jim Cassidy

Portada: What does success look like for these initiatives in a year or three years?

J.C.: “Going into any market will be done so with an eye toward the long-term play. Success means introducing and establishing the sport in a sustained and meaningful way. That includes new markets that will grow the fan base and provide a pathway for drivers, crew members, owners, and commercial partners to compete at the highest level of motorsports.

Portada: What can we expect to see next in terms of NASCAR’s activation strategy?

J.C.: “Specific to Latin America, you can expect us to continue to focus on the growth of the NASCAR Peak Mexico Series. We had a great season opener at Autódromo Monterrey (@autodromomty). We’ll also continue to aggressively pursue development with other identified opportunities.”

Those identified opportunities will probably include mainstream brands like Ford and Coca Cola. Because they can best leverage existing partnerships with NASCAR and seamlessly leverage those relationships into a much more expanded presence with new consumers who will embrace the race, starting this weekend.

Check out the stars of Portada’s Sports Marketing Board, who will meet at Portada Miami on April 18-19 to discuss various topics related to the future of marketing and innovation in sports. Register now!

Cover Image courtesy Texas Motor Speedway

What: Fox Sports Latin America will air Spanish and Portuguese language coverage of races at the Texas Motor Speedway in Fort Worth this weekend.
Why it matters: These broadcasts are part of NASCAR’s goal of engaging the growing number of Spanish speaking fans in the U.S. and abroad.

Next week NASCAR (@NASCARwill make broadcasting history.

For the first time in the 22-year racing history of Texas Motor Speedway (@TXMotorSpeedway), FOX Sports Latin America will broadcast both the O’Reilly Auto Parts 500 Monster Energy NASCAR Cup Series race and the My Bariatric Solutions 300 Xfinity Series race from on site to Central and Latin America.

The races will air in Spanish to over 40 countries and territories on FOX Sports 3 in all Central and Latin American countries with the exception of Brazil. Both events will also appear on FOX Sports 2 in Brazil in Portuguese with FOX Deportes carrying the NASCAR Cup Series race in the United States.

The Spanish language broadcasts are a key part of the circuit’s quest to continue to engage not just their core, or even a growing number of Spanish speaking race fans in the United States, but to amplify its message to a larger audience where expansion, and brand activation, may increase. By not using a cookie cutter approach to the strategy, NASCAR will seek to capture casual fans for tune in, giving them details for a first-time viewer that the core follower may not need, but are essential in a marketing brand build.

With an expanded global first outlook, the wheels are rolling for a new look and a larger fan base to be tapped.

“NASCAR is always looking for ways to engage new fans, so providing content for a continuously growing Spanish-speaking audience is certainly a priority as we look to introduce more new viewers to the sport, “ said NASCAR’s Brian Herbst, Managing Director, Broadcasting. “The FOX Latin America broadcast will utilize local announcers to give the race broadcast a more personalized feel for audiences across each country. They’ll also take a more educational approach to covering the event, telling the NASCAR story in a way that’s relatable for fans who may be engaging with the sport for the very first time.”

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Daniel Suarez (Wikimedia Commons: 19raLPH)

Overall, NASCAR is televised in more than 185 countries and territories in 20 languages. The areas with live broadcasts include Canada, Latin America, Europe, Asia/Pacific Rim, Middle East, Africa and Indian Subcontinent.

From a team driver perspective, the growth can also be a boon for fan development, and a much-needed enhancement for brands who want to think much more globally and regionally than has happened with NASCAR in the past. “Joe Gibbs Racing (@JoeGibbsRacinghas certainly been on the forefront, along with several others, largely because of Daniel Suarez’s story and the new dynamic he’s brought to the Monster Energy NASCAR Cup Series,” Herbst added.

The integration of partners will be rolled out in the coming weeks, and the ROI for an expanded Spanish-speaking window will take some time, but with an expanded global first outlook, the wheels are rolling for a new look and a larger fan base to be tapped.

Check out the stars of Portada’s Sports Marketing Board, who will meet at Portada Miami on April 18-19 to discuss various topics related to the future of marketing and innovation in sports. Register now!

Cover Image: Texas Motor Speedway

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

  • Monster EnergyMonster Energy extended its partnership with Swedish events and production company DreamHack for two more years, as the Global Strategic Partner through 2019 along with sponsoring each festival and esports tournament produced by DreamHack. According to a 2014 Think Now Research study, Hispanics express more interest in watching others play video games compared to Non-Hispanics.
  • MetroPCS signed a multi-year partnership with Texas Motor Speedway. MetroPCS have publicity presence during April’s O’Reilly Auto Parts 500 NASCAR doubleheader weekend and November’s AAA Texas 500 NASCAR Playoffs tripleheader. According to 2011 data, 20% of NASCAR’s followers are multicultural fans, 9% were Hispanic and 8% African-American.

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  • FacebookFacebook announced a partnership with UK based esposrt company Gfinity, to exclusively stream Gfinity Elite Series esports tournaments throughout 2018. The arrangement covers the UK and extends to new territories which are part of Gfinity’s global expansion plans.
  • Razer announced a two-year deal with Spanish Team Queso, the first mobile-only esports team.
  • WWE and Spanish Sports Channel GOL enter into TV rights deal to broadcast WWE highlights in Spanish.
  • Major League Baseball and Barbasol announced a new sponsorship agreement that extends across ballparks, media and retail. Starting during the 2018 season, Barbasol will highlight its product launches with integrated branding across Baseball’s broadcast and digital platforms such as MLB Network and MLB.comit will also sell products featuring MLB branding at retail locations across the U.S.. 31% of MLB players are Latino, according to ESPN.
  • NASCAR and Anheuser-Busch announced a multi-year agreement that welcomes the beer brand back as an Official Partner and the “Official Beer of NASCAR,” replacing Coors Lite sponsorship. The deal includes sponsorship of the Monster Energy NASCAR Cup Series Busch Pole Award, rewarding the driver with the fastest qualifying time each week.

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  • Formula 1Kingsford extended its official partnership of MLB, promoting Opening Day March 29 with Vin Scully, Johnny Bench, Dominican American David Ortiz and Noah Syndegarrd presenting a multimedia campaign.
  • Formula One signed a multi-year extension of its partnership with Snapchat to bring ten races to the platform. Snapchat’s production team will curate snaps posted by drivers, teams, journalists and fans, and add race footage. According to Omnicore, 30% of US Millennial Internet Users use Snapchat regularly.

Check out the stars of Portada’s Sports Marketing Board, who will meet at Portada Miami on April 18-19 to discuss various topics related to the future of marketing and innovation in sports. Register now!

What: NASCAR is continuing its work in Latino marketing, with the Daytona 500 leading off the year Sunday.
Why it matters: By taking active steps to engage the Latino community, NASCAR can build a fan base which has not traditionally been strong but has shown potential for growth.

The 2018 NASCAR (@NASCAR) season kicks off with the Daytona 500 Sunday. As the sport looks for new ways to grow market share and a wider and more diverse audience, it is turning, smartly so, to the Latino base which it has struggled to engage with in the past.

The cultural shift to follow auto racing of any kind is still a challenge for the demo. However NASCAR doesn’t just see the opportunity, they are taking active steps to embrace and nurture the challenge.

The new, increased focus has started to reap rewards, with a multicultural audience going from 20% to 24% in the past five years (source: Nielsen Scarborough). Still, there is a lot of work to be dome from the grassroots to the brand side. We looked at five areas NASCAR is going to better drive the Latino marketplace.

  • Providing fresh and relevant content through NASCAR Latino: NASCAR Latino (@NASCARLatino) social channels keep content new and interesting to fulfill the need for drama and excitement. It guides new fans along their fandom journey by helping them find a favorite driver, answering their questions, and providing access to the sport.
  • Engaging new fans through social media Influencers: NASCAR has partnered with a group of influencers who enable their followers to experience NASCAR through a new lens. The influencers share their at-track experiences on race weekends across a variety of channels—and in doing so help bring NASCAR to new audiences.
  • Community involvement and partnerships: Industry-wide collaboration is key in helping the sport engage the Hispanic community. NASCAR has initiated a Hispanic Marketing Co-Op program to provide track partners with resources such as research, creative, and funding to aid in marketing to Latinos. The goal is to extend reach to the Hispanic community throughout all race markets. In addition to the tracks, NASCAR has teamed with broadcast partners like FOX and FOX Deportes to create more relevant and relatable content. In 2017, NASCAR partnered with FOX for a documentary short film titled
    Aric Almirola (credit: Wikimedia/Sarah Stierch)

    El Corredor, which shares the story of Monster Energy NASCAR Cup Series driver Aric Almirola (@Aric_Almirola) as he journeys to Cuba to discover his roots.

  • Media Immersions: NASCAR has expanded non-endemic media presence at tracks by inviting multicultural and Hispanic media to experience the sport first-hand and bring the experience to Hispanic viewers. NASCAR has also partnered with local radio stations as well as digital and social media outlets to promote the races and bring exclusive deals and opportunities to Hispanic community. Hispanic media coverage of NASCAR increased 62% year-over-year in 2017.
  • NASCAR Drive for Diversity Awards: Held annually during Speed Weeks, the NASCAR Diversity Awards recognize and honor diversity leaders in the motorsports industry. The awards are the leading means to identify accomplishments in diversity and inclusion throughout the motorsports industry and serves as a platform to highlight, promote, and strengthen relationships with industry leaders in the diversity and inclusion space.
  • This year, PEAK was awarded the NASCAR Partner Award. From engaging the Hispanic demographic in Mexico by sponsoring the NASCAR PEAK Mexico Series, to broadening the scope of interest and partnering with Joe Gibbs Racing and sponsoring Hispanic driver Daniel Suarez in both the NASCAR XFINITY Series and the Monster Energy NASCAR Cup Series, partners like PEAK lead by example and support NASCAR in bringing the sport to a new culture.

Is the NASCAR Latino engagement on par with sports like baseball and basketball? Of course not. The cultural shift to follow auto racing of any kind is still a challenge for the demo. However, NASCAR doesn’t just see the opportunity, they are taking active steps to embrace and nurture the challenge. Will it drive results with more Latino drivers and personalities? Maybe down the road. The real win is in casual fan engagement. Like NASCAR fans in general, Latino audiences are extremely brand loyal. Creating more Latino NASCAR fans would be a double win for loyalty, and that mix would be racing gold.

Top image: Daytona_International_Speedway (credit Wikimedia Commons-Nascarking)

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

  • Dos EquisDos Equis signed a deal with Intersport to become the title sponsor of the inaugural 3X3U National Championship. This new event pits 32 four-man teams representing every Division I college basketball conference against each other as part of a three day, 3-on-3 tournament. The Dos Equis 3X3U National Championship begins on March 30. The games will be streamed live on Twitter.
  • According to Universo, its Spanish-language broadcast of Eagles/Patriots Super Bowl LII averaged 543 thousand total viewers, BuzzFeedranking as the top Hispanic cable network during the telecast for Telemundo Deportes. Total viewership went up by 48% in comparison to Super Bowl XLIX in 2015, the last time the channel broadcast that game.
  • NBCUniversal and BuzzFeed launched Playfull on Facebook, a millennial parenting channel (target audience: 20-34). According to Pew Research Center, ¼ of all U.S.-Hispanics are millennial. Buzzfeed will create videos for Playfull, while NBCUni oversees ad sales and business partnerships. Marketing support will include ads during NBC’s Winter Olympics.

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  • NASCARBig Machine Vodka wants to become title partner for the Monster Energy NASCAR Cup Series event at Indianapolis Motor Speedway. The Big Machine Vodka 400 at the Brickyard will serve as the finale to the Cup Series regular season.
  • Disney CEO Bob Iger stated that ESPN’s OTT service will cost $4.99/month and launch this spring on Apple iOS, Android, and ChromeCast, for starters. The app will be completely new, with original content; personalized scores, highlights and news; live streaming of linear networks, and incremental hours of live programming. “If anything points to what the future of ESPN looks like,” said Iger, “it will be this app.” There are just over 46 million Hispanic mobile phone users and this number is expected to grow to 51 million by 2020, according to Think Now Research.
  • fuboTVfuboTV, in agreement with NBCUniversal, announced a multi-platform content offering for NBCUniversal’s coverage of the XXIII Olympic Winter Games from PyeongChang, South Korea, to run through Sunday, February 25. fuboTV has also launched a new feature, updating its Sports navigation bar to include a break-down of Olympic programming, sorted by sport, in order to help viewers find specific live events more easily.
  • Thursday Night Football has a new home after the NFL. FOX Sports announced that the franchise would shift from CBS/NBC to FOX, courtesy of a five-year deal valued at $3.3 billion. Contests will be simulcast on NFL Network and distributed in Spanish on FOX Deportes. With this deal, FOX Sports and the NFL will expand its digital rights, over digital platforms including mobile phones for the first time.

A summary of the most exciting recent news in multicultural sports marketing in the U.S., U.S.-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.

Image result for corona extraConstellation Brands reported strong performance of its beer portfolio with net sales increasing 7.8% in Q3 2018 as its Mexican import brands have claimed four of the top share gainer positions in the total US beer category. Modelo Especial, Corona, Modelo Chelada Picante Tamarindo, and Pacifico have had the best results. Part of it due to the brand’s sports marketing deals. Corona Extra is the official imported beer sponsor of four US National Football League Teams, and Modelo Especial showed the Fighting Spirit campaign on TV plus promotional activities during the NFL schedule.

OTT VIVA Entertainment Group, which broadcasts content for Latinos, including sports, announced it finished debugging the Flixfling media library interface and conducted beta testing. The company expects that this content, which includes over 15,000 movies and live television streaming, will be available on Viva Live as soon as next week. Viva is also launching a DVR feature for Viva Live TV, targeted to be up and running the first week of February.

PepsiCo signed with former NFL stars Greg Jennings, Nick Mangold, and Rashad Jennings for its Game Day Grub Match. Vox Creative launched the promotion and it features the three players challenged to prepare game day dishes using PepsiCo food and beverage products as ingredients. All three episodes are now on YouTube.

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Serbian tennis player Novak Djokovic signed a global footwear deal with Asics, ending his association with Adidas.

Dan Lovinger, NBCU Exec VP/Sales & Marketing, said that the channel expects to take in $500M in ad revenue on Super Bowl Sunday. This is a similar amount to what it earned last year.

Image result for Shaquille O'Neal Carnival Cruise LineShaquille O’Neal has become Carnival Cruise Line brand ambassador in its new “Choose Fun” advertising campaign as CFO (chief fun officer).

Snickers is about to sign a deal to become the “official chocolate” of FlyQuest, an esports organization that fields teams in the League of Legends Championship Series and Rocket League. This will be Snickers’ first team-level deal in esports.

Yahoo Sports started streaming NFL playoff games during the past weekend as part of the company’s new streaming deal with Verizon. The first game streamed on mobile via the Yahoo Sports app was the Falcons/Eagles, on Saturday.

NASCAR has given Monster Energy an extension to decide whether it wants to remain the Cup series sponsor or not. The two companies are in the midst of a two-year deal with a two-year option. Monster’s deadline to determine the extension of the partnership was Dec. 31.




What: Follow the weekend’s ratings through the live sports top 25 ranking! Here is a quick look at what people watched over the past weekend.

Which sport won?

American college basketball was last weekend’s winning sport with the Oregon-Kansas game, televised by the TBS Network, for the NCAA tournament. It had 9 million viewers.

What broadcaster won?

According to www.sportstvratings.com data, TBS Network was last weekend’s most watched channel. The  Oregon vs. Kansas and Xavier vs. Gonzaga Saturday’s basketball games together had slightly more than 15 million viewers.

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ESPN came in second. Its largest audience came from Women’s College Basketball, which had about 5.5 million viewers overall.

What else is relevant?

Fontana’s NASCAR Raceday, televised by Fox Sports 1, was the most viewed sport event in USA, right after College Basketball. It had a total audience of 685,000.

ProgramEpisodeNetworkStartEndTotal Viewers (000)Viewers Age 18-49 (000)Day of the game



What: NASCAR unveiled a massive marketing and social media platform surrounding Sunday’s Daytona 500 which will continue afterwards.
Why it matters: The integrated effort included activation on Twitter and Snapchat and gave fans a chance to win prized race-used memorabilia by “racing” each other in the Hashtag 500.

imagesNASCAR unveiled a massive marketing and social media platform surrounding Sunday’s Daytona 500 that included activation on Twitter and Snapchat and gave fans a chance to win prized race-used memorabilia by “racing” each other in the Hashtag 500.

In an integrated marketing campaign titled Ready. Set.Race, combining television creative and social engagement, NASCAR seeked to highlight the racers in all of us.

(2016 Edition: September 21, 2016!)
Nascar Driver Daniel Suarez (VIDEO)
Total Market or Hispanic Market? Who cares, only Gooolaaazos matter (VIDEO)
Gustavo Aguirre Associate Brand Manager Coors Light at MillerCoors (VIDEO)
Fernando Fiore – Interview (VIDEO)

“When you’re a kid riding a bike and racing the other kids in the neighborhood,” says Jill Gregory, NASCAR senior vice president, marketing and industry services. “Or when you’re at the gym on the treadmill, and you’re trying to secretly race the person next to you.

“To us, all that just reinforces that love of racing, and what better way to get your racing fix than watching or attending a NASCAR race. We’re absolutely focused on that in our television creative, but this digital and social component, where we’re encouraging fans to race each other during one of our events, is a new and innovative way to make that love of racing come to life.”

Social Media Activation

descargaDuring the Daytona 500, fans who wish to compete for race-used memorabilia and were watching the FOX broadcast (pre-race coverage starts at noon ET) and/or  follow@NASCAR on Twitter,  received a custom hashtag for each of 10 memorabilia items.Once each hashtag was unveiled, the 500th person to tweet that hashtag in concert with #DAYTONA500 won that race and the prize that goes with it.

That’s not the only aspect of Twitter’s expanded support around the Great American Race. Other activations include the use of Vine and Periscope; Twitter Moments; @NASCAR tweets featuring such celebrities as John Cena, Florida Georgia Line and Ken Griffey Jr.; Twitter Mirror, a tablet based application where celebrities pose for their own photos; and infield branding in Daytona International Speedway.

To help tell the story of what it’s like to attend a NASCAR race, Snapchat doubled its Live Story coverage of NASCAR events in 2016, beginning with last Sunday’sDaytona 500.

The thousands of submitted Snaps from each event will be curated and packaged by Snapchat into a video stream that is shared globally with Snapchat’s more than 100 million daily active users right on their mobile devices. Each NASCAR Live Story will be available to view on Snapchat for 24 hours.

Daytona’s recent  US $400-million Rising project has facilitated the social media engagement,as it has transformed the Birthplace of Speed into the first true motorsports stadium. One of the many benefits of Daytona Rising includes enhanced WiFi capability designed to heighten social media engagement of fans at the races.

In addition, broadcast partner FOX is asking fans to submit video content fromDaytona 500 week for inclusion in a crowd-sourced documentary titled “100,000 Cameras,” to air on FS1 in late February.

NASCAR also offers a full range of digital and mobile products offering fans everything from in-car cameras to driver audio to social feeds and fantasy scoring. Last year, NASCAR set a record with 1.1 billion page views across its NASCAR.com website and digital platforms, a 20-percent increase over 2014.



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