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

  • https://pbs.twimg.com/profile_images/976525399285903361/P2GtA01o_400x400.jpgDHL extended its partnership with ESL to expand its presence in the esports market. DHL provides core logistics services to ESL and will be featured on various social media channels, including throughout the ESL One series tournaments. DHL will handle the ESL One series logistics transporting the stage equipment to the venues throughout the series, as well as individual gamer seating. Hispanics are nearly twice as likely to buy and wear video game branded apparel, according to a 2014 Think Now Research study.
  • During Memorial Day weekend, Bud Light presented a new ad that’s part of the ongoing Dilly, Dilly campaign targeting Hispanics. This time, the beer brand is clearly focusing on Hispanic audiences in the lead-up to the 2018 World Cup, by including the soccer tournament and Spanish-language. The ad, which will be followed by other World Cup-themed spots, will run in both English and Spanish and get airplay on Fox Sports and Telemundo, the two networks carrying the tourney in the U.S…
  • State Farm will continue to be the official partner of the NBA 2K League. It will present pregame segments titled Game Mode that capture strategy and insights from NBA 2K League players on Twitch broadcasts throughout the season. “As a longstanding partner of the NBA and the WNBA, State Farm has a proven history of authentically connecting with fans and has demonstrated a commitment to eSports,” said Brendan Donohue, Managing Director, NBA 2K League.

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  • MARCA ClaroClaro Sports has signed an agreement to become the exclusive broadcaster of Southeastern Conference (SEC) college football games and SEC and Pacific-12 basketball games in 17 Latin American countries. The games will also be available on its digital platform MARCA Claro, non exclusively. Games will be brought to Argentina, Bolivia, Chile, Colombia, Costa Rica, Ecuador, El Salvador, Guatemala, Honduras, Mexico, Nicaragua, Panama, Paraguay, Peru, Dominican Republic, Uruguay, and Venezuela.
  • Bud Light will be the presenting sponsor of Wizards District Gaming in the NBA 2K League in 2018. Bud Light will also be a title sponsor for Wizards District Gaming watch parties and will host a tournament open to the public in the Budweiser Brewhouse at Capital One Arena.

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.

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  • 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.