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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.

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

 

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

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

 

  • Chipotle announced a partnership with ESL and DreamHack to launch the Chipotle Challenger Series, “a unique onsite amateur esports competition that gives attendees at DreamHack Dallas and DreamHack Atlanta the opportunity to compete in the world’s most popular game titles for prizes.” The deal also sees Chipotle serve as an official partner of DreamHack Masters Dallas as well as as the presenting partner of DreamHack Open Atlanta with an additional presence at of ESL’s Intel Extreme Masters (IEM) Chicago. Activations will also include player and VIP hospitality programs and digital content surrounding the events.

 

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

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

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

 

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

 

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

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

 

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

 

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

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

  • CasemiroReal Madrid’s defensive midfielder, Casemiro has become one of HyperX ambassadors. The player will use HyperX products while gaming and be featured in HyperX’s global advertising campaign “We’re All Gamers.”

 

  • Banking group Barclays will appear as the first title sponsor of English football’s Women’s Super League. According to the BBC, the deal, which will run through 2022, is valued at over $13.2 million and will see the top tier of women’s football in the country be renamed the Barclays FA Women’s Super League.

 

  • The Italian Football Federation’s (FIGC) formal off-field outfits will now be provided by Italian fashion brand Giorgio Armani, after signing a four-year deal. The deal will see Armani produce formalwear from its Emporio Armani range for the men’s, women’s and Under 21 national teams. “We are proud that Italian excellence like Emporio Armani has decided to link its brand to the Italian national football teams” FIGC president Gabriele Gravina said.

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  • BETCRISHispanoCosta Rica-based gambling company Betcris has signed a four-year sponsorship deal with the Mexican Football Federation (FMF) to become the official betting site of the Mexican National Soccer Team. “We thank the FMF for allowing us to be part of a select group of sponsors. With this sponsorship, Betcris.mx has established itself as one of the leaders of the sports betting and casino industry in Mexico. We are very proud to be able to support the National Team and, especially, the most passionate and unconditional fans in the world”, stated JD Duarte, Betcris CEO.

 

  • Spanish club La Liga has launched its own over-the-top (OTT) streaming service, becoming the first major European league to have its own OTT. LaLigaSportsTV will be available for free and will not show live La Liga games, but will include other content from Spanish soccer’s top flight such as match highlights and pre and post-match interviews. Fans outside of Spain will also be able to watch matches and competitions on demand once the live broadcast has ended, depending on local rights restrictions.

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

  • Fernando Alonso
    Fernando Alonso.

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

 

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

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

 

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

 

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

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

 

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

 

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

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

  • Paris Saint-GermainParis Saint-Germain saw a decrease in sponsorship revenue during the 2017/18 season. Their latest financial report showed that PSG suffered a €14 million dip in sponsorship revenue from the previous season, falling from €108.1 million to €94.1 million, which represented a 13% drop.

 

  • Members of FIFA’s strategic and decision-making body voted for a new improved 24-team FIFA Club World Cup. The pilot edition will be played in June and July 2021, during the international match calendar slot that corresponded to the FIFA Confederations Cup. In addition, the soccer organization voted for the implementation of the VAR system at the FIFA Women’s World Cup France 2019.

 

  • South American soccer confederation Conmebol has chosen Argentina and Colombia to be provisionally co-hosts of the 2020 Copa America. Both South American countries will first need to meet the technical requirements laid out by Conmebol before they are confirmed as hosts. In a statement, Conmebol said that the 2020 tournament would bring “South American football closer to its fans.”

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  • Banco SantanderSantander extended its title sponsorship of La Liga for a further year. The partnership will continue until the end of the 2020/21 campaign. The partnership incorporates La Liga’s other competitions, including its second and third tiers, as well as La Liga Genuine, the league for people with intellectual disabilities, and the LaLiga Promises under 12 leagues. Santander and LaLiga will also continue their ProPlayer initiative, which provides soccer scholarships in the US to youngsters in Spain.
    “When we joined forces with the world’s best and most innovative bank, we knew that it would really help us with our internationalization efforts,” said La Liga president Javier Tebas.

 

  • For the first time, nine countries have expressed an interest to host the 2023 Fifa Women’s World Cup. Argentina, Australia, Bolivia, Brazil, Colombia, Japan, a joint Korean bid, New Zealand and South Africa are all officially taking part in the bidding process. The nine submissions mark the longest ever list of member associations at this stage of the process tournament since its inaugural edition in 1991.

 

  • Continental TireContinental Tire will return as the front of jersey sponsor for the North Carolina Courage in 2019. The brand’s logo will be featured on the front of both the home and away jerseys of the reigning NWSL Champions and Shield winners. “We are excited to continue our partnership with North Carolina Football Club in 2019,” said Travis Roffler, director of marketing for Continental Tire.  “This sponsorship strengthens our soccer platform and allows us to support the game of soccer right in our own backyard. We wish both teams the best of luck this year.”

 

  • MLS has become the latest league to lock a multi-year partnership with MGM Resorts International, which will become the league’s first official gaming partner. As part of the deal, Roar Digital, a joint venture between MGM and GVC, becomes the exclusive, official sports betting partner of MLS in addition to providing MGM Resorts and Roar access to enhanced MLS data for fans and sports betting customers.

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  • PUMALa Liga is looking to sign a new three-year partnership with Puma, as the league’s official ball from next season. According to reports in Spain, the deal will last until the end of the 2012/22 season with Puma reportedly paying close to US$5.6 million to take over from current suppliers, Nike, when the US sportswear brand’s extension expires at the end of the current campaign.

 

  • The Brazilian Football Confederation (CBF) has inked a media rights deal with Twitter for the 2019 Campeonato Brasileiro de Futebol Feminino. The contract affords Twitter exclusive rights to the league phase, as well as the quarter-finals and semi-finals, with the two-legged final possibly also to feature on the platform.

 

  • FIFA has announced the full line-up of the 20 participating countries that will participate at the first-ever FIFA eNations Cup. London has been chosen as the host city for the event, which serves as one of the major events in the EA Sports FIFA 19 Global Series with 20 national teams from all six confederations (CONCACAF, CONMEBOL, CAF, OFC, AFC, and UEFA) set to take part. The list of countries confirmed are Argentina, Australia, Brazil, China PR, Denmark, England (host country), Finland, France, Germany, Mexico, Netherlands., New Zealand, Norway, Portugal, Saudi Arabia, South Africa, Spain, Sweden, Russia, and the USA.

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

  • DailymotionThe NBA G League locked a multi-year distribution deal with global video-sharing platform Dailymotion. The platform will become a primary host to the G League’s official channels, and will possibly distribute VOD content from more than 1,300 games over the next two seasons.

 

  • The Chicago Cubs are promoting content for their new regional sports network (RSN) through the relaunch of their YouTube channel. Crane Kenney, the Cubs’ president of business operations, told the Chicago Tribune that the platform offers the franchise’s in-house Cubs Productions the opportunity to do long-form programming and create magazine video material. “The YouTube channel will give them a chance to start stretching their legs a little bit in a more direct-to-consumer way. Obviously, the network is the next step,” the executive stated.

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  • NBA team the Oklahoma City Thunder are adding a jersey patch featuring the logo of Love’s Travel Stops & Country Stores. By doing so, the team became the 30th and final NBA team to announce a corporate sponsorship for their uniform.

 

  • Combate AmericasCombate Americas shared that its second live televised MMA event of 2019 – ‘Mexico vs. Spain’ –reached more than 537,000 viewers on Univision. “Our viewership proves Combate Americas to be a rising ratings magnet,” said Combate Americas CEO Campbell McLaren.  “Our momentum is building, and we see no ceiling for how high our numbers can go. The industry may not have seen this coming, but we have known all along that we will change the face of the sport one telecast at a time.”

 

  • The Professional Fighters League announced a multi-year partnership with beer giant Anheuser Busch In-Bev. The deal designates Estrella Jalisco as the first-ever “Official Beer Partner” of the PFL. As the Official Beer of the PFL, Estrella Jalisco has global rights to use PFL logos and “Official Partner” branding for advertising and promotional usage, including pass-through branding rights for promotions with on-premise and retail channel partners.

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

  • Liga IberdrolaMediapro has extended its deal for the Liga Femenina Iberdrola, Spain’s top division of women’s soccer, through 2022, the equivalent to a three-season contract. According to Rubén Alcaine, president of the Association of Women’s Soccer Clubs (ACFF), the deal is worth a total of US$10.1 million. “It’s a historic day, of absolute joy. It is the result of a lot of work. We have not left anything to improvisation and the result is this,” said Alcaine. However, the clubs’ body is currently at loggerheads with the Spanish Football Federation (RFEF) over the organization and commercialization of domestic women’s soccer.

 

  • FloSports announced a multi-year rights contract with FC Cincinnati. This represents its second deal with a Major League Soccer (MLS) franchise. In January, FloSports announced a similar deal with DC United.

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  • FC CincinnatiMLS team Atlanta United has announced a partnership with Knot Standard, which will officially provide pre-match and travel apparel for the team during the 2018 MLS Cup champions. This deal coincides with the opening of Knot Standard’s Atlanta-based showroom in May. The deal also allows the apparel brand to host a number of premium fan events during 2019. “The team has an incredibly loyal fanbase, and the players are known to be some of the most stylish in the league,” said Knot Standard co-founder and chief executive officer; John Ballay. “We are proud to outfit the Atlanta United team for the upcoming season.”

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.

  • BMWBMW is in talks with German team Bayern Munich to enter into a ten-year strategic partnership by 2025. Bayern board member Edmund Stoiber confirmed the discussions, telling Manager Magazin: “Both sides have already signed a memorandum of understanding last year.”

 

  • Nike signed a five-year partnership with Uefa, joining the European soccer’s governing body’s Together #WePlayStrong campaign, to help raise the profile of women’s soccer in Europe. Nike will become the exclusive official match ball supplier for the Uefa Women’s Champions League and the 2021 Uefa Women’s European Championship. “We are delighted to have such a prestigious global brand such as Nike, who are committed to equality within the sport and renowned for empowering female athletes all over the world,” said Nadine Kessler, Uefa’s head of women’s football.

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

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

 

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

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

 

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

 

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

The Portada Brand-Sports Summit in Los Angeles on March 15, 2019 (Hotel Loews Santa Monica) will provide a unique setting for brand marketers to learn about the opportunities sports and soccer content offers to engage consumers in the U.S. and Latin America.

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

 

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

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

 

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

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

  • TwitchThe MLS has locked in a one-year sponsorship deal with streaming platform Twitch. Through this deal, the MLS will start streaming the second season of their esports league in conjunction with EA Sports’ FIFA franchise, eMLS Cup, starting March. “FIFA is one of the main generators of the fans that we have,” MLS Digital Senior VP Chris Schlosser said, via an official statement. “If you look at it historically – radio built baseball, television built the NFL and NBA, and the internet is building soccer.”
    The partnership between Twitch and MLS could also include content outside of the eMLS Cup, featuring highlights or media produced by MLS teams, or clips of MLS games moving forward.

 

  • Univision Deportes announced it would broadcast 27 matches of the 2019 Major League Soccer regular season, this year, along with the MLS All-Star Game, two MLS Playoff matches, and the 2019 MLS Cup. Broadcast networks Univision and UniMas will both be home to MLS action this season, with most matches simulcast on Univision Deportes Network.

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  • MEDIAPROCanadian Soccer Business inked a ten-year “Official Media Partnership” with MEDIAPRO, which includes the global and domestic rights to the Canadian Premier League, and the global and domestic media rights to the Canadian Championship. MEDIAPRO will continue to work with CSB to contemplate all distribution opportunities, partnerships, and platforms that ensure the future success of CSB’s media assets.

 

  • USL and ESPN locked in a deal to bring every game of USL League One’s inaugural 2019 season to ESPN+, with the regular season kicking off the weekend of March 29-30. ESPN+ will stream a total of more than 700 games across the USL Championship and League One in the 2019 season.

 

  • Los Angeles-based mezcal label Mezcal El Silencio has been announced as a strategic new partner to the LA Galaxy and the team’s home stadium, Dignity Health Sports Park. The multi-year agreement makes Silencio the exclusive mezcal of both the multi-use sports stadium and the Los Angeles MLS team. Silencio is the first mezcal ever to strike a partnership of this kind with a professional sports team.

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!

  • FC CincinnatiFC Cincinnati has added three new corporate partners ahead of the team’s inaugural 2019 season in Major League Soccer. The club has signed new sponsorship agreements with Advocare, Heineken and Mike’s Carwash. The new partnerships were announced by FCC President and General Manager Jeff Berding during his “State of the Club” media roundtable at the club’s annual Media Day.

 

  • Italian soccer player Alessandro Del Piero confirmed being an owner of LA10 FC, a small soccer club based in Los Angeles. “After a period of anonymity (you know me, I like privacy), I decided to share this beautiful experience and give credit to the entire team for the amazing results they’ve achieved,” Del Piero wrote on his website. The former Juventus striker decided to go public after the team went undefeated this season to gain promotion to the highest level of the United Premier Soccer League (UPSL).

What: Austin FC was named the 27th franchise to join Major League Soccer (MLS).
Why it matters: Considering Austin, Texas’s Hispanic demographic makes up 35 percent of the city’s population, Austin FC needs to win over local Hispanic audiences and business to help build a fanbase for the expansion soccer club.

After traveling a long, winding road to get its first professional sports team, Major League Soccer (@MLS) announced earlier this month that Austin FC (@AustinFC) would become the 27th franchise to join the league.

Austin FC joins Nashville (yet to be named), FC Cincinnati (@fccincinnati), and Inter Miami CF (@InterMiamiCF), as part of the American professional soccer league’s push to expand to 28 teams. Austin FC is set to kick off in 2021, after FC Cincinnati (2019), Inter Miami (2020) and Nashville (2020) make their debuts.

Austin FC fans celebrate the announcement that they will be the 27th franchise to join Major League Soccer (MLS).

“Austin is a thriving metropolitan city, the embodiment of what we mean when we say MLS is a ‘League for a new America,’” said MLS Commissioner Don Garber (@thesoccerdon). “We are extremely proud to be the first major professional sports league to become part of the fabric of this important and thriving American city.”

Austin won the expansion bid as part of a compromise between the league and the Precourt Sports Ventures (PSV) group, who attempted to move the Columbus Crew (@ColumbusCrewSC) to Texas after failing to secure a new stadium. After a huge uproar from Crew fans, including a “#SavetheCrew” social media hashtag campaign, Cleveland Browns (@Browns) owner, Jimmy Haslam, and former Crew physician Pete Edwards stepped up to buy the franchise from PSV, keeping the team in Columbus. In return, PSV would not be obligated to pay an expansion fee for a new franchise in Austin, since PSV had not given up its MLS owners rights (a single-entity league), but rather transferred them from Columbus to Austin.

… It will be smart business to target those names [and] leaders that will resonate with the multiple audiences, including the Hispanic audience

“We had a vision and we stuck with it and with hard work and perseverance, today demonstrated that for all,” said Austin FC owner Anthony Precourt. “There have been a lot of iterations for soccer in this city. This city deserves this.”

Considering MLS’s current mantra of the league is a “League for a new America,” one of the major draws to Austin is its growing Hispanic population. With Hispanics making up 35.1 percent of the city’s population, winning over that demographic is one of the components necessary for Austin FC to grow and thrive.

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“Support from the Hispanic community is very important for the soccer project, in a city with that [demographic],” said ESPN correspondent Tony Alvarez (@Tonyar27). “Their knowledge and passion for the sport will help solidify the franchise.”

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. 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!

Austin FC logo

The franchise has started to make headway attempting to win over Hispanic fans building relationships in the community and local business leaders, according to Sergio Tristan, founder of “Pancho Villa’s Army,” a nationwide Mexican national team supporters’ group (@VillasArmy).

“I know that there are ongoing discussions with Hispanic [and] Mexican leaders in town, like the Hispanic Chamber of Commerce and the people associated with the local Mexican leagues in town,” said Tristan. “I think the newness will draw people in, but it’s up to Austin FC to make sure they come back.”

One of the local organizations that PSV reached out to was the Greater Austin Hispanic Chamber of Commerce, according to the organization’s president and CEO, Luis Rodriguez. After meeting with team officials, Rodriguez was pleased with Austin FC’s plans to partner up with local small businesses, contractors and minority inclusion when picking vendors for a potential stadium; as well the club’s charity components consisting of investing more than $6.7 million earmarked to support youth soccer programs — including clinics, camps, scholarships, equipment and gear donations, and construction of soccer fields and futsal courts. Austin FC is also making a commitment to affordable housing, with nearly $4 million in direct contributions going towards building affordable housing.

“Bringing Major League Soccer is a logical and critically important step in Austin’s evolution to being an inclusive, world-class city that embraces Hispanic heritage, health and wellness, the outdoors, diversity, family values, the burgeoning impact of the millennial generation and economic prosperity,” the Greater Austin Hispanic Chamber of Commerce in a statement.

rEvolution (@littleRbigE) marketing communications VP Daniel Lobring believes that Austin FC will also need to leverage town pride, connecting with each audience as authentically as possible, in order to help build up the fanbase.

“Austin FC will want to lean-in heavy on its Austin roots, and that includes tapping into the pride of where you’re from,” said Lobring (@dlobring). “And as the club assembles its front office, coaching staff, roster, etc., it will be smart business to target those names [and] leaders that will resonate with the multiple audiences, including the Hispanic audience, it’s trying to attract with.”

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

  • Don GarberDon Graber, MLS’ commissioner, will keep as the league’s head for five more years, until at least the end of the 2023 season. Garber’s last financial terms were reportedly worth as much as US$5 million annually. The details of the new agreement haven’t been disclosed.

 

  • Chile will be added to a joint South American bid to host the 2030 Fifa World Cup. Up to now, Argentina, Paraguay, and Uruguay already talked about their interest to host the soccer cup back in 2017. Now Chile is joining in. “A few months ago I join proposed to the presidents of Argentina, Uruguay, and Paraguay to incorporate Chile, and jointly, to apply for 2030,” president Sebastián Pinera posted on Twitter. “This proposal was accepted by the [other] three countries.”

Subscribe to Portada weekly Sports Marketing Updates!

  • Scotiabank Concacaf Champions LeagueThe 2019 Scotiabank Concacaf Champions League will stream live in English on the Yahoo Sports app as well as at YahooSports.com.

 

  • Old Trapper Beef Jerky has become the presenting sponsor for the Portland Timbers’ 2019 preseason matches in Costa Rica and the Kino Sports Complex in Tucson, Arizona. Through this deal, the Old Trapper logo will be displayed throughout the 2019 season in the northwest corner of Providence Park. The beef brand will also participate in multiple on-site activation events, and an in-market promotion.

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.

  • Official Maui JimHawaiian sunglasses brand Maui Jim and Manchester United inked a multi-year partnership that will see the brand supply the soccer first team, academy and women’s teams with glasses from their sun and optical ranges. As part of the agreement, Maui Jim eyewear will now be available to fans in the Old Trafford Megastore.

 

  • Heineken USA has locked a multiyear agreement to become the official and exclusive import beer and cider of FC Dallas and Toyota Stadium. The deal includes Heineken USA becoming a Signature Partner of FC Dallas and a Founding Partner of the National Soccer Hall of Fame.

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

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

 

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

Subscribe to Portada’s weekly Sports Marketing Updates!

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

 

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

The Portada Los Angeles summit on March 15, 2019 (Hotel Loews Santa Monica) will provide a unique setting for brand marketers to learn about the opportunities sports and soccer content offers to engage consumers in the U.S. and Latin America.

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

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!

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

  • Adrián GonzálezDodgers star Adrián González’ new co-founded app, PopFlyXP, seeks to enhance fans’ connections to their favorite players. The app will aggregate social media, sell athlete-branded merchandise, and offer a platform for sharing messages and behind-the-scenes access. “There’s got to be an opportunity or a way in which we can connect them in a more inclusive way,” said former Dodgers executive Jesse Nuñez, who was the Dodgers’ director of Spanish-language media and Latino initiatives.

 

  • MLB and NBA matches in Houston will now stream live on FuboTV as part of a carriage deal with US media giant AT&T. Through this deal, FuboTV becomes the first virtual multichannel service to distribute content broadcast on AT&T’s SportsNet Southwest coverage. Content is up on the OTT service’s subscription package since 11th February, at US$44.99 per month.

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.

  • General TireNASCAR and General Tire announced a multi-year partnership making the tire company the “Official Racing Tire” and “Exclusive Tire Supplier” of the NASCAR K&N Pro Series, NASCAR Pinty’s Series and NASCAR PEAK Mexico Series. A separate six-year deal was announced last month with the NASCAR Whelen Euro Series. This is the first exclusive supplier partnership encompassing NASCAR’s three international series.

 

  • The Oakland Raiders are looking to lock a deal with the San Francisco Giants to play next season’s home games at Oracle Park. According to the Associated Press, the two sides are in discussions but no terms have been agreed.

Subscribe to Portada’s weekly Sports Marketing Updates!

  • BeIN won’t renew its five-year contract with Formula One. The Qatar-based pay-TV broadcaster believes that the ongoing fight against piracy in Saudi Arabia will have a “natural consequence” on the rights it chooses to buy. Formula One now needs a new broadcaster in the Middle East and North Africa (MENA).

 

  • AirAsiaUFC and AirAsia locked in an extension of their partnership, to “develop and discover new MMA talent in the Asia-Pacific region and create original content for MMA fans.” Activations included the launch of the first-ever UFC Scholarship Program, which gave One Pride women’s straw weight champion Linda Darrow the opportunity to hone her skills at the UFC Performance Institute in Las Vegas.

 

  • The NBA and AT&T have signed a new multiyear official marketing partnership, designed to create enhanced experiences for basketball fans across the NBA, WNBA, NBA G League, NBA 2K League, and USA Basketball, replacing Verizon.

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

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

Subscribe to Portada’s weekly Sports Marketing Updates!

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

The Portada Brand-Sports Summit in Los Angeles on March 15, 2019 (Hotel Loews Santa Monica) will provide a unique setting for brand marketers to learn about the opportunities sports and soccer content offers to engage consumers in the U.S. and Latin America.

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

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

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

 

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

Subscribe to Portada daily Sports Marketing Updates!

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

 

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

 

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

 

Portada Los Angeles on March 15, 2019 (Hotel Loews Santa Monica) will provide a unique setting for brand marketers to learn about the opportunities sports and soccer content offers to engage consumers in the U.S. and Latin America.

 

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

 

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

 

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

  • zulilyThe Seattle Sounders FC announced a new jersey-front sponsorship deal with online retailer Zulily. In addition to its new relationship with the Rave Green, Zulily is also partnering with National Women’s Soccer League side Seattle Reign FC. This is Sounders FC’s first new kit sponsor since joining the MLS in 2009. “When searching for our next primary kit partner, we approached the process thoughtfully and with considerations beyond merely the front of our jersey,” said Sounders FC Owner Adrian Hanauer.

 

  • Mediapro received the Spanish rights for the 2022 World Cup in Qatar, from FIFA. The Chinese media giant is planning on launching a dedicated 24/7 television channel to house its extensive coverage of the competition, which will include additional programming, analysis, news, interviews, training sessions, press conferences, and historic matches.

Subscribe to Portada weekly Sports Marketing Updates!

  • Copa Libertadores 🏆BeIN Sports has secured a four-year media rights deal to Copa Libertadores and Copa Sudamericana club competitions, in the US and Canada through 2022. The matches will be broadcast on English and Spanish channels, as well as BeIN Sports Connect, the broadcaster’s streaming platform. “The new agreement and strong partnership with Conmebol allows us to further cater to our unique audience, evolving our coverage from the best of the weekend to now the best of the week with our robust broadcast commitment for these must-watch tournaments,” said Antonio Briceño, BeIN Sports’ regional deputy managing director.

 

  • Austin FC has become MLS’ 27th club, starting its pro season in 2021. The club will become the city’s first team in a major professional sports league, playing in a privately funded US $225 million soccer stadium at McKalla Place.

 

  • Univision has announced plans to feature a regular time slot for Liga MX Femenil matches on its platforms. The women’s soccer league will be shown on Monday nights during the 2019 Clausura schedule on UDN, which started on Jan. 21.

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. 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!

  • Jacob & CoLionel Messi has signed a three-year partnership with watchmaker Jacob & Co. Together, the jeweler and Messi have created a limited-edition watch, known as the Epic x Chrono Messi, which is being sold at a retail price of US $28,000 each. Under the terms of the arrangement, Messi will work with the company on other projects in order to produce further limited-edition products.

 

  • The Chicago Fire Soccer Club and Motorola announced today a three-year partnership agreement, naming the Chicago-based mobile communications company the official jersey partner of the Club. “As a proud Chicago-based company, Motorola is thrilled to further our dedication to our hometown by teaming up with the Chicago Fire Soccer Club,” said Rudi Kalil, vice president, and general manager, North America at Motorola. “The Chicago Fire is the latest to join our roster of iconic Chicago sports partnerships. Much like Motorola, the Chicago Fire are forward-looking, agile and driven to win, which made this partnership easy to root for.”

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

  • Major League Baseball will now include content in the Discovery Education’s Science Techbooks, thanks to a new multiyear partnership with Discovery Education. Educators will help students connect the world of baseball to key science and STEM concepts through real-world data and gameday experiences that fuel deeper engagement.

 

  • PUMAPuma has become the official partner of League of Legends Championship Series (LCS) team and will have its logo on the chest of the team’s jersey. The partnership also designates Puma as the official gameday pants and shoes provider of Cloud9 and includes uniforms for team management. “This deal gives us ability to be a part of more things our kids love, and that’s how our brand moves the culture forward,” said Matt Shaw, head of digital marketing for Puma, to the Esports Observer. “Cloud9 is really uniquely posed to help us do that.”
    The deal will initially cover the 2019 spring LCS season, with the possibility to expand their collaboration.

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.

  • UFC has signed a new integrated marketing partnership with Motel 6, that makes the chain UFC’s first-ever “Official Economy Lodging Partner,” creating a new sponsorship category for the MMA promotion. Motel 6 will have a branded presence inside UFC’s Octagon for select UFC events. Also, the deal includes in-venue commercials, branded integrations in select UFC Pay-Per-Views and collaborations on digital and social media campaigns.

Subscribe to Portada weekly Sports Marketing Updates!

  • PGATOURLAPGA TOUR Latinoamerica announced that Volvo Car Latin America, Hilton, and Go Vacaciones! will join as category-exclusive partners of the PGA TOUR’s international tour, beginning this month. The three brands will be integrated into the messaging of PGA TOUR Latinoamerica and will also receive brand-official designations.

 

  • Multiplayer online battle arena Arena of Valor’s started the third season of the Valor Series with 18 top teams from Europe, Latin America, and North America competing for a $200,000 prize pool. The tournament will kick off on Feb. 2 from noon-7:30p on its Facebook page. Each region will sport its own open qualifier phase where six teams will qualify for that region’s eight-week regular 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.

  • 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 soccer marketing. If you’re trying to keep up, consider this your one-stop shop.

  • JuventusFCJuventus announced the extension of its partnership with Adidas until 2027. The deal, estimated at US$58 million per year, will see Adidas be the technical partner of the club’s youth side, in addition of keeping its kit supplier rights. Separate from the new arrangement, Adidas will also grant Juventus a US$17 million bonus as a result of the club’s successful 2018.

 

  • Italian team AC Milan has locked a partnership with pasta company La Molisana. The two-year deal will include La Molisana’s branding at the San Siro stadium, both around the pitch and in the venue’s hospitality areas. In addition, AC Milan will promote the Italian food company through its social media. “The partnership with Milan is a strategic partnership, the north is an objective area for us,” stated Giuseppe Ferro, owner and chief executive of La Molisana.

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.

  • D.C. UnitedD.C. United has signed a multiyear live and on-demand coverage agreement with FloSports. Beginning in the 2019 season, the media company will broadcast nearly every D.C. United home and away game, plus other select matches, featuring both English- and Spanish-language broadcasts.

 

  • Inter Miami FC has hired Niki Budalic as the club’s director of soccer operations, adding another experienced MLS executive to the club’s growing technical staff, pending approval of his US work permit. “Niki’s experience working alongside players and coaches at all levels will be an important addition to our technical staff, and one that will allow us to create an environment that cultivates success,” stated Doug McDonough in a club release.

Subscribe to Portada daily Sports Marketing Updates!