sports sponsorship


The NFL is heading to Germany to search for new talent prospects to join the league in the U.S. Here you’ll find a weekly summary of the most exciting news in multicultural sports marketing. If you’re trying to keep up, consider this your one-stop shop.


  • NFL International Combine will visit Germany for the first time. Up to 50 athletes will go through a series of tests in front of NFL evaluators at Sportschule Hennef, near Cologne on Oct. 19. Potential NFL players will be invited to train in the US for 3 months.
    “Following last year’s inaugural International Combine in Australia, we are excited to explore the talent pool internationally,” stated Damani Leech, NFL Chief Operating Officer of International. “Since 2017, the NFL’s International Player Pathway program has provided international athletes the opportunity to compete at the NFL level and develop their skills, and we hope to discover new talent through this event in Germany.”


  • The Tampa Bay Buccaneers and TradeWinds Island Resorts have locked a multi-year partnership to create collaborative marketing initiatives. The partnership will focus on enhancing the in-game stadium experience for Buccaneers fans at Raymond James Stadium.

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  • Basketball Without Borders (BWB) Africa 2019 will take place July 28-31 in Senegal. BWB Africa 2019 will bring together the top male and female players ages 17 and under from throughout Africa to learn directly from current and former NBA and FIBA players, coaches, and legends.


  • The NBA sealed a strategic partnership with mobile artificial intelligence (AI) developer NEX Team. The league will have access to AI to measure player skills development, this will form part of the NBA’s global youth basketball initiatives.


  • Mexican television personality Giselle Zarur will be the newest member to join FOX Deportes. Zarur will serve as part of the network’s Liga MX broadcasts.


  • As part of UFC’s event plans, this year’s final fight will be held in South Korea on Dec. 21. Overall, 21 more events are on the calendar. Locations include Madison Square Garden on Nov. 2, Abu Dhabi on Sept. 7 for UFC 242, Singapore on Oct. 26, and Vegas for UFC 245 on Dec. 14.

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

  • ESPN is closing its ESPN Deportes radio business in September as the company looks to shift resources into mobile and podcasts, according to the Minute MediaSports Business Daily. The division, which debuted in 2005, has 44 terrestrial affiliates in 15 states, as well as a SiriusXM channel. Staff layoffs are expected.


  • Minute Media has raised $40 million in its latest funding round. The publishing platform owns and operates five media brands powered by its proprietary technology platform: 90min, DBLTAP, and 12up, As well as Mental Floss and The Big Lead. Combined, Minute Media’s properties reach more than 140 million monthly and feature original content in 12 languages.
    “With the commercial momentum we’re experiencing as an organization, growing at 100% year-on-year, we’re purposely focusing investment on the deepening of our publisher product and tech offering — a part of our business that is rapidly expanding. Additionally, the new capital enables us to continue to be aggressive on the M&A front, constantly looking to acquire premium publishing brands across new content verticals and within new markets,” said Asaf Peled, Founder & CEO.

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  • DAZN locked Spanish media rights to all 26 matches from this year’s Copa América, for a reported US$1.69 million. Conmebol’s streaming rights were previously carried by Telefonica’s Movistar+ streaming platform.


    Canelo Alvarez
    Canelo Alvarez.

    Canelo Alvarez came fourth in the top 10 members of Forbes’ highest-paid athletes for 2019, with $94 million ($92 million in winnings. Forbes calculates earnings include prize money, salaries, and bonuses earned between June 1, 2018, and June 1, 2019, as well as endorsement estimates of sponsorships, appearance fees and licensing incomes for the same 12-month period. 


  • Combate Americas’ Cricket Wireless Presents Combate Americas: Tucson Unbreakable showcase reached more than 420,000 viewers, nearly 10% higher (421,000 vs. 390,000) than the previous event which was held in Lima.

What: The Confederation of North, Central American and Caribbean Association of Football (Concacaf) announced that supplier of branded lubricants and automotive services Valvoline will be a key sponsor of the 2019 Concacaf Gold Cup. We talked to Tim Ferrell, Valvoline Vice President, Brand Equity & Consumer Marketing, about why the brand decided to sponsor this specific soccer tournament.
Why it matters: This year’s Concacaf Gold Cup has grown significantly since the last edition, in 2017. This time we’ll see with more nations, more host countries, and more stadiums.

Click here to view in full size

Click here to view in full size

The Confederation of North, Central American and Caribbean Association of Football (Concacaf) is changing the rules for the 2019 Concacaf Gold Cup. With more participating nations (16 up from 12 in 2017), more host countries (three, including first-ever matches in Costa Rica and Jamaica), and more stadiums (17 up from 14 in 2017, eight of which are in contention to become a 2026 FIFA World Cup venue), the Gold Cup is aiming higher than ever.

More than 20 brands from across categories have signed on to be part of the international competition, which will feature the U.S. and Mexican men’s national teams and will be broadcast in Spanish exclusively on Univision Deportes. Valvoline, an American branded lubricants and automotive services supplier, is one of the brands that have signed a partnership to sponsor this edition of the confederation’s championship.

Within the U.S., 15 venues will host matches across 13 cities including Denver, Kansas City, Los Angeles, Minneapolis-St. Paul and New York. The knockout rounds will be played in Houston, Nashville, Philadelphia, and Phoenix, and the final will take place at the Soldier Field stadium in Chicago on July 7.

“We wanted to be a part of it”, Tim Ferrell, Valvoline Vice President, Brand Equity & Consumer Marketing, told Portada during an exclusive interview. 

Portada: Why was Concacaf the right fit for the sponsorship?
Tim Ferrell: “Soccer is the most watched sport in the world. The Gold Cup has more than 44 million viewers in the U.S. across the tournament and more than 75 million worldwide.  This is a very passionate fan base and there’s a crossover between this audience and the Valvoline consumer.  So we wanted to be a part of it – the excitement, the energy and have the opportunity to share our message with fans.”

The Gold Cup has more than 44 million viewers in the U.S. across the tournament.

Portada: Who is the key market you are looking to reach through the Concacaf Gold Cup?
TM: We want to reach both the general market and Hispanic consumers who are automotive DIYers.

Portada: How relevant is the Hispanic and multicultural market to Valvoline?
TM: “The Hispanic consumer is and always has been very important to Valvoline. We have a long history together embracing the DIY lifestyle”

ValvolinePortada: What actions will the sponsorship include?
TM: “We’re going to be a part of it all— stadium signage and announcements, digital display advertising, social media, on-site activation. We’re also amplifying our presence with broadcast television on national broadcasters Univision Deportes and Fox Sports.”

We’re going to be a part of it all.

Portada: Why did you specifically decide to present your sponsorship through the “High Mileage Stats of the Game” digital platform?
TM: “Valvoline created the first High Mileage motor oil. We created the category. We want consumers to know that. This was a fun way to make that message part of the matches themselves. Those guys cover a lot of ground. The vehicles with engines protected by Valvoline High Mileage oil do as well.

This was a fun way to make that message part of the matches themselves.

Portada: How will you measure the success of this partnership?
TM: “We look at a lot of things: how many DIYers we can reach, the fit between our brand and soccer fans, how well our presence is received by fans, increase in consideration and lift in sales.

Portada: In more general terms, how do you see soccer’s growth in the U.S.? Do you believe the sport will keep attracting more brands and sponsorships in the coming year? Why?
TM: The popularity of and interest in soccer is certainly on the rise in the U.S. We assume results in the continuing interest in brands considering a presence in soccer. For us, it’s more about finding the right fit with the right consumer. Many passionate soccer fans are also passionate DIYers.


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

  • Amazon Web ServicesAmazon Web Services has become NASCAR’s standard for cloud-based machine learning and artificial intelligence workloads. NASCAR will use the AWS technologies to build cloud-based services and automate processes, including a new video series on NASCAR.com called ‘This Moment in NASCAR History’ powered by AWS.


  • As part of the organization’s diversity and inclusion initiative, Minor League Baseball announced the official launch of MiLB Pride, the largest documented Pride celebration in professional sports. Nearly 70 MiLB teams will host Pride Nights or events this season, including teams holding LGBTQ-themed nights, incorporating Pride into scheduled promotions, providing discounted tickets to LGBTQ organizations, and/or engaging with the LGBTQ community both in the ballpark and beyond.

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  • Chicago CubsMajor League Baseball announced that the St Louis Cardinals will host the Chicago Cubs in a rivalry matchup on June 13 and 14 2020 in London. “The Cardinals-Cubs rivalry is one of the best in sports, and it will be exciting to bring it to Europe for a new audience to experience,” said William DeWitt Jr, Cardinals chairman, and chief executive. “I have no doubt that the passionate sports fans in London will love these games and we look forward to creating some new Cardinals fans overseas.”


  • As part of Minor League Baseball’s Copa de la Diversión initiative, the Braves’ Triple-A affiliate will rebrand as Xolos de Gwinnett, and open the doors to the 200,000 Hispanic citizens of Gwinnett County, north of Atlanta. Close to 30% of Major League players are Latino, based on 2019 Opening Day rosters. “Sometimes in this country, we feel not wanted at all,” Luis Covarrubias, the owner of Super Mercado Jalisco, a grocery store chain, who was setting up a tent on the concourse at the stadium, told Forbes. “This helps.”

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

  • La Liga has announced that its club revenues increased 20.6% during the 2017/18 season to reach a record US$5 billion. This represents the Spanish league’s best financial results in its history. La Liga’s gross operating profit reached US$1.1 billion while operating profit was US$364 million. La Liga attributed the double-digit revenue increase to a significant uptick in sponsorship revenue and revenue from player transfers.


  • adidasAdidas has extended its sponsorship with Real Madrid, to continue as the club’s official kit supplier until the end of the 2027/28 season. Financial details of the extension were not disclosed, but it has been previously reported Adidas would pay a guaranteed US$1.2 billion over the duration of the deal, making it the most lucrative kit deal in soccer history.


  • Telemundo Deportes released its complete game broadcast schedule for the Women’s World Cup, which includes all 52 matches airing live, including 21 matches on Telemundo. The broadcaster will be doubling the 2015 coverage, marking the most-ever Women’s World Cup matches on Spanish-language television.

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  • The United States Soccer Federation (USSF), has sealed a multi-year extension with its official ticketing partner Ticketmaster. As part of the extension, Ticketmaster will roll out its new identity-based ticketing platform, Presence, which is set to be installed in more than 500 venues by the end of 2019.


  • Copa America has signed a content deal with Facebook to produce behind-the-scenes content for all 12 teams this summer. The partnership will allow official tournament profiles on both Facebook and Instagram to produce content from training centers, hotels, and team transportation. “This agreement will enable the production of unique content that will bring all football fans behind the scenes of the world’s oldest national team tournament and some of the top stars in today’s football,” said Thiago Jannuzzi, competition general manager at Copa America.


  • LaLigaLa Liga is still exploring the possibility of having a game in the US, as part of its plans to grow internationally, said Keegan Pierce, the league’s UK and Ireland delegate. The Spanish soccer body signed an extensive 15-year deal with US entertainment company Relevent Sports back in August 2018 to roll out a number of initiatives in North America, including the potential to stage a regular season match in the region.


  • Univision Deportes has established a new broadcasting record during the broadcast of Champions League’s 4 semifinal games. 705,000 people tuned in to watch the games; this is the largest audience for a Champions semifinal game to date. This is the first time since 2013, that a Spanish broadcast of the semifinals exceeds the English ones.

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  • FOX Sports reports that Sunday’s US Women’s National Team friendly game against South Africa saw a 12% uptick over last year’s comparable match, generating 705,000 viewers. On the company’s digital platforms, the average minute audience was up 40%.


  • https://pbs.twimg.com/profile_images/686974751508697090/IlX_mDKP_400x400.jpgUS Club Soccer inked a partnership with DICK’S Sporting Goods to serve as the org’s Official Sporting Goods Partner. “We are thrilled to enter into this strategic partnership with US Club Soccer,” adds Mark Rooks, Vice President of Relationship Management & Community Marketing of DICK’S Sporting Goods. “We stand with US Club Soccer’s commitment to developing young athletes both on and off the field.”


  • MLS will become the first pro sports league to feature a dedicated channel as part of Pluto TV’s offering of linear, curated channels, courtesy of a new agreement with the channel set to showcase soccer content, classic matches and more. “Major League Soccer’s agreement with Pluto TV offers fans a new way to experience the game and interact with our high-quality content,” said MLS Senior VP of Media, Chris Schlosser.


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

  • FIFA.com en españolKarina LeBlanc and Aaron West will co-host FOX Sports’ “FIFA Women’s World Cup Now” live on Twitter every matchday, from its Paris studio. From June 7-July 7, FOX Sports will produce and stream the show on Twitter via the @FOXSports and @FOXSocceraccounts. “We want FIFA WOMEN’S WORLD CUP NOW to be bold, dynamic and interactive,” said David Katz, Executive Vice President of Digital for FOX Sports. “Karina and Aaron are the perfect ambassadors to engage, inform and inspire the millions of fans who will tune in to this global celebration of soccer.”


  • Saudi Arabia has been put on the US government’s Priority Watch List amid ongoing pressure from several national sports bodies and international broadcasters to bring down the pirate broadcaster BeoutQ. Two reports have been released by the Office of the United States Trade Representative (USTR), condemning the Saudi-based piracy operation, and call out the country for its failure to protect intellectual property (IP).


  • The United Premier Soccer League (UPSL) announced a sponsorship deal with safety technology company Reovo Hg, to provide a safe playing environment for every UPSL player. As part of the sponsorship, every UPSL team will have access to Reovo’s product line and reduced pricing, and UPSL members can go to reovohg.com/upsl to access a special league-only offer.

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  • Huawei TechnologiesDAZN signed a three-year partnership with Huawei to distribute part of its Spanish sports rights via the tech company’s mobile platforms. The agreement includes coverage of the Premier League among other sports. Subscriptions to the service cost €4.99 (US$5.60) per month.


  • Twitter has expanded its content deals with the Major League Soccer (MLS) as part of a new line-up of video programming. The agreement will see North America’s premier soccer league continue to provide the platform with live and on-demand content each week, including every goal of the season, until 2022. The move also means select live matches in English will continue to be broadcast on Twitter via the official MLS and Univision Deportes handles. “Our collaboration with Twitter has proven to be a highly effective vehicle to connecting with fans in innovative ways and bringing our teams and world-class athletes to new audiences,” said Chris Schlosser, senior vice president of media at MLS.


  • Heineken launched a new video campaign, ahead of this week’s UEFA Champions League first Semi-Finals match – Tottenham vs. Ajax – featuring Andrea Pirlo pulling off the ultimate “Unmissable Moment,” by surprising local ZogSports athletes ahead of their rec soccer match. Pirlo warmed up with them, put their goalies to the test, and surprised them yet again with the UCL Trophy that’s on the line in Madrid this year. With the Champions League finals just a month away, Heineken and Pirlo teamed up to bring the trophy on a tour of NYC this week, as the futbol hype in America continues to grow.

  • TNT Sports LANielsen has reported that year one of the UEFA Champions League on TNT is averaging its most viewed domestic English language coverage ever, with 246k viewers tuning in each week. TNT garnered a 31% gain in viewership only for this month’s live match Quarterfinals telecasts vs. last year’s comparable coverage. Meanwhile, UEFA Champions League content on Bleacher Report and B/R Football’s social media accounts have combined to deliver more than 100 million Engagements and 260 million Video Views through the Quarterfinals, greater than any other domestic rightsholder.


  • Valvoline Inc. is the latest brand to sign on as a partner of the 2019 Concacaf Gold Cup soccer championship. Valvoline will serve as an official marketing partner of the 2019 Concacaf Gold Cup and underwrite the “High Mileage Stats of the Game Presented by Valvoline” digital platform, which will deliver unique statistics and infographics to fans throughout the tournament. “Valvoline shares our passion for the game and vision to provide an innovative and premium quality experience to fans as they interact and consume the best football in the region,” said Concacaf General Secretary Philippe Moggio.

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

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


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


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

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


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


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


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

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

  • Minnesota United FCMinnesota United have signed a multi-year sponsorship deal with PepsiCo, making Pepsi the official soft drink partner of the team. The new deal makes PepsiCo the exclusive beverage provider at the club’s new Allianz Field. “We are excited to be partnering with such an iconic brand like Pepsi as we enter a new stage in Minnesota United history,” stated Minnesota United chief executive, Chris Wright. “This partnership is an important foundation to the exceptional food and beverage experience we are striving to create for all guests of Allianz Field.”


  • The Seattle Sounders have extended their relationship with healthcare provider CHI Franciscan to make it their official training jersey partner through 2020. “CHI Franciscan is excited to further our partnership with Seattle Sounders and together engage thousands of fans about the importance of living an active and healthy lifestyle,” stated Ketul J Patel, chief executive of CHI Franciscan. “The Sounders are role models in our communities and have been exceptional partners in health.”

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  • Victor MontaglianiVictor Montagliani will continue working as president of Concacaf during four more years, until 2023. “Football has become our total priority and that’s thanks to our togetherness as one Concacaf,” said Montagliani. “Thank you for your support to serve as president for the next four years.”


  • US nutritional foods manufacturer Luna Bar has donated US$718,750 to the US women’s national soccer team (USWNT) to compensate for the pay-gap between the country’s male and female professional players. “It’s ironic that one of the most popular sports in the world is still experiencing pay inequalities between women and men,” said Kit Crawford, co-chief executive of Luna Bar’s parent company, Clif Bar.

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

  • Fernando Alonso
    Fernando Alonso.

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


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

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


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


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

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


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


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

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

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


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

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


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


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

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

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


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

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


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

A summary of the most exciting news in 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).

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

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


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

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


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

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

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

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

  • Gabriel JesusGabriel Jesus, Manchester City’s soccer star, has extended his personal endorsement deal with Adidas. The Brazilian player started the partnership when he was only 17 years old. The length of the extension nor the financial terms have been announced.


  • According to ESPN, we will soon see a cup competition between Liga MX and MLS clubs. The tournament would involve four teams from MLS and four from Liga MX, running in the second half of 2019.


  • Inter Miami FC has selected London-based KIN Partners as its exclusive sponsorship sales representation agency. KIN will be identifying and developing sponsorship opportunities for David Beckham’s MLS franchise. “Miami is recognized as a global city with a mix of wonderful cultures and we cannot wait to start working with both the vastly impressive ownership group and one of the most exciting properties in world sports today,” Matthew Kay, head of KIN, stated.

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  • Seattle Sounders FCThe Seattle Sounders have rebranded its United Soccer League (USL) side, as part of a collaboration with MLB team Tacoma Rainiers. The move to Tacoma sees the 2014 and 2015 back-to-back NWSL Shield winners rebrand as Reign FC. “The addition of Reign FC to Tacoma matters, and shows the power behind great partnerships,” said Tacoma Rainiers’ president Aaron Artman.


  • OTT streaming platform LaLigaTV has been renamed as LaLigaSportsTV as part of a strategic change. As part of a new three-year project, La Liga is looking to change the sponsorship model of the OTT service and increase its sponsorship revenues.

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.

  • North Intl. BankThe Atlético Madrid has signed a new sponsorship deal with Latin-American financial institution North International Bank (NIBank). The partnership will leverage NIBank’s license to develop and commercialize Mastercard and UnionPay International cards by using Atléti’s profile to boost the placement, use, and benefits of those cards. The key objective of the four-year deal is to strengthen and innovate North International’s Caribbean Bank brand through association with the La Liga club.
    “The purpose of developing payment instruments with the image of the Spanish football club is to strengthen the relationship with the Rojiblancos fans in the region,” stated Jordán Silva Tugues, NIBank chairman.


  • The Confederation of North, Central America and Caribbean Association Football (CONCACAF) announced a multiyear agreement with OEG Sports as its global master licensee and licensing agent for consumer products. The rights deal makes OEG Sports the first official and exclusive master licensee and licensing agent of Concacaf through 2022.


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

  • Amazon.comThe NFL has teamed up with Amazon’s Alexa to help fans better understand the sport. Equipped with 2,000 terms related to positions, formations, rules, players and other information, the Rookie’s Guide to the NFL will allow viewers to ask Alexa football-specific questions while watching a game. Users will also be able to make questions about commentators’ football terminology. According to  Forbes, between 2005 and 2015, the total number of NFL Hispanic fans doubled from 750,000 to 1.5 million.


  • Serena Williams has signed a deal with the dating app Bumble, to become the face of the platform’s latest marketing campaign. The deal will run through 2019, starting with a message from Williams on female empowerment during the National Football League’s (NFL) Super Bowl on 3rd February.

Subscribe to Portada daily Sports Marketing Updates!

  • Panini AmericaPanini America has locked an exclusive, multiyear deal with Notre Dame. The new trading card license gives Panini the rights to produce cards featuring former ND football, basketball and baseball players, as well as former athletes from other sports.


  • The National Football League signed a multiyear agreement estimated at $30 million a year, to make Caesars Entertainment Corp. its first-ever casino partner. Caesars will have exclusive rights to use NFL marks to promote casinos in the U.S. and U.K.. The deal does not yet include gambling or fantasy sports. “We couldn’t be more excited to work with one of the world’s largest gaming and entertainment companies,” stated Renie Anderson, Senior Vice President, NFL Partnerships, Sponsorship and Consumer Products.

Join us at PORTADA LOS ANGELES on March 15, 2019, at the Loews Beach Hotel Santa Monica, where we will dive deep into sports and soccer marketing’s preeminent topics.  Felix Palau, VP Marketing, Heineken will discuss “How to measure ROI and transfer best practices between sports marketing platforms”. Other speaking engagements include Tiago Pinto, Global Marketing Director, Gatorade who will provide answers to the question: “Will Corporate America jump on the soccer opportunity?”Attendees will also be able to benefit from Portada’s meet-up service of three-eight-minute meetings with top brand executives!

  • Toyota USAToyota will expand its sports presence by partnering with the National Governing Bodies of six new sports for the 2020 Summer Games in Tokyo – skateboarding, surfing, wheelchair basketball, swimming, triathlon, and track and field. Toyota now has 16 partnerships with National Governing Bodies between the winter and summer games.


  • The UFC locked a new marketing partnership with PokerStars, which now becomes UFC’s first-ever ‘Official Poker Partner’, creating a new sponsorship category. “We’re excited that PokerStars has joined our roster of global partners and has helped us create a new sponsorship category for our final event of 2018,” stated Paul Asencio, UFC Senior Vice President, Global Partnerships. According to a Washington Post poll, 38% of mixed martial arts fans are African-American, and 31% are Hispanics.

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