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

  • Call of Duty esportsThe Call of Duty World League inked a deal with TV brand TCL. Now, TCL will be featured in tournament broadcasts, and have branding in original Call of Duty World League programming, and more. According to a 2014 Think Now Research study, Hispanics expressed more interest in watching others play video games compared to Non-Hispanics.
  • The NBA and Intel Capital announced a new technology innovation collaboration by the name of “NBA + Intel Capital Emerging Technology Initiative.” The multiyear deal will foster the identification, formation, and growth of technology companies that have the potential to impact the future of the NBA, sports, and entertainment. “With this new initiative, the NBA and Intel Capital aim to bring extensive human and technology resources into companies we believe will lead the next wave of transformation in sports and entertainment,” said Wendell Brooks, senior vice president of Intel Corporation and president of Intel Capital.

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  • Emirates AirlineEmirates Airline, F1 Global Partner since 2013, renewed and expanded its partnership with Formula 1 until the end of 2022. Emirates will now have an expanded branding and consumer activation presence at over 15 races on the FIA Formula One World Championship calendar spanning Europe, Asia, Australia, North America and South America, in addition to Emirates being the Title Sponsor of the Spanish Grand Prix in Barcelona and for the German Grand Prix in Hockenheim.
  • The NBA, the International Basketball Federation and the Basketball Federation of India announced that Basketball Without Borders (BWB) Asia 2018 would be held from May 30 to June 2 at The NBA Academy India in Delhi National Capital Region. BWB Asia 2018 brings together the top male and female players ages 17 and under from throughout the Asia-Pacific region to learn directly from NBA and FIBA players, legends, and coaches and to compete against other young players from the region.
  • UFCUFC made a multi-year media rights agreement with The Walt Disney Company’s new Direct-To-Consumer & International segment, that will see exclusive live UFC content run on ESPN+, as well as across a variety of ESPN’s television, social and digital platforms, in English and Spanish, starting January 2019.
  • Williams Racing has launched an official esports team, which will now run competitions for gamers to earn their place on the Williams eSports roster. There are already three drivers signed to the Williams eSports roster: Javier Perez, Jani Vitsaniemi, and Bernardo Perez. As part of its activity in 2018, the team will contest the second season of the Formula 1 eSports Pro Series. On average, Hispanics play video games more often than Non-Hispanics (12 hours per week vs. 9 hours for Non-Hispanics), according to hispanicgamers.com.

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What: Soccer star Neymar Jr. has begun his two-year term as Global Sports Ambassador for TV and small appliance manufacturer TCL.
Why it matters: TCL is increasing its presence in the U.S. and Latin America, in particular in 4K/HDR television sets, and connecting with Neymar Jr. is helping introduce the brand to a younger audience there.

TCL (@TCL_USAis a relative newcomer in the world of TV manufacturers, at least to U.S. fans. But its Roku-enabled 4K and HDR sets have helped the 37-year-old company, also known for producing air conditioners, gain at least a small foothold as fans upgrade their home entertainment experiences.

The Huizhou, Guangdong Province, China-based company recently added soccer superstar Neymar Jr. (@neymarjrto its roster of sport-related partners, inking the Brazilian National Team standout to a two-year stint as Global Brand Ambassador. While the role covers all of TCL’s products, high-definition television sets are the most natural connection, as the company looks for additional brand awareness in the Americas for its well-regarded products. He officially kicked off the role this week after having been named in February.

With sports fever set to spread all over the world this year, Neymar Jr. is undoubtedly the best possible partner with whom, together, we can deliver an exceptional experience to our consumers.

“We are delighted to welcome this outstanding, talented young athlete to the TCL family,” said Tomson Li, Chairman and CEO of TCL Corporation, in a statement. “Neymar Jr. is truly a global sports icon who inspires fans to strive to reach the ultimate standards of excellence, just as TCL constantly strives for excellence in technological and product innovation. With sports fever set to spread all over the world this year, Neymar Jr. is undoubtedly the best possible partner with whom, together, we can deliver an exceptional experience to our consumers,” Li added.

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This is the latest in a series of sports partnerships for TCL that also include NBA’s Minnesota Timberwolves (@Timberwolvesand Lynx (@minnesotalynx ‏), soccer team San Jose Earthquakes (@SJEarthquakes), Brazilian Football Confederation (@CBF_Futebol ‏), Rosario Central Football Club of Argentina (@CARCoficial ‏), Philippine Basketball Association, The Melbourne Cup and Melbourne Victory Football Club (@gomvfc ‏).

“I am thrilled to be partnering with TCL,” said the Sao Paulo native in a statement announcing the partnership in February. “It was an easy decision for me. I share similar values with TCL – the constant pursuit of excellence and great results in every game and I’m excited to work closely with TCL and support the company’s efforts to bring the global sports community together through football.”

Neymar Jr., 26, competes for Paris Saint-Germain in France’s Ligue 1, though he is currently injured and did not play in the team’s championship-clinching win on Sunday in Paris. Known for his exceptional ball skills, Neymar Jr. is a popular fit for other global brands such as Nike, Gillette, Panasonic, Red Bull and Beats by Dre, with Forbes estimating his earnings last year at $37 million, nearly 60% of that from endorsements.

A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the Latin American market and/or targeting Latin American consumers right now.

  • BVI  – South America

The government of the British Virgin Islands has disclosed that it will pay JGBlackBook $144,000 annually to market the British Virgin Islands (BVI) in South America, which includes countries like Brazil and Argentina.During a press briefing last week  Premier and Minister of Tourism Dr. D. Orlando Smith disclosed that JGBlackBook will start working in the South American market next month.

  • Rolls Royce

Roll-Royce Motor Cars has appointed Engine to handle its global marketing communications activity, following a pitch against M&C Saatchi with Lida, The Corner and Leo Burnett’s luxury arm Atelier.The global account will be lead by Engine’s digital direct specialists Partners Andrews Alridge, drawing on expertise from Engine Strategy and Fuel. The business will be run out of Engine’s London office, with support from offices in New York, Shanghai and the Middle East.


ARAMARK, a global leader providing innovative food, facility management and uniform services, has signed Draftfcb Chicago as its worldwide advertising and marketing agency-of-record (AOR.) The step is a first for the company and effective immediately.According to ARAMARK officials, the company sought an agency partner to supplement its internal capabilities and contribute to the strong business growth it has been experiencing. “We were seeking a partner with the creativity and strategic thinking to complement our business strategy,” said Frank Mendicino, President, Strategic Assets and Chief Strategy Officer. “The Draftfcb team displayed that and more, demonstrating the best grasp of our vision for ARAMARK plus the reach of a strong global network.”The company previously worked with multiple agencies on a project basis and reviewed a number of firms before deciding to consolidate its business at Draftfcb. Draftfcb will focus on ARAMARK’s business-to-business advertising and marketing needs, including brand identity work as well as fully integrated, 360-degree marketing for all aspects of its business.

  • AVON / JWT – Brazil

JWT Brazil will be working with AVON in the country as its advertising agency. JWT have been already working with the brand for the digital works.Before the pitch, AVON´s account was in the hands of Grey 141.

  • American International / Tetra Pack / Dunkin Donuts – Colombia

Ogilvy & Mather Colombia has announced that will be working with three new accounts in Colombia: American International Group Inc, Tetra Pack and Dunkin´Donuts. The agency will be in charge of the BTL, ATL and digital works for the brands.

  • HTC – Global

Taiwanese smartphone manufacturer HTC has teamed up with Hollywood actor and director Robert Downey Jr. in a two-year deal to be the face of its newly-launched ‘Change’ marketing global campaign.

  • TCL – Argentina

TCL has chosen Scarpato agency to produce its advertising campaign in the country. The company is represented by Radio Victoria Fueguina SA in Argentina.

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