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

  • WWEMinute Maid Park in Houston will host the WWE Royal Rumble on Jan. 26, 2020. This will be WWE’s debut at Minute Maid Park and the second time the Royal Rumble is held at a baseball stadium. “We are thrilled to bring one of WWE’s biggest events of 2020 to Minute Maid Park,” said Janis Burke, CEO of the Harris County – Houston Sports Authority. “We look forward to WWE fans from around the world descending on Houston for the Royal Rumble.”


  • The NBA is supporting The Basketball Africa League (BAL), a new professional basketball league in Africa, born of a collaboration between the NBA and the sport’s global governing body Fiba. The 12-team league will begin play in January 2020. This will be the first time the NBA has been involved with the operation of a league outside of North America. “As we’ve been talking about this concept over the last several months, there’s been a tremendous reception from several of our NBA team owners,” Adam Silver, NBA commissioner, said. “Several of our partners have also expressed an interest to work with us in Africa.”

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  • https://pbs.twimg.com/profile_images/3273122922/47aaf806b4241d81282383c75bc44f19_400x400.jpegBoxeo Telemundo is celebrating 30 years on the air, serving as the longest-running sports program in Spanish-language television. “We are proud of the successful run Boxeo Telemundo has had over the last 30 years bringing boxing fans the best of up-and-coming Hispanic contenders vying for championship titles,” said Ray Warren, President of Telemundo Deportes. “We look forward to continue serving our fans with the best boxing as part of our efforts to continue positioning Telemundo Deportes as the leading Spanish-language destination for the Biggest, Best, Global sports events.”


  • Indonesia submitted a bid to host the 2032 Olympic Games. The IOC is scheduled to announce the 2032 host by 2025.

We are looking at Nielsen’s social content ratings of the week of January 14-20 in order to get a good sense of which social platforms are the best tool for viewers to engage with their favorite programming.


This week, Nielsen’s Social Ratings show that Instagram was the clear winner of TV-programming-related social media with 24.1 million (61%) interactions, while Twitter received 13.4 million and Facebook was last with 1.9 million. Here we extract a few insights from Nielsen’s data in order to get a good sense of which broadcasters and programs generate more engagement, and will try to find out whether there is a relationship between topics and social media.



January 14-20, 2019

[Source: Nielsen]

Key Insights

  • Out of the total of interactions on the top ten spots, 24% (9.5 million posts) were related to a TV episode or special.
  • Facebook had 429,000 interactions, way behind Twitter, which received 1.9 million.
  • However, none of those two could match Instagram, which got 7.2 million posts, or 75% of the posts.
  • The top two spots were taken over by USA Network and WWE. Combined, both events generated almost half (43%) of the interactions.
  • Instagram won by a landslide on almost all the events, except for The Bachelor, which got more interactions on Twitter.



January 14-20, 2019

[Source: Nielsen]

Key Insights

  • Over 30 million interactions, or 76% of the total of the three top ten rankings provided by Nielsen related to TV episodes or special events, were about sports.
  • From these, 1.5 million interactions were posted on Facebook (only 5%).
  • Twitter received 11.5 million related to sports events, or (38%).
  • About 56% (16.9 million) posts were made on Instagram, making it the unanimous winning platform in the sports category.
  • NFL events took the first two spots (57% of sports interactions), with the Patriots vs Chiefs match generating a third of all the interactions with sports events of the week.
  • The remaining 43% of posts were related to basketball events; spots 3 to 9 were NBA matches, and spot 10 was a College Basketball match.
  • Instagram was the top platform for NBA fans, but Twitter is still the winner for NFL followers.



January 14-20, 2019

[Source: Nielsen]

Key Insights

  • According to Nielsen’s data, 2.1 million viewers engaged with the top ten posts sent directly from social media accounts owned or affiliated with TV programming.
  • For the top 10 spots, Facebook received 16,000 engagements, Twitter got 431,000, and Instagram came out on top with 1.6 million.
  • The relationship between top series and top TV talents is rather close, especially in the case of America’s Got Talent’s Terry Crews. Even though Ellen’s Game of Games is on the 10th spot of the former list, she was the second most popular TV talent of the week.


Cover photo created by rawpixel.com – www.freepik.com

What: Andrade “Cien” Almas made his WWE pay-per-view debut during WWE’s SummerSlam weekend.
Why it matters: WWE covets the Hispanic wrestling market, and the sports entertainment company hopes Andrade “Cien” Almas can replicate the success he found in Mexico and Japan, growing their international fanbase.

World Wrestling Entertainment (@WWE) took over New York City over the weekend, as the Barclays Center, in Brooklyn, hosted NXT Takeover: Brooklyn IV, SummerSlam, Monday Night Raw, and Smackdown Live.

SummerSlam is the company’s second biggest pay-per-view (PPV) of the year, behind Wrestlemania, showcasing the company’s best and brightest talent.

One of those stars, Andrade “Cien” Almas (@AndradeCienWWE), made his WWE PPV debut this year, defeating Rusev (@RusevBUL) and Lana (@LanaWWE) in a mixed tag team ma

(credit: WikiMedia Commons)

tch. Almas, 28, is a rising star whose popularity is well established back in Mexico.  The WWE, who has long had a tradition of showcasing Hispanic wrestlers such Rey Mysterio Jr. (@reymysterio), as well as WWE Hall of Famers Pedro Morales, Tito Santana, and the late Eddie Guerrero, is hoping that Andrade can be the next WWE superstar that can help them continue to tap into the Spanish-speaking market.

“When you look upon the WWE roster, there isn’t anyone else who looks poised to break through as the next big Hispanic star for the company.  There are other talented Hispanic stars on their roster but I don’t currently get the impression WWE is using them with the goal of trying to cultivate their next big star out of them,” said Mike Johnson (@mikepwinsider) of PWInsider.com (@PWInsidercom). “With Almas however, there’s a ton of potential.  He has that necessary chip on his shoulder that radiates through the arenas when he’s performing. He has crisp timing that comes with being a great in-ring performer. He looks and carries himself like a star.”

Born in Durango, Mexico, “El Idolo,” as Almas is calling himself during his Smackdown run, is a third generation wrestler who followed on his grandfather’s (El Moro) and father’s (El Brillante) footsteps. Almas began his career at the age of 14, in his family’s wrestling promotion before signing with Consejo Mundial de Lucha Libre (@CMLL_OFICIAL), the oldest active professional wrestling promotion in the business, taking on the masked La Sombra persona, as his gimmick.

I wanted to be internationally known, and we all know that the WWE is that global company.
(credit: WikiMedia Commons)

“My grandfather, my father, my uncles, a lot of people in my family are in wrestling,” said Almas to Mexico’s Sale El Sol morning show. “To me, it was just playing around. To do pro wrestling, to me, it was a kid’s game.”

While working with CMLL, Almas leveraged the Mexican lucha company’s ties with New Japan Pro Wrestling (@njpwglobal), competing against NJPW’s talent, as La Sombra, and eventually winning the IWGP Intercontinental Championship, defeating Shinsuke Nakamura (@ShinsukeN) for the title.

While Almas / La Sombra started his career as a técnico (a “face” / hero), it was not until he turned rudo (a “heel” / villain), in 2014, establishing the Los Ingobernables stable that he became highly popular, both in Mexico and in Japan. With his star on the rise, in two different continents, Almas signed a development deal with WWE in 2015, hoping to become an even bigger international star.

“My dream, as a professional wrestler, I knew was not going to achieve more in Mexico,” said Almas to Mexico’s Sale El Sol morning show. “I wanted to be known worldwide, I wanted to be internationally known, and we all know that the WWE is that global company.”

After signing with WWE, Almas, wrestling without his La Sombra mask and under the “Cien” moniker, competed in the company’s NXT (@WWENXT) development league winning the NXT Championship after defeating Drew McIntyre (@DMcIntyreWWE), at the NXT TakeOver: WarGames show, in November 2017.

A key part of Almas success can be attributed to being paired up with Zelina Vega (@Zelina_VegaWWE). Billed as Almas’ business manager, the 27-year-old Puerto Rican from Queens, New York has become the mouthpiece and advocate for the Mexican luchador.

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“La Muñeca” jumped into the wrestling business in order to honor her father, a telecom analyst for the firm Cantor Fitzgerald who died September 11, 2001, in the World Trade Center attacks, having competed in Impact Wrestling (@IMPACTWRESTLING) before joining the WWE.

(credit: WikiMedia Commons)

“Zelina Vega is, in my opinion, an extremely unique, rare and special talent that only comes around so often in professional wrestling,” said Johnson. “She has an amazing personal backstory, having gotten into the industry to honor her father, who died on 9/11 as wrestling was one of the things that bonded them.  She has continuously improved on all levels and since coming to WWE, has found the perfect voice and characterization to make herself shine.”

Vega, who is bilingual, has helped Almas communicate with the WWE Universe, handling promo duties for Almas as he continues to learn English. Promos are the speeches that wrestlers deliver to audiences before and after matches, not only helping convey the talent’s storylines but also helping them develop a personality that draws the fans’ boos and cheers.

“Vega is so great in her current role, in fact, that from the second she and Almas were put together as an act on WWE NXT TV, he immediately meant more,” said Johnson. “Vega was the last piece of the puzzle Almas needed to go from being another WWE wrestler to a legitimate WWE act that mattered. I do believe knowing English can only help Almas as the company loves to have bilingual talents, but Vega does such an excellent job in her role that is helps maintain some of the mystique around the Andrade ‘Cien’ Almas persona.”

Whether competing as La Sombra or alongside Vega as Cien, whether rudo or técnico, whether competing in the United States or Japan, Almas always represents his Mexican roots to the fullest; something that draws sponsors to the charismatic luchador and the companies that employ him, looking to tap into the popular Hispanic wrestling market.

“There’s a ton of upward mobility for Almas,” said Johnson. “WWE has yet to scratch the surface with him on their Smackdown Live TV series.”

What: New Japan Pro Wrestling (NJPW) aired its third show in the United States, as the company attempts to catch WWE in the business of professional wrestling.
Why it matters: NJPW has a solid long-time relationship with Mexico’s Consejo Mundial de Lucha Libre (CMLL), that could be used to help the company catch up to the WWE.

New Japan Pro Wrestling (@njpwglobal) continued its expansion into the North American wrestling market last weekend, as the G1 Special in San Francisco show aired live on AXS TV in the United States and the NJPWWorld (@njpwworld) digital platform around the world.

IWGP Heavyweight champion Kenny Omega (@KennyOmegamanX) headlined NJPW’s third U.S. Event, defeating “The American Nightmare” Cody (@CodyRhodes) — son of wrestling legend Dusty Rhodes, Saturday night, selling out the Cow Palace in Daly City, California, a crowd of over 10,000 wrestling fans.

The G1 Special in San Francisco show is just one of the steps Harold Meij, NJPW’s new president is taking to globally expand the company’s brand. The former vice president of Coca-Cola Japan and Japanese toy company Takara Tomy (@Tomy_Toy) has faith in his product, which he describes as “real-life Dragon Ball Z characters,” that it can appeal across various demographics and compete in the international market.

Consejo Mundial de Lucha Libre (CMLL) World Lightweight Champion, Dragon Lee, one of the Mexican stars competing in New Japan Pro Wrestling (NJPW), battled IWGP Junior Heavyweight Champion Hiromu Takahashi at Saturday’s G1 Special in San Francisco.
Strongly promoted and marketed Hispanic talent could definitely help NJPW compete with WWE.

“My thinking hasn’t changed since my time at Takara Tomy. I want to expand the fanbase regardless of age, gender or nationality,” said Meij recently in an interview with Japanese publication The Mainichi (@themainichi). “New Japan has fantastic content, so it has the possibility of picking up popularity overseas. At the moment, there are some 100,000 registered members on our video streaming service ‘New Japan Pro-Wrestling World,’ and 40,000 of them live outside Japan. I would like to aim for the international market with things like videos in English or events for foreign tourists.”

One business relationship that NJPW could turn to for help is their partnership with Mexico’s Consejo Mundial de Lucha Libre (@CMLL_OFICIAL), one of the oldest professional wrestling promotion in the industry. The relationship goes as far back as 2008, trading talent between the two companies, including the two co-promoting the Fantastica Mania Japan tours that launched in 2011. By 2016, the relationship had blossomed to the point where NJPW agreed to air CMLL’s Friday night show Viernes Espectacular de Arena México on their NJPWWorld OTT platform.

CMLL does exist for NJPW as a place where the Japanese wrestlers can work on character changes away from the eyes of their usual fans,” said N. Khan, founder of LuchaBlog,com (@luchablog); a blog dedicated to Mexican lucha libre-style of wrestling. “[Tetsuya] Naito’s (@s_d_naito) adoption of ‘Los Ingobernable’ style was a good example of this, as was Hiromu Takahashi’s (@TIMEBOMB1105) transition towards his ‘Time Bomb’ persona, and Shinsuke Nakamura (@ShinsukeN) debuting his ‘King of Strong Style’ personality in Mexico before bringing it back to Japan.”

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NJPW’s current rise coincides with the growing popularity of the Bullet Club (@BulletClubNJPW ‏). NJPW has managed to flex the beloved branding of the Bullet Club stable; a group of foreign wrestlers founded by Prince Devitt (known to WWE fans as Finn Balor (@FinnBalor)), later led by current WWE champion A.J. Styles (@AJStylesOrg), currently helmed by the charismatic Omega; and the clique’s storyline intents on “taking over” the company.

Tetsuya Naito’s “Ingobernables de Japon” gimmick he adopted in Mexico has gained popularity among wrestling fans both in the U.S. and Japan.

NJPW also found lightning-in-a-bottle with Naito’s “Ingobernables de Japon” brand, bringing Mexican swagger to Japanese wrestling, after teaming with CMLL superstar La Sombra (currently competing in the WWE as Andrade “Cien” Almas (@AndradeCienWWE)), back in 2015.

Hot Topic (@HotTopic) began peddling Bullet Club / NJPW merchandise after company executives asked the WWE officials if they could market and sell the Bullet Club shirts they saw all over Orlando, during Wrestlemania 33 weekend, not realizing the logo rights belonged to a competitor.

“Hot Topic said we need those shirts, they’re everywhere,” said Dave Meltzer (@davemeltzerWON), founder of Wrestling Observer, back in September of 2017. “(WWE) had to tell them they didn’t have them, so they had to hunt down who did. They got them and shocked everyone with the sales, they couldn’t keep them in stock.”

Former WWE champions, Rey Mysterio Jr., has competed for NJPW in 2018.

NJPW has taken further steps to take advantage of their current popularity, enhancing the talent on their roster by adding established veterans, well known to the North American market, such as former WWE champions Chris Jericho (@IAmJericho) (who recently defeated Naito for the IWGP Intercontinental Championship at the Dominion show in June) and Rey Mysterio Jr. (@reymysterio), on a part-time basis, to introduce the company to newer audiences who grew up strictly on a WWE wrestling diet.

NJPW credits Jericho for helping the company add as many as 25,000 new NJPWWorld subscribers when he co-headlined the Wrestle Kingdom 12 show, the company’s equivalent to the WWE’s Wrestlemania annual event.

Considering the immense contributions Hispanic wrestlers have made to the wrestling industry — from the likes of Mysterio, the Guerrero Family (including WWE Hall of Famer Eddie Guerrero) of Mexico and The Colons in Puerto Rico (including WWE Hall of Famer Carlos Colon) — NJPW may be wise to further tap into this talent pool, as they continue their quest to catch the WWE and takeover of the wrestling world. NJPW seems to be taking steps in that direction, featuring current CMLL World Lightweight Champion, Dragon Lee (@dragon_leecmll) at the G1 in San Francisco show, but has a long way to go.

Andrade “Cien” Alamas (R), known as La Sombra while competing for CMLL and NJPW, is currently signed with World Wrestling Entertainment (WWE).

“Strongly promoted and marketed Hispanic talent could definitely help NJPW compete with WWE. The lack of Hispanic wrestling stars is an obvious weakness in the entire North American market. It’s why Rey Mysterio Jr. is wrestling on NJPW shows and being promoted as a special star in WWE’s upcoming [@WWEgames] video game at the same time,” said Khan. “Naito & Almas bridged the gap between Mexico & Japan, but Almas is illustrative of the problem NJPW would have, to attack the US Hispanic market. Almas was a star in Mexico, a star in Japan, and could have been successfully marketed as a star in the US by either CMLL or NJPW, but WWE is desperate for their own Hispanic star for the US and scooped him up.”

As NJPW and WWE grapple for the hearts and minds of wrestling “marks,” the winners in this corporate wrestling feud are the fans.

“A decade ago, US fans had no legal access to NJPW and only saw a few CMLL matches a week if they were lucky enough to have some specialty cable channels,” said Khan. “Every important NJPW match is now available for a reasonable fee on their site, and most CMLL matches are streamed live and are free to watch on their official YouTube channel. There’s still a bit of barrier to entry, to understand what’s going on and where to find it, but it’s a closer playing field to WWE. Before, if people wanted to watch wrestling, WWE was really the only easy solution. Now there’s a lot that’s just a click away.”

Cover Image: courtesy NJPW

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

  • NestleWatersNANestle Waters North America and WWE presented a joint campaign to encourage consumers to live a healthy lifestyle and “choose water.” Additionally to the campaign, WWE and Nestle will release custom, co-branded, digital videos, featuring WWE Superstars Charlotte Flai®, Natalya, The New Day, Sin Cara and Titus O’Neil.
  • AXS TV will carry New Japan Pro Wrestling’s G1 Special in San Francisco on July 7 at 8p. “As New Japan Pro Wrestling continues their U.S. expansion, we are proud to provide a platform for NJPW and TV Asahi to bring their electrifying events to as many fans as possible through our live, primetime broadcasts,” said AXS TV Fights CEO Andrew Simon.
  • AirAsia made a deal with UFC, as a sponsor of UFC Fight Night Singapore, which meets Cowboy vs. Edwards on June 23. This will be the first UFC-branded AirAsia Airbus A330-300. “This exemplary partnership between UFC and AirAsia is a testament to the passion behind these two inspiring brands,” stated UFC Vice President, International Marketing Partnerships, Rene Valencia. According to a Washington Post poll, 38% of mixed martial arts fans are African-American, and 31% are Hispanics.

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  • Turtle Beach announced a new multi-year partnership to outfit esports Overwatch League, the Houston Outlaws. The team will use Turtle Beach’s Elite gear during training, streams, and practice, and the two organizations will collaborate to bring Outlaws fans closer to the pro players with behind the scenes content and activations. According to a 2014 Think Now Research study Hispanics are nearly twice as likely to buy and wear video game branded apparel.
  • WWEWWE and Mexico’s newest national broadcast television network, Imagen Television, made a new agreement to broadcast WWE’s flagship programs Raw and SmackDown on free-to-air television in Mexico.
  • Van Wagner Sports & Entertainment (VWSE) and Jersey Mike’s Subs announced the title sponsorship of the 2018 Jersey Mike’s Jamaica Classic, an annual pre-season college basketball tournament, to be held in Montego Bay. The newest NCAA basketball MTE tournament for college teams and their fans will be held November 16-18, 2018, in one of the most iconic destinations in the Caribbean.
  • Chipotle Mexican Grill announced a partnership with TSM, as the team’s first-ever TSM Fortnite House sponsor. This partnership will feature multiple integrations, streaming exposure, and other activations.
  • Riot Games is planning on consolidating its existing pro leagues in Latin America under one banner.  The combined league will be played out of Santiago, Chile, with the move designed to improve the competitive level offered by the region.

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

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

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

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

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

What: WWE and Spanish Sports Channel GOL enter into TV rights deal to broadcast WWE highlights in Spanish.
Why it matters: With this deal WWE continues to grow its influence and presence in Spain.

WWE and GOL Announce a New TV Deal

Spanish media group Medipro has announced that its free to air (FTA) sports channel GOL, has signed a rights partnership with the US wrestling organization, Worldwide Wrestling Entertainment (WWE). The length of the deal has not been disclosed, but GOL has started this week to offer WWE highlights of fighting shows Raw and SmackDown through three shows: Afterburn, Bottom Line, and Experience. Spain is the latest country to broadcast the shows as they are syndicated in other international markets as well. All of the shows will have Spanish commentary. GOL’s director, Francesc Carbonell, expressed his approval of the deal pointing out that spectators will now have the opportunity to enjoy WWE’s highlight programming. The shows will also be available on GOL’s TV Everywhere platform for those with a subscription and on its seven-day VOD.

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WWE’s Expanding Presence

Randy Orton at a WWE Live Event in Valencia, Spain.

The news of GOL picking up WWE highlight shows also comes after another FTA channel, Neox, owned by Spain’s Atresmedia, expanded its current agreement with the WWE to air Raw and SmackDown on the weekends. The audience figures in Spain for Raw and SmackDown have almost doubled since the shows started airing on Neox back in January 2014. This is the main reason for extension on that contract. Speaking on WWE’s most recent deal with GOL, WWE Co-President Michelle Wilson shared the same sentiments as Carbonell:

This partnership to televise WWE’s highlight shows in Spain allows us to expand our reach and deliver additional WWE programming to our fans throughout the country.

WWE has been trying to build its reputation and influence beyond the United States for a while now and these recent TV deals show potential. The organization has also branched out from just TV and had a European tour last year which included the Spanish cities of Madrid and Barcelona. The same European tour is in the works for this year, with visits to two more Spanish cities, Malaga and Zaragoza, on the books.

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

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

  • Red Sox de BostonThe Yankees/Red Sox game played on Saturday March 3 has become the most-watched Spring Training telecast ever on MLB Network, with an average of 322,000 viewers.
  • The BIG EAST Conference, in alliance with FOX Sports Media Group, announced new and returning partners for the 2018 BIG EAST Men’s Basketball Tournament. Jeep returns as the presenting sponsor for all 22 BIG EAST championships. Returning sponsors include Nike, Gatorade, Geico, Primesport, SUNKIST, Continental Tire, Westwood One and Sirius XM Radio.
  • Pac-12 Networks and OTT DAZN Canada announced a multi-year partnership to stream more US college sports across Canada.

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  • SNICKERS®WWE is working on its deal with SNICKERS for WrestleMania 34. SNICKERS’ presenting partnership of the event includes custom content produced by WWE for SNICKERS.
  • MLB signed a deal with Facebook for an expanded partnership for the 2018 MLB season. Facebook will exclusively carry one game every week to a global audience on Facebook Watch in a 25-game package. MLB Network will produce games specifically for Facebook. 31% of MLB players are Latino, according to ESPN.
  • Dallas Mavericks locked a sponsorship deal with online and app marketplace company 5miles. 5miles will be listed as the official marketplace partner of the Mavericks, and its logo will appear on the NBA team’s jersey.

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

Which sports video platforms do US Hispanic users prefer? What types of sports do they prefer? Do they prefer league sites o news media sites? Read on for the answers to these questions, drawn from comScore’s April 2017 ranking.

When it comes to enjoying video content on the web, it seems that Hispanic consumers choose to watch little sports content. Of the total number of Hispanics that watch online video, only 15.4% spend their time viewing sports content videos, for a total audience of 4.1 million.

Source: comScore Video Metrix, Sports, U.S., Hispanic All, April 2017, Desktop onlyTotal Unique Viewers (000)
   Total Internet: Hispanic All26,691
1   Fox Sports-SI Group-Perform Media1,435
2   ESPN757
3   Yahoo Sports-NBC Sports Network731
4   MLB561
5   MSN Sports467
6   CBS Sports419
7   NFL Internet Group395
8   SendtoNews346
9   World Wrestling Entertainment (WWE)329
10   Whistle Sports317

Fox Sports came in first place on our ranking, thanks to the amount of different sports video content it offers, in addition to its own programming. The media group drew 1.4 million of the total number of consumers of online sports videos. That is to say, 35% of Hispanics sports video consumers get their content through one of the Fox Sports-SI Group-Perform Media sites.

The MLB ranked fourth, and with its season in full-swing, its audience 561,000 Hispanics does not come as a surprise. Its site captured 14% of the total audience.

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Also worth noting is WWE, a sport whose Hispanic audience attraction might surprise us, as American wrestling is not one of the most commonly followed sports in this demographic. The site attracted 329,000 Hispanics during the month of April.

Once more, in this ranking category, we are struck by the fact that the top 10 is composed of sites whose content is solely in English.

What:Joaquin Del Rivero and Mauricio Ramirez Cuesta have joined WWE as members of the Latin American management team.
Why it matters: Del Rivero has been appointed  Vice President & General Manager, Latin America, and MaurÍcio Ramírez Cuesta as Marketing Director, Latin America.  They will be based in WWE’s Mexico City office.

WWE announced the appointment of Joaquin Del Rivero as Vice President & General Manager, Latin America, and MaurÍcio Ramírez Cuesta as Marketing Director, Latin America.  These new hires are part of WWE’s broader, deeper commitment in Latin America.  Both will be based in WWE’s Mexico City office.

joaquinDel Rivero will lead WWE’s strategic business development initiatives and day-to-day operations in Latin America and work with WWE’s partners across all its lines of the business, including TV, live events, marketing, sponsorship, new media, licensing and merchandising.Del Rivero brings nearly thirty years of business and marketing experience to WWE, having held leadership roles at brands including Time Warner, NFL, Hasbro, General Electric, Disney, and Procter & Gamble.  Del Rivero received an M.B.A. from the University of Edinburgh and a Bachelor of Arts in Economics from Metropolitan University.

As Marketing Director, Latin America, MaurÍcio Ramírez Cuesta will report to Del Rivero and serve as a key member of the WWE International Marketing team, creating and executing country specific brand campaigns and developing and implementing marketing and promotional strategies for all lines of business, including TV, WWE Network, consumer products and licensing, live events and digital.With more than 16 years of marketing experience, Cuesta has held key roles at several companies, including Adidas, Grupo Monitor, and Telcel.  Cuesta holds both an M.B.A. and Bachelor of Arts in Marketing from Universidad Anáhuac Campus Sur in Mexico City.

“Mexico and Latin America are strategically important growth markets for us, and we are confident that Joaquin and MaurÍcio will continue to successfully develop the WWE brand and business in the region,” said Ed Wells, WWE Executive Vice President, International. “WWE is committed to expanding internationally, and our presence in Latin America is important to the company’s future growth.”