Sports Marketing Playbook


Sports Marketing. It’s a whole different game. From working with athletes and professional teams to creating viral videos with fans for social media. It’s what companies are looking for these days as they try to expand their brand.

Did you know that more and more companies are turning their marketing dollars away from TV and radio ads and towards social media campaigns? And if it involves sports, even better.

Tweets and Facebook mentions are what clients are looking for, not local TV coverage on the six o’clock news.  Non-profits groups are also turning to athletes to help promote their cause?

Find out how you can grow you sports marketing playbook as Hispanic Communicators DFW teams up with industry pros for this MVP workshop.




Edward Egros is a television sports reporter and anchor with Fox 4 in Dallas and a sports analytics enthusiast. Edward earned his undergraduate degrees in journalism and economics from Southern Methodist University and his Master’s degree in predictive analytics from Northwestern University.

Edward has traveled all over the country covering some incredible stories, including Evander Holyfield’s attempt to return to boxing prominence in El Paso, basketball in Kentucky, SEC football, NCAA Division II Basketball Tournaments, inspirational high school athletes and three BCS National Championship games.

Outside of work Edward enjoys traveling, a good adventure and a delicious iced coffee.

Twitter: @edwardegrosfox4
FB: @edwardegrosfox4


Red Bull

redbullIt’s not just an energy drink. It has become synonymous with sports, music and culture. Since it was created in 1987, Red Bull has evolved into “an experience”. It’s marketing team is responsible for creating extreme sporting events such as Red Bull Racing, Cliff Diving, Air Races and so much more. Their marketing folks gets their product into the hands of athletes from every sport imaginable. How do they do that? How much freedom does their marketing team have when creating a campaign? How is their approach different than traditional marketing campaigns?


Jason Hines is the event marketing manager for Red Bull North America. He is responsible for leading sports event strategy, marketing, athlete integration, and execution of all the major properties in his region including Red Bull Air Race, Red Bull Cliff Diving, and Red Bull Flugtag.

Huddle Productions


Chris Yates is the founder of Huddle Productions, a video production agency that creates branded video content for SEO, social media and Brand Journalism.  Yates is an award winning broadcast journalist with 20+ years experience on both sides of the camera. He is a former sports TV reporter for Fox and ABC networks.  He has covered such events as the Superbowl, The Masters, NBA Finals, Daytona 500 and Stanley Cup Finals. Among his clients: Lone Star Park, Bud Light, Michaels. He recently did a promotional video for Pitbull.

Twitter: @ChrisYates11

Texas Motor Speedway 


When there is mention of the “Big Four” in terms of motorsports venues of prestige, Texas Motor Speedway has taken its place along-side  Daytona,  Indianapolis  and  Charlotte  Motor  Speedway.

TMS,  with  an  overall  capacity  in  excess  of 180,000,  is  among  the  largest  sports  stadiums  in  America  and  the  enormity of the Fort Worth venue is no better exemplified by the fact that four AT&T Stadiums, home of the Dallas Cowboys, can fit inside.
But with only a handful of races every year, how does TMS market their facility year-round?
gregg-elkinGregg Elkin, media relations manager at TMS, has had a long career as a sports publicist in the Dallas/Fort Worth area. Elkin previously has served as Director of Basketball Communications for the Dallas
Mavericks, Senior Director of Communications for the Texas Rangers, and most recently as the Senior Associate Athletic Director for External Relations for the University of Texas at Arlington.
Before moving to the DFW Metroplex, Elkin’s career was in the college sports information field, including tenures at two that possessed high-profile men’s basketball teams. He was the assistant sports information director at the University of Nevada Las Vegas (UNLV) when the Runnin’ Rebels won the 1990 national championship and then spent the next eight years (1991-99) as sports information director-basketball at Indiana University for Hall of Fame coach Bob Knight and his perennial powerhouse teams.
Monster Products
Monster Products was founded in 1979 by Noel Lee, then a laser-fusion design engineer and musician.  His passion for both is what made the  Monster Product what it is today.

From  headphones and portable wireless speakers to powerful battery charging devices and home wireless audio products, Monster gives listeners freedom and flexibility than ever before.   Lee built his brand by going store-to-store. He rented half a table at the 1977 Consumer Electronics Show. He made his first packaging by hand, using rub-on letters and photocopied labels for packaging and signs.  He was working out of the garage of his family’s home.  The first production table was  a four-by-eight piece of plywood and two sawhorses. That was the Monster Cable factory. The Monster Brand has grown significantly since then.  In 2008,  Monster partnered with rap artist Dr. Dre and Interscope Records  to manufacture the Beats Electronics line of headphones known as “Beats by Dre”.  At the time neither retailers nor consumers were used to paying $300 for a pair of headphones, but this turned out to be a marketing breakthrough. It led to a trend among headphone manufacturers to create celebrity-endorsed products.  Similar partnerships have been created with Lady Gaga,  PDiddy, LeBron James, Earth, Wind & Fire and Miles Davis.

Twitter: @MonsterProducts
FB: @MonsterProducts

March of Dimes

carmenmarchofdimesCarmen Branch has spent all 15 years of her professional career in marketing and communications, including a decade in the sports industry and the last five and a half years in the nonprofit sector. As the March of Dimes South Central Region Marketing & Communications director, Branch leads the foundation’s strategic MarCom initiatives in the foundation’s highest-grossing region. She handles a plethora of duties in her role ranging from corporate and media relations to social media and event management as well as crisis communications.

Branch is a 2001 graduate of the University of Kansas’ William Allen White School of Journalism with a Bachelor of Science degree in Business Communications. She is a member of the Public Relations Society of America Dallas Chapter and Kansas Alumni Association. The Midwest native also is active in the community as a longtime Prom Shop Project and ministry volunteer. She resides in Allen with her husband, Datron, of 12 years.


March of Dimes is a nonprofit organization whose goal is to improve the health of babies by preventing birth defects, premature birth, and infant mortality. Their mission is carried out through research, community services, education and advocacy to save babies’ lives. 

FB: @marchofdimes.tx
Twitter:  @MarchOfDimesTX

  The Dallas Mavericks

mavserinErin Finegold is entering her third season with the Dallas Mavericks as director of Corporate Communications and Events where she is responsible for the publicity for the Mavs Front Office including corporate partnerships, Mavs entertainment (Dancers, ManiAACs, Drumline, Mascots…etc), the Mavs Foundation, community initiatives, in-arena and web content and technology projects. She also spearheads Another Mavericks Production; the in-house event company for the Mavs, producing events like Mavs Spiked (Sand Volleyball Tournament), Mavs Run This Town 5k and AMP presents Ludacris at the Bomb Factory, among others.

Prior to her role at the Mavericks, Finegold led communications for Red Bull Media House in the Mountain and South Regions, promoting events including Red Bull Air Race, Flugtag, Cliff Diving and Sound Select. She has also held marketing and communications roles at the AT&T Performing Arts Center, including its Grand Opening in 2009, and Slingshot, LLC, an independent advertising agency.

Finegold has a B.A. in Mass Communications from the University of Denver and is the founder of BvB Dallas, a powder-puff football game and fundraiser that has raised over $2.8 million dollars for Alzheimer’s research in North Texas. She and her husband, Justin, were married in October 2015 and reside in Dallas with their dog, Riley.

Twitter: @BrunetteInBigD and @dallasmavs

Sports Marketing Monterrey

javiervillaloboswebJavier Villalobos is a multicultural entrepreneur and marketing consultant, born and raised in Monterrey, Mexico. Mr. Villalobos is the president and co-founder of Sports Marketing Monterrey, one of the fastest growing companies in the United States. He drives the agency’s vision and strategic development, leading the company to achieve their goals.

Javier began his career at age 19, being part of the advertising agency named Villalobos & Associates. Throughout the years Javier and his brother Jorge, introduced new ideas that revolutionized the advertising business in Mexico.

In 2004, they sold the company and founded Sports Marketing Monterrey to help brands, nonprofits, and professional teams to reach their goals and consumers in the sports industry, as well as representing TOP ELITE athletes globally.

At the age of 23, he discovered the next gold medal olympic athlete in Beijing 2008 for Mexico and former bronze medal in London 2012. Those athletes were successfully part of a marketing campaign for clients Powerade and Johnson & Johnson during the Olympic Games. At 26, he negotiated and signed the first long-term international television broadcast contract for exhibition games in the United States with ESPN. Such soccer games are held and promoted by his company with Elite Professional Mexican Soccer. Every year all games are broadcasted in more than 20 countries via ESPN.

Outside of work, Javier enjoys playing guitar, traveling, and attending athletic events of all sports.

Twitter: @SportsMKTMTY

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