LOS ANGELES, Feb. 2, 2018 — mitÃº, the leading digital media brand for Latino millennials, today announced its partnership with the National Football League aimed at tapping into unexplored creative avenues that drive engagement and ignite fandom among the most influential demographic in America: young Latinos.
Through the partnership, mitÃº will highlight the unique contributions Latino fans and players bring to the game through inspirational player profiles, comedic sketches and heartwarming stories. This includes underdog and fan stories, interactions between multiple generations of Latino football fans, and content that aims to make the sport accessible and exciting to potential new fans.
“We are excited to partner with mitÃº to engage with Latino millennials through a dynamic media platform. Together, the NFL and mitÃº, will deliver compelling content, capturing the energy and excitement of our game,” said Johanna Faries, NFL Vice President of Marketing Strategy & Fan Development.
Throughout this partnership, mitÃº will collaborate with football players and personalities, like Denver Broncos guard Max Garcia, former Arizona Cardinals guard Rolando Cantu and Jamie and Luis Moreno of the Carolina Panthers Spanish Radio Network to develop content that will appear on mitÃº and NFL digital properties. With this content, mitÃº will leverage its proprietary technology to measure response and sculpt it to maximize engagement and reach for a young Latino audience.
“It's an honor to work with the National Football League, a sport that has deep roots in the Latino community. Together we'll share the 'stories of us' by using our data to inform content that connects beyond just the Latino community and among generations young and old,” said Herb Scannell, CEO of mitÃº.
The campaign begins in January and will run through February.
The National Football League is America's most popular sports league, comprised of 32 franchises that compete each year to win the Super Bowl, the world's biggest annual sporting event. Founded in 1920, the NFL developed the model for the successful modern sports league, including national and international distribution, extensive revenue sharing, competitive excellence, and strong franchises across the board. The NFL is the industry leader on a wide range of fronts.
At mitÃº, we elevate and celebrate Latino stories, audiences and talent to their rightful place, front and center in American pop culture. We are the leader in connecting brands and creators to young Latinos, the most influential demographic in the U.S. Our stories reach over 91 million Americans every month.
mitÃº's investors include Upfront Ventures, WPP, AwesomenessTV, and Verizon Ventures. mitÃº is headquartered in Downtown Los Angeles and has operations in New York, Chicago, and BogotÃ¡, Colombia. For more information, visit www.wearemitu.com.