Major League Baseball and mitú Partner to Launch Data-Driven "Always-On" Content for Multicultural Youth
Unique Collaboration Celebrates the Individuality, Heritage and Diversity of MLB Players and Fans
LOS ANGELES, Jan. 17, 2017 /PRNewswire/ -- Major League Baseball (MLB) and mitú, the leader in creating mainstream entertainment through a Latino lens, today announced their new "Always-On" content campaign designed to deliver unique MLB content to multicultural youth.
Beginning in February, MLB and mitú will unveil an array of exclusive digital content that will appear across a variety of mitú and MLB distribution channels. As part of the partnership, mitú will leverage its proprietary technology to measure response and sculpt content to maximize engagement and reach for a young multicultural audience.
"We are excited about this new partnership with mitú which will showcase the energy and heritage of MLB, its players and fans in a creative and fun way for young Latinos," said Felicia Principe, Director, Brand Advertising & Marketing at Major League Baseball. "This partnership will give mitú access to valuable MLB content and star Latino baseball players that its consumers will enjoy."
MLB and mitú will collaborate in creating content capturing the spirit and pride of current and former MLB players, comedic sketches, listicles and memes that celebrate the enthusiasm of a new and diverse generation of MLB fans and players. On Opening Day 2016, 235 players - almost 30 percent of the league - were of Latino descent and in a recent ESPN poll, more than 60 percent of Hispanic people living in the U.S. consider themselves fans of Major League Baseball.
"We're excited to partner with MLB in this unique and exciting way. mitú is the heart and soul of multicultural youth and our deep audience insights coupled with MLB's historic brand, charismatic players and loyal fan base makes for a perfect partnership," said Roy Burstin, CEO of mitú. "We are honored to work with MLB and look forward to a successful partnership."
About mitú
Our audience is the 200% - youth who are 100% American and 100% Latino - they inspire us to create authentic, culturally relevant stories. We reach a massive, cross-cultural audience who will soon be the majority of youth in the U.S. Our audience is nearly 100 million people in the U.S. each month. Globally, we drive over 400 million content views and over 120 million video views monthly.
mitú is the leader in connecting brands, content buyers, and creators to Latino youth in America. Our investors include Upfront Ventures, WPP, AwesomenessTV, and Verizon Ventures. mitú is headquartered in Santa Monica, CA and has operations in Miami, New York, Chicago, and Bogotá, Colombia. For more information, visit www.wearemitu.com
About Major League Baseball
Major League Baseball (MLB) is the most historic professional sports league in the United States and consists of 30 member clubs in the U.S. and Canada, representing the highest level of professional baseball. Major League Baseball is the best-attended sport in North America, and since 2004, MLB has enjoyed its best-attended seasons in the history of the game, with each regular season eclipsing the 73 million mark. Now led by Commissioner Robert D. Manfred, Jr., MLB currently features record levels of labor peace, competitive balance and industry revenues, as well as the most comprehensive drug-testing program in American professional sports. MLB remains committed to making an impact in the communities of the U.S., Canada and throughout the world, perpetuating the sport's larger role in society and permeating every facet of baseball's business, marketing and community relations endeavors. With the continued success of MLB Advanced Media and MLB Network, MLB continues to find innovative ways for its fans to enjoy America's National Pastime and a truly global game. For more information on Major League Baseball, visit www.mlb.com.
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