As the Latino community — over 17% of the country — continues to grow, companies are putting more effort into reaching the potential audience. Just today, the PGA Tour, an organizer of the professional golf tours, announced a strategic partnership with mitú, a leader in creating mainstream entertainment for young Latinos. The partnership is intended to bring the players, tournaments and fan experiences of the TOUR to a cross-cultural audience, and will include content development and distribution, as well as data transparency and insights on the growing demographic.
The PGA TOUR and mitú will launch their partnership with the debut of “Watcha Golf,” a series featuring TOUR members Jon Rahm, Jhonattan Vegas and Camilo Villegas, who will be facing a team of Latino comedians in a challenge where misconceptions and realities of golf collide.
“We’re focused on showing how much fun golf, its stars and events can be to an audience that is seeking new and authentic experiences,” said Nelson Silverio, Senior Director of Marketing for the TOUR. “Our mitú partnership gives us the opportunity to show the PGA TOUR and its stars in a voice that is relevant to this audience.
“We’re proud to be a strategic partner of the PGA TOUR and to continue to build on the legacy of golf as a historic and beloved sport in America,” said Charlie Echeverry, mitú’s Chief Revenue Officer. “The PGA TOUR’s iconic brand and expertise coupled with mitú’s relationship with, and understanding of, Latino youth makes for a special partnership. We look forward to working together to help drive meaningful experiences and insights as the PGA TOUR hands the sport to the next generation of golf enthusiasts.”
mitú’s investors include Upfront Ventures, WPP, AwesomenessTV, and Verizon Ventures. Globally, the company claims to collect over 100 million video views and 600 million content views each month.