mitú, a leading digital media brand for Latino millennials, today announced a new partnership with the National Football League (NFL).
Through the partnership, mitú will highlight the unique contributions Latino fans and players bring to the game through inspirational player profiles, comedic sketches and heartwarming stories. Part of the content will include 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.
mitú 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 mitú and NFL digital properties. With this content, mitú plans to leverage its proprietary technology to measure response and sculpt it to maximize engagement and reach for a young Latino audience.
“We are excited to partner with mitú to engage with Latino millennials through a dynamic media platform. Together, the NFL and mitú, will deliver compelling content, capturing the energy and excitement of our game,” said Johanna Faries, NFL Vice President of Marketing Strategy & Fan Development.
The campaign will run through February.
This new partnership comes at a time when mitú is placing more focus on longer-form content. In December of last year, the company announced the creation of a long-form development, production and talent team, which is headed by David Ortiz.
“Beatriz and I are extremely excited to begin building a robust long-form and scripted content pipeline,” mitú CEO Herb Scannell said at the time of the announcement. “Our goal is to bring to life the rich ‘stories of us’ that are not being told by mainstream media today.”
Shortly after the announcement of the new division, the digital media brand partnered with Paramount Studios to develop sketch comedy series “BROWNTOWN,” which is set in a fictional, predominantly Latino neighborhood.
mitú’s investors include Upfront Ventures, WPP, AwesomenessTV, and Verizon Ventures. The company is headquartered in Downtown Los Angeles and has operations in New York, Chicago, and Bogotá, Colombia.