MLB and Latino digital network Mitú target multicultural youth

By Laurie Fullerton | Freelance Writer

January 17, 2017 | 2 min read

Major League Baseball (MLB) and Latino digital network Mitú today announced their new "Always-On" content campaign designed to deliver unique MLB content to multicultural youth.

Beginning in February, MLB and Mitú will launch content that will appear across a variety of Mitú and MLB distribution channels. As part of the partnership, Mitú will measure response 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."

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MLB and Mitú will showcase 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. With 235 players - almost 3% of the league of Latino descent, a recent ESPN poll reveals that more than 60% of Hispanic people living in the US are fans of professional baseball.

"With Mitú reaching a growing number of multicultural youth coupled with MLB's brand, players and fans make for a perfect partnership," said Roy Burstin, CEO of Mitú.

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