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MLB and Latino digital network Mitú target multicultural youth

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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."

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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