NFL partners with mitú to create Latino-inspired content

LOS ANGELES: mitú, a digital media brand targeting Latino millennials, has announced its partnership with the National Football League aimed at tapping into creative avenues to drive engagement among young Latinos.

Through the partnership, mitú will highlight the unique contributions Latino fans and players bring to the game through player profiles, comedic sketches and stories. This includes 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.

"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.

Throughout this partnership, 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 will leverage its proprietary technology to measure response and sculpt it to maximize engagement and reach for a young Latino audience.

"It's an honor to work with the National Football League, a sport that has deep roots in the Latino community. Together we'll share the 'stories of us' by using our data to inform content that connects beyond just the Latino community and among generations young and old," said Herb Scannell, CEO of mitú.

The campaign will run through February.