What: Major League Baseball (MLB) and mitú announced their new “Always-On” content campaign designed to deliver unique MLB content to multicultural youth.
Why it matters: Unique collaboration celebrates the individuality, heritage and diversity of MLB players and fans, beginning in February.
Beginning in February, MLB and mitú will unveil an array of exclusive digital content that will appear across a variety of mitú and MLB distribution channels. As part of the partnership, mitú will leverage its proprietary technology to measure response and sculpt content to maximize engagement 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 collaborate in creating content capturing 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. On Opening Day 2016, 235 players – almost 30 percent of the league – were of Latino descent and in a recent ESPN poll, more than 60 percent of Hispanic people living in the U.S. consider themselves fans of Major League Baseball.
“We’re excited to partner with MLB in this unique and exciting way. mitú is the heart and soul of multicultural youth and our deep audience insights coupled with MLB’s historic brand, charismatic players and loyal fan base makes for a perfect partnership,” said Roy Burstin, CEO of mitú. “We are honored to work with MLB and look forward to a successful partnership.”