Latino media company mitú has signed a content deal with Major League Baseball to promote baseball to young Latino audiences.
MLB and mitú plan to distribute an array of exclusive content that will appear across several mitú and MLB channels. The two companies will collaborate on creating content with current and former MLB players, and will create comedic sketches, listicles, and memes. Mitú will also use its software to measure response and maximize engagement with Latino audiences.
"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," Felicia Principe, director of brand advertising and marketing at the MLB, said in a statement. "This partnership will give mitú access to valuable MLB content and star Latino baseball players that its consumers will enjoy."
Some 235 players in the MLB - almost 30 percent of the league - were of Latino descent on opening day 2016, according to the MLB. And, more than 60 percent of Hispanic people living in the U.S. consider themselves fans of Major League Baseball, according to a poll by ESPN.