As the NFL continues to expand abroad with the goal of reaching different cultures, it’s making efforts to reach one of the most fertile markets in its own backyard.
On Tuesday, the NFL and NGL mitú announced a new partnership to create and amplify digital content about the league for and by the Latino community.
NFL El Snap — the league’s brand focused on serving American Latino audiences — will create content that will be boosted by mitú across its social platforms. The NFL will also take advantage of NGL’s ad network to properly reach the community.
“The NFL/NGL mitú partnership signals and showcases the connection and intersection between football culture, Latino culture and pop culture,” NFL SVP Global Brand and Consumer Marketing Marissa Solis said in a statement. “With the power of mitú, our NFL Snap content will be placed at the heart of where bicultural NFL fans live on a daily basis.”
In August, NGL Collective — founded by actor/activist John Leguizamo and industry leader David Mitel — and mitú merged to combine the former’s ability to connect advertisers with the coveted young Latino demographic, and the latter’s ability to distribute digital content.
“Our combination of assets allows the NFL to amplify further the content they are producing with NFL El Snap,” NGL mitú Chief Revenue Officer Joe Bernard told FOS via email. “No other U.S. Hispanic media company is positioned like us, with assets like us, to help the NFL highlight the strong contribution and fanbase that is the U.S. Hispanic market.”
Bernard further points out that over 75% of the NFL’s social media audience is under the age of 35 — and Latinos are among the most engaged subsections of that demographic.
Of course, a big part of reaching that audience will be creating content in Spanish — while still taking into account that many of these fans are bilingual.
“This content is built more for the Bicultural Hispanic who is ‘cross-fading’ between both language universes,” says Bernard. “You will see Spanish as part of the cultural cues baked into the production of memes and videos from the ultra talented mitú content team.
“The partnership is meant to help highlight how Latinos can feel at home with the NFL.”