Game Changer: PGA Tour Partners With MitĂș To Reach A Young Latino Audience
Tuesday, September 12, 2017 at 03:28PM in Golf, Latinos, Mitu, PGA Tour, sports marketing, sports media

By Barry Janoff

September 12, 2017: Calling it a "partnership intended to bring the players, tournaments and fan experiences of the Tour to a cross-cultural audience in an authentic and relatable way," the PGA Tour has signed a deal with Mitú, a media company that is a leader in creating mainstream entertainment for a young Latino audience.

Mitú said its audience is "the 200% — youth who are 100% American and 100% Latino. They inspire us to create authentic, culturally relevant stories."

According to the U.S. Census Bureau, the Hispanic population tops 58.6 million, the largest ethnic group in the country. However, according to the most recent study from the National Golf Foundation, less than 12% of golfers, about 3.2 million, are Hispanic.

Golf-related marketing and sponsorship is about $2 billion worldwide, according to research and consulting firm IEG, Chicago.

PGA Tour marketing partners include Ace Hardware, Aflac, Arby’s, Avis, Bridgestone, Citi, Coca-Cola, FedEx, MasterCard, Michelob Ultra, Microsoft, Mitsubishi, Quicken Loans, Rolex, Travelers and United Airlines.

PGA Tour said the alliance with Mitú would include content development and distribution and "data transparency and insights that will provide the PGA Tour with unique intelligence about this influential demographic and how it reacts to the stories and experiences of golf and its world class athletes."

Financial terms of the deal were not shared.

As part of their marketing support, Los Angeles-based Mitú unveiled a promo spot that features a bevy of young Latinos in various scenarios, including a place "it’s never been before" — on the golf course.

Text offers, "We’re the voice of the 200% generation. And starting now we’re the new face of golf. We’re taking golf to the hood. The heart. The Fun. Where it’s never been before. Bringing two different world’s together. In new and unexplored ways. Partnering with the PGA Tour to make it happen. Connecting golf culture to the most influential demo in America: young Latinos."

The alliance is scheduled to debut this fall with "Watcha Golf," a series featuring PGA Tour members Jon Rahm, Jhonattan Vegas and Camilo Villegas.

The trio will face a team of Latino comedians in an "unusual challenge where some of the misconceptions and realities of golf will collide," according to Mitú.

In addition, Mitú said it would leverage its "in-culture" proprietary content creation and optimization method to "measure response in real-time and optimize content to maximize engagement and reach with its cross-cultural audience."

"The PGA Tour’s iconic brand and expertise coupled with Mitú's relationship with, and understanding of, Latino youth makes for a special partnership."

"We're focused on showing how much fun golf, its stars and events can be to an audience that is seeking new and authentic experiences," Nelson Silverio, senior director of marketing for the PGA Tour, said in a statement. "Our Mitú partnership gives us the opportunity to show the PGA Tour and its stars in a voice that is relevant to this audience.  

According to Charlie Echeverry, Mitú's CRO, "We're proud to be a strategic partner of the PGA Tour and to continue to build on the legacy of golf as a historic and beloved sport in America.

"The PGA Tour’s iconic brand and expertise coupled with Mitú's relationship with, and understanding of, Latino youth makes for a special partnership. We look forward to working together to help drive meaningful experiences and insights as the PGA Tour hands the sport to the next generation of golf enthusiasts," said Echeverry.

Mitú said its audience is nearly 100 million people in the U.S. each month, driving more than 600 million content views and 100 million-plus video views.

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