MLB targets Latino market with Mitú partnership

Major League Baseball has signed a content partnership with Hispanic-focused digital network Mitú which is designed to target the Latino youth market.

Terms of the deal were not disclosed, but it will commence next month when the two parties 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 use its proprietary technology to measure response and sculpt content to maximise engagement and reach.

MLB and Mitú will collaborate in creating content focusing on current and former MLB players, along with comedic sketches, listicles and memes.

On the opening day of the 2016 MLB season, 235 players – almost 30 per cent of the league – were of Latino descent.