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PGA Tour targets Latino youth market with content deal

Golf’s PGA Tour has agreed a content partnership with Hispanic-focused digital network mitú, in a deal designed to target the Latino youth market.

The strategic agreement will include content development and distribution, as well as data transparency and insights that will provide the PGA Tour with information about the Latino market.

Mitú will leverage its ‘in-culture’ proprietary content creation and optimisation method to measure responses from the market in real-time, as well as optimise content in order to help maximise engagement and reach with its cross-cultural audience.

The new partnership will launch with ‘Watcha Golf’, a series that will feature PGA Tour members Jon Rahm, Jhonattan Vegas and Camilo Villegas (pictured) facing off against a team of Latino comedians in various challenges.

Nelson Silverio, senior director of marketing for the PGA Tour, said “Our mitú partnership gives us the opportunity to show the PGA Tour and its stars in a voice that is relevant to this audience.”

In January, mitú secured a similar agreement with Major League Baseball.