PGA Tour tees off with Mitú partnership

New strategy seeks to reach out to Latino youth.

PGA Tour tees off with Mitú partnership

Golf's PGA Tour has signed off on a deal with multimedia company Mitú.

With Mitú specialising in creating mainstream entertainment for young Latinos, citing a ‘100% American, 100% Latino’ audience, the new partnership is intended to bring the players, tournaments and fan experiences of the Tour to a cross-cultural audience in what the partners term an ‘authentic and relatable way’.

The partnership will include content development and distribution, as well as data transparency and insights that will provide the PGA Tour with intelligence about the Latino demographic and how it reacts to the stories and experiences of golf and its world class athletes.

The partnership is to be launched with the debut of Watcha Golf, a series featuring Tour members who face a team of Latino comedians in a challenge where ‘misconceptions and realities of golf collide’.

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

"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," added Charlie Echeverry, Mitú's chief revenue officer. "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.”