Telemundo, the American Spanish-language broadcaster of the Fifa World Cup, has announced a social media partnership with global soccer media company Copa90.
Telemundo and Copa90 will collaborate on a new bilingual digital initiative called ‘El 12’ (The 12th), to search for the next generation of Latin American social media influencers to be part of the first-ever soccer-focused US-Hispanic content creator network.
The selected creators will be tasked with sharing their passions, experiences and how they celebrate their national team with family and friends, while building excitement and awareness of Telemundo’s Spanish-language coverage of the World Cup.
"Telemundo and Copa90 are partnering to show through compelling content and storytelling how bilingual soccer fans across North America come alive when the Latin American national teams they support take the field," said Peter Blacker, executive vice president, digital and emerging business of NBCUniversal Telemundo Enterprises.
"Building the first-ever Hispanic creator network with the aim of delivering brilliant and distinct content across the tournament and reaching the next generation of fans is an important strategic initiative for both companies," said Tom Thirlwall, Copa90 chief executive. "Telemundo and Copa90 are providing an unprecedented platform for fans to share their passion and excitement for the world's most important sporting event."
Soccer fans across the US will be encouraged via Telemundo and Telemundo Deportes social media platforms, as well as the Copa90 network, to submit content that showcases what fuels their passion for their national team, and demonstrate how they plan to support their team’s efforts during the World Cup.
Then selected finalists will be provided with new cameras and gear to help expand their creativity. They will be asked to share their stories in real time during the international friendly matches scheduled to be played across the US in March.
The final selection of influencers will be featured in a number of short films created ahead of the tournament and distributed via Telemundo and Copa90’s social media accounts. The influencers and their content will be leveraged in Telemundo’s World Cup programming and marketing across all platforms.