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Volume 22 No. 14
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Tour builds on effort to reach Hispanic consumers

The PGA Tour next month will unveil a new digital branding effort aimed directly at Hispanics as part of an effort to boost multicultural fan engagement.


The new content is part of a deal that began last year with mitú, a digital network that targets the Hispanic market.

“If we want to have an audience in the future, it is a demographic we have to target and we have to figure out how to do that,” said Nelson Silverio, senior director of multicultural marketing for the tour. “All leagues are figuring out their own strategy, but what the challenge was for us was the sport itself. It’s not how we present our product but it is about talking about the sport honestly.”

The tour will distribute videos over mitú’s social channels.

The new content is not yet completed, but it will include 5- to 6-minute video segments created by mitú that look at the lifestyle of golf, a “docu-series” of videos that follows Latino golf fans and their experience with the sport, and videos addressing the basics of golf to introduce the lifestyle of the game to a young Latino audience. Specific golf instruction or addressing the technical aspects of the game is not part of the content.

“The content is not how to grip a club, it’s why you should be interested or watching golf on television,” Silverio said.

The new branding effort comes after the tour and mitú signed a deal last September and rolled out content on mitú’s social channel around the FedEx Cup playoffs. That content featured a “Watcha Golf” series that included PGA pros Jon Rahm, Jhonattan Vegas and Camilo Villegas.

This year, no players are expected to be included in the new content that will appear across the tour’s and mitú’s social media channels. The content will be produced in English and will be folded under the tour’s new “Live Under Par” advertising campaign.

“It is not just creating a conversation, it is getting fans to engage directly with the tour,” Silverio said.