Telemundo is launching El 12, a bilingual digital initiative in search of the next generation of top soccer influencers to establish the first-ever U.S. Hispanic content creator network for the 2018 FIFA World Cup Russia, in partnership with COPA90.
Through the initiative, the network will search for real soccer fans and supporters of the Latin American teams participating in the World Cup. It will select, train and develop a group of the nation’s top soccer enthusiasts to be part of the first-ever U.S. Hispanic content creator network specifically focused on soccer. The selected creators will share their passions, experiences and how they celebrate their national team with family and friends, while simultaneously building awareness of Telemundo’s Spanish-language coverage of the 2018 FIFA World Cup Russia.
The first stage of the campaign will kick off with a call to fans via the Telemundo and Telemundo Deportes social media platforms, as well as the COPA90 network. During the second stage of the search, finalists will be provided with new cameras and gear to share their stories in real-time during the international friendly matches scheduled to be played across the U.S. in March. The final selection of influencers will be part of several short films that will be created ahead of the FIFA World Cup and distributed via Telemundo and COPA90’s social media accounts. Influencers and content will be leveraged in Telemundo’s programming and marketing of the FIFA World Cup across all platforms.
“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, the executive VP of digital and emerging business at NBCUniversal Telemundo Enterprises. “This initiative celebrates the fans and gives them the opportunity to be among the voices and faces of Telemundo’s Spanish-language World Cup coverage.”
“We are very proud of our partnership with Telemundo,” remarked Tom Thirlwall, COPA90’s CEO. “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. Telemundo and COPA90 are providing an unprecedented platform for fans to share their passion and excitement for the world’s most important sporting event.”