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NFL Partners With NGL Mitú to Grow Its Latino Fanbase

Harry Johal

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NFL Partners With NGL Mitú to Grow Its Latino Fanbase


Press Release


Jan 17, 2023

The National Football League (NFL) and NGL mitú announced a partnership today to create and amplify original content that combines the passion of the NFL with NGL mitú’s unparalleled reach and authenticity in the Latino community.

The NFL will create more than 20 pieces of custom NFL El Snap content, and mitú, which merged with NGL Collective earlier this year, will amplify the content across its social platforms, the number one digital destination for Latinos in America. The NFL has the largest Latino fanbase of any sport in the U.S., with more than 53% of fans under the age of 35. The league now combines forces with NGL’s best-in-class ad network and mitú’s industry-leading content destination to continue providing the Latino community with content made by and for them. 

“The NFL/NGL mitú partnership signals and showcases the connection and intersection between football culture, Latino culture and pop culture,” said Marissa Solis, NFL SVP Global Brand and Consumer Marketing. “The influence of the Latino community on mainstream culture is the reason why we’re taking custom curated NFL content born of our newly developed social platform NFL El Snap and leveraging mitú’s large scale social footprint and content studio to bring NFL fans even closer to the game. With the power of mitú, our NFL Snap content will be placed at the heart of where bicultural NFL fans live on a daily basis.”

NGL mitú will optimally position the game, its players and La Cultura deeper in the ever-growing Latino fanbase of the NFL. With its culture creators at mitú and its ability to amplify content over its culture-spreading ad network at NGL Collective, the company serves as a dual partner to the NFL. The first custom piece for NFL El Snap will be a 13-part social meme series leveraging the fandoms of fútbol and football stretching out to Super Bowl LVII. The second series is a five-part short-form video called, “Latinos Don’t Do Basic Fandom,” where mitú will source Latino super fans to create social features. Cementing its 360-degree approach, the partnership will also use the newly released “NFL | Por La Cultura Mixtape Vol. 1” – a curated list of 10 Latin music tracks developed in partnership with NEON16 that leverages modern Latin artists and sounds. The music will be used at the league and club levels throughout the season, enhancing in-game elements and marketing activations.

Joe Bernard, Chief Revenue Officer of NGL mitú said, “Over 75% of the NFL’s social audience today is under the age of 35, and Latinos are the most engaged among them, so it makes sense that we would partner with them to connect our unparalleled audience network and mitú’s reach as the top digital U.S. Latino community. This partnership is a demonstration of the combined power of NGL Collective and mitú from our merger earlier this year and a validation of our pre-eminent market position for partners nationwide. The NFL’s partnership is a case study in how to reach Latino fans with authenticity and credibility, amplifying the power and excitement of American Football.”

NGL mitú
The recently merged companies of NGL Collective and mitú are together the leading U.S. Latin media and entertainment company. Combined, they connect advertisers with the Latin audience in-language, in-culture and in-context, produce hundreds of pieces of original content, and have the largest consumer-facing digital footprint for Latinos in America. NGL and mitú are dedicated to authentic, credible reach and messaging for the New Generation Latin majority driving growth in America. No company knows that community better, or speaks to them more authentically, or has as large a reach as the combined companies of NGL and mitú. Our end-to-end offerings span ad networks, social media, content studios, and business solutions. www.nglcollective.com

Source: NGL Mitu



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Editor's Choice

Inside Bollywood’s Silence: The Real Reason Dhurandhar Isn’t Being Celebrated

H Johal

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Inside Bollywood’s Silence: The Real Reason Dhurandhar Isn’t Being Celebrated

 

In a season where Bollywood films are loudly pushed, praised, and plastered across every digital corner, the curious silence surrounding Dhurandhar has raised more questions than answers. Social media has been buzzing with talk of nepotism, PR politics, and manipulated corporate bookings. But industry insiders tell a very different story—one that has less to do with individuals, and everything to do with genre power, studio territory, and the fragile ego structure of Bollywood’s biggest players.

 

At the heart of the storm lies a simple fact: Dhurandhar is a spy thriller. Not just any thriller—the genre Bollywood unofficially considers the exclusive territory of Yash Raj Films. For over a decade, YRF has aggressively built its “Spy Universe,” treating it like a cinematic fortress. The studio’s identity, revenue expectations, and long-term franchise planning are deeply tied to the success of this genre. So when War 2—their highly anticipated blockbuster—released earlier this year and struggled at the box office, it didn’t just bruise egos; it shook the foundation of the Spy Universe itself.

 

Against this backdrop, the arrival of Dhurandhar became a complication no one at YRF wanted. Insiders insist the silence around it isn’t about actor rivalries or PR games. It’s far more strategic. Publicly celebrating another studio’s spy thriller—especially one gaining genuine praise—would inevitably weaken the narrative YRF is trying to rebuild with its upcoming film Alpha. Acknowledging Dhurandhar would mean accepting a new, strong competitor in the very space YRF claims as its own.

 

There’s also the added complexity of personalities. Industry veterans quietly acknowledge the friction between “Gangu” and certain YRF loyalists. Some believe that any hype around Dhurandhar will reflect indirectly on Ranveer Singh, an actor who has been caught in the crosshairs of shifting alliances and subtle jabs from prominent names. Even recent comments by Filmfare’s Jitesh Pillai, insiders say, were not random—they were part of the larger mood within the establishment.

 

What is particularly telling is that this silence cannot be explained by corporate bookings or inflated footfall numbers. Brahmāstra pioneered and benefitted from such tactics, yet it received full-throated celebration from every camp. The absence of similar support for Dhurandhar points clearly to the genre politics at play.

 

Behind-the-scenes tea also hints at larger ripples: whispers of Deepika Padukone stepping away from an Ayan Mukerji–Ranbir Kapoor project have surfaced, possibly tied to the tense undercurrents created by this power struggle. Whether these developments are temporary or signal a deeper fissure will become clearer in the coming months.

 

For now, what remains undeniable is the industry’s discomfort. Dhurandhar is being quietly acknowledged as a good film—good enough to challenge the supremacy of the Spy Universe itself. And in a world where brand territories matter more than merit, silence has become a weapon.

 

As Bollywood inches toward the release of Alpha, expect the temperature to rise, alliances to shift, and narratives to be aggressively shaped. Because in this battle, it isn’t actors fighting for acclaim—it’s studios fighting for genre dominance.

 

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Editor's Choice

When the Stars Fade Away: Navigating the Tides of Celebrity, Legacy, and Loss

H Johal

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Studio CarryOnHarry Entertainment Desk

In the whirlwind world of fame, where the lights shine brightest, the departure of a star can leave a profound silence in its wake. It’s a reminder of the fleeting nature of celebrity and the indelible marks some leave on the fabric of our culture. Recently, the entertainment sphere was shaken by the tragic news of Shefali Jariwala’s untimely passing—a talent whose spark dimmed too soon. Amidst the bustling digital landscape where trends come and go, certain stories, like Shefali’s, grip us, urging a search for meaning amidst loss.

Shefali, fondly remembered as the “Kanta Laga Girl,” left a void not just among her close-knit circle but within the broader audience base that adored her. Her untimely demise at the age of 42 not only sparked an outcry of grief but a surge of online searches, seeking to understand the how and why. She had been a vibrant presence on screen, and her sudden departure led to a significant spike in Google searches, overtaking even major events. The cause, reportedly a consequence of a cardiac arrest, raised discussions on the pressures and the unseen struggles behind the glamorous facades of celebrity life.

In another corner of the digital universe, Anupam Kher experienced an unexpected jolt—not of loss, but of digital disappearance. Imagine waking up one day to find a whopping nine lakh followers vanished from your social media profile. In a world where online presence and follower count are often seen as measures of influence and credibility, such an occurrence is disconcerting. Kher’s direct query to Elon Musk brought light to the often invisible cleanup processes on social media platforms, aiming to purge bots and inactive accounts. Yet, it serves as a metaphor for the impermanence in the digital age—what is here today can be gone tomorrow, echoing the transient nature of fame itself.

As we navigate through a torrent of updates, from the surprising revelations post-Samantha Ruth Prabhu’s wedding to the heartwarming support for TV’s Sai Baba, Sudhir Dalvi, by the Shirdi Sansthan, it’s evident how stories of celebrities’ lives, their highs and lows, fascinate and unite us in conversation and speculation.

In the midst of these narratives, a peculiar phenomenon caught my attention—the barometer of public interest as reflected in Google’s most searched movies of 2025. From Bollywood outpacing Southern cinema to unexpected hits that captured the public’s imagination, it’s a fascinating glimpse into collective tastes and the ever-shifting sands of viewer preference.

But perhaps, the most human aspect amidst these tales is the community’s response to Sudhir Dalvi’s plight. Facing health challenges, the actor renowned for his portrayal of Sai Baba found relief not just in medical intervention but in the collective support of a community willing to uphold one of its beloved figures. It’s moments like these that reinforce the ties that bind us, transcending the screen to touch lives in tangible ways.

 

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