MIAMI – February 7, 2018 – Telemundo, the exclusive Spanish-language home of the 2018 FIFA World Cup Russia™, today announced the launch of "El 12" ("The 12th"), a new, bilingual digital initiative to search for the next generation of top soccer influencers in partnership with the global soccer media company COPA90. Through this effort, the network will search for real soccer fans and supporters of the Latin American teams participating in the World Cup, and 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 be tasked to share 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 2018 FIFA World Cup Russia™.
"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, 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."
The first stage of the campaign will kick off with a call to fans via Telemundo and Telemundo Deportes social media platforms and the COPA90 network. Soccer fans across the U.S. will be encouraged 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 2018 FIFA World Cup Russia™.
"We are very proud of our partnership with Telemundo. 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 CEO. "Telemundo and COPA90 are providing an unprecedented platform for fans to share their passion and excitement for the World's most important sporting event."
During the second stage of the search, 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 U.S. in March.
The final selection of influencers will be part of a number of short films that will be created in anticipation 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.
COPA90 is a global soccer media company with over 100 million views per month and is now regarded as the definitive youth media brand for football. COPA90 hits and highlights include the recently launched 'Walk Talk Football' show – hosted by former MLS All-Star and U.S. Men's National Team Player, Heath Pearce, "Behind Enemy Lines," a mini-doc about the history and lore of Mexico's famed Estadio Azteca.
About NBCUniversal Telemundo Enterprises:
NBCUniversal Telemundo Enterprises is a world-class media company leading the industry in the production and distribution of high-quality Spanish-language content to U.S. Hispanics and audiences around the world. This fast-growing multiplatform portfolio is comprised of the Telemundo Network and Station Group, Telemundo Deportes, Telemundo Studios, Telemundo Internacional, Telemundo International Studios, Universo, and a Digital Enterprises & Emerging Business unit. Telemundo Network features original Spanish-language entertainment, news and sports content reaching 94% of U.S. Hispanic TV households in 210 markets through 17 owned stations, 55 affiliates and its national feed. Telemundo also owns WKAQ, a television station that serves viewers in Puerto Rico. Telemundo Deportes is the designated Spanish-language home of two of the world’s most popular sporting events: FIFA World Cup™ through 2026 and the Summer Olympic Games through 2032. As the #1 media company reaching Hispanics and millennials online, the Digital Enterprises & Emerging Business unit distributes original content across multiple platforms, maximizing its exclusive partnerships with properties such as BuzzFeed, Vox, and Snapchat. Through Telemundo Internacional, the largest U.S.-based distributor of Spanish-language content in the world; Telemundo International Studios, a production unit focused on creating high-end short form, scripted formats for international markets; and Universo, the fastest growing Hispanic entertainment cable network, the company reflects the diverse lifestyle, cultural experience and language of its expanding audience. NBCUniversal Telemundo Enterprises is a division of NBCUniversal, a subsidiary of Comcast Corporation.