Telemundo, the exclusive Spanish-language home of the 2018 FIFA World Cup Russia™, 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™.
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.