Posted Mar 3 2010 11:31AM
As part of the NBA's first fully-integrated Hispanic marketing campaign, éne•bé•a, the NBA today announced the schedule of this season's Noche Latina (Latin Night) program, which celebrates the league's Hispanic heritage with special telecasts and in-arena festivities, including distinctive NBA team uniforms.
This year, Noche Latina celebrations will begin on March 3 and take place in Los Angeles, Miami, Phoenix, San Antonio, Dallas, Chicago, Houston, New York, and Orlando, and highlight the impact of the league's Hispanic players -- including 18 players from six Latin American countries -- while paying tribute to the more than 16 million Hispanic NBA fans across the country.
"With Hispanics comprising 15 percent of our fan base, we have a responsibility to connect with them in meaningful ways," said Saskia Sorrosa, NBA Senior Director of Hispanic Marketing. "Noche Latina is an opportunity for us to thank the Hispanic community for their support and showcase how their pride and passion impact our teams and players."
Noche Latina, first launched during the 2006-07 NBA season, features uniforms that display the team name as spoken by the Latin population. The Miami Heat, for example, is called "El Heat"; the San Antonio Spurs are referred to as "Los Spurs."
To further honor Hispanic fans and players during Noche Latina games, participating teams will host in-arena Latin-themed activities, including music, performances, and giveaways. Noche Latina events will be supported with television and radio advertising on both English- and Spanish-language media across the country as well as on the league's Spanish-language Web site. Noche Latina merchandise, including the special game jerseys produced by adidas, will be available at the NBA Store on Fifth Avenue in New York City, Champs Sports retail stores, online at NBAStore.com, and at in-arena stores for participating teams.
|Noche Latina schedule|
éne•bé•a (eh-nay-bay-ah) is the NBA's comprehensive initiative to grow the game of basketball throughout the expanding U.S. Hispanic market. The NBA brings initiatives focused exclusively towards Hispanic fans under a platform that includes media, events, grassroots, and merchandising programs. Fifteen percent of the NBA's total fanbase is Hispanic. Five U.S.-born Latino players and 18 players from Spain and Latin America are on 2009-10 season rosters. The NBA has played 25 preseason games and one regular-season game in Latin America.
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