By Official release
Posted Feb 29 2012 11:32AM
NEW YORK -- The National Basketball Association (NBA) today announced the schedule of this season's Noche Latina (Latin Night) program. These commemorative games celebrate the growing support of NBA fans and players across Latin America and U.S. Hispanic communities with special telecasts and in-arena festivities, including distinctive NBA team uniforms.
This year, Noche Latina celebrations will begin on March 1st and take place in Los Angeles (Lakers), Miami, Orlando, Phoenix, San Antonio, Chicago, and New York with seven nationally televised games on TNT, ABC, and ESPN.
"The Noche Latina program is the perfect example of the ongoing commitment by the NBA to celebrate diversity as part of the fabric of our game," said NBA Vice President of Hispanic Marketing Saskia Sorrosa. "This month-long celebration will bring the excitement of the NBA to Hispanic fans in ways that are culturally relevant."
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. As the league's marquee program under the éne•bé•a platform, Noche Latina events will also 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, enebea.com, and social media pages.
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, online at NBAStore.com, and at in-arena stores for participating teams.
Noche Latina launched during the 2006-07 NBA season and, features uniforms that display the team name as spoken by the bicultural, bilingual Latino population and Spanish-language TV and radio announcers, according to market research. The Miami Heat, for example, are "El Heat"; the San Antonio Spurs are referred to as "Los Spurs."
|Noche Latina 2012 Schedule|
éne•bé•a (eh-nay-bay-ah) is part of a comprehensive initiative to grow the game of basketball throughout the expanding U.S. Hispanic market. The NBA brings initiatives focused exclusively on Hispanic fans under a platform that includes media, events, grassroots, and merchandising programs.
Sixteen percent of the NBA's total fanbase is Hispanic. Seven U.S.-born Latino players and 20 players from Spain and Latin America are on 2011-12 season rosters. The NBA has played 27 preseason games and one regular-season game in Latin America.
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