By Barry Janoff
March 1, 2016: Fresh off of celebrating Chinese New Year, the NBA unites its teams, players and marketing acumen for the 10th annual celebration of Noches éne-bé-a, with limited-edition jerseys, special edition Stance socks, multi-media marketing anchored by a TV spot in Spanish only, "Los NBA Fans," in-arena Latin Night programs and Noches éne-bé-a-themed national TV broadcasts.
All 30 NBA teams will wear specially designed Noches éne-bé-a shooting shirts from adidas, the league’s official on-court apparel provider, during the first two weeks of March.
Taking that a step farther, several teams will wear their own Noches éne-bé-a jerseys during this month during nationally televised games, including the Brooklyn (Los Nets) Nets, Chicago (Los Bulls) Bulls, Miami (El Heat) Heat, New York (Nueva York) Knicks and the Phoenix (Los Suns) Suns.
The NBA tonight unveils “Los NBA Fans,” a TV spot to air during game coverage under this year's "This Is Why We Play" umbrella campaign, scheduled to run during NBA telecasts.
Marketing support includes TV and radio on Spanish-language media across the U.S., by unique content on the league’s Spanish-language Web site, and social media on the league’s English and Spanish-language pages.
Among marketing partners, Anheuser-Busch recently expanded its long-term alliance with the NBA to include Noches éne-bé-a activations.
Noches éne-bé-a merchandise includes jerseys, hats and special-edition Stance socks, available via NBAStore.com and in the NBA Store in New York.
The humorous TV spot envisions Hispanic fans being so popular that they are drafted by their favorite NBA teams.
In the Fan Draft, Phoenix selects "El Gallo" (The Rooster) Ruiz, Miami picks "La Chispa" (The Skeptic) Lopez; and the New York Knicks pick, an Hispanic voiceover says, "the fan who lights more veladoras (candles), who owns a blue and orange guayabera (jersey) and who can't spell chimichurri but can spell Kristaps Porzingis: Carlos Poveda!"
The voiceover then says in Spanish, "Ellos son fans como ningún otro." ("They are fans like no other.") "Y la NBA los celebra a todos en Marzo con las Noches Ené-Bé-A. ¡Sé parte de ellas!" ("And the NBA celebrates them all March with Noches Ené-Bé-A. Be a part of it!")
Text then reads, "Por los fans." (See the full spot here.)
TV begins with a nationally televised game March 5 on ABC with the Houston Rockets at Los Bulls. It runs through March 24 when Nueva York Knicks visit the Bulls.
The schedule also includes the Knicks at Los Suns (March 9), Milwaukee Bucks at Los Nets (March 13), Denver Nuggets at El Heat (March 14), Charlotte Hornets at El Heat (March 17), Cleveland Cavaliers at El Heat (March 19), the Los Angeles Lakers at Los Suns (March 23) and Nueva York at Los Bulls (March 23).
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