March 2, 2010: The NBA this month plans to ramp up activation behind Éne•bé•a (N-B-A), the league's first fully integrated marketing effort targeting Hispanic fans and consumers. The NBA said that 15% of its fan base, about 16 million people, are Hispanic and that five U.S.-born Latino players and 18 players from Spain and Latin America are or have been on league rosters this season.
The NBA's Éne•bé•a campaign, initiated earlier this season, includes TV, radio, Internet and dedicated adidas merchandise at the NBA Store in New York, Champs Sports retail stores, NBAStore.com and at stores within the arenas of participating teams. Lead agency is Bromley Communications, San Antonio, which focuses on Hispanic marketing.
Throughout March, the league will host 16 Noche Latina (Latin Night) efforts in Los Angeles, Miami, Phoenix, San Antonio, Dallas, Chicago, Houston, New York and Orlando. (Full schedule below.) Each program will feature Latin-themed activities, including music, performances and giveaways. Noche Latina events, which began on a much smaller scale in 2006, will be supported by TV and radio on both English- and Spanish-language media in each market, as well as on the league’s Spanish-language Web site, NBA.com/enebea. Players on participating teams will wear adidas NBA uniforms with Hispanic names, among them Nueva York, Los Mavs, El Heat and Los Lakers.
There are more than 46 million Hispanics living in the U.S., with the number expected to top 133 million by 2050, according to marketing and research firm Packaged Facts, which said their combined buying power currently tops $900 billion.
The Noche Latina version of Miami Heat guard Dwyane Wade's NBA jersey.Players in the NBA with Hispanic origins include Pau and Marc Gasol, Nene, Manu Ginobili, Al Horford, J.J. Barea and Eddie Najera.
“With Hispanics comprising 15% of our fan base, we have a responsibility to connect with them in meaningful ways," Saskia Sorrosa, NBA senior director of Hispanic Marketing, said in a statement. “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.”
NBA Noche Latina 2010 Schedule
• March 3 – Detroit Pistons @ New York Knicks (Nueva York)
• March 6 – New Jersey Nets @ New York Knicks
• March 10 – New York Knicks @ San Antonio Spurs (Los Spurs)
• March 11 – Chicago Bulls @ Orlando Magic (El Magic)
• March 12 – Miami Heat @ Chicago Bulls (Los Bulls)
• March 13 – New York Knicks @ Dallas Mavericks (Los Mavs)
• March 16 – San Antonio Spurs @ Miami Heat (El Heat)
• March 18 – Orlando Magic @ Miami Heat
• March 20 – Boston Celtics @ Dallas Mavericks
• March 21 – Washington Wizards @ Los Angeles Lakers (Los Lakers)
• March 21 – Portland Trail Blazers @ Phoenix Suns (Los Suns)
• March 24 – Los Angeles Lakers @ San Antonio Spurs
• March 25 – Miami Heat @ Chicago Bulls
• March 26 – New York Knicks @ Phoenix Suns
• March 30 – Washington Wizards @ Houston Rockets (Los Rockets)