NBA gets Latin flair with éne∙bé∙a

NEW YORK: The National Basketball Association (NBA) launched a new marketing campaign for Hispanic fans this week called éne·bé·a (the Spanish pronunciation of "NBA").

NEW YORK: The National Basketball Association (NBA) launched a new marketing campaign for Hispanic fans this week called éne·bé·a (the Spanish pronunciation of "NBA"). The campaign will include advertising, a Web site, special events, consumer products, and grassroots programs.

"With Hispanics comprising such a large percentage of our fan base, we have a responsibility to connect with them in meaningful ways," said Saskia Sorrosa, the senior director of US Hispanic marketing for the NBA, in a statement. "This new campaign will enable us to further engage current fans and develop new fans by being inclusive and culturally relevant, and by delivering the excitement of the world's most dynamic game in a way that celebrates their community and the diversity of our sport."

The advertising aspect of the campaign launched October 19, on both English- and Spanish-language outlets, and throughout the NBA season, the éne·bé·a campaign will also include Noche Latina during March, and community programs that work to renovate basketball courts in Hispanic communities. Our sister publication, DMNews, has more.

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