NBA reaches out to Hispanic community through new, multiplatform marketing campaign
NEW YORK – The National Basketball Association (NBA) today announced the launch of éne•bé•a, a new marketing campaign that customizes the NBA experience for Hispanic fans, who make up 15 percent of the NBA’s fan base. In an effort to grow the game of basketball throughout the U.S. Hispanic market, this 360-degree campaign will include television, radio and online advertising, a Web site, special events, grassroots programs and unique consumer products.
The brand name éne•bé•a seeks to deliver the excitement of the NBA in a way that resonates with Hispanics by connecting the NBA brand with the market’s cultural identity. The éne•bé•a concept gives fans the opportunity to connect with the league using their own style and a name they already use to refer to the NBA.
The éne•bé•a television creative will debut Oct. 19 on both English- and Spanish-language television outlets across the country. The league airs hundreds of Spanish-language live-game radio broadcasts each season in 10 team cities, and it will make use of its Spanish-language radio and online assets to extend the campaign across relevant channels. The NBA is also launching a dynamic Spanish-language Web site under the URL www.nba.com/enebea, which will include exclusive Webisodes featuring Latino NBA players, the latest news, photo galleries, and other offerings.
“With Hispanics comprising such a large percentage of our fan base, we have a responsibility to connect with them in meaningful ways,” said NBA Senior Director of U.S. Hispanic Marketing Saskia Sorrosa. “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 NBA will continue to engage Hispanic fans with in-arena promotions and special events, such as Noche Latina during March and Centro Latino during NBA All-Star, and grassroots events including Es Tu Cancha, a program to improve and renovate basketball courts in Hispanic neighborhoods throughout the country. Spanish-language telecasts will again be available on ESPN Deportes during the 2009-10 regular season and Conference Finals. éne•bé•a branded t-shirts and other related consumer products will be available for purchase at the NBA Store on Fifth Avenue, select team arena stores, and online at NBAstore.com.
Basketball is a sport that transcends culture, race, language, gender and socioeconomic levels, and is one in which anyone, anywhere can participate. As proof of its inclusive nature, the NBA continues to go beyond cultural borders, resulting in a diverse set of NBA fans and players from around the globe—including 19 Latino players from six Latin American countries.
The new campaign was developed in conjunction with Bromley Communications, a leading U.S. Hispanic full-service agency.
About the NBA
The NBA, founded in 1946, is a global sports and entertainment brand that features 30 teams in the United States and Canada. During the 2008-09 season, NBA games reached 215 countries and territories in 41 languages. The league’s worldwide reach was also reflected in the 77 international players from 33 countries and territories on NBA rosters. NBA merchandise is sold in more than 100,000 stores in 100 countries on six continents. NBA.com averages more than five million daily visits, with more than 50 percent of the site’s visitors coming from outside of North America. Through NBA Cares, the league, its teams and players have donated more than $110 million to charity, provided more than one million hours of hands-on service to communities around the world, and created more than 425 places where kids and families can live, learn, or play.
éne•bé•a (en-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 catered exclusively to Hispanic fans under a platform that includes media, events, grassroots, and merchandising programs. Fifteen percent of the NBA’s total fan base is Hispanic. Six U.S. born Latino players and nineteen players from Spain and Latin America are on 2009-10 preseason rosters. The NBA has played 25 preseason games and one regular-season game in Latin America.
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