“éne•bé•a” will involve television, radio and online advertising, the creation of a Spanish-language web site, special events, grassroots programs and new merchandise.
The grassroots events will include Es Tu Cancha, a programme to renovate basketball courts in Hispanic neighbourhoods throughout the US. Spanish-language television broadcasts of NBA matches will continue to be shown on US Spanish language pay-channel ESPN Deportes during the 2009-10 season. éne•bé•a branded t-shirts and other related consumer products will be sold at NBA shops and online.
“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 US 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.”
