Wednesday, March 3, 2010

The NBA Will Pay Tribute to Latin Heritage

NEW YORK, March 2, 2010 – As part of the NBA’s first-ever, fully-integrated Hispanic marketing campaign, éne•bé•a, the NBA today announced the schedule of this season’s Noche Latina (Latin Night) program, which celebrates the league’s Hispanic heritage with special telecasts and in-arena festivities, including distinctive NBA team uniforms.

This year, Noche Latina celebrations will begin on March 3 and take place in Los Angeles, Miami, Phoenix, San Antonio, Dallas, Chicago, Houston, New York, and Orlando, and highlight the impact of the league’s Hispanic players - including 18 players from six Latin American countries - while paying tribute to the more than 16 million Hispanic NBA fans across the country.

“With Hispanics comprising 15 percent of our fan base, we have a responsibility to connect with them in meaningful ways," said Saskia Sorrosa, NBA Senior Director of Hispanic Marketing. “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.”

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