Wednesday, February 16, 2011

For Latino basketball fans, 'Lakers' is a magic word in any language

The NBA is increasingly targeting the Latino market, and the Lakers, perhaps the league's most popular team, are at the forefront of the effort. Their new deal to create the nation's first Spanish-language regional sports network is the latest example.

The Lakers just scored a slam dunk in the Latino market.

On Monday the team announced a 20-year agreement with Time Warner Cable to create the nation's first Spanish-language regional sports network, with the Lakers as its centerpiece, starting with the 2012-13 season.

The groundbreaking partnership is just the latest in a series of efforts by the Lakers and the NBA as they reach out to the fastest-growing segment of the U.S. population.

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