NBA launches ‘éne•bé•a’ campaign.

The National Basketball Association (NBA) 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.

The new campaign was developed in conjunction with Bromley Communications, LLC

To view commercial CLICK on link below:
http://dmmx2.nba.com:8080/nbae/footage/footage_mhinderman_hispanic_10627.wmv>

For more on the NBA CLICK link below:
http://www.nba.com/enebea/>