Right Guard expands partnership with ÉNE-BÉ-A’S Noche Latina 2011.

The National Basketball Association (NBA) and Right Guard brand today announced an extension of their marketing partnership that will make the Official Deodorant of the NBA the presenting partner of Noche Latina (Latin Night) 2011.

As the league’s marquee program under the éneobéoa platform, Noche Latina celebrates the league’s Hispanic heritage with special national telecasts, in-arena festivities, and distinctive NBA team uniforms. The program presented by Right Guard® is supported through television on both English- and Spanish-language media across the country, as well as on the league’s Spanish-language website, www.enebea.com, and social media pages.

This year, Noche Latina celebrations will get underway at NBA All-Star 2011 in Los Angeles with a Noche Latina party at All-Star presented by Right Guard on Thursday, Feb. 17. The launch event will include live performances by Dominican singer songwriter Vicente Garcia, music by Miami Heat’s DJ Irie, and appearances by NBA players, NBA legends, and Hispanic celebrities. It will also celebrate Right Guard brand’s 50th anniversary with a special retrospective look at its past advertising campaigns.

Following All-Star weekend, Noche Latina presented by Right Guard will continue in March with street teams in eight Noche Latina markets: Los Angeles, Miami, Phoenix, Dallas, Chicago, San Antonio, Orlando, and New York. Street teams will visit local neighborhoods, street festivals, and community fairs with high Hispanic traffic to engage fans with contests, Right Guard product samples and branded premium giveaways, and match-up information for Noche Latina 2011 presented by Right Guard.

“Right Guard is proud to celebrate the passion of the game with Hispanic fans and communities. Noche Latina is a fantastic opportunity to commemorate the Right Guard® heritage as well as introduce our new Right Guard Body Wash,” said Right Guard Vice-President of Marketing Toby Gubitz.

“Our expanded relationship with Right Guard is the perfect example of the ongoing commitment by the NBA and its partners to celebrate diversity as part of the fabric of our game,” said NBA Senior Director of Hispanic Marketing Saskia Sorrosa. “This partnership will extend what has historically been a month-long celebration into six full weeks of events that will bring the excitement of the NBA to Hispanic fans in ways that are culturally relevant.”