Wednesday, October 13th, 2010 at 12:41 pm  |  9 responses

NBA To Expand éne•bé•a Campaign

The 411 comes via press release:

Following the success of éne•bé•a, the National Basketball Association’s (NBA)  first fully integrated Hispanic marketing campaign, the league  and Univision Interactive Media, Inc. today announced a partnership to bring to life the league’s dynamic Spanish-language website www.nba.com/enebea, on Univision Interactive Media’s online platform. Launching later this month, the co-branded site will include blogs by Latino NBA players, video highlights, the latest news, photo galleries, interactive fan content, and other offerings.

The NBA also introduced NBA All-Star and Atlanta Hawk’s Center Al Horford (Dominican Republic) and former player Felipe Lopez (Dominican Republic) as spokespersons for the campaign. Horford and Lopez will engage the league’s Latino Fans throughout the upcoming season via grassroots programs, special events and unique consumer products.

“Following the launch of last year’s éne•bé•a campaign, we saw significant increases in interest and consumption of our game among U.S. Hispanic sports fans,” said NBA Senior Director of U.S. Hispanic Marketing Saskia Sorrosa. “Our partnership with Univision Interactive, coupled with our extended efforts this season, allow us to further engage our Hispanic fans in an inclusive and culturally relevant way; while positively impacting our business, and creating opportunities for partners to connect with passionate consumers across multiple platforms.”

“This partnership will enhance our growing sports offerings and further enable us to deliver on our commitment to providing a unique and compelling interactive sports experience,” said Kevin Conroy, president, Univision Interactive Media. “We are very pleased to provide Hispanic sports fans with access to this great NBA coverage, content and stats on our site.”

The NBA’s Hispanic fan base grew nine percent between 2008 and 2009, outpacing the growth of the U.S. Hispanic population within that same time-period by 125 percent. Viewership among Hispanics increased 17 percent during the 2009-10 season versus a year ago, and the NBA on ESPN Deportes was up 57 percent in unique viewers. On the digital front, Hispanic traffic to NBA.com grew 20 percent compared to last season, and numbers on éne•bé•a’s social networking sites continue to grow at an impressive rate, with Facebook’s éne•bé•a page boasting more than 220,000 fans

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  • http://www.bulls.com Enigmatic

    I don’t think people realize how big the NBA is in Latin America. I have family down in Mexico that follow the Bulls just like I do, because they have family in the Chicago area (like me, though I don’t live there anymore) and because, well, MJ played there damnit, and he was as big a legend in Mexico as anywhere else.

  • hammer

    Yo egnimatic. De donde es tu familia? Mines from guerrero

  • http://www.bulls.com Enigmatic

    @hammer – Guanajuato, bro.

  • hammer

    Orale. Yeah my uncles used b big bulls fans 2 back n the 90′s. Especially of mj. And ur right bout nba fans n mexico. 1st time I went there,cuz I was born n oregon,tenia 15 anos. And it was weird,2 me @ least, 2 c lil kids w/their mj jerseys. And back n guerrero there’s a lot of pobreza. Its sad. Pero these kids still had mj jerseys and bulls gear. And that was back n 96. So by now I can’t even imagine how big the L is over there. Haven’t been over there the past 10yrs. Would like 2 go pero w/all the s**t happening over there,especially guerrero,mejor no u know

  • http://www.bulls.com Enigmatic

    Yeah, it’s crazy down there right now. I ain’t been down there in 10 years either. Wanna take my wife and kids to see where I come from and all that. There’s a lot of bootlegg NBA stuff down there so that’s probably how they rocked that Bulls gear, LOL. Oh, and can you imagine how it must be in Chihuahua where Eduardo Najera is from? You know they gotta be proud of their boy down there!

  • hammer

    Yeah no doubt bout the bootleg stuff. Tons of it…Najera has made mexican nba fans proud that’s 4 sure. Carved himself out a good career. Also horacio llamas who was the 1st mexican 2 play n the L w/phoenix. Can’t remember where he was from tho. Wanna say guadalajara but not so sure. And last I heard he was still ballin n mexico couple yrs ago. But yeah. Luv what the nba has done over there and throughout the world as well

  • http://Yahoo.com Eboyhater

    Najera sucks I’m sorry to tell you this I’ll take mbenga over him all day

  • http://thetroyblog.com Teddy-the-Bear

    Shout out to the Hispanics/Latinos.