The NBA has launched a major multimedia marketing campaign to increase engagement among Hispanic and Latino audiences, which currently make up about 15% of the NBA’s fan base:

“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 … game in a way that celebrates their community and the diversity of our sport,” Saskia Sorrosa, the NBA’s senior director of U.S. Hispanic marketing, said in a statement.

via NBA launches bigger push for Hispanic fans | Sports | Reuters .

Entitled enebea (which is the Spanish vocalization of NBA), the campaign features television, radio, online advertising, and sports paraphernalia. The centerpiece of the campaign is an interactive website, Nba.com/enebea, which features league news and information, several global sports bloggers, U.S. and international game schedules, materials of cultural interest, special event information and player interviews. Prominently featured are well-known players like Pau Gasol and Manu Ginobili, and likely future NBA star Ricky Rubio. With twenty-five current NBA players of Spanish heritage—6 players are U.S.-born Latinos, along with 19 from Spain or Latin America—the NBA should have lots of interesting player information for the site.

The enebea campaign was developed by the NBA and Bromley Communications. A picture of the site is below: