National Basketball Association today announced the launch of Centro ene•be•a presented by the National Milk Mustache ‘got milk?’ Campaign as part of NBA All-Star 2010 in Dallas. Centro ene•be•a will provide Hispanic NBA fans with a variety of All-Star activities and events at NBA All-Star Jam Session presented by adidas on Feb. 11-13.
Current NBA players, including Utah’s Deron Williams and Dallas’s Jose Barea (Puerto Rico), and former NBA player Felipe Lopez (Dominican Republic) will take part in the Latin-inspired interactive area that operates in both English and Spanish. Activities will include one-on-one challenges, clinics led by Latin NBA players, appearances by Hispanic celebrities, photograph opportunities, autograph sessions, and Latin entertainment.
“Hispanics make up 15 percent of the NBA’s overall fanbase—a larger proportion than all other major U.S. professional sports. We have a responsibility to deliver the excitement of the NBA to them in a way that customizes their experience and celebrates the diversity of our sport,” said NBA Senior Director of U.S. Hispanic Marketing Saskia Sorrosa. “From basketball clinics, to Latin entertainment, to live radio broadcasts, to NBA Cares events, the league is once again offering U.S. Hispanic fans the opportunity to experience NBA All-Star their way.”
Centro ene•be•a is part of the league’s continued efforts to grow the game of basketball throughout the U.S. Hispanic market. Launched in October of 2009, ene•be•a is a multiplatform campaign featuring television, radio and online advertising, digital content at NBA.com/enebea, special events, grassroots programs, and consumer products. The effort will be visible throughout the week at various All-Star activities, including the NBA Cares All-Star Day of Service, the NBA All-Star Celebrity Game presented by FINAL FANTASY® XIII, and the 59th NBA All-Star Game.
