On February 24, the NBA announced the launch of its third annual Noche Latina event, a program that recognizes the NBA’s fans and players from across Latin America and U.S. Hispanic communities. Noche Latina will take place in eight of the top 10 U.S. Hispanic markets this season (up from four in 2007-08): Los Angeles, Miami, Phoenix, San Antonio, Dallas, Chicago, Houston and New York.
“The NBA has one of the largest and fastest-growing Hispanic fan bases in U.S. professional sports, and we want to continue building their interest in the game through participation, programming and events,” said Saskia Sorrosa, Sr. Director of Marketing for the NBA. “This initiative celebrates the NBA’s unique and dynamic fan base with a focus on our Spanish-speaking communities.”
Noche Latina, first launched during the 2006-07 season, will feature celebratory uniforms developed in conjunction with La Agencia de Orci & Asociados, a U.S. Hispanic agency, to display the team name as spoken by the Latino population. Rather than translating the team names literally, market research concluded that Spanish-speakers in the U.S. refer to them differently. The Miami Heat, for example, is called “El Heat”; the San Antonio Spurs are “Los Spurs.” Noche Latina uniforms were carefully selected based on the uniforms that had the most affinity within the Hispanic population.
Starting February 21, the NBA will hold local events in each participating city leading up to Noche Latina, including visits by streetball teams to Hispanic events and neighborhoods where they will perform basketball tricks and distribute branded giveaways. To further honor Latino fans and players during Noche Latina games, participating Noche Latina NBA teams will host in-arena themed activities ranging from Latin music to performances and giveaways. Noche Latina jerseys, t-shirts, and headwear will be available at the NBA Store on 5th Avenue, NBAStore.com, and in-arena stores for participating teams
Noche Latina 2009 tips off on Tuesday, March 3, when the Los Angeles Lakers host the Memphis Grizzlies. On Wednesday, March 4, the Noche Latina doubleheader opens with the San Antonio Spurs heading to Dallas, where both teams will wear Noche Latina uniforms, followed by the New York Knicks visiting the Atlanta Hawks.
Noche Latina continues with two Miami Heat home games, the first against the Chicago Bulls on Monday, March 9, and the second against the Utah Jazz on Saturday, March 14. On the same Saturday, the Phoenix Suns will take on the Oklahoma City Thunder at home. The Spurs face the NBA champion Boston Celtics on Friday, March 20, followed by Noche Latina games on back-to-back nights, Wednesday, March 25, with the Mavericks vs. the Golden State Warriors and Thursday, March 26, with the Bulls vs. the Heat. The program concludes on Saturday, March 28, when the Houston Rockets host the Los Angeles Lakers.”
La NBA anunció el lanzamiento de Noche Latina, un programa anual que reconoce a los aficionados y jugadores latinoamericanos e hispanos de la NBA. Esta temporada, Noche Latina se realizará en ocho de los 10 principales mercados hispanos de EE.UU. (un aumento de cuatro mercados desde el 2007-08) incluyendo: Los Ángeles, Miami, Phoenix, San Antonio, Dallas, Chicago, Houston y Nueva York.
“La NBA tiene una de las mayores bases de aficionados Hispanos entre los deportes profesionales de Estados Unidos, y queremos continuar generando interés en nuestro juego por medio de nuestra programación, participación y eventos”, dijo Saskia Sorrosa, Directora Sr. de Mercadeo de la NBA. “Esta iniciativa celebra la diversa base de aficionados de la NBA con un enfoque especial en nuestras comunidades de habla hispana.”
Noche Latina, un programa lanzado durante la temporada 2006-07, destacará uniformes especiales desarrollados conjuntamente con la agencia Hispana, La Agencia de Orci & Asociados, para exhibir el nombre del equipo según se utiliza entre la población Latina y los comentaristas de radio hispano-hablantes. En lugar de traducir los nombres de los equipos literalmente, el estudio de mercado concluyó que los aficionados hispano-hablantes en EE.UU. utilizan artículos en español antes del nombre en inglés. El Miami Heat, por ejemplo, se llama “El Heat”; y San Antonio Spurs son “Los Spurs.” Los uniformes culturales de Noche Latina fueron seleccionados según los equipos que tenían la mayor afinidad dentro de la población Hispana y serán utilizados durante el mes de marzo.
A partir del 21 de febrero, la NBA organizará eventos en cada uno de los mercados participantes, incluyendo visitas por grupos de baloncesto especializados (streetball teams) en eventos y vecindades hispanas donde exhibirán trucos y distribuirán premios promocionales a los aficionados locales. Asimismo, durante los partidos de Noche Latina, los equipos participantes del programa tendrán actividades temáticas en sus estadios que se extienden desde música latina, a conciertos en vivo y premios culturales. Los uniformes, así como camisetas y gorras con el logo de Noche Latina estarán disponibles en la tienda de la NBA en la 5ta Avenida, en el NBAStore.com y en las tiendas de los estadios de los equipos participantes.
Noche Latina 2009 inicia el martes, 3 de marzo, cuando los Los Ángeles Lakers enfrentan a los Memphis Grizzlies. El miércoles, 4 de marzo, cuenta con un “doubleheader” de equipos Noche Latina, que empezará con los San Antonio Spurs visitando Dallas, en donde ambos equipos vestirán los uniformes culturales, seguido por Nueva York en Atlanta.
Noche Latina continúa con dos partidos del Miami Heat en casa, el primero contra los Chicago Bulls el lunes, 9 de marzo, y el segundo contra Utah Jazz el sábado, 14 de marzo. Ese mismo sábado, los Phoenix Suns enfrentarán al Oklahoma City Thunder en casa. Los Spurs juegan contra los campeones de la NBA, los Boston Celtics, el viernes, 20 de marzo, seguido por dos noches consecutivas de partidos Noche Latina, comenzando el miércoles, 25 de marzo con los Mavericks contra los Golden State Warriors y continuando el jueves, 26 de marzo, con los Bulls contra el Heat. El programa concluye el sábado, 28 de marzo, cuando los Houston Rockets reciben los Los Ángeles Lakers en casa.
Horario de Partidos Noche Latina
Lakers (Los Lakers) Mavericks (Los Mavs) Knicks (Nueva York) Heat (El Heat) Heat (El Heat) Suns (Los Suns) Spurs (Los Spurs) Mavericks (Los Mavs) Bulls (Los Bulls) Rockets (Los Rockets)
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