NBA ‘Noche Latina’ Campaign

During the 2006-2007 NBA season, the inaugural ‘Noche Latina’ games were created to celebrate Hispanic Heritage month. Roughly translated as Latin American night, the ‘Noche Latina’ celebration included games between NBA teams located in the top Hispanic markets in the U.S. – Los Lakers (Los Angeles), El Heat (Miami), Los Bulls (Chicago) , Nueva York (New York), Los Spurs (San Antonio), and Los Mavs (Dallas).  In 2011, the U.S. Census Bureau reported that the Hispanic population in the United States grew to more than 52 million – roughly 17% of the U.S. population. The annual event has grown in popularity mirroring the rapid growth of the Latino population.  

During ‘Noche Latina’ games, the players displayed their Latino pride as they dressed in special uniforms with their team names translated to Spanish. During each one of the games, Latino music and special programming was created to spark an interest in the sport of basketball in the Spanish-speaking communities. 

In my opinion, the NBA has developed an effective marketing approach to recognize the dynamic diversity in the U.S. Although some people think that it is just a joke or even a dishonor to the Latino heritage, but I think it’s a great marketing strategy by the NBA public relations staff.

College athletic departments and Campus Recreation programs such as  Intramural teams and Club Sports should embrace this unique marketing concept. Celebrating Latino Heritage night or month would increase the celebration of diversity on campus and possibly target an untapped market of future participants. ‘Noche Latina’ has been successful at the pro level; let’s bring it into the college games!