Hispanics Love Horford

Shapecity · Nov 11, 2009

The NBA has launched its first multiplatform Hispanic marketing campaign -- ene.be.a -- with Al Horford as one of its headliners.

"Instead of just one player, we try and grow fans of our game first and foremost," Saskia Sorrosa, the NBA's senior director for U.S. Hispanic marketing tells The Atlanta Journal-Constitution. "But there's no doubt that our Hispanic and Latino players like Al are a great emotional tie with the game for the fans."

With 15 percent of the NBA's estimated fan base being Hispanic and basketball the top team sport played by U.S. Hispanic teenagers, it's no wonder the NBA has placed an emphasis on exploring that cultural connection domestically.

"It excites me more than anything," Horford said, "just being able to represent Hispanic people. Knowing the impact it's had for players in other sports, like baseball, and the way I grew up looking at them, this gives guys like myself and Francisco Garcia a chance to do the same thing in basketball."
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Source: AJC

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Hispanics Love Horford

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Hispanics Love Horford

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