By Barry Janoff
March 1, 2017: The NBA is entering el mes de Marzo como un leon, unveiling a multi-platform campaign to support its 11th annual Noches éne•bé•a (eh-nay-bay-ah) Latin nights platform.
The effort will include all 30 teams and celebrate "NBA fans and players across Latin American and U.S. Hispanic communities."
The effort includes a TV spot, "Vive la Pasión" ("Live the Passion"), under the league’s umbrella "This Is Why We Play" campaign, which will air throughout NBA media partners on-air and online.
Support encompasses special telecasts, in-arena festivities, Internet, original content on the league’s Spanish-language Web site (enebea.com) and on the league’s English and Spanish-language social media channels.
Noches éne•bé•a uniforms will be worn during select games by five NBA teams: Brooklyn Nets (Los Nets), Chicago Bulls (Los Bulls), Miami Heat (El Heat), New York Knicks (Nueva York) and Phoenix Suns (Los Suns).
In addition, all 30 NBA teams will wear specially designed Noches éne•bé•a shooting shirts from adidas, the league’s official on-court apparel provider, during the first two weeks of March.
The lead TV spot, in Hispanic, shows NBA players in action — grabbing rebounds, taking three-point shots, setting picks — interspersed with scenes of Hispanic fans mimicking the moves in supermarkets, offices and at home.
According to the NBA, "'Vive la Pasión' celebrates the Latino fans who weave the NBA into everyday life. It's not just about watching the NBA, but living it. True fans live NBA passion both on and off the court.”
Key Noches éne•bé•a games include the Cleveland Cavaliers at the Boston Celtics (March 1, ESPN), Houston Rockets at the Los Angeles Clippers (March 1, ESPN), Clippers at the Bulls (March 4, ABC), Cleveland at Miami (March 4), the Golden State Warriors at the Knicks (March 5, ABC), the Bulls at the Detroit Pistons (March 6), Charlotte Hornets at Miami (March 6), Toronto Raptors at Miami (March 11), the Knicks at Brooklyn (March 12), Detroit at Chicago (March 22) and the Clippers at Phoenix (March 30).
Noches éne•bé•a merchandise is available at NBAStore.com and at the NBA Store in New York.
Items include adidas jerseys, T-shirts and hats; Stance socks and WinCraft pins.
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