• by Karl Greenberg , October 8, 2010

The National Basketball Association is launching ads on two fronts to promote the 2010-11 season. The League is launching a raft of TV spots for the general and Hispanic market, the former under the "Where Amazing Happens" banner, and the latter part of the year-old "ene-be-a" effort. Elements include partnerships with Univision Interactive to tout the new site. The site will include an array of content from blogs by Latino NBA players to video, photos and fan offerings.

The Hispanic NBA efforts also include a pair of new player-spokespeople: Atlanta Hawks Center Al Horford and former Latino player Felipe Lopez, both from the Dominican Republic. The two will be part of grassroots programs, special events and products.

The general market effort includes "Anticipation" that will run through mid-November on ESPN, TNT, NBA TV and NBA.com during the pre-season and during the first three weeks of the regular season. The ad will also be distributed through the NBA's social media properties including Facebook, Twitter and YouTube.

Another ad, called "Bobble Head," will run pre-season and during the first three weeks of the regular season on NBA TV. The latter ad was via Goodby, Silverstein & Partners, while "Anticipation" was a joint production with the NBA and the agency.

Two ads are launching on Spanish-language TV as well, under a "Guarda tu Pasion" ("save your passion") theme. The ads, via San Antonio-based Bromley Communications, begin Oct. 25 on Telemundo, Telefutura, Galavision, Mun2, MTV3, ESPN Deportes, Fox en Espanol and Discovery en Espanol and online at yahoo!sports, fox sports.com, univision.com, and batanga, per the League.

The idea for the ad is that Latinos never hold back emotions for their team. It extends last season's Play-Off campaign "Pobre Garganta" where Latino fans are stricken hoarse from relentless cheering, "Guarda Tu Pasión" shows how Latinos prioritize their energy strictly for the NBA season.

The League says its base of Hispanic fans grew 9% between 2008 and 2009, and viewership by Hispanics increased 17% during the 2009-10 season versus the prior year's season versus a year ago, and the NBA on ESPN Deportes was up 57% in unique viewers. According to the League, Hispanic traffic to NBA.com grew 20% compared to last season, and éne•bé•a's on Facebook has 220,000 fans.

The League is doing in-arena promotions and special events like Noche Latina, with six nationally televised games in March, and Centro Latino during NBA All-Star, as well as grassroots events, including Es Tu Cancha, a program to improve and renovate basketball courts in Hispanic neighborhoods throughout the United States.

ESPN Deportes will again carry Spanish-language telecasts during the 2010-11 regular season. Fans will be able to purchase éne•bé•a-branded merchandise and other related consumer products, such as Noche Latina jerseys, at the NBA Store on Fifth Avenue, select team arena stores, and online at NBAstore.com.