• by David Goetzl  @dgoetzl, October 12, 2010

With an established online partnership with the NFL, Univision is launching a new initiative with the NBA. An NBA site looking to build interest in pro hoops among U.S. Hispanics will be integrated with the Univision online network.

The Spanish-language site nba.com/enebea will become co-branded with Univision later this month. Blogs by Latino players and video will be included.

NBA Hispanic marketing executive Saskia Sorrosa stated that the partnership will "positively" impact business through opportunities for sponsors to "connect with passionate consumers across multiple platforms."

Univision and the NFL recently merged two Spanish-language sites they operate, which separately targeted American and Mexican populations into one entity, NFLatino.com, and a Mexican URL are now unified as NFL.com/español.

The NBA said "Hispanic traffic to NBA.com grew 20%" last season. The flashy Venezuelan rookie Greivis Vasquez could ignite interest this year.

A new NBA Hispanic campaign debuting later this month might help drive traffic to the NBA/Univision offering should it mention the URL.