The NBA announced the launch of its third annual Noche Latina event, a program that recognizes the NBA's fans and players from across Latin America and U.S. Hispanic communities. Noche Latina will take place in eight of the top 10 U.S. Hispanic markets this season (up from four in 2007-08): Los Angeles, Miami, Phoenix, San Antonio, Dallas, Chicago, Houston and New York.
Noche Latina, first launched during the 2006-07 season, will feature celebratory uniforms developed in conjunction with La Agencia de Orci & Asociados, a U.S. Hispanic agency, to display the team name as spoken by the Latino population. Rather than translating the team names literally, market research concluded that Spanish-speakers in the U.S. refer to them differently. The Miami Heat, for example, is called "El Heat"; the San Antonio Spurs are "Los Spurs." Noche Latina uniforms were carefully selected based on the uniforms that had the most affinity within the Hispanic population.
Games left: Wednesday, March 25, with the Mavericks vs. the Golden State Warriors and Thursday, March 26, with the Bulls vs. the Heat. The program concludes on Saturday, March 28, when the Houston Rockets host the Los Angeles Lakers.
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