CHICAGO (Reuters) – The National Basketball Association started on Monday a bigger push to attract Hispanic fans, launching a multimillion-dollar marketing campaign as well as a new Hispanic website.

The U.S. sports league said the marketing campaign — called ene-be-a — will include television, Internet and radio advertising, as well as special events and consumer products, plus a new website with more dedicated content (www.nba.com/enebea) aimed at Spanish-heritage fans, who currently make up 15 percent of its fan base.

“This new campaign will enable us to further engage current fans and develop new fans by being inclusive and culturally relevant, and by delivering the … game in a way that celebrates their community and the diversity of our sport,” Saskia Sorrosa, the NBA’s senior director of U.S. Hispanic marketing, said in a statement.

Sports leagues like the NBA, with more than $4 billion in annual revenue, are looking to attract more American Hispanic fans because of their growing numbers, financial clout and youth. Their collective buying power in 2013 could reach almost $1.4 trillion, according to the Selig Center for Economic Growth at the University of Georgia.

The NBA campaign was developed with Bromley Communications, a U.S. ad agency that focuses on the Hispanic market and is 49 percent owned by giant French ad company Publicis Groupe SA<PUBP.PA>, the NBA said.

Six U.S. born Latino players and 19 from Spain and Latin America are on 2009-2010 NBA preseason rosters. The league has played 25 preseason games and one regular-season game in Latin America.

        

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