- Created on Friday, 01 March 2013 12:04
- Last Updated on Thursday, 16 May 2013 07:51
- Written by Jeff Noital
The NBA has celebrated its the Latin heritage with its version of "Noche Latina" since it was launched during the 2006-2007 season. The league highlights its marketing campaign by focusing on the teams who are in a large Hispanic market, which includes Texas' own San Antonio Spurs in the mix. This season the campaign takes place on March 2, 2013.
While it's always a great thing to recognize a culture that's growing among followers and anyone involved in the sport, it hasn't exactly been seen in a positive light by the majority of the people watching the games. The jerseys used for the contests lack creativity as they just insert "Los" or "El" around the regular jerseys over the team name, but they also don't use the proper Spanish language for the jerseys.
The NBA is all about marketing and the fans know that. This, however, seems to be a cheap attempt to cash in the Latino community in a very unpopular way. Does the majority of people want to buy the same jersey they probably have for around $80 or so because it has "Los" or "El" in front of it? The NBA could've done more justice by coming up with a completely different jersey over something that you'd think someone made at home.
Aside from the uncreative side of the jerseys, the grammar and translation is wrong and may be offensive to some. "Los Spurs" is what the jerseys read over "Las Espuelas", which would be the correct way to say the team's name in Spanish. According to the official press release of the NBA, it's featured as how it's spoken by the bilingual Latino population.
Launched during the 2006-07 NBA season, Noche Latina features adidas-designed uniforms that display team names as spoken by the bicultural, bilingual Latino population and Spanish-language TV and radio announcers. The Miami Heat, for example, is “El Heat,” and the San Antonio Spurs are referred to as “Los Spurs.” (Spurs.com)
This is a gross misinterpretation of the language. What's being described as "bilingual" is described by the same population as "Spanglish", an incorrect form of speech and writing of English and Spanish.
The NBA should celebrate the Latino culture, but it needs to fix what it's already brought to the table. Some new creative ideas would help out the cause and the correct grammar for the teams would erase any negative views on it. The league also highlight it's Latino or South American players, such as Manu Ginobili who's popular around the league, would be a great idea to push the agenda and encourage those of the same culture to participate. Any new ideas the league has would be a major improvement over the current marketing campaign they have going right now.