Is El 'Enebea' Insulting Latinos Or Reaching Out? (BLOG)

Blog: Is El 'Enebea' Insulting Latinos Or Reaching Out?
SAN ANTONIO, TX - MARCH 14: This is a banner that was used for Noche Latina Night. This is a website that directs the user to a spanish version of NBA.Com . This was part of the San Antonio Spurs , Dallas Mavericks game on March 14, 2013 at the AT&T Center in San Antonio, Texas. NOTE TO USER: User expressly acknowledges and agrees that, by downloading and or using this photograph, user is consenting to the terms and conditions of the Getty Images License Agreement. Mandatory Copyright Notice: Copyright 2012 NBAE (Photos by D. Clarke Evans/NBAE via Getty Images)
SAN ANTONIO, TX - MARCH 14: This is a banner that was used for Noche Latina Night. This is a website that directs the user to a spanish version of NBA.Com . This was part of the San Antonio Spurs , Dallas Mavericks game on March 14, 2013 at the AT&T Center in San Antonio, Texas. NOTE TO USER: User expressly acknowledges and agrees that, by downloading and or using this photograph, user is consenting to the terms and conditions of the Getty Images License Agreement. Mandatory Copyright Notice: Copyright 2012 NBAE (Photos by D. Clarke Evans/NBAE via Getty Images)

Every March the N.B.A. reaches out to the country’s fastest growing minority with Noche Latina, a campaign to celebrate Hispanic heritage. And every March some bloggers criticize the league for its most visual and commercial aspect: the jerseys worn by certain teams. Instead of translating team names like Heat (Calor) or Bulls (Toros), the N.B.A. simply puts a definite article in front, for a Spanglish touch, with El Heat and Los Bulls.

“Does the N.B.A. really think fans would be baffled by ‘Los Toros,’ ” asked one blogger. “It’s like saying, ‘Yeah, I speako Español.’ La N.B.A. can do better.”

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