01/25/2013 10:45 am ET Updated Jan 25, 2013

NBA Making More Concerted Efforts To Embrace Their Latino Fans

Attend a Miami Heat game at the American Airlines Arena, and you’ll quickly forget you’re in the US. Fans dress more for a party than a sporting event, and time-outs are filled with the sounds of the Miami Cuban rhythm section. At the last two minutes of every quarter, the announcer screams “Twoooooooo minutes to go, and the crowd responds dutifully “Dooooos minutos!!!!!!”. You’re in Miami, but it feels like you’re in Cuba, Venezuela, Puerto Rico, or Brazil. And that’s exactly what the Heat franchise and the NBA as a whole wants.

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