NBA Making More Concerted Efforts To Embrace Their Latino Fans

NBA Reaching Out To Latinos
MIAMI, FL - OCTOBER 30: (L) Dwyane Wade #3 of the Miami Heat, (C) Chris Bosh #1 of the Miami Heat and (R) LeBron James #6 of the Miami Heat pose with their 2012 NBA Championship rings prior to the game against the Boston Celtics at American Airlines Arena on October 30, 2012 in Miami, Florida. 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. (Photo by Chris Trotman/Getty Images)
MIAMI, FL - OCTOBER 30: (L) Dwyane Wade #3 of the Miami Heat, (C) Chris Bosh #1 of the Miami Heat and (R) LeBron James #6 of the Miami Heat pose with their 2012 NBA Championship rings prior to the game against the Boston Celtics at American Airlines Arena on October 30, 2012 in Miami, Florida. 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. (Photo by Chris Trotman/Getty Images)

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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