Patt Morrison for February 18, 2011

You’ve heard of Los Doyers – what about Los Lakers?

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Kevork Djansezian/Getty Images & Lluis Gene/AFP/Getty Images

L.A.'s Spanish speakers cheer for "Los Doyers" and "Los Lakers"

In what seems like an effort to court Latinos, the fastest-growing segment of the United States, the Los Angeles Lakers have just signed a 20-year contract with Timer Warner Cable to create a Spanish-language sports network heavily featuring the Lakers. The first of its kind network, set to launch at the start of the 2012-13 season, is the most recent attempt in a series of efforts by the National Basketball Association (NBA) and the Lakers to reach out to Latinos – the NBA launched éne-bé-a, an initiative including Spanish-language websites, ad campaigns, and specially branded merchandise. So does targeting a specific ethnic or racial group really do the trick in terms of marketing? Or could it come off as offensive to said group (or others)?

Guests:

John Black, Vice President of Public Relations, Los Angeles Lakers

Saskia Sorrosa, Director of Hispanic marketing, National Basketball Association (NBA)


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