NBA picks Univision to reach Hispanic America

DetailsJuan Fernandez Gonzalez | 24 March 2015

The US National Basketball Association (NBA) and Univision Deportes, the sports division of Univision Communications, have announced a new multi-year partnership to provide fans with Spanish-language NBA content across the latter's multimedia platforms.

Univision Deportes will debut NBA programming via its pay-TV network and UniMás, offering fans NBA Action, the weekly basketball show that will be customised in Spanish, beginning on 26 March. In addition, UniMás will present Zona NBA, a new weekly show produced by Univision Deportes delivering basketball content including appearances of current NBA players, coaches and past legends.

The new agreement also features Univision Deportes and the NBA Web and mobile sites to further expand the league's first fully integrated Hispanic marketing campaign. Hispanics currently represent 18% of the NBA's fan base, outpacing the growth of the US Hispanic population by 38% since 2008.

"Our partnership with Univision Deportes will allow us to further engage our Hispanic fans in an inclusive and culturally relevant way via television, broadband and mobile," said NBA senior VP for programming, Aldo DiCuffa.

As part of its coverage, Univision Deportes will cover various NBA marquee events including NBA All-Star, the NBA Playoffs and The Finals. Univision Deportes will also collaborate with the NBA on other events throughout the season.

"We are proud to partner with the NBA to deliver high quality, customised content to Hispanic basketball fans," said Juan Carlos Rodriguez, president of Univision Deportes. "This new multi-platform deal underscores our commitment to creating relevant and engaging content focused on the sports, leagues and teams that Hispanics care about most."