A few years back, I came across some numbers that surprised and stuck with me. It was a breakdown of the major sports leagues and what percentage of their fans were Hispanic — the NBA was the clear winner over the NHL, NFL and MLB.
Since then, the NBA has gone on to launch the éne-bé-a campaign and really made a push for the Latino audience. And still, there seems to be this perception, both among mainstream media and even within the Hispanic community, that the only major sports Latinos love are baseball, boxing and soccer.
With Christmas Day featuring the most anticipated matchups of the year, I took a look at league’s under-the-radar popularity within the Hispanic demographic and at how the NBA is working to stay ahead of the curve.