WASHINGTON - (EFE) The NBA launched the "enebea" campaign at the end of October in an attempt to capture the Hispanic market, which to date has been outside of its priorities, with the aim of taking advantage of the growing boom and importance of the Hispanic community in the United States.

After having succeeded in opening the important markets of Europe and Asia, the NBA now considers this the "right time" to begin to increase the permanent base of Hispanic fans.

With 77 foreign players hailing from 32 different countries, the presence of Latin Americans and Spaniards has given the NBA wide acceptance and prominence within the Hispanic community.

Taking this situation into account, the league began a marketing campaign called "enebea," which refers to the Spanish pronunciation of NBA.

Marketing experts have worked for the NBA office to increase its presence on television, the Internet, and more projects with communities, with the hope of increasing its reach within a demographic segment that is estimated to comprise 15% of all fans.

"With Hispanics being an important component in the percentage of our fan base, we have a responsibility to reach them in a significant way," the U.S. Hispanic director, Sakia Sorrosa, said in an official statement.

The NBA has created a website in Spanish (www.nba.com/enebea), which includes news and everything relating to the Hispanic players.

The league also plans permanent events to renovate basketball courts in neighborhoods with high concentrations of Hispanic residents, as it also did with the African-American community.

One of the professionals who has been enthusiastic about the NBA's new policy to develop the Hispanic market in the United States is Mexican forward Eduardo Najera, of the New Jersey Nets.

"It is a great idea," Najera said. "I think the project will help fans identify with the players, in addition to the Hispanics, and in general I think it's going to be a great chance for them to feel included in the NBA. I feel happy about this project," he said.

Najera is one of 19 players in the NBA who hail from six Latin American countries, including Argentine standouts Argentines Manu Ginobili (San Antonio), Luis Scola (Houston), Andres Nocioni (Sacramento), Fabricio Oberto (Washington), and Carlos Delfino (Milwaukee), who has returned to play for the Milwaukee Bucks.

Dominican basketball, with Al Horford (Atlanta), Charlie Villanueva (Milwaukee), Francisco Garcia (Sacramento), and Trevor Ariza (Houston), has made a great contribution to the development of the NBA within the Hispanic community.

Meanwhile, Puerto Rico will once again have two players in the NBA, with point guards Jose Juan Barea (Dallas) and Carlos Arroyo (Miami), who aspires to sign a one-year contract if he makes it past the pre-season.

Brazil has three great players, such as forwards Nene Hilario (Denver) and Anderson Varejao (Cleveland), and guard Leandro Barbosa (Phoenix).

Along with the Latin American professionals, the Spaniards, led by brothers Pau and Mark Gasol, L.A. Lakers and Memphis, respectively, Jose Manuel Calderon (Toronto), Rudy Fernandez (Portland), and Sergio Rodriguez (Sacramento), also have been a big attraction for Hispanic fans in the United States.

In addition, on October 18 the NBA organized the 18th game played in Mexico, the foreign country that has hosted the most games.

The game, played in Monterrey and broadcast by NBA TV for the first time in Spanish, featured the Philadelphia Sixers against the Phoenix Suns, with the Sixers winning 116-94.

Also, when the NBA decides to establish franchises outside the United States and Canada, Mexico will be one of the foreign countries with a chance at receiving one.

The NBA has also held pre-season games in Puerto Rico and the Dominican Republic as a way to promote a sport that has become more and more popular and is increasing its presence in the Hispanic community inside and outside of the United States.