NBA’s 'Everybody Up' Campaign Capitalizes on Growing Latino Population

The NBA’s 'Everybody Up' campaign includes a series of television commercials, print and online advertisements, and integration across all of the league’s digital platforms, including NBA TV, NBA.com, mobile and social media assets, throughout the season. The campaign debuted its first spot, 'Roll Call,' narrated by Grammy Award-winning artist and actor Common and just announced the Spanish-language marketing campaign, 'Todos Arriba.' The Spanish-language campaign will debut its first spot, 'Roll Call,' narrated by international Latin artist Henry Santos. The growing Hispanic audience in the United States is key to the NBA’s future, as 18 percent of its audience composition is Hispanic and is outgrowing the non-Hispanic fan base by 800 percent. The demographics of the Hispanic basketball fan base are more attractive than non-fans. The NBA is also implementing music performances during tip-off week, including Grammy Award-winning superstar with Atlanta native Tip “T.I.” Harris who teamed up with the NBA to perform on the opening night of the season at the game between the Indiana Pacers and the Atlanta Hawks. TheStreet’s Jill Malandrino reports in New York.