The NBA has started a bigger push to attract Hispanic fans, launching a multi-million-dollar marketing campaign as well as a new Hispanic website.

More Stories

• Eagles back to winning ways

The US sports league said the marketing campaign - called 'ene-be-a' - will include television, internet and radio advertising, as well as special events and consumer products.

Spanish-heritage fans currently make up 15 per cent of its fan base.

"This new campaign will enable us to further engage current fans and develop new fans by being inclusive and culturally relevant, and by delivering the... game in a way that celebrates their community and the diversity of our sport," Saskia Sorrosa, the NBA's senior director of US Hispanic marketing, stated.

Sports leagues like the NBA, with more than $4 billion in annual revenue, are looking to attract more American Hispanic fans because of their growing numbers, financial clout and youth.

Their collective buying power in 2013 could reach almost $1.4 trillion, according to the Selig Center for Economic Growth at the University of Georgia.

Six US-born Latino players and 19 from Spain and Latin America are on 2009-10 NBA pre-season rosters. The league has played 25 pre-season games and one regular-season game in Latin America.