The other night there was an NBA game between El Heat and Los Spurs. Aside from showing no knowledge of Spanish it was part of an NBA promotion called Noche Latina. The objective is to increase marketing to the Hispanic communities in selected NBA markets. The first question is why? There are relatively few Hispanic players. Pau Gasol and his brother Marc are from Spain but in this country "Hispanic" generally refers to a person from Latin America. This should rule out the Lopez brothers (Brook and Robin) who are Californians. I seriously doubt if there are even enough Latinos to make up an NBA team. But marketing never sleeps so we have Nueva York, Los Spurs, El Magic, Los Bulls, Los Mavs, El Heat,Los Lakers, Los Suns, Los Bulls and Los Rockets. Why leave the last name English? This really escapes me and the jerseys simply look like a product of our public school system. So I was thinking that since most of the NBA players are black, that we should market to black communities during black history month with black slang. We could have the New York Crooklyns, the San Antonio Roosevelts, The Orlando Twights, the Boston Redbones, the Chicago Bangers, the Miami Benz, the Dallas Crew, the Los Angeles Booyas, the Phoenix Grills, the Houston Buttas, and the Atlanta Playas.
Harold A. Black is professor emeritus in the Department of Finance, University of Tennessee, Knoxville having retired after 24 years of service. He has served on the faculties of American University, Howard University, the University of North Carolina - Chapel Hill and the University of Florida. His government service includes the Office of the Comptroller of the Currency and as a Board Member of the National Credit Union Administration. He also has served on the boards of directors Home Savings of America and its parent company, H. F. Ahmanson & Co., Irwindale, California prior to its merger with Washington Mutual Savings Bank, on the board of New Century Financial Corporation, Irvine, California, then the nation’s largest real estate investment trust and as director and later chairman of the Nashville Branch of the Federal Reserve Bank of Atlanta. He writes an occasional article for the Knoxville News-Sentinel at http://www.knoxnews.com/staff/dr-harold-black/. His web page is haroldablackphd.com