NBA’s Saskia Sorrosa at ANA Multicultural: Total market is about more not less

Saskia Sorrosa, VP of Innovation and Platforms growth of the NBA, was among the speakers on the agenda of the annual ANA Multicultural, with a session in which she explained how the organization is creating strategies aimed at the total market, to identify, inspire, connect and strengthen the relationship with their NBA fans.”Total Market comes to understand how multicultural consumers influence the mainstream” the executive said. “Our players, coaches and fans celebrate the diversity of the US, and have become part of their DNA.”For a total market strategy to be successful, Sorrosa said it must pay special attention to data and statistics. “The efforts of the total market is not about getting rid of programs aimed at the multicultural marketplace, we must accept the fact that they must expand, less is not more,” she said.Sorrosa said that in referring to the total market strategies, they are not consider advertising campaigns but platforms. “In the NBA, our ultimate goal is to connect with more fans, not consumers,” she said.”After investigation, we learned that Enebea was how Hispanic fans referred to the league, so we learned what had lived in the market for years and we did it the official brand in the NBA for the Hispanic audience.” Since the launch of the campaign, the growth of Hispanic fans exceeded in proportion to the total growth of Hispanics in the US, in terms of growth with respect to the non-Hispanic fans, it has been 500% to 5%.