The Suns wore their "Los Suns Noche City Edition" jerseys during one of their four Latino-themed nightsNBAE/GETTY IMAGES
Suns officials said that the team has been "trying to reach out to Latino fans for years, and they are doubling down on those efforts," according to Daniel Gonzalez of the ARIZONA REPUBLIC. Suns President & CEO Jason Rowley said, "It's a growing segment of the population locally as well as nationally and our overall approach has been to engage Latino fans in culturally authentic and meaningful ways." Gonzalez noted the team has "introduced 'Los Suns' social media accounts in Spanish" and commissioned Mexican-American artist Lalo Cota to "refresh a 'Los Suns' mural" near downtown Phoenix. During a home game against the T'Wolves last Monday, Suns players "streamed out onto the court wearing newly designed 'Los Suns Noche City Edition' uniforms." That game was one of four "Latino-themed nights the Suns will host this year." However, the number of Latinos in attendance at the game "was sparse." Some Latino fans and PR execs who specialize in the Latino market believe that the Suns "haven't done enough to tap into the 1.7 million Latinos who live in the metro Phoenix area." They also believe that the Suns have "failed to capitalize on the Hispanic heritage of two of the team's biggest stars," Ricky Rubio and Devin Booker. Ideaz Media Owner & President Diana Prieto, whose firm specializes in the Latino market, said, "You know who does a tremendous job? The Arizona Diamondbacks. ... They wipe out the Suns when it comes to Latino marketing" (ARIZONA REPUBLIC, 12/14).
