Keeping with the éne•bé•a brand communications platform, the league beganits 2010-11 season with “Save Your Passion”. The campaign was designed toshowcase the true passion that Latinos bring to the game of basketball allseason long. The genesis of this campaign is rooted on how Latinos never hold back when cheering fortheir favorite NBA team. Playing off of last season’s Playoffs campaign“Pobre Garganta” where Latino fans are stricken hoarse from relentlesscheering, “Save Your Passion” shows how Latinos store up their energystrictly for the NBA season.