The Phoenix Suns have been trying to reach out to Latino fans on both sides of the border for years, with various degrees of success.
But there is nothing like a winning team with an electrifying star player in Devin Booker who has embraced his Mexican roots to give Latinos a reason to jump on the Suns' bandwagon and to provide a boost of Mexican pride to boot.
"This is the most excitement in the team I've seen since I got here in 2004," said Arturo Ochoa, who is the official Spanish language broadcaster of the Phoenix Suns on La Mejor 106.