The NBA forms a Partnership with Kanye West to Build an International Fanbase
The NBA’s top executives in events & attractions provide insight on how the league maintains a winning formula at home and abroad with NBA Jam Session and NBA Jam Van. –amir shaw
 |
The Player: Gail Hunter Why is NBA Jam Session so important? The NBA Jam Session provides fans an opportunity to experience basketball and meet NBA players and coaches. Anything there is to know about basketball happens at NBA Jam Session. The idea was to make the game more accessible to people around the country. What does it take to make Jam Session successful? It takes a lot of people, time and energy. You have to do a lot of planning. It’s like your daily life magnified one million times. The tours are typically eight months out. We figure out the programming that we want to do and it takes a year and a half of work. |
 |
The Player: Karen Barberan How has the NBA Jam Session been received internationally? The NBA has been very busy in China. We have 15-20 staff members in China and they help to do events year-round. It’s fascinating to see people in other countries wearing Kobe Bryant, LeBron James, and Yao Ming jerseys. Why should recent college graduates seek employment with the NBA? Part of the fun with working with the NBA is that we seem to be ahead of the curve. Not just grass roots, but also on the digital front as well. We have fun new stuff that is probably better then what anyone else is doing at this point. |
 |
The Player: Patrick Sullivan When did you begin working with the NBA? I started in 1995 and begin working with the NBA in Europe to put on 3-on-3 events to help to promote the sport of basketball. What can fans expect from events and attractions in 2009–10? We’re always looking to create new events. This year, we’re expanding into China where we will have a reality show, tryouts for the D-League, and development camps. What makes your job worthwhile? With Basketball without Borders, we have gone to different countries around the world and worked with local facilities to help refurbish libraries and schools. When the kids see the players help[ing] [to] build their communities, they are overjoyed. And that’s what really makes this job exciting |
The Player: Charles Rosenzweig
The Position: Sr. Vice President, Entertainment & Player Marketing
How does the NBA remain relevant with fans? … We have always been timely. We all know how to reach out and maintain relationships with individual talents. We all work hard to stay ahead of the curve.
How did the Kanye West ‘Amazing’ campaign come about for the NBA Playoffs? We have been focused on our Internet marketing and taking the game to our global audience. It’s important to understand what our fans want. Someone like Kanye West is a globally recognized artist and it allowed us to reach those who can relate to the game and the music.
How important is it for the NBA to be involved with the community? Building the brand and giving back is our mission. We have community projects all around the world. Before our players jump on the court, we have a transition program that all new players have to attend. They are privileged to be a part of the basketball fraternity and they must recognize that privilege. It’s their duty to give back to the community.
