In this episode of On Stage, Amy Brooks, President of New Business Ventures at the NBA, joins SBJ Managing Director Dan Kaufman for an insight-rich conversation that took place on March 5, 2025, at SBJ’s Tech Week in New York City.

A core architect of the NBA’s growth strategy, Brooks offers an inside look at how the league is evolving its global and domestic business in a rapidly shifting sports landscape. She discusses:

Fan-Centric Innovation: How the NBA is prioritizing personalized and seamless experiences, both in-arena and digitally, to meet the expectations of modern fans.

International Expansion: The NBA’s ongoing efforts to localize its brand and programming abroad, building on the global momentum of its core product.

The Role of Technology: How innovation is reshaping the league’s media strategy, data use, and direct-to-consumer efforts.

TMBO: Reflections on the legacy of Team Marketing & Business Operations (TMBO), founded by David Stern, and its role in supporting team performance across markets.

Leadership Perspective: Brooks’ insights on what it takes to lead innovation inside one of the world’s most dynamic sports brands.

This conversation is a strategic roadmap for anyone interested in how major leagues like the NBA are evolving to stay ahead—both at home and around the world.