During their 2020 season, the Milwaukee Bucks had the NBA’s best record, the league’s Most Valuable Player, and the best chance for a Bucks team to win a championship in 49 years, but on August 26, the Bucks players decided to take a stance instead of play Game 5 in their series with the Orlando Magic.

Following the shooting of Jacob Blake by police in Kenosha, Wisconsin, the Bucks players refused to step out on the court for their playoff matchup, which sent shockwaves across the NBA and later led to the Houston Rockets and Oklahoma City Thunder joining their protest for social change.

On this episode of The Business of Marketing Podcast, presented in partnership with SAP, Toby Daniels, Chief Innovation Officer at Adweek hosted a conversation with Peter Feigin, President of the Milwaukee Bucks and Fiserv Forum, and Dustin Godsey, CMO of the Milwaukee Bucks to discuss why they and their players chose to a take a stand during the Black Lives Matter movement and how their core values guided them as a business during that time.

Listen to the latest episode of The Business of Marketing to also hear how the Bucks and the NBA pivoted during the pandemic, the challenges of reopening offices and stadiums, and how innovating around virtual live experiences helped bring them closer to their fans.

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