NBA Names Greg Economou Senior VP/Marketing & Communications

NBA Taps Economou As Senior VP/Marketing & Communications

The NBA has tabbed GREG ECONOMOU, CEO of Charlotte-based Brandthink, as its new Senior VP/Marketing & Communications, a position that is “not quite the NBA’s [CMO], but not far removed,” according to Lombardo & Lefton in this week’s SPORTSBUSINESS JOURNAL. Economou, who will report to NBAE President ADAM SILVER, will be responsible for brand strategy and oversee corporate communications, including media relations, marketing communications and public affairs, filling some of the duties held by former Senior VP/Communications TIM ANDREE. NBA Commissioner DAVID STERN, who has “long [been] the league’s de facto CMO,” said of the hiring, “We have three leagues to market; we have three TV networks we work with (ABC, TNT and ESPN), we have NBA TV, we have all our marketing partners and a $3[B] consumer products business, and we’re in the process of doing all of these globally. We’re getting bigger and the sheer act of coordination is now amazingly complex.” Suns President & COO RICK WELTS, who was the NBA’s last CMO before leaving in ’99, said, “I don’t think anything’s broken. There are just a lot of things under way that could use somebody shepherding them full time” (SBJ, 3/13 issue).

TRENDY: In a separate piece, Lefton notes the hiring “caps a seven-month stretch in which four major properties filled marketing posts,” with the NBA joining the NFL, the NHL and NASCAR. Octagon President & CEO RICK DUDLEY: “Leagues have understood for years that they are about building, protecting and promoting a brand, but too often, sports marketing ended up being sales instead of disciplined strategic marketing and branding. You’re seeing that change as these businesses grow more complex” (SBJ, 3/13 issue).

NEXT HIRE? In N.Y., Mitch Lawrence cited league sources as saying that Stern “very quietly has approached” Suns Chair & CEO JERRY COLANGELO about replacing outgoing NBA Deputy Commissioner RUSS GRANIK. One source said, “The league is the one doing the inquiring.” Stern has said that he intends to present his reorganization plan at next month’s BOG meeting (N.Y. DAILY NEWS, 3/12).

WORK TO DO: In Sacramento, Ailene Voisin wrote the NBA faces “relocation issues, greedy owner issues, attendance issues, force-of-nature issues, and of course, arena issues.” Univ. of Oregon Warsaw Sports Marketing Center Managing Dir PAUL SWANGARD said, “This is a very unique time for the NBA. ... It is an almost unprecedented time, with the domestic issues of health and sustainability of franchises juxtaposed with the incredible growth internationally. The changing economics is a big factor.” Sports Business Group President DAVID CARTER added, “Part of the growing pains of any league means that they revisit their approach to marketing, and maintaining a balance in the marketplace between corporate fans and everyday fans is very different. ... Sports this past decade has focused on developing the corporate base. But now they’re trying to find a way to bring the everyday fan back in. They realize that is the lifeblood” (SACRAMENTO BEE, 3/12).