SBD/December 16, 2010/People and Pop Culture

NBA Senior VP Farnsworth Leaving To Start Consulting Practive

NBA Senior VP/Business Development PETER FARNSWORTH is leaving the league at year's end to start his own consulting practice. Farnsworth, a former SportsBusiness Journal Forty Under 40 Award winner, has been at the league for nearly a decade and is credited with landing many large corporate sponsors, including Hewlett-Packard, Kia, and the recent BBVA sponsorship, which was the NBA's first banking deal. He has also been a key man in developing NBA business overseas. Farnsworth said his consultancy was yet to be named, but would focus on cause-related efforts and global business, along with basic services like corporate consulting and property representation. "I'd like to find a way to better link sponsorship and philanthropy, the way we have with NBA Cares, or what we've seen recently with Barcelona and the Qatar Foundation. The non-profit world and the corporate world don't speak to each other well and I'd like to bridge that gap." With the threat of a lockout clouding the '11-12 NBA season, sales prospects should decrease, but Farnsworth said it was more a case of looking for new challenges than anything else. Within the league, business development VPs GARY JACOBUS, RACHEL JACOBSON and KELLY FLATOW, who had reported to Farnsworth, will now all report to Exec VP/Global Marketing Partnerships MARK TATUM. Farnsworth began his sports marketing career in '92 at ProServ and joined the NBA in '01.
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