T
he NBA already boasts one of the largest social media communities in the world, with some 400 million “likes” and followers on various social media outlets, according to league metrics. Look for that number to continue to grow under Melissa Rosenthal Brenner.
As senior vice president of marketing for the league, Brenner oversees the NBA’s social media efforts, driving a steady stream of new creative programs and partnerships. Consider that the NBA this year partnered with Twitter to deliver near-real-time postseason highlights, available just minutes after the action, fueling both traffic and interest during the NBA’s most visible period.
“We have young, tech-savvy fans,” Brenner said. “They consume all things NBA, and our job is to use the fervor of our fans to serve them the right content on the right platform at the right time.”
Considering that Brenner’s track record at the league includes additional groundbreaking deals with YouTube and Facebook, count on the NBA continuing to create even more successful social media partnerships and programs down the line.
— John Lombardo
“Melissa has been a true pioneer in the social media space. She has been with the league for almost 16 years and was an early adopter in new media, and under her leadership, we have built one of the largest social communities in the world. What makes her so good in leading our social media efforts is that she also has worked in other departments and understands that social media marketing is just part of our larger global marketing efforts.”
— Adam Silver | Deputy commissioner | NBA
