NBA CMO KATE JHAVERI discussed the league's "time off the court, the social-justice movement that erupted during its pause and the return to play," according to a Q&A with Nat Ives of the WALL STREET JOURNAL. Jhaveri said when the NBA paused the season, it "felt like the world paused with us." Jhaveri: "We immediately kicked off an 'NBA Together' campaign, and generated over $99 million to support part-time arena staff and workers in health care and vital services, and 10 million PPE masks for health-care workers." She added, "As games were getting closer, it was the right time to kick off the 'Whole New Game' campaign with Issa Rae, to generate excitement but also speak to the moment." Below are excerpts from the Q&A, some of which have been edited for clarity and brevity:
Q: How does the dispute between WNBA Atlanta Dream co-Owner, U.S. Sen. KELLY LOEFFLER, and players after she spoke against the league's support for the Black Lives Matter movement affect what the league is trying to do?
Jhaveri: For me, as a white executive in a league predominately populated by black and brown colleagues, I'll never fully understand the challenges faced by them. But I completely stand behind the actions the league has set forth to drive change, and this completely goes for the players as well.
Q: Are there contingency communications plans in place if the NBA's restart has to stop?
Jhaveri: 'A Whole New Game' was about this moment and meeting [the players] where they are today. We'll continue to be authentic with them, even in a worst-case scenario.
Q: If the league gets a new champion at the end of this restart, will there be an asterisk?
Jhaveri: I don't think this is an asterisk season (WALL STREET JOURNAL, 8/4).
